Store Patronage and Store Choice Decision of Shoppers

Consumers select retail outlets similar to the way they select the other brands by way of undergoing the process from need identification to post purchase behavior. Most of the past literatures focused its attention towards studying the various factors affecting consumers' purchase decision and store choice behaviour. The present paper aims at combining the various store patronage motive factors to extract new factors influencing store choice decision of a modern grocery store in India by using factor analysis. The researchers used a self-administered questionnaire constructed based on the review of literature and arrived on eleven factors (constructs) that were affecting the Store Patronage Behaviour including fifty seven variables. Total of five hundred and twenty two responses were collected using non-probability convenience sampling method of data collection. Chennai city, the capital of Tamil Nadu, was taken as the research area where people have more knowledge about organized retail outlets and also the availability of number of organized retail outlets is more. The researchers used Chi-square test to test the goodness of fit and factor analysis for analyzing the data. The Extraction method uses was the Principal Component Analysis and the Varimax Rotated Factor Loading was performed to find out factor wise distribution. From the factor analysis, two factors were extracted and the two factors were being labeled as Store Functional Elements and Store Promotion Elements respectively.