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Store Choice Behaviour for Consumer Durables in NCT-Delhi

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  • Anoop Kumar Gupta
  • A.V. Shukla

Abstract

Retail shopping behaviour is an important area for market researchers. Most of the research has focused on studying the effect of store characteristics on store choice behaviour. Studies for understanding the effect of customer characteristics on store choice behaviour are few. Besides this, these studies were largely done in the context of food and grocery and apparel retailing. The purpose of this study is to explore whether demographic variables, such as gender, occupation and age, affect store choice behaviour for consumer