How supporting the local, independent food retailers of Stockbridge, Edinburgh contributes to an individual’s identity and that of the community
Abstract
The UK’s rapidly changing grocery retail sector and the demise of the UK high street has
led to a sharp decline in the number of local independent retailers. This study aimed to
determine whether supporting the local independent food retailers in the Stockbridge
area of Edinburgh contributed towards an individual’s identity and that of the
community’s. A mixed methods approach was adopted where an online questionnaire
completed by shoppers led to exploratory interviews of local food shop workers.
Shopping in the local independent food shops of Stockbridge enabled individuals to
express their identity through being seen to support local retailers, thus reflecting their
moral values and building a sense of community. The main motivations behind using the
local independent food shops were quality and service whilst they key contribution the
local independent food shops made to the community emerged as their role as a hub
where social interaction and relationship building took place. Furthermore their
uniqueness and longstanding reputations contributed towards the area’s identity which
was found to be attractive not only to Stockbridge residents but also to outsiders. These
traits should be recognised and utilised by independent retailers not only as a way to
survive but as a way to gain a competitive advantage against the nationwide
supermarkets whether they be in the form of local outlets or of larger out-of town
stores.
Further research into other independent local retailers and other food-based outlets in
inner city communities would strengthen this paper’s findings.