Abhigyan

Rishi Raj Sharma ¹, Neetu Sharma ²

Affiliations
1 University Business School, Punjab University, Chandigarh, IN
2 P.G. Department of Commerce and Business Management, Hansraj Mahila Mahavidyalaya, Jalandhar, IN

Abstract

The research focus is on determining the key store atmospherics influencing consumer's decision to patronize a retail store especially in context to shopping of Apparels&Lifestyle products. The store atmospherics were selected as constructs from retail and marketing literature and reduced to manageable factors using Exploratory Factor Analysis. The data was collected from 400 respondents through multistage sampling technique from districts of Jalandhar, Amritsar, Ludhiana, Chandigarh (U.T.) and N.C.R. (Gurgaon).The Multiple Regression Analysis technique is applied to ascertain relationship between key store atmospherics and retail store patronage. The results of the study revealed that consumers perceptions towards retail store atmospherics can be grouped into four factors - Store Location and Customer Services ; Store Ambience and Design ; Product Quality and Features and Instore Customer Convenience and all the atmospheric factors except store location and customer services were critical determinants in influencing the consumer's retail store patronage behavior for apparels and lifestyle products. The study has been an effort in the direction to understand apparels shoppers changing preferences for the choice of a retail store. The study offers retail marketers to identify the significant dimensions of store atmospherics and tested the same to develop a holistic customer experience while shopping. The study is limited in geographical terms as it covered principal cities of Punjab and one region of Haryana i.e. Gurgaon. Due to this the study can offer implications restricted to the regions covered.

Keywords

Retailing, Consumer Perceptions, Store Atmospherics, Store Choice, Retail Store Patronage.

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Satinder Kumar ¹, Rishi Raj Sharma ²

Affiliations
1 School of Management Studies, Punjabi University, Patiala, IN
2 Guru Nanak Dev University, Regional Campus, Gurdaspur, IN

Abstract

As we have entered the twenty first century, the Internet has become the hottest marketing medium. In the Internet environment distinct electronic marketplaces have risen. Companies are now misusing cookies as an information collection tool. Companies are now able to target users and segment them on the basis of their browsing habits. In today's universe, if Marketers are interested to promote Electronic marketing they need to convince Internet visitors that cookies can be believed. This paper found that Consumer Awareness, Unethical Practice and E-Marketing Barrier are the three dominant factors which influence consumer perceptions towards ethical issue of cookies in E-marketing. In the present study SEM has been used to confirm the factors analysis results. Two factors "Collecting personal information" and "cookies negatively impact the E-marketing" play a more dominating role for the ethical issue of cookies.

Keywords

Cookies, E-Marketing, Privacy, Security, Perceptions.

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