Key Drivers Influencing Shopping Behavior in Retail Store

Abstract

The purpose of the study was to determine the key drivers which influence the shopping behaviour of the customers in the retail store. In today's competitive world with increasing number of retail stores, the retailers need to be more customer oriented. Retail has changed and expanded in all lines of business, be it apparel, jewelry, footwear, groceries, etc. The modern consumer is posing a challenging task for the Indian retailer, more aware, more confident and much more demanding; therefore, the retailers are looking for ways to deliver a better consumer value and to increase consumer purchase intention. Retailers tend to differentiate themselves by making their service easier to consumers. The study aims to review the key drivers that can influence shopping behaviour in a retail store. A survey (store intercept) method was employed to elicit primary information from 300 shoppers in different retail stores of Lucknow. The findings reveal the factors that play a greater role in influencing the shopping behaviour of customers in a retail store. As such, a survey of retail store customers’ attitude towards reduced price, sales promotion, quality of the products, proximity to the home, customer service, store atmospherics were analysed to identify the key drivers influencing shopping behaviour in the retail store. A questionnaire based on a five-item Likert scale, as well as random sampling, was employed for data collection. Data analysis was accomplished using SPSS software. The paper has found shopping experience, store image and value for money as three important variables out of which shopping experience emerged as a dominant factor which influences the consumer's shopping behaviour in the retail store. Since the research has established empirical evidence in determining the key drivers which influences the shopping behaviour of the customers in the retail store, it serves as a foundation for a deeper probe into the shopping behaviour of the customers in the retail store research domain in the Indian context.