Deciding where to buy: store choice behaviour of Indian shoppers
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Date
2002-10-19Author
Sinha, Piyush Kumar
Banerjee, Arindam
Uniyal, Dwarika Prasad
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Show full item recordAbstract
Store choice is a decision that a shopper is fairly
involved in. It is important for a store to
understand this behaviour for developing marketing
strategies to attract and keep its clientele. It is found
that shoppers choose the store based on many
aspects that could be classified as primary and image
based. It is also found that the importance of each of
these aspects changes with the kind of store the
shopper wants to visit. In the Indian context where
the shopper does not have much variety in store
format, the type of store is recognized by the kind of
product the store deals in. The paper is an attempt
to understand this behaviour of the shopper. The
shoppers are explored for the primary reasons for
choosing a store. Then, using a factor analysis,
the several image dimensions are classified. Further,
using multinomial logit regression, the store choice
pattern is studied across different types of store.
Implications for the managers in the retail business
are drawn and future research directions have
been highlighted.
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