The Role of Small Rural Grocery Stores in Northern Bavaria: Findings of a Quantitative Customer Survey

Grocery shopping is an integral part of everyday life in every household. Due to the increasing decline in the number of grocery stores, it is difficult to find grocery shops close to home, especially in rural areas. For certain population groups, such as older people and/or people with limited mobility, people living alone and single parents, as well as households without a car, it is difficult to get groceries within walking distance. In addition, the gaps in local supply also mean a decline in the quality of life of the affected population. This study addresses the question of what role small rural grocery stores play in the shopping behavior of residents of rural areas and how they rate them. Using a quantitative consumer survey (n = 238), the shopping behavior and relationship to five sites in the Main-Spessart region of Bavaria, Germany were analyzed. The surveyed customers visit the rural stores several times a week (57.1%), especially for necessities (62.2%) and weekly shopping (13.1%). The product range (including fresh products), proximity to the place of residence, as well as the social function are most valued. Four different customer types were identified: the Uninvolved (35.6%), the Supporters (15.5%), the Motivated (25.8%) and the Socials (23.2%). The study shows that small rural grocery stores can contribute significantly to the food supply in poorly supplied areas. The degree of use varies depending on the individual life circumstances and needs. Using the location as a place for social exchange is a very relevant factor (60.5%). The targeted use of the store as a social meeting place is highly dependent on the additional infrastructure provided (e.g., a café corner). These results can help decision-makers to gain a better understanding of the users and consequently to better assess potentials of small rural grocery stores.