"Customer Perception of Important Apparel Store Attributes" (An Indian Perspective)

Customer perception about retail store attributes has widely been recognized as an important determinant of store choice and store patronage. Most of these studies have found a direct relationship between them. Although, a number of studies have been conducted on customer perceptions in the past but majority of these studies have been conducted in the markets of developed countries of West and Europe. And to apply those findings in Indian context without testing them would be a great folly. In this study, customer perceptions have been captured across new retail formats and different demographic characteristics of Indian customers. In total, 150 Customers visiting 11 stores belonging to formats in Dehradun region were administered a structured questionnaire through store intercept method to measure store attribute importance. The present study on store Attribute perceptions in Indian context is very much timely and of great relevance to apparel retailers in specific and to academicians in general.