Cognitive Influence on Consumer’s Preference in selecting the Organized and Unorganized Apparel Retail Stores

Authors

  • Khalid Mohammad Azam
     Department of Business Administration, Aligarh Muslim University, Aligarh, 202 002 (UP)
  • Vishwas Gupta
     School of Business, Lovely Professional University, Phagwara - Punjab

DOI:

https://doi.org/10.15410/aijm/2018/v7i1/119873

Keywords:

Apparel Retailing, Cognitive Influence, India, Organized Retail Store, Retail Format, Unorganized Retail Store.

Abstract

The cognitive influence has a well-defined role in consumer's preference towards selection of retail format. But its role in the selection of the apparel retail stores has been ambiguously demarcated. This research attempts to fill this gap by investigating the effect of various stores atmospheric and merchandise cues on consumer's preference towards the selection of apparel retail format choice. Data are collected from 180 shoppers who visited and made at least one purchase from the retail stores. The study has revealed the role of 31 variables factorized into six factors, recreation, rendition, rapport, rate, range and recurrence constituting 'Six R model' of factors affecting apparel retailing. The fun and enjoyment during shopping are preferred over the quality of product while the prices and discount offered are not the preferable choices for modern shoppers to select the retail store.

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Published

2018-06-01

How to Cite

Azam, K. M., & Gupta, V. (2018). Cognitive Influence on Consumer’s Preference in selecting the Organized and Unorganized Apparel Retail Stores. ANVESHAK-International Journal of Management, 7(1), 33–61. https://doi.org/10.15410/aijm/2018/v7i1/119873

Issue

Volume 7, Issue 1, January 2018

Section

Articles
Crossref
Scopus
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Europe PMC

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