Local markets are at the heart of community identity and tourism economies, rendering an understanding of shopper behaviour critical to improving consumer experience and sustainable growth. Critical factors influencing shopper behaviour in local market settings are identified in this study, including six independent variables such as proximity of markets, availability of traditional goods, influence of tourism on shopper behaviour, attitude and amicability of staff handling shoppers, cultural relevance of shopping products, and seasonal product promotions. The relationships of the variables studied are investigated by using correlation analysis, multiple regression techniques and Thurstone Case V Scaling. Results indicated that tourist activity had the highest relationship with shopper behaviour, followed by proximity to markets and staff attitude. The study provides good guidelines to develop customer engagement, utilise tourism potential and improve local products. The results add to the growing literature on consumer behaviour in local market contexts and suggest managerial strategies for fostering positive customer-staff interactions and capitalising on tourism’s influence. The dynamic nature of consumer preferences offers opportunities for further research.

Customer buying behaviour, retail landscape, proximity to local markets, Goa retail market

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