Investigating Antecedents of Cross Shopping Behavior among Consumers in Selangor

Abstract

The mushrooming of grocery retailers in Malaysia could be witnessed by the consumers as a sign of opportunity since they have a lot of choices when it comes to make food purchases now and this has created a phenomenon known as cross shopping. This occurrence, however, could pose a threat to the small retailers as they have more competitors especially from the big companies to compete with. Moreover, the homogenous nature amongst them posed a greater problem since they have to come out with a better strategy to keep consumers coming in. Knowing the antecedents of why the consumers engage in cross shopping activity would be helpful. This study was therefore conducted to test the antecedents found based from past literatures which were understood to be influencing the Cross Shopping Behaviour. The five antecedents mentioned were Product Assortment, Convenience Orientation, Price Consciousness, Impulse Buying Tendency and Perceived Time Pressure. Questionnaires were then self-administered to consumers across Selangor. Data received were then analysed by using SPSS; multiple regression analysis was employed. Based from the result, only two antecedents were found to be significant in predicting the Cross Shopping Behaviour while the rest were not. This finding could help especially the small retailers when they want to strategize their business as to remain competitive against the big retailers.

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