The Significance of Peer Influence in the Store Choice Decision of Urban Women Shoppers
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 6
Abstract
Businesses across industries invest a huge amount of time and resources in trying to understand the driving parameters of the purchase behavior of their consumers. An understanding of shopper retail format choice behavior will enable retailers to segment their market and target specific consumer groups with strategies premeditated to meet their retail needs. The primary objective of this study was to understand the relevance of peer influence in the store choice decision of women shoppers in Mumbai. The secondary objective included the demographic profiling of the typical shopper who considers peer influence as an important factor in the store choice decision. A significant percentage of the sample accepted that peer influence is an important factor of the store choice decision. This applied across product categories considered for this study as well as across demographic factors such as age, marital status and annual family income. The importance associated with peer influence, in turn, was found to impact the typical basket value as well as the choice of retail store format.
Authors and Affiliations
Dr Hanif Kanjer, Dr Shipra Bhatia
Keywords
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