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Topic: A study of retail store attributes affecting the consumer perception.

Name: Parmanand kumar Pandey.
ND.sem
MBA 2

Regno:11200473

Rollno:A28

SUBMITTED TO,

Mr Himanshu Sood sir

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Serial number Topic covered Page number

1 Introduction 2-4
2 Literature reveiw 4-13
3 Variables 13-14
4 Objectives of the study 14
5 Research Methodology 15
 Source of Data
Collection
 Sample size.
 Sampling
Technique

6 References 16
7
8

INTRODUCTION
In the recent times, India has witnessed transformation in the shopping habits of the consumers.
Modern retail outlets have provided Indian consumers with new shopping exposure and
constantly evolving choice for shopping with embracing on wide range of products. Modern
retail formats are operating in different sizes and shapes. They are quite different in terms of the
ownership, the kind of premises (format) used, and the orientation of the product range. This
study examines empirically how consumers’ perceptions towards stores get affected by
demographic, situational and store variables when they make purchase decision. The study
emphasizes that product range, store layout, shopping convenience; promotional schemes,
product pricing, customer service, employee behavior, and store ambience significantly influence
the customers. Moreover, the paper provides crucial insights to people in organized. Retail
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business by identifying important variable like 1) Courteous Staff Members, 2) Customer

Attention, 3) Offers and Discounts, 4) Comfort and Elegance, 5) Proximity, 6) Variety, 7)
Speedy Service.

The recent time has been observed as growth of Indian organized retail market with many folds.
Numerous business groups are attracted in the past few years, including some renowned business
groups like Bharti, Future, Reliance, and Aditya Birla to establish hold, showing the future
growth in times to come. It is predicted by the Industry estimates that the retail sector in India is
expected to touch US$637 billion by 2015 with the organized segment expected to account for
22 per cent, up from the present four per cent. In addition, organized retail sector has also
grabbed the attention of foreign companies, showing their interest to enter India. In India, the
organized retail market will touch roughly US$30 billion by the year end of 2010. In India, the
modern retail formats are operating in different sizes and shapes. Modern retail outlets have
provided consumers with new shopping exposure and constantly evolving choice for shopping
with embracing on wide range of portfolio. It is known that retailing is a process of selling goods
and services to the final consumers for their personal, or their family’s consumption. Hence, it is
very essential for the retailers to acquire as much as information and understanding about the
consumers. This make them well-informed and familiar about consumers on diverse fronts like
their demographics, psychographics and socio-economic status, identifying the right consumer
base that will prove to be significant for retailers.

Changing landscape of Indian consumerism:

The face of Indian consumerism is changing: not Indian consumerism is evolving from Bajaj
Scooter family man to Bajaj Pulsar trendy youngster. This changing consumer’s taste and
lifestyle, somewhere automatically give some advantage to organized sector. This makes
imperative for unorganized retail sector to restructure itself in order to withstand the increasing
competition and to meet consumer expectations by moving with trends. What they can do and
what they are doing, some of these issues will be discussed in future parts of article.

Role of government:
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As in other countries, government policy can and should play an important role in modernizing
the unorganized sector and improve its competitiveness. But question is what should be exact
role of government. Should it go for policies for protection of traditional retailers by restricting
organized retail or encourage organized retail to reap benefits that are generated by it? What
should be mechanism to promote or protect one or other.

