Store patronage behaviour inApparel retailing

Abstract

In emerging markets given the explosion of new apparel retail newlineFormats companies are looking for ways to develop and secure their positions newlinein the market Hence a comprehensive understanding of apparel patronage newlinebehaviour will provide insights to retailers to determine why shoppers prefer newlinetheir store over other competing store categories Osman 1993 In this study newlineapparel store patronage behaviour is defined as a store choice behaviour newlinewhich represents an individuals preference for a particular store for newlinepurchasing apparel productsShim and Kotsiopulos 1992a newlineThe literature is reviewed from store patronization behavior store newlinechoicebehavior literature on retail in the Indian context and a review of newlineprevious models of retail patronage behavior Extant literature on retail newlinepatronagebehaviour investigated the effect of antecedents on store patronage newlinebehavior Some studies concentrated on understanding effect of store newlineattributes on store patronage Carpenter and Moore 2006 Second stream newlineinvestigated the effect of store atmospherics on store patronage Seock 2009 newlineThird stream studied the effect of store image on store patronage Roy and newlineTai 2003 Fourth stream investigated the effect of shopping orientation on newlinestore patronage Sinha 2003 Finally few studies concentrated on the effect newlineof shopping motives on store patronage behaviourNguyen et al 2007 newline newline