Path Analytic Study on Relationship between Shopping Orientation, Store Attributes and Patronage Behaviour of Retail Shoppers in Selected Cities of Gujarat State

Abstract

This paper aims to examine influences of shopping orientation and store attributes on store patronage behaviour of selected shoppers who were conveniently drawn from amongst selected shopping malls of the selected cities of the Gujarat State, India. This empirical descriptive research study is based on responses of 1500 Shoppers who were conveniently drawn to collect primary data with the help of structured questionnaire aimed at identification and evaluation of crucial dimensions relating to shoppers’ patronage behaviour. An attempt is made to develop a Path Analysis Model to study and showcase the linkages between shopping orientation, store attributes and store patronage behaviour of selected shoppers who were conveniently drawn from amongst selected shopping malls of the selected cities of the Gujarat State, India. This research study in light of its findings suggests that the retailers need to effectively offer and maintain the store attributes to drive store traffic and enhance patronage intention.