Store Choice in the Emerging Indian Apparel Retail Market: an Empirical Analysis
Amit Mittal () and
Ruchi Mittal ()
Additional contact information
Ruchi Mittal: Maharaja Agrasen Institute of Management and Technology
IBSU Scientific Journal, 2008, vol. 2, issue 2, 21-46
Store Choice has been a subject of frequent research in the developed retail markets of the west. However, the retail sector in India has been largely fragmented and unorganized. However, the retail scenario in India is changing at a very brisk pace. Many international retailers entering India and many Indian retailers in the organized segment are coming up with stores all across the country, but a majority of these stores have merely transplanted western formats onto the Indian retail scene without actually evaluating the salience of various store attributes from the customer perspective. In light of this the purpose of this paper is to study the store choice criteria in the context of apparel retailing in India. Drawing from major global and Indian studies conducted in the past, this research has identified two dimensions, which in different combinations could create sustainable store choice and hence, store loyalty. These two dimensions are termed "loyalty drivers" and "experience enhancers".
Keywords: Consumer; Behaviour (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:ibl:journl:v:2:y:2008:i:2:p:21-46
Access Statistics for this article
IBSU Scientific Journal is currently edited by Giuli Alasania
More articles in IBSU Scientific Journal from International Black Sea University Contact information at EDIRC.
Bibliographic data for series maintained by Salavat Sayfullin (). This e-mail address is bad, please contact .