Factors influencing shopping experience in organized retailing: An empirical investigation

The concept of shopping is one of the oldest activities that the human race has been performing with high level of regularity and involvement. Over the years, retail shoppers’ orientation towards this routine activity has been changing with the inception of organized retail. The innovations brought by retailers and marketers in the practice of retailing have been providing new paradigms for shopping. This has also led to a body of knowledge that aims to understand orientation of organized retail shoppers towards shopping.

Organized retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large and small retail businesses. According to AT Kearney report for the year 2011, Organized retail accounts for 7 per cent of India's roughly US$ 435 billion retail market and is expected to reach 20 per cent by 2020.

This paper is an attempt to explore the factors of Shopping Experience and to measures the impact of these factors in the context of organized retail. Hypothesized model was developed based on literature survey and refined using exploratory and confirmatory factor analysis. Reliability and validity of scale was checked using chronbach alpha. Impact was measured using multiple regression method. This study is primary data based and the sample of 355 retail consumers was taken.