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

Abstract

India is an evolving retail destination. Correspondingly the behaviour of the consumer is making new strides as the consumer's metastasis in behaviour brings newer challenges for the retail outlets. The customer has a store choice to make even before he decides on which brand to buy. This study is an attempt to identify, the various dimensions that would drive a consumer to select a store. The study is confined to selected consumer durables as a product category. With focus on the consumer's perception of store selection, 702 respondents were taken into account to arrive at certain store attributes that might be of interest to the large consumer durable industry and the retailers selling these product. Pre-testing followed the result analysis using exploratory factor analysis. The result proposes certain finding relevant for further inquiry on the part of the researchers.