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


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.


Download data is not yet available.


Minggu. (2009). What is retailing concept in modern retail?. Retrieved from:

Berman, Barry & Evans, R. Joel. (2002). Retail management strategic approach. New Delhi: Pearson Education Asia. pp-125.

Capenter, J. & Moore, M. (2006). Consumer demographics, store attributes, and retail format choice in the US grocery market. International Journal of Retail and Distribution Management, 34(6), 434-452.

Jayavijayan, D. & Chitra. (2008). Factors influencing store choice. New Delhi: Excel Books. pp. 407-413.

Loudon David L. & Bitta Della, A.J. (1993). Consumer behavior. (4th ed.). Singapore: McGraw-Hill Education (ISE Editions).

Prasad, C.J. & Aryasri, A.R. (2011). Effect of shopper attributes on retail format choice behaviour for food and grocery retailing in India. International Journal of Retail and Distribution Management, 39(1), 68-86.

Mortime, G. & Clarke, P. (2014). Gender differences and store characteristics: A study of Australian supermarket consumers. Retrieved from [Accessed on 24May 2014].

Massara F., Liu S.S., & Melara R.D. (2010). Adapting to a retail environment: Modeling Consumer–Environment interactions original research article. Journal of Business Research, Elsevier, 63(7), 673-681.

Kamath, B. G. (2009). Consumers preference of retail store attributes: A case study of mangalore. Pacific Business Review. Retrieved from: id= Octper cent20-percent20Decpercent202009 [Accessed on 25 May 2015].

Bhardwaj, R. (2009). Impact of retail attribute perceptions on consumer satisfaction and sales performance. Retrieved from:[Accessed on 2 June 2015].

Kotler, P. & Armstrong, G. (2008). Principles of marketing. (12th ed.). New Jersey: Pearson Education Inc., Upper Saddle River.

Jones M.A., Reynolds K.E., & Arnold M. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, Elsevier, 59(9), 974-981.

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.