Retail Location Attributes towards Consumer Patronage and Retail Brand Image – A Study with Special reference to Organized Jewelry Retailers at Kanchipuram Town, Tamilnadu
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 1
Abstract
Location management is the prominent promotional strategy in retail business environment. It is strongly believed in marketing parlance that well planned location leads to effective brand penetration and higher sales. In this aspect retail location selection by jewellery retailers is predominantly getting due importance in recent competitive environment due to the changes in retail market structure, entry of branded retailers, role of established unorganized retailers and as well as changes in consumer life style and demographics So a profound attention should be given by organized retailers towards retail location selection by considering different parameters comprehensively known as retail location attributes. The present study aims to test the conceptual framework of retail location attributes influence on consumer patronage and retail store brand Image. In order to test these hypothesized model structural equation model (SEM-Covariance) was employed with the help of AMOS 17.0 version was employed. It is observed from the model testing that location attributes have direct effect on consumer patronage and consumer patronage have direct effect on retail store brand image.
Authors and Affiliations
Dr. V. Ramanathan, Ms. C. Sonia
Keywords
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- EP ID EP409427
- DOI 10.9790/487X-2001020110.
- Views 72
- Downloads 0
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