Customer Perceptions for Store Attributes: A Study of Unorganized Retail Stores in India

Abstract

The objective of the study is to examine the store attributes for a traditional store in Indian context. The study we will evaluate the relationship between store attributes and customer perceptions in different retail categories in traditional stores. The study is a two staged study with its first stage as a set of qualitative based interviews leading the second stage of designing a structured questionnaire. A total of 240 structured questionnaires were collected to examine the data. Another significant relation which was evolved was the moderating effect on the relationship between distances travelled on the customer perceptions. The results identified typically stress on the positive relation between customer perceptions and store attributes. The relations identified and the recommendations made in the article would help the retailers catering in unorganized markets to meet the customer expectations and hence retain a loyal customer.

Store Choice Behaviour in a Developing Economy: an Empirical Evidence on Household Consumer Durables

“…In a similar study where multiple product categories were studied, it has been reconfirmed that for the consumer durable category strong image of the retailer, retailer"s attitude and discounts were important attributes for store choice evaluation. These findings are in line with the results, where retailer"s reputation and customer value played an important role in store choice (Mishra et al,. 2014;Singh, 2011;Narang, 2011Seock, 2009.…”

“…For products like grocery the store choice variables include functional and psychological aspects, where the functional elements were merchandise, price, salesmen, location, and psychological were sales promotion, brand image, atmosphere and reputation (Martineau, 1958;Thiruvenkadam & Panchanatham, 2015;Mishra et al, 2014;Prashar, 2013;Narang, 2011).…”