INFLUENCE OF RETAIL STORE ATTRIBUTES ON CUSTOMERS’SHOPPINGBEHAVIOR
Journal Title: International Journal of Marketing and Technology - Year 2017, Vol 7, Issue 7
Abstract
Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behavior. It studies individualities of specific consumers such as demographics and behavioral variables in an effort to know people's wants. It also tries to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general. Retailers are known to design store environments in a manner that will enhance consumers„ positive feelings, under the statement that this will lead to desired consumer behaviors, such as ahigher willingness to purchase or stay in the store for longer time. The importance ofstore environment inenhancingtheshopping experiences of consumers has longbeen appreciated. Theshopping situation ofa consumer will also influence theirresponseto an environment. Many retailers acknowledge the importance ofstore environment as atoolfor market differentiation. Consumers„ evaluate alternative stores ona set of attributes, and dependingontheirindividualpreferences. Customer„s choice ofa particular store depends onshoppingorientation as well as satisfying experience. In addition, a customer„s attitude towards thestore may result from his/ her evaluation ofthe perceived importance of store attributes, molded and remolded by direct experiences with the store„s overallofferings.
Authors and Affiliations
Dr. Prafulla W. Sudame And Amala N. Nahar
Keywords
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