Factors That Influence Retail Store Preference and Impact of in-Store Digitization
Sunetra Saha1, Ashok Sharma2, Anita Kumar3
1Ms. Sunetra Saha, Assistant Professor, Amity Business School, Amity University, Noida, India.
2Dr. Ashok Sharma, Professor, Amity Business School, Amity University, Noida, India.
3Dr. Anita Kumar, Professor, Bridge School of Management, Gurugram.
Manuscript received on November 12, 2019. | Revised Manuscript received on November 23, 2019. | Manuscript published on 30 November, 2019. | PP: 8715-8722 | Volume-8 Issue-4, November 2019. | Retrieval Number: D8951118419/2019©BEIESP | DOI: 10.35940/ijrte.D8951.118419
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This paper tries to understand various in-store digitization techniques being adopted by retailers around the world and to determine whether these instore digitisation techniques have an influence towards retail store selection along with a study to understand various factors that influence the retail store preference of consumers. The study was conducted by preparing a questionnaire and taking survey from a sample of 117 people. The data was analyzed and findings were documented accordingly.The various factors that influence the store preference were identified and reduced into 5 factors which are named store ambience, services, convenience, merchandise options and sales promotion. Store ambience was found to be the most important factor that influences store preference.The study also revealed that convenience, degree of modernization and use of virtual Reality in stores would have a significant impact towards store preference and selection.
Keywords: Consumer Behavior, Retailing, In-Store Digitization, Store Preference.
Scope of the Article: Pattern Recognition.