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Vehicle Ownership as an Influence on Retail Shoppers Perception of Indian Traditional Grocery Stores

International Journal of Marketing and Business Communication

Volume 6 Issue 4

Published: 2017
Author(s) Name: Harsh Sharma, Vaibhav Lowalekar | Author(s) Affiliation: Professor, Institute of Professional Education and Research, Bhopal, Madhya Pradesh, India
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Abstract

The present study attempts to find out the shoppers perception of important retail attributes of Indian traditional grocery retail stores from the perspective of ownership of different vehicles by the shoppers. Grocery is one of the major need-based personal consumption goods for the shoppers and also one of the big sectors of retail globally. Grocery purchase is a regular activity and vehicle ownership may work as an influence on the perception of shoppers. It would be of academic as well as business concern to understand the influence of vehicle ownership as seen in the context of traditional grocery retailing. Also as Indian grocery retail is dominated by the traditional grocery stores known as ‘kirana’, knowledge of the difference in shoppers’ perception based on vehicle ownership variables would lead to a better understanding by these stores so as to devise their strategies to enhance the customer patronage. It was found that the vehicle ownership may significantly influence the perceptions of retail shoppers towards traditional grocery stores.

Keywords: Retailing, Shoppers perception, Vehicle ownership, Grocery, Indian traditional Retailing

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