STORE IMAGE DIMENSIONS: CUSTOMERS’ PERCEPTION
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 2
Abstract
India‟s retail sector is fuelled by strong economy, favourable demographics, rising youth mass, and the rapidly changing lifestyles. In this changing economy, the business hubs are developing rapidly, only a planned retail store can survive in long run. Therefore it is important to study the image of a store and the related dimensions from customers‟‟ point of view. The main aim is to study the complex nature of consumers‟ attitudes and motives of choosing a retail store. Even under normal condition, the consumer decision making varies widely on the basis of age, educational qualification, income level etc. All these factors have an impact on the consumers‟ which the present study aims to probe into. This particular research paper intends to study the important attributes and their levels of choosing a retail store in the cities Cuttack and Bhubaneswar, Odisha by using CONJOINT analysis. Participants were chosen randomly in specific areas of the store. Of 250 customers approached, 230 agreed to participate in the survey.
Authors and Affiliations
Ms. Sangeeta Mohanty
Keywords
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