Retail Trends in past few years:

Before the decade of eighties, India with hundreds of towns and cities was a nation striving for
development. The evolution was being witnessed at various levels and the people of the nation
were learning to play different roles as businessmen and consumers. The foundation for a
strong economy were being laid, youth were beckoning new awareness in all spheres. And this
brought in an opportunity for retail industry to flourish. First in the metros and major cities later
to impact sub urban and rural market as well. Retailing in India at this stage was completely
unorganized and it thrived as separate entities operated by small and medium entrepreneurs in
their own territories. There was lack of international exposure and only a few Indian companies
explored the retail platform on a larger scale. From overseas only companies like Levi's, Pepe,
Marks and Spencer etc. had entered targeting upper middle and rich classes of Indians.
However as more than 50 % population was formed by lower and lower middle class people, the
market was not completely

captured. This was later realized by brands like Big Bazaar and Pantaloons who made their
products and services accessible to all classes of people and today the success of these brands
proves the potential of Indian retail market. A great shift that ushered in the Indian Retail
Revolution was the eruption of Malls across all regional markets. Now at its peak, the mall
culture actually brought in the organized format for retailing in India which was absent earlier.
Though malls were also initially planned for the higher strata, they successfully adapted to cater
to the larger population of India. And it no wonder, today malls are changing the way common
Indians have their shopping experience. However there is still great scope for enhancing Indian
mall culture as other than ambience and branding many other aspects of Retail Service remains
to be developed on international standards. it is surprise that there was not a single mall in India
a decade before and just a few years ago only a handful of them were striving, today there are
more than 50 malls across different cities and 2 years from now around 500 malls are predicted
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to come up. Indeed this shows a very promising trend ahead, however before taking a leap into
the future of Retail in India, let's see what the Indian retail Industry is currently occupied with.

Review of Literature
Thompson & Chen (1998), Retail store image has been shown to play an important role in store
patronage, and it is widely accepted that psychological factors have a significant role in store
image formation. Past research has often involved the measurement of tangible attributes, or
links between store images and consumers’ self-images. This study was undertaken to move to
the next stage by exploring the link between perceived store image and the personal values
which underlie behavioral choices. Fashion retailing was selected as an appropriate research
domain because of the well-established associations between clothing choice, personality, self
concept, and personal values. Means-end theory and laddering methodology were employed in
interviews with 30 female respondents. The hedonic values of “enjoyment and happiness” and
“quality of life” were found to be the terminal values most sought by consumers in association
with store image. These were linked through the consequence “nice feeling” to the tangible
attributes of “price”, “quality” and “reputation”. The study illustrates an application of means-
end methodology in a retail environment, and the results provide a platform for fashion store
image and positioning strategies. Suggestions for further research are made.

Erdem & Oumlil & Tuncalp (1999), Retailing business is greatly affected by the patronage
behavioral orientations of shoppers. Understanding these orientations can assist retailers in
developing appropriate marketing strategies toward meeting the needs and wants of consumers.
One important factor explaining consumer behavioral orientations is their values. Another
important factor affecting consumer behavioral orientations is the store image, an image shaped
by store attributes. This study examines the linkage between consumer values and the importance
of some salient store attributes. Marketing management implications are also discussed.

Steve & Carralero (2000), Argues that for many retailers, competitive advantage in the hom
market has been based upon the development of strong store and corporate images as retailers
strive to develop themselves as brands in their own right. The construction of store image,
comprising both tangible and intangible dimensions, compounds problems of moving into
international markets – as consumers in the host environment are less familiar with the intangible
dimensions of image, which have been built up over time with exposure to the retail company.
Retail companies therefore need to fully understand the importance of image in competitive
positioning and the components of store image before attempting to replicate this image and
positioning overseas. Explores these issues with reference to Marks & Spencer and the
company’s entry into the Spanish market. A survey of customer perceptions of a range of store
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image attributes in the UK and Spain reveals differences and similarities in perceptions, which
must be managed if a standardized position is to be sought in the host market.

Uusitalo (2001), Grocery retailers are operating in a slow-growth market. The pursuit of market
share is one of the main concerns for retail managers. The retail structure is becoming
increasingly standardized and homogenous because of concentration of the ownership of stores.
Cultural differences remain, however, between different European countries. Cultural factors
influence the success of a positioning strategy. This study examined how consumers perceive
grocery retail formats and brands in Finland. Data from personal interviews were used in
highlighting the consumer perspective. Consumers perceive meaningful differences in various
store formats, meanwhile store brands are seen as quite similar. Consumers rely on functional
attributes of stores when discussing grocery stores. However, it seems that consumers are unable
to recognize the fabricated, often imaginary differences at the brand level. The informant’s own,
creative symbolic work results in this case to interpreting all grocery retail brands as similar.
Managerial implications of the study are presented.

