Store Selection in Emerging Markets: An Indian Perspective

The study aims to identify the store attributes perceived as important in patronizing organized retail stores in emerging markets such as India. How consumers differ in terms of demographic characteristics across the identified store attributes is also explored. An exploratory factor analysis using a sample of 348 respondents is employed to identify the store attributes. A multiple regression analysis and ANOVA are used to test the hypothesized relations. The study identifies six different store attributes: store atmosphere, customer service, merchandise value, price and promotion, convenience, and reputation. The results indicate that all six store attributes significantly influence store patronage behavior. The consumers of the various demographic segments do not differ significantly in terms of the importance they place on merchandise quality and variety. However, store atmosphere has a significant influence on all demographic segments. This study offers insights into devising sustainable retail strategies to attract and retain customers by understanding consumers’ patronage intentions in emerging markets.