This study examined the role that convenience, merchandise, promotion, service, physical facilities and store atmosphere play as drivers of store choice and loyalty in Botswana.. A sample of 160 female shoppers whose ages fall between 18 and 64 years residing in two largest cities in Botswana being Gaborone and Francistown was used. . A structured questionnaire was personally administered to respondents from convenient locations such as shopping centres, the University and college campuses. Results show that convenience is the only store attribute that serves as a significant positive driver for both store choice and loyalty. Merchandise and store atmosphere emerged as significant positive drivers for loyalty. Contrary to expectations, service yielded a significant negative effect on store choice. Additionally, promotion and physical facilities did not have any significant effects on both store choice and loyalty. This study makes a contribution to the knowledge of female grocery shopping behaviour by studying an extensive list of store attributes in an under-studied research context. In addition, both store choice and loyalty were used for conceptualizing female grocery shopping behaviour while most of the available studies focus on each concept one at a time. Findings of this study will be useful for grocery retailers in developing countries as they seek ways to ensure competitive advantage as the retail marketplace experiences radical change and intense competition.

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