CUSTOMER’S EXPECTATION TOWARDS SHOPPING BEHAVIOUR IN RETAIL OUTLETS

Store attributes are important to consumers when they make the decision where to shop. Store attributes are presented by retailers according to their specific functional strategies. Store attributes must be offered that are desired by the targeted consumer. The challenge to retailers is to determine which store attributes are relatively more important to the targeted consumer. Providing appropriate store attributes is not enough to satisfy consumers and guarantee store loyalty. Maintaining the quality of these attributes is the hardest task and critical to survival in the competitive nature of fashion retailing. The present study is identifying the store attributes which influence the customers for shopping behavior. The retail segments selected for this study were food and grocery, apparels, jewellary and consumer durables and home appliances. The research data were collected by using questionnaire and validated to the present study. The study is descriptive in nature with the sampling method being multi-phase sampling. In this study simple correlation analysis is performed using t-test and Analysis of variance is adapted to test whether there exists significance difference between different classifications of respondents on the level of opinion towards various aspects relating to the study. Based on the statistical techniques the current study has found the store attributes influence towards the customers was also found to be high. The present research has proved that there exists a positive relationship between store attributes towards the customers.