Volume : IV, Issue : IV, April - 2014

Evaluation of Store Patronage Behavior of Shoppers: A Multivariate Approach

Debasis Bhattacharya, Shuvendu Dey

Abstract :

 Indian retail is witnessing a tremendous growth with the changing demographics and increase in income and quality of life of urban people. India is termed as the nation of shopkeepers with about 15 million retail outlets of all kinds. Although organized retail has made a slow but steady inroad in the Indian market, it is still dominated by small neighborhood stores termed as kirana stores. The present study tries to find out the patronage behavior of the customers towards traditional and organized retailers. The primary data were collected from a sample of consumers visiting both organized and unorganized outlets. The study results would provide retailers with useful information about Indian customers’ store patronage determinants while developing marketing strategies, and which store patronage determinants they need to improve in order to maintain customer loyalty. The understanding of the patronage behavior would help the modern retailers to focus and strengthen the elements of their retail offerings which are more valued by customers.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Debasis Bhattacharya, Shuvendu Dey Evaluation of Store Patronage Behavior of Shoppers: A Multivariate Approach Indian Journal of Applied Research, Vol.IV, Issue. IV

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