Wirtschafts- und Wirtschaftsjournal

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

Abstract

Hari Govind Mishra, Surabhi Koul and Piyush Kumar Sinha

The objective of the study is to examine the store attributes for a traditional store in Indian context. The study we will evaluate the relationship between store attributes and customer perceptions in different retail categories in traditional stores. The study is a two staged study with its first stage as a set of qualitative based interviews leading the second stage of designing a structured questionnaire. A total of 240 structured questionnaires were collected to examine the data. Another significant relation which was evolved was the moderating effect on the relationship between distances travelled on the customer perceptions. The results identified typically stress on the positive relation between customer perceptions and store attributes. The relations identified and the recommendations made in the article would help the retailers catering in unorganized markets to meet the customer expectations and hence retain a loyal customer.