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Applying Structural Equation Model (Sem) for Examining Influences of Store and Product at Tributes on Patronage Behaviour of Shoppers in Baroda City of Gujarat State

Parag S. Shukla, Parimal H. Vyas, Madhusudan N. Pandya

Vol 16 , Issue 1 , January - June 2015 | Pages: 39-57 | Research Paper

https://doi.org/10.51768/dbr.v16i1.161201505

Published Online: January 03, 2015

Author Details ( * ) denotes Corresponding author

1. * Parag S. Shukla, Assistant Professor and Research Scholar, Department of Commerce & Business Management, Faculty of Commerce, The M.S. University of Baroda, Vadodara, Gujarat, India (parag.shukla.msu@gmail.com)

2. Parimal H. Vyas, Professor of Management Stiudies, Department of Commerce and Business Management, The Maharaja Sayajirao, University of Baroda,`, Vadodara, Gujarat, India (parimalvyas17@gmail.com)

3. Madhusudan N. Pandya, Assistant Professor, Department of Commerce and Business Management, Faculty of Commerce, The M.S. University of Baroda, Vadodara, Gujarat, India

This paper aims to examine influences of store attributes as well as product attributes on store patronage behaviour of selected shoppers who were conveniently drawn from amongst selected shopping malls located in the Baroda City of the Gujarat State, India.

Design/Methodology/Approach: This empirical research study based on primary data collected through structured questionnaire using descriptive research design to identify and evaluate crucial dimensions that were considered by selected retail stores that influences the shoppers’ to patronize a particular store and to study the impacts of store attributes as well as product attributes on store patronage behaviour of 200 shoppers who were asked to Rank the preferences for retail formats and attributes/features of store and product which have influenced shoppers’’ preference to shop from the given emerging retail formats.

Key Findings: The research study implies that for buying Shopping Goods theshopping malls and specialty stores are strongly preferred by shoppers of Vadodara City whereas the other formats such as viz., convenience stores, department store, hypermarkets/ supermarkets and discount store are preferred for buying Convenience Goods.The overall satisfaction with product attributes in shopping mall is influenced by refund/replacement facilities followed by affordable price attractive packaging andwide range of brands and the overall satisfaction with store attributes in shopping mall is influenced by trained and caring sales staff followed by good location, adequate parking facility in the store and pleasing ambience of the store.

Research Limitations: Conclusions are drawn on the basis of a specific choice for a particular retail format.Though; this study has presented important and useful contributions in the measurement of overall reported experienced satisfaction of shoppers in selected malls, due care need to be exercised while making use of its findings in varying format of retailing.

Practical Implications: The overall satisfaction in shopping mall is influenced by shopping environment and shopping with entertainment experienced by shoppers in a given store. Originality/Value: This study assumes importance in the light of the fact that various studies conducted in India on retailing to cover important aspects of retailing have been of a limited range. This research paper, in contrast has attempted to present a very comprehensive view of the influences of product attributes and store attributes on patronage behaviour of selected shoppers’ in the City of Baroda.

Keywords

Retailing, Product Attributes, Store Attributes, Patronage Behaviour, Customer Satisfaction.

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