Impact of Store Brand Emotions on Consumer Choice of Store in an Organized Retail Environment

Purpose:
Consumers make decisions based on rational and emotional marketing appeals. Emotions focus on attention, remembrance, form the basis of consumer motivation and shape consumer attitudes. The organized retail market in India which constitutes only 6% of the total retail market, is using emotional appeals to help consumers make decisions inside the stores. Though emotional appeals as a marketing tool has been studied, its impact on the organized retail environment has not been explored. The paper focuses on the impact of store brand emotions on consimier choice of store in an organized retail environment in India.
Methodology/Approach:
The primary data was collected through Questionnaire method. Secondary data was collected through research reports, research journals and websites related to retail. The consumers for the study were selected on the basis of age group and gender through simple random sampling technique as the emotions vary within the two categories of consumers. A sample size of 100 respondents was expected to be covered. Simple Regression Analysis was used for data analysis. The results indicate that store brand emotions have a significant impact on consumers choice of store. The study is limited to the city of Pime.
Implications of research:
The organized retail industry and product manufacturing companies who use emotional appeals to attract consumers would be the main beneficiaries of the research. The research will enable the retailers and companies to understand the impact of emotional appeals on consumers thereby enabling them to achieve higher sales, enhance their brand image and develop strong consumer relationships.