Investigating the influences of range of products and promotional offers in the retail store on shoppers' satisfaction - towards excellence in in-store retail

Parag S. Shukla and Parimal Hariom Vyas

International Journal of Business Excellence, 2026, vol. 38, issue 3, 321-349

Abstract: This research paper is aimed at measuring shoppers' satisfaction based on the influences of range of products offered and the promotional schemes floated to shoppers selected from the cities viz., Vadodara, Surat, Ahmedabad and Rajkot. The primary data were collected from 1,500 shoppers using the mall intercept interview technique and convenience sampling method. The range of the products available in the retail store as well as promotional elements of the retail store would play a crucial role in the brick-and-mortar store not only to draw shoppers to the store but also to distinctively portray an image in the current disruptive retail environment with the onslaught of COVID-19 pandemic. The present study unveils the shoppers' predispositions regarding the range of the products in the retail store and the promotional campaigns of the retailers and its resultant impact on shoppers' choice of a retail outlet especially in the 'new normal'.

Keywords: shoppers' satisfaction; range of products; promotional offers. (search for similar items in EconPapers)
Date: 2026
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