Customer Perceptions for Store Attributes: A Study of Unorganized Retail Stores in India

Abstract

This study examines the impact of store attributes for traditional stores in the Indian context. It is based on a two staged study with its first stage based on qualitative analysis involving a set of interviews leading to the second stage of designing a structured questionnaire. A total of 240 structured questionnaires were collected to examine the data. Another significant relation that was evolved is the moderating effect on the relationship between distances travelled by customers on the customer perceptions. The results identified typically stress on the positive relation between customer perceptions and store attributes. These results would help the retailers catering in unorganized markets to meet the customer expectations and hence retain loyal customers.