Grain products are indispensable necessities in the daily life of Chinese consumers. They hold an important position in the diet structure and cultural inheritance, not only as an important source of nutrition but also as the embodiment of traditional Chinese diet culture. Grain consumption is different from general commodity consumption; it is associated with the life and health of residents, social stability, and the daily necessary consumption of consumers. Therefore, consumers are very concerned about choices when buying grain products. The grain market environment has undergone great changes due to economic development, leading to shifts in consumers’ consumption concept of grain food. The current purchasing channels and purchasing methods can no longer meet the potential purchasing needs of consumers. With the promotion of urbanisation and modernisation, the retail industry continues to innovate, from traditional wet markets to supermarkets, convenience stores, and e-commerce platforms, forming a diversified retail environment. This diversified development not only enhances consumers’ choice in the shopping process but also puts forward higher competition requirements for retailers. Therefore, studying the factors that Chinese consumers choose retail stores when buying grain products not only helps to understand the motivations behind consumer behaviour but also provides retailers with deeper market insight and provides strong support for the formulation of future market strategies.

Jie Wang, NORSHAMLIZA CHAMHURI. A research on the factors influencing Chinese consumers' choice of retail stores when purchasing grain products. Academic Journal of Business & Management (2024) Vol. 6, Issue 9: 81-91. https://doi.org/10.25236/AJBM.2024.060912.

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