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

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

View PDF