CUSTOMER PERCEPTIONS FOR STORE ATTRIBUTES: A STUDY OF TRADITIONAL RETAIL STORES IN INDIA

Abstract

This study examines the impact of store attributes for traditional stores in the
Indian context. It is based on a two staged study with its first stage based on
qualitative analysis involving a set of interviews leading to the second stage
of designing a structured questionnaire. A total of 240 structured
questionnaires were collected to examine the data. Another significant
relation that was evolved is the moderating effect on the relationship between
distances travelled by customers on the customer perceptions. The results
identified typically stress on the positive relation between customer
perceptions and store attributes. These results would help the retailers
catering in unorganized markets to meet the customer expectations and
hence retain loyal customers.