Paulins & Geistfeld (2003), Consumer perceptions of retail store attributes for a set of
particular stores were examined to determine their effect on store preference. Respondents rated
13 stores. Four variables were found to affect store preference using forward stepwise logistic
regression: type of clothing desired in stock, outside store appearance, shopping hours, and
advertising. Significance of the effect of store attributes on store preference varied by store type.
In addition, associations between customer perception of store attributes, education and age were
observed. Implications for researchers and practitioners are discussed.

Gehrt & Yan (2004) Most research related to consumer choice of retailers emphasizes retailer
attributes and/or consumer characteristics. Since many retail formats, including online retailing,
have emerged in recent years, knowledge of how consumers select retail formats must be
updated. A source of influence that has been examined to a very limited extent for store retailers
but not for emerging retail formats is situational influence. From a modern interactionism
perspective, this study investigates the influence of situational as well as consumer and retailer
factors on preference for online, catalog, and store formats. Key results show that situational
factors have significant influence on online and catalog format selection and perceptions of
attributes that are crucial to that selection.
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Miranda & Kónya (2005), To identify the factors that influence shoppers' satisfaction with their
“primary” grocery store, and those that encourage them to continue patronising it despite being
presented with a significant inducement to shop elsewhere. A structured questionnaire containing
31 variables relating to shopping behaviour and satisfaction was administered to 934 shoppers
leaving a number of grocery stores in an Australian city during a two-week period. Results were
used to construct two mathematical models predicting customer satisfaction and store loyalty,
from which two research hypotheses were derived.The results of model estimation show that
factors with a significant influence on store satisfaction have little in common with others that
impel shoppers to remain loyal to one store. Indeed, there was no evidence in this study that
shoppers' overall satisfaction was by itself a significant influence on continued patronage. The
questionnaire did not ask questions, judged to be intrusive, relating to respondents' income level,
education background, employment status or household size – characteristics known to have a
bearing on perception of risk associated with switching to an unfamiliar store and hence
potentially to inhibit action. It would be instructive in future research to assess the extent to
which demographic characteristics mediate perceptions of financial, psychological and social
risk, and their influence on satisfaction and loyalty.Retailers often do not recognise that what
influences customer satisfaction is not the same as what engenders store loyalty, and
consequently do not allocate scarce resources systematically among tactics influencing one or the
other. Unless they are vigilant to changing consumer behaviour patterns, they will not be able to
isolate in their strategy the elements of the retail mix that could insulate their loyal customers
from responding to competitors' special offers.This study introduces intelligence gatherers and
strategic planners in the retail context to an important distinction between general satisfaction
and specific loyalty.

Carpenter & Moore (2006), To provide a general understanding of grocery consumers' retail
format choice in the US marketplace.A random sample of US grocery consumers (N=454) was
surveyed using a self-administered questionnaire. Descriptive and inferential statistical
techniques (regression, ANOVA) were used to evaluate the data. Identifies demographic groups
who frequent specific formats (specialty grocers, traditional supermarkets, supercenters,
warehouse clubs, internet grocers) and examines store attributes (e.g. price competitiveness,
product selection, and atmosphere) as drivers of format choice.The results included in this
research were gathered and reported on an individual format basis. In order to capture consumer
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choices across a range of grocery retail formats, forcing respondents to compare formats was not
initiated. In addition, data pertaining to whether consumers had access to each and every type of
format in the study were not collected. Examination of how dimensions of consumer access limit
or expand retail patronage behavior could also be highly beneficial to grocery retailers.
Korgaonkar & Silverblatt (2006), To investigate if consumer online patronage is influenced by
product category and online store type. Building on the prior work in this area by the authors and
other researchers the study collected data in two phases to investigate the study hypotheses.The
study results suggest that consumers' online patronage is differed based on product type.
Interaction effects of the online stores and product type were significant too. Additionally, the
rank order of importance of the Internet attribute varied among the three types of online
retailers.The study results should be replicated in other markets. Future studies may also include
a variety of different types of online outlets to improve the conclusiveness of the findings
reported in this study.The results should be of interest to the online retailers in choosing the types
of merchandise and services to emphasis in the retailers marketing program.The paper should be
of interest to academicians as well as practitioners as it contributes to the small but growing
literature in the area of online retailing. It adds to the literature on the product classification
paradigm as well as offers practical guidelines for managers.

