Abstract
This study seeks to determine whether product categories impact the shopper’s choice when choosing a particular shopping format and what factors impact the choice of a specific store in the purchase of a consumer durable. The results of the study marginally differing responses for home appliances and electronic goods in the purchase consumer durables Multi brand outlets are more preferred for home appliances and company showrooms for electronic goods. Modern Trade Outlets come third in the list for both. The study also shows that convenience in outlet location and convenient hours of working play a major role in choosing a particular store. Price sensitivity is present in shoppers and varieties of brands stocked also help determining the choice of the specific store. Further study is advised especially to consider factors which impact the shopper’s choice pre-store and in-store as well, and whether income plays a determining role in the decision making as regards the same.
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