Retail Location Attributes towards Consumer Patronage and Retail Brand Image – A Study with Special reference to Organized Jewelry Retailers at Kanchipuram Town, Tamilnadu
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 1
Abstract
Location management is the prominent promotional strategy in retail business environment. It is strongly believed in marketing parlance that well planned location leads to effective brand penetration and higher sales. In this aspect retail location selection by jewellery retailers is predominantly getting due importance in recent competitive environment due to the changes in retail market structure, entry of branded retailers, role of established unorganized retailers and as well as changes in consumer life style and demographics So a profound attention should be given by organized retailers towards retail location selection by considering different parameters comprehensively known as retail location attributes. The present study aims to test the conceptual framework of retail location attributes influence on consumer patronage and retail store brand Image. In order to test these hypothesized model structural equation model (SEM-Covariance) was employed with the help of AMOS 17.0 version was employed. It is observed from the model testing that location attributes have direct effect on consumer patronage and consumer patronage have direct effect on retail store brand image.
Authors and Affiliations
Dr. V. Ramanathan, Ms. C. Sonia
Keywords
Related Articles
- EP ID EP409427
- DOI 10.9790/487X-2001020110.
- Views 86
- Downloads 0
Trends of Strategic Collaboration between Construction Companies and Their Material Suppliers in Vietnam
The purpose of this research is to analyze trends of strategic collaboration between construction companies and their material suppliers in Vietnam. This study is mainly based on qualitative and quantitative research met...
Impact of Service Quality on Customer Satisfaction: A Study on Southeast Bank Limited
Commercial banks provide various financial services to its customers. In the competitive banking arena, quality service is a burning issue as the success of obtaining customers’ satisfaction. This paper focuses on the dr...
An Analysis of HRD Climate in Information Technology Industry at Hyderabad
Human Resource Development aims at overall development of the human resources through the process of developing competencies and sharpening capabilities of the work force in order to help them achieve goals both personal...
A Critical Study on Impact of Working Capital Management on Profitability of Manufacturing Industry in India (A Study on Paint Industry)
After making a thorough review of literature the observation is that profitability of any firm has significant importance on working capital management of those particular firms which refers to the management of working...
Analysis of the Influence of Credit Policy on Micro Credit Demand to the State-Owned Banks in North Sumatera (An Empirical Study in PT Bank Rakyat Indonesia (Persero), Medan Thamrin Branch Office)
This research is motivated by many factors that influence the demand for credit by the business world, especially the micro sector, including credit policies at a bank. These credit policies include loan interest rates,...