Determining the order of preference of shoppers towards drivers of store choice

The present research work aims at making a segment wise analysis of order of preferences that a shopper accords to various key drivers varies that influence store choice.

For all the shoppers segmented on various basisservices rendered by retailer, environment provided to shopper during the process of shopping, quality and variety of products offered, convenience in reaching the outlet and the presence of quality salesperson were the top five most preferred reasons making a store choice.

The results of the present article will give the retailers enough idea about the various dimensions towards which they should be more attentive as the phenomenon of organized retailing is gaining momentum in India. It would be highly beneficial to retailers.