UNLOCKING SHOPPING BEHAVIOUR IN THE NEW NORMALJournal: International Journal of Management (IJM) (Vol.11, No. 7)
Publication Date: 2020-07-31
Authors : Samarth Singh;
Page : 1335-1349
Keywords : Shopping behaviour; store attributes; retail attributes;
Indian retail sector is experiencing a challenging environment due to covid 19. The sector is slowly recovering back to the normal .In the new normal shopping behaviour has also undergone change and thus the organized retailers need to understand the new behaviour to develop effective shopper marketing strategies .This requires a better understanding of store attributes preferences as they are very crucial for total retail experience .This paper is an empirical research on five hundred Shoppers to study the store attributes that influence shoppers' preferences of organised retail formats in the new normal in Delhi. Results reveal that store attributes like promotions, trust, trained staff ,convenient shopping hours are important retail attributes influencing preference of retail format. Further, shoppers's gender and income emerged as important attributes influencing shoppers' choice of organised retail format with respect to store attributes.
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