Yun & Good (2007), The purpose of this paper is to investigate e-tail store attributes that
develop customers' positive perceptions of e-tail store image, and determines whether or not they
develop a sense of loyalty to an e-tailer.Acknowledging the importance of customer retention,
this paper is designed to examine e-customer loyalty intentions toward the e-tailer. To
understand the concept of loyalty toward an e-tailer, this study focuses on the importance of the
final stage of the customer decision-making process: post-purchase evaluation. This paper
develops a model that describes the extent to which e-tail store image (derived from a set of e-
tail store attributes) indicates patronage intentions and finally predicts customer loyalty. We use
the structural equation modeling to test the model and hypotheses.Results in this paper indicate
that e-tail store image is derived from e-merchandise, e-service, and e-shopping atmosphere
attributes, all of which support the way consumers shop. A favorable e-tail store image positively
influences e-patronage intentions, which thus leads to e-loyalty.The research in this paper
provides a conceptual model that will help e-retailers better articulate how and why consumers
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may be e-loyal shoppers. Second, the research identifies attributes, unique to online shopping
that serve as the basis for conceptualizing e-tail image as a second order factor.

Da Silva & Syed Alwi (2008), The purpose of this paper is to look into the relationship between
the physical aspect of a retail store, product-related attributes, personal interaction with
customers and perceived reliability and corporate brand image in an offline or bricks and mortar
context. The study is based on 511 interviews conducted in various bookstores and uses
structural equation modelling as a statistical tool for concluding the above.The paper argues that
physical aspect of a retail store, product-related attributes and personal interaction with
customers will have a significant and positive direct effect on the offline corporate brand image
whilst there was no significant connection between reliability and corporate brand image.The
research has been conducted in one organisation, albeit a number of bookstores were
scrutinized.The paper's managerial contribution lies in its lessons for practitioners who want to
understand what are the key drivers of corporate brand image in an offline context. It also
provides a background for further studies which can extrapolate the current thinking into other
sectors in order to validate or refute the results presented here.The paper scrutinizes the impact
of: physical aspects; product related information; reliability; and personal interaction in the
corporate brand image of a retail organisation.

Brengman & Willems (2009), The purpose of this paper is to identify the main determinants of
fashion store personality, as perceived by the shopper. It aims to discover factors that are
responsible for specific store personality trait perceptions in order to understand how these
humanlike personality traits are induced in a retailing context.With this end in mind, a qualitative
exploratory study was undertaken. A total of 70 in-depth semi-structured interviews were
conducted with a convenience sample of Belgian adult respondents to systematically assess the
connotations of the 34 different store personality trait descriptors put forward by d'Astous and
Lévesque. Respondents were asked which fashion stores they considered to embody these
specific personality traits and they were probed for the sources of inference they used.The
findings reveal that the store environment and store design particularly is an important factor in
determining the personality of fashion stores. Also, other factors such as corporate social
responsibility, reputation, service level, the salespeople, the merchandise sold, price/quality
perceptions and the consumer base determine perceptions of “genuineness”, “solidity”,
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“sophistication”, “enthusiasm” and “unpleasantness”.A better understanding of the determinants

of fashion store personality is essential for retail managers who wish to (re)position their stores.
Retailers and store designers should be aware of the important role of “atmospherics” in this
regard.Apart from conceptual work; no empirical research has yet systematically investigated
determinants of each of the main store personality dimensions.

