Factors That Influence Retail Store Preference and Impact of in-Store Digitization

Abstract

This paper tries to understand various in-store digitization techniques being adopted by retailers around the world and to determine whether these instore digitisation techniques have an influence towards retail store selection along with a study to understand various factors that influence the retail store preference of consumers. The study was conducted by preparing a questionnaire and taking survey from a sample of 117 people. The data was analyzed and findings were documented accordingly.The various factors that influence the store preference were identified and reduced into 5 factors which are named store ambience, services, convenience, merchandise options and sales promotion. Store ambience was found to be the most important factor that influences store preference.The study also revealed that convenience, degree of modernization and use of virtual Reality in stores would have a significant impact towards store preference and selection.