International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Study of Store Choice Behaviour of Consumer in Fashion Apparel in Nagpur City


Affiliations
1 Green Heaven Institute of Management and Research, Nagpur, Maharashtra, India
     

   Subscribe/Renew Journal


Retail sector in India has shown a soaring growth, with international players entering in the sector. Store choice has become a crucial subject for research. In light of this, the purpose of the present paper is to study the store choice criteria in the context of apparel retailing in Nagpur city. A sample of 100 retail consumers was drawn through convenient sampling technique. The researcher has used factor analysis and factor loading to identify four broad factors named as Store Accessibility and Convenience, Brand and Quality Conscious, Store Appeal, and In-store Customer Service. Mean score ranking technique was further used to compare the importance of these factors for the store choice behaviour and identified that brand and quality meant the most for store choice. Shopping behaviour differs according to the gender; for this reason, Mann Whitney U test was applied to test the differences in effect of these factors for store choice behaviour. Findings of the study may help the retailers of fashion apparels to make the right strategy related to store and merchandise to attract more customers to their stores.

Keywords

Store Choice, Consumer Behavior, Fashion Apparel.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D. A., & Jones, M. J. (1971). Modelling store choice behaviour. Journal of Marketing Research, 8, 38-42.

  • Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken: John Wiley & Sons.

  • Arnold, S. J., Oum, T. H., & Tigert, D. J. (1983). Determinant attributes in retail patronage: Seasonal, temporal, regional, and international comparisons. Journal of Marketing Research, 20, 149-157.

  • Baker, J., Grewal, D., & Levy (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 68, 445-60.

  • Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.

  • Bell, D. R., Ho, T. H., & Tang, C. S. (1998). Determining where to shop: Fixed and variable costs of shopping. Journal of Marketing Research, 35, 352-369.

  • Bell, D. R., Ho, T. H., & Tang, C. S. (2001). Store Choice and Shopping Behaviour: How Price format works. California Management Review, 43(2), 56-74.

  • Bianchi, C. C. (2009). Investigating consumer expectations of convenience-store attributes in emerging markets: evidence in Chile. Journal of International Consumer Marketing, 21, 309-320.

  • Birtwistle, G., & Shearer, L. (2001). Consumer perception of five UK fashion retailers. Journal of Fashion Marketing & Management, 5(1), 9-18.

  • Clodfelter, R. (2010). Retail buying: From basics to fashion (3rd ed.). New York: Fairchild Books.

  • Dodge, R. H., & Summer, H. H. (1969). Choosing between retail stores. Journal of Retailing, 45(3), 11-21.

  • Fotheringham, S. A. (1988). Consumer store choice and choice set definition. Marketing Science, 7(3), 299-310.

  • Freymann, J. V. (2002). Grocery store pricing and its effect on initial and ongoing store choice. Marketing Management Journal, 12(1), 107-119.

  • Grewal, D., Baker, J., Levy, M., & Voss, B. V. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of Retailing, 79(4), 259-268.

  • Gundala, R. R. (2010). Retail store image: A study of the Cyprus clothing industry. International Journal of Management & Marketing Research, 3(3), 67-81.

  • Huang, Y., Oppewal, H., & Mavondo, F. (2012). The influence of ethnic attributes on ethnic consumer choice of service outlet. European Journal of Marketing, 47(5/6), 1-44.

  • Hyllergard, K., Ogle, J. & Yan, N. (2009). The impact of advertising message strategy fair labour v. sexual appeal upon Gen Y consumers’ intent to patronize an apparel retailer. Journal of Fashion Marketing & Management, 13(1), 109-127.

  • Jefkins, F. (2000). Advertising (4th ed.). London: Pearson Education Limited.

  • Kimani, S. W., Kagira, E. K., Kendi, L., Wawire, C. M., & Fourier, U. J. (2012). Shoppers perception of retail service quality: supermarkets versus small convenience shops (Dukas) in Kenya. Journal of Management & Strategy, 3(1), 55-66.

  • Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49, 48-64.

  • Leszczyc, P. T. L., Sinha, A., & Timmermans, H. J. P. (2000). Consumer store choice dynamics: An analysis of the competitive market structure for grocery stores. Journal of Retailing, 76(3), 323-345.

  • Lumpkin, J. R., Greenberg, B. A., & Goldstucker, J. L. (1985). Marketplace needs of the elderly: Determinant attributes and store choice. Journal of Retailing, 61(2), 75-105.

  • Malhotra, N. K. (2010). Marketing research: An applied orientation (6th ed.). New Jersey: Prentice-Hall.

  • Meyer, R. J., & Eagle, T. C. (1982). Context induced parameter instability in a disaggregate-stochastic model of store choice. Journal of Marketing Research, February, 62-71.

  • Mitchell, V., & Harris, G. (2005). The importance of consumers’ perceived risk in retail strategy. European Journal of Marketing, 39(7/8), 821-837.

  • Mitchell, V. W., & McGoldrick, P. J. (1996). Consumers’ risk reduction strategies: A review and synthesis. The International Review of Retail, Distribution and Consumer Research, 6(1), 1-33.

  • Mittal, A., & Mittal, R. (2008). Store choice in the emerging Indian apparel retail market: An empirical analysis. IBSU Scientific Journal, 2(2), 21-46.

  • Moye, L. N., & Giddings, V. L. (2002). An examination of the retail approach-avoidance behaviour of older apparel consumers. Journal of Fashion Marketing & Management, 6(3), 259-276.

  • Prasad, C. J., & Aryasri, A. R. (2011). Effect of shopper attributes on retail format choice behaviour for food and grocery retailing in India. International Journal of Retail & Distribution Management, 39(1), 68-86.

  • Petermans, A., & Van Cleempoel, K. (2010). Designing a retail store environment for the mature market: A European perspective. Journal of Interior Design, 35(2), 21-36.

  • Sinha, P. K., & Banerjee, A. (2004). Store choice behaviour in an evolving market. International Journal of Retail & Distribution Management, 32(10), 482-494.

  • Sinha, P. K., Banerjee, A., & Uniyal, D. P. (2002). Deciding where to buy: Store choice behaviour of Indian shoppers. Vikalpa Management Journal, 27(2), 13-28.

  • Thenmozhi, S. P., & Dhanapal, D. (2012). Store choice behaviour in retail outlets. Global Management Review, 6(2), 10-23.


Abstract Views: 417

PDF Views: 0




  • A Study of Store Choice Behaviour of Consumer in Fashion Apparel in Nagpur City

Abstract Views: 417  |  PDF Views: 0

Authors

Mubina Saifee
Green Heaven Institute of Management and Research, Nagpur, Maharashtra, India

Abstract


Retail sector in India has shown a soaring growth, with international players entering in the sector. Store choice has become a crucial subject for research. In light of this, the purpose of the present paper is to study the store choice criteria in the context of apparel retailing in Nagpur city. A sample of 100 retail consumers was drawn through convenient sampling technique. The researcher has used factor analysis and factor loading to identify four broad factors named as Store Accessibility and Convenience, Brand and Quality Conscious, Store Appeal, and In-store Customer Service. Mean score ranking technique was further used to compare the importance of these factors for the store choice behaviour and identified that brand and quality meant the most for store choice. Shopping behaviour differs according to the gender; for this reason, Mann Whitney U test was applied to test the differences in effect of these factors for store choice behaviour. Findings of the study may help the retailers of fashion apparels to make the right strategy related to store and merchandise to attract more customers to their stores.

Keywords


Store Choice, Consumer Behavior, Fashion Apparel.

References