Huddleston & Whipple & Mattick et al (2009), The purpose of this paper is to compare and
contrast customer perceptions related to satisfaction with conventional grocery stores as
compared to specialty grocery stores. The study examines store attributes of product assortment,
price, quality, and service in order to determine which attributes have the greatest impact on
store satisfaction for each store format.A mail survey was sent to a sample of specialty and
conventional grocery store customers. The ten state sample was drawn from US households
located in postal (ZIP) codes in areas where national specialty stores (e.g. whole foods) were
located.Perception of satisfaction were higher among specialty grocery store customers
compared to conventional grocery store customers. For both store formats, store price, product
assortment, service and quality positively influenced satisfaction. Stepwise regression indicated
that each store attribute contributed differently to store satisfaction for conventional and specialty
store formats. The results demonstrate that price, product assortment, quality, and employee
service influence store satisfaction regardless of store type (conventional stores or specialty
stores). However, the degree of influence of these attributes varied by store type. The results
imply that while specialty store shopper satisfaction characteristics are clearly delineated,
conventional store shopper characteristics are more difficult to pinpoint. Research limitations
include a sample that is more highly educated and has higher incomes than the average American
household. Despite the growth of new product categories and new industry players, few studies
have investigated customer satisfaction within the retail food industry. Comparisons of specialty
and conventional food stores are equally scarce.

Dholakia & Zhao (2010), The purpose of this paper is to identify website characteristics that
affect customer evaluations and satisfaction with online stores at two interaction points – when
the order is placed and after the order has been fulfilled. Using data collected by bizrate.com,
data collected from customers of thousands of online stores, the analysis focuses on the changes
in the relationships between website characteristics and customer ratings. Data for two-time
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periods, 15 months apart, are used to determine the stability in the observed relationships. Order
fulfillment variables, particularly on-time delivery, dominate the effects on overall customer
evaluations and satisfaction. The statistical significance of other online store attributes, however,
changes as differences are observed between 2003 and 2004. The online environment is dynamic
and the paper captures some of the changes in the relationships between website attributes and
customer satisfaction. This requires continuous monitoring of the online environment. Since the
paper relies on secondary data collected by bizrate.com, the research is limited by specific
website attributes and measures of customer satisfaction adopted by a commercial enterprise.
Online retailers must be strategic about fulfillment variables. When online stores compete with
each other, it is easier to copy certain attributes like “shipping options” than other attributes such
as “on-time delivery.” This suggests that the most creative, interactive, and vivid online site will
not compensate for weak fulfillment and customer support capabilities. No other paper has
looked at these data, collected from real customers making purchases at actual merchant sites,
over two time periods. The results provide insights regarding stability of findings.

