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Inventi Rapid - Retailing & Consumer Services

Articles

  • Inventi:mrc/14/11
    A STUDY OF SELECT DISCOUNT STORE RETAIL FOR THE PURPOSE OF IDENTIFYING FACTORS IN REGARDS TO SHOPPING MOTIVES IN TAMIL NADU.
    R.GOPINATH * and R.KALPANA

    Indian retail is a booming sector and mainly organizing retail sector is witnessing a radical change. Indian consumers are looking for product variety as well as different retail chain resulting increase in retail chain. One of the internationalized retail format is discount store format. Managing this particular retail format in Indian culture needs an understanding of Indian customers perception towards the discount store format. Shopping motive is an important functional element to lead the shopper to market place. Shopping motives changes based on culture, retail format, economic and social environment. This study identifies the driving shopping motives of Indian discount store shoppers . A total of 270 sample is taken out of which 252 are considered for the final study. Factor analysis extracts three shopping motives, two of which relate to hedonic shopping motive and one to utilitarian. The factors are named as diversion, socialization and utilitarian. Other three dimensions of the study are store attributes, shopping outcomes and shopping perceived cost. Under each dimension factors related to discount store are identified. The identified factors can be the key for discount stores for understanding their shoppers.

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