Determinants of Rural Out-Shopping Behavior in Developing Countries : A Case of Grocery Shopping in the Republic of Rwanda

The purpose of this study is to investigate the level of out-shopping in rural African countries, specifically in the Republic of Rwanda. It also seeks to determine the factors that influence rural out-shopping behavior, so that rural retailers can design appropriate marketing strategies. Whereas there is a plethora of studies on out-shopping behavior conducted in developed countries, there is a paucity of researches that reflect on developing countries’ perspective, and in particular, the African continent is underrepresented