1Associate Professor, School of Management, SASTRA University, Thanjavur, Tamil Nadu, India
2II Year MBA Student, School of Management, SASTRA University, Thanjavur, Tamil Nadu, India
Online published on 21 November, 2017.
This study focuses on the buying behaviour, perception, buying decision and expectation towards the retail Showroom, its Products and Brand image. Customer experience was evaluated on the basis of awareness, interaction, use, attraction, purchase and values
The researcher collected the data from a fashion apparel retail showroom. The data was collected from 150 customers through a pretested questionnaire using convenience sampling method. Importance performance matrix is used to analyze the data. It is found that majority of the respondents are quality conscious. Most of the respondents are loyal customers who purchase at the retail showroom for more than 2 years. The overall shopping experience and satisfaction level of the customers are found to be high.
The researcher suggested that the retailers should introduce more trendy and innovative designs and take care of after sale services, to retain the loyal customers. The customers recommend introducing products with less price and more offers in the future.
Apparel retailing, Retail buying behaviour, Retail shopping, Importance Performance Analysis
