Abstract
The cognitive influence has a well-defined role in consumer's preference towards selection of retail format. But its role in the selection of the apparel retail stores has been ambiguously demarcated. This research attempts to fill this gap by investigating the effect of various stores atmospheric and merchandise cues on consumer's preference towards the selection of apparel retail format choice. Data are collected from 180 shoppers who visited and made at least one purchase from the retail stores. The study has revealed the role of 31 variables factorized into six factors, recreation, rendition, rapport, rate, range and recurrence constituting 'Six R model' of factors affecting apparel retailing. The fun and enjoyment during shopping are preferred over the quality of product while the prices and discount offered are not the preferable choices for modern shoppers to select the retail store.
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