Impact of Store and Product Attributes on Purchase Intentions: An Analytical Study of Apparel Shoppers in Indian Organized Retail Stores

Abstract

Purpose: Store positioning of domestic organized apparel retail stores has become a concern to retailers in view of FDI in retail, entrance of new giant retailers and growing competition among retailers. Therefore, this study makes an attempt to identify the predictors of intention to purchase (ITP). Besides this, the study aims to examine and identify the current positions of select stores and causal relationships among store attributes (SAs), product attributes (PAs) and ITP. Research Design: Mixed method approach and exploratory cum descriptive research design is adopted. A self-administered questionnaire was administered to 600 shoppers; they were approached after completion of their shopping from the select stores. Statistical techniques like exploratory factor analysis, confirmatory factor analysis, perceptual mapping and structural equation modelling were employed using MS Excel, SPSS 20.0 and AMOS 20.0 versions. Further, reliability and validity tests were also performed. Findings: The findings of the study indicate that on the whole, SAs as well as PAs had a positive effect on ITP. The findings are discussed in light of what retailers can do to enhance the intention of shoppers to purchase. Originality/Value: It will provide practical implications to organized apparel retailers for the betterment of the shoppers and growth of stores.