A study of perceived store image and behavioural intentions of Indian grocery consumers: the mediating effect of satisfaction

This paper aims to analyse the relationships among perceived store image (SI), satisfaction (SAT), and behavioural intentions (BI) of grocery consumers in the Indian context. Further, it examines the mediating role of satisfaction among store image and behavioural intentions. Psychometric properties of measurement scales of these constructs were tested with factor analysis. Subsequently, relationships between these were analysed through structural equation modelling. Results suggest a significant positive effect of store image on grocery consumers' satisfaction and behavioural intentions. Further, results showed a robust positive relationship between satisfaction and behavioural intentions. Satisfaction demonstrated a significant partial mediating effect between store image and behavioural intentions. This study manifests store image as a strong predictor of consumers' behavioural outcomes and thus advocates for more focus. It further shows that satisfied grocery consumers have beneficial behavioural intentions, so grocery managers should focus on satisfying them through personalised services, quality grocery, home delivery options, and managing productive relationships.