Influence of Shopping Orientation and Store Image on Patronage of Furniture Store

Abstract

Knowledge on furniture consumers' retail patronage will promote and enhance efforts to increase sales at furniture stores and could guide future research. This research therefore was proposed to develop a general model of retail patronage and to empirically test the relationships proposed in the model in the context of furniture market. The objectives of the study include 1) is to review existing retail patronage models and related literature 2) to develop a general framework of retail patronage behavior and 3) to test the model in the furniture store shopping patterns. Based on a review of the literature the study proposed to adapt Darden's patronage model of consumer behavior. 115 data were collected through survey questionnaires and the underlying relationship among the variables that characterize consumers' patronage behavior towards furniture was studied. Statistically it was found that in terms of shopping orientation, the apathetic shopper and the personalizing shopper was influenced by the lifestyle of the consumer and hence influenced the customer patronage. Store image on the other hand was found to enhance the impact on consumer patronage of the furniture store and moreover acted as both the predictor and the moderator.

Exploratory Analysis of the Shopping Orientation in the Tunisian Context

“…They have also concluded that the concept of shopping orientation consists of "a personal dimension (e.g. activities, interests, opinions, motives, needs and preferences) Hassan, Muhammad & Bakar (2010) consider simply that this concept is related to general predisposition toward acts of shopping.…”

Examining the Effectiveness of Government Policy for Retail Districts: Evidence from Korea

“…From previous studies, such as [51,52] etc., this study deduces four factors: convenience, product, atmosphere, and location. Hence the shop and commercial district selection attributes relevant to government business support are as follows: convenience [20,40,[53][54][55], product [20,27,40,[55][56][57], store atmosphere [40,48,55,58,59] and location [20,37,39,40,48,55,[60][61][62].…”

“…It is assumed that the high-income level and expenditure size are because of high accessibility as key shop attributes [37,39] and shopping convenience [64,65] accompany consumer awareness about product factors [57,64,66].…”

“…In addition, among the shop selection attributes, the satisfaction level for shopping convenience and product quality was low whereas the satisfaction level for location was high [37,39,67,68]. Therefore, the consumer is more likely to be satisfied with visit attributes and the management improvements, etc., if they are adjacent to the customer's residence [30,57]. The consumers in commercial districts receiving management support have a higher possibility of visitors focusing on experience, such as cultural events and space, etc., not the shopping itself.…”

“…This is because visitors to these areas tend to have high education levels [57] and seem to be satisfied with the various marketing methods, such as events, and provision of coupons. In addition, the number of visits is low possibly because the location is not good [69].…”