An Evaluation of the Effect of Consumer Characteristics on Retail Format Patronage Decisions

  • Mohammed Shaffiullah
  • Prof. T. Umamaheswara Rao
Keywords: Retailing, Demographics, Purchasing Behavior, Psychographic Profile

Abstract

Consumer is prime factor in retailing.  A customer can adapt various buying roles like initiator, influencer, decider, buyer, preparer, maintainer and disposer in purchasing and using the products. Buying behavior helps marketers learn the intensity and degree of involvement of customers in purchasing the products. Studies  that  link  customer  service  to  factors  such  as  demographic,  psychographic characteristics and store format choice are rather limited and under studied despite the fact of the discovery that individual characteristics of consumers influence their shopping behavior. Despite  its  importance  and  its  contribution  toward  better  understanding  of  consumer purchasing behavior, there is still lack of research in this area especially in the retail sector. In validating the measurements and investigating 650 questionnaires were filled by shoppers. The  research  concluded  with  a  discussion  on  management  implications  as  well  as recommendations  that  suppliers  should  supply  the  good  in  shopping  malls  through considering their demographic and psychographic responses.

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Published
2018-10-31
How to Cite
Mohammed Shaffiullah, & Prof. T. Umamaheswara Rao. (2018). An Evaluation of the Effect of Consumer Characteristics on Retail Format Patronage Decisions. International Journal of Engineering and Management Research, 8(5), 107-116. https://doi.org/10.31033/ijemr.8.5.12