Saraswat & Mammen & Aagja et al (2010), The opening up of the Indian retail sector has seen
a proliferation of the corporate players through different retail formats and stores – the majority
being in the food and groceries. This necessitates creating, building, and managing differentiated
retail store brands, and image differentiation, to attract and retain shoppers. This research paper
attempts to understand whether the Indian consumers differentiate the various store brands and
images based on their experiences.The study was conducted in two stages – list of parameters of
evaluation of retail store image (developed from the literature), discussed with middle-level
managers from the retail sector to finalize parameters relevant for store image measurement in
the Indian context and a questionnaire evolved for primary data collection, administered to 326
SEC A and B respondents (shoppers of food and grocery from modern retail stores). To assess
the store image dimensions perceived by these shoppers, factor analysis was employed and for
understanding various store image attributes used for differentiation of store brands one-way
analysis of variance was employed.Results reflect that Indian shoppers have started identifying
the dimensions of retail store image and are differentiating the various stores on the basis of
functional attributes. Eventually, the stores would have to create differentiation based on
psychological attributes.
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Prasad & Aryasri (2011), Retailing in India is an unchartered territory. Food and grocery is the
most promising area for setting up retail business in India. An understanding of shopper retail
format choice behaviour will enable retailers to segment their market and target specific
consumer groups with strategies premeditated to meet their retail needs. The purpose of this
paper is to make a detailed study on the effect of shoppers' demographic, geographic and
psychographic dimensions in terms of format choice behaviour in the fast growing Indian food
and grocery retailing.Descriptive research design is adopted applying mall intercept survey
method using structured questionnaire for data collection. Both descriptive (mean and standard
deviation) and inferential statistical tools like ? 2, factor analysis and multivariate analysis are
used to analyse the data collected from 1,040 food and grocery retail customers from upgraded
neighbourhood kirana stores, convenience stores, supermarkets and hypermarkets in conjoint
cities of Secunderabad and Hyderabad in Andhra Pradesh in India.The findings suggest that
shoppers' age, gender, occupation, education, monthly household income, family size and
distance travelled to store have significant association with retail format choice decisions. The
choice decisions are also varied among shoppers' demographic attributes. The findings from
shoppers' psychographic dimensions like values, lifestyle factors and shopping orientations
resulted in segmentation of food and grocery retail consumers into hedonic, utilitarian,
autonomous, conventional and socialization type.The study has practical implications for food
and grocery retailers for better understanding the shopper behaviour in the context of changing
consumer demographic and psychographic characteristics in an emerging Indian retail market.
The findings may help the retailers to segment and target the food and grocery retail consumers
and, as a consequence, to undertake more effective retail marketing strategies for competitive
advantage.Given the absence of published academic literature and empirical findings relating to
store format choice behaviour in food and grocery retailing in India, this study may serve as a
departure point for future studies in this area of concern. The research is also relevant to retail
marketers in terms of format development and reorientation of marketing strategies in the fastest
growing Indian retail market.

Wang & Ha (2011), Built on De Wulf et al.'s relationship exchange model, the present study
aims to examine store attributes as a signal for the process of customer-retailer relationship
building in the context of department store operation in the USA.A sample of college students at
a US university participated in an online self-administered survey. Exploratory factor analysis
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identified store attribute factors pertaining to department stores and structural equation modeling
tested hypotheses.Six store attributes relevant to department store environments were found:
post-transaction service, direct mail, interpersonal communication, merchandise, preferential
treatment, and store atmosphere. Four store attributes (direct mail, interpersonal communication,
merchandise, and preferential treatment) involve perceived relationship investment, while one
store attribute dimension (store atmosphere) directly contributes to perceived relationship
quality. Perceived relationship investment positively influences perceived relationship quality,
which in turn influences behavioural and attitudinal loyalty intentions. The mediating effects of
perceived relationship quality on the perceived relationship investment-loyalty intention links
were confirmed.

Seock & Lin (2011), The purpose of this paper is to examine the cultural influences on young
consumers' loyalty tendency and evaluations of the relative importance of apparel retail store
attributes in Taiwan and the USA. A structured questionnaire was developed to collect the data.
Factor analysis was employed to identify dimensions of apparel retail store image attributes.
Pillai's Trace multivariate analysis of variance and hierarchical multiple regression analysis were
used to examine the hypotheses.Results of the study showed that American consumers have
significantly greater collectivistic characteristics than Taiwanese. The paper also found that
country of residence is a significant and stronger indicator in predicting loyalty tendency than
individualism and collectivism dimensions. The results of the study showed that evaluation of
the relative importance of retail store attributes was influenced by culture. Among the five
apparel retail store attribute dimensions identified in the study, Taiwanese and US respondents'
evaluation of the importance of “convenience”, “product” and “information communication”
factors of retail store image attributes differed significantly.

