Grocery Experience Survey: A Canadian Perspective on Service, Product and Management Specifies

The socio-economic significance of independent grocers has been, for the most part, underappreciated and overlooked for several decades in the Western world. Few studies have been looked at the field in recent years and even less so in Canada. Retail studies have highlighted the sector’s evolution, particularly the emergence of multiple channel designs. The primary focus of previous studies has been on food retailing, but not ownership and localized market adaptation. This study intended to identify the limitations of our knowledge related to independent grocers in Canada. By using our study’s outcome and identifying key drivers for market adaptation, this study aspires to highlight their somewhat subordinate relationship to government and the difficulties of modernising their business methods. Results show that Canadians regularly visit 2.3 grocery stores on average, 1.29 times a moth for an average duration of 32 minutes. Results also show that service specificity, and to a certain extent, product specificity can provide independent grocers with an advantage. While most consumers value receiving assistance when needed, younger consumers appreciate knowing who works at the grocery store they visit. Trust on ownership is also key in management specificity. This study provides a platform for future research on independently own grocers.