IMPORTANCE OF PRODUCT AND STORE FEATURES FOR RETAIL CONSUMER BUYING: AN EMPIRICAL STUDY OF ORGANIZED RETAILING IN UTTAR PRADESH
Keywords:
Retail consumers, organized retail sector, product features, store features.Abstract
The purpose of this research is to identify the products and store features in context toUttar Pradesh and analyze for the importance for retail consumers. The researcher has
tried to identify the importance of product and store features for retail buyer along with
their relationship with the frequency of purchase. The result explains that easy product
availability, product display and product quality are the significant product feature
whereas availability of trial rooms, well-groomed sales staff and quick and efficient
billing are the important stores features
for retail buyers while buying from organized
retail stores in Uttar Pradesh. In addition to this, product availability, variety of brands
offered, product quality, packaging, exchange guidelines, cleanliness, trial rooms, play
areas for children and in-store promotions have a prominent influence on the
consumer purchase frequency from organized retail stores in Uttar Pradesh. The study
is expected to help the retailers operating in organized sector in meeting the expectation
of their customers and as a consequence, their loyalty for the retail brands and stores.
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