Bala (2012), The purpose of this paper is to develop a forecasting model for retailers based on
customer segmentation, to improve performance of inventory.The research makes an attempt to
capture the knowledge of segmenting the customers based on various attributes as an input to the
demand forecasting in a retail store. The paper suggests a data mining model which has been
used for forecasting of demand. The proposed model has been applied for forecasting demands
of eight SKUs for grocery items in a supermarket. Based on the proposed forecasting model, the
inventory performance has been studied with simulation.The proposed forecasting model with
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the inventory replenishment system results in the reduction of inventory level and increase in
customer service level. Hence, the proposed model in the paper results in improved performance
of inventory.Retailers can make use of the proposed model for demand forecasting of various
items to improve the inventory performance and profitability of operations.With the advent of
data mining systems which have given rise to the use of business intelligence in various domains,
the current paper addresses one of the most pressing issues in retail management, as demand
forecasting with minimum error is the key to success in inventory and supply chain management.
The proposed forecasting model with the inventory replenishment system results in the reduction
of inventory level and increase in customer service level. The proposed model outperforms other
widely used existing models.

Variables:
 Customer satisfaction, 
 Food products, 
 Retailing, 
 Appearance, 
 Consumer behaviour, 
 Crowding, Employee behaviour,
 Human factors, 
 Retail environment, 
 Sales ,Belief importance,
  Consumer behaviour,
  Differential effects, 
 Grocery shopping,
  Retailing, 
 Shopping, 
 Shopping value, 
 Store attributes

Objectives of Research study

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The main objective of the research was to study and understand consumers’ perceptions towards
organized retail stores and the relationship between the demographic variables and consumers’
perceptions. Now, in the land of shopkeepers, shopping experience is changing rapidly. The
retail landscape is not only significantly developing in metros but also in the small cities. The
increasing number of organized retail stores in India has offered new shopping experience to
consumers. This study was an effort to examine the magnitude of perception towards retail
stores. The main objectives covered under this research were as follows:

1. To identify the prominent factors contributing in framing consumer perceptions about the
retail store.

2. To measure the relationship between the demographic variables and consumer perceptions
towards retail stores.

3.

Research Methodology
For this study, an exploratory research design should be considered appropriate. The information
was collected through a sample survey. Data will be collected from the consumers visiting Big
Bazaar, Reliance Trends, Lifestyle and Vishal Mega Mart etc. Researchers have drawn the
samples applying convenience sampling procedure. The secondary data will be collected from
journals, magazines, reports, research studies, government publications, professional
publications, research organizations and websites. A survey methodology permits the use of
questions to measure constructs exclusively internal to respondents, e.g. perceptions, attitudes,
opinions, intentions, etc.
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Source of Data Collection

The data will be collected by the following method.

Primary Data
The primary data will be collected through the questionnaire survey. Here I will be collecting
100 student’s data.

Secondary Data
For this study I will be using the secondary data which I will collect from online, news paper,
magazine and reports.

Sample size: 100

Size of sample means number of sampling units selected from the population for investigation.
Whenever we conduct a survey we need sample size, sample size has a great importance in
survey. A smaller sample but well selected sample may be superior to a large badly selected
sample.

The convenience sample: - is a part of non- probability sampling technique where the
entire population does not have equal chances of being selected. So in this case I will be
selecting the respondents who are available during the survey.

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2. Cherukuri Jayasankara Prasad, Ankisetti Ramachandra Aryasri, (2011) "Effect of shopper
attributes on retail format choice behaviour for food and grocery retailing in India",
International Journal of Retail & Distribution Management, Vol. 39 Iss: 1, pp.68 – 86
3. Chiu-Han Wang, Sejin Ha, (2011) "Store attributes influencing relationship marketing: a
study of department stores", Journal of Fashion Marketing and Management, Vol. 15 Iss:
3, pp.326 – 344
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4. Jason M. Carpenter, Marguerite Moore, (2006) "Consumer demographics, store

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