SHOPPER’S REACTION TO MODERN RETAILING SYSTEMS IN ANEVOLVING APPAREL MARKET

The Indian retail market is going through a revolution. Increasing urban demographics, rapid development of shopping malls, emerging breed of brand conscious consumers, and various influences from the western world are changing the face of the Indian retail industry. The store choice behaviour indicates the consumers’ behaviour regarding the selection of the retail store. Since there are so many factors leading to select the store in apparel retailing, the present study focuses its discussion on this aspect. Eventhough, the factors leading to choose the retail store are two many, the present study confine to nine factors namely Ambience and facilities, perceived risk, staffs, convenience and access, entertainment, brand spread, speciality outlet, service and parking. The relevant variables related to the nine dimensions are drawn from the review of previous studies. The consumers are asked to rate these variables at five point scale. The sampled consumers for the present study was 427 consumers. The number of customer included for the analysis were grouped in to Small retailer (Group I), Medium retailer (Group II), and Large retailer (Group III). The responded consumers in the above three categories are 107, 114 and 206 consumers respectively. They are included for the detailed study on marketing of apparels as per the view of the consumers.