The Consumer Spending Behavior among Grocery Shoppers in Dumaguete City's Leading Supermarket

Abstract The study aims to examine consumer spending behavior among grocery shoppers in Dumaguete City's top supermarket, focusing on various economic, psychological, personal, and marketing factors. It also seeks to understand how shopper profiles relate to purchasing behavior, which will help create effective marketing strategies. This study employed a descriptive-correlation design with quantitative methods to investigate the changes in shopping habits and preferences among consumers in Dumaguete City since the pandemic. Through a survey of 250 respondents from five leading supermarkets, the research revealed significant insights into demographic influences on purchasing behavior. Findings indicated that a majority of shoppers were female and aged 20-35, with spending patterns heavily influenced by personal income and shopping frequency, particularly around paydays. The study concluded that supermarkets must adapt their marketing strategies to cater to the preferences of diverse consumer segments, especially by targeting female shoppers and younger adults with convenience items. Recommendations include implementing targeted promotions aligned with shopping habits, expanding product ranges, and enhancing the in-store experience to foster customer loyalty and satisfaction. Keywords: Consumer Behavior, Factors, Grocery, Shopper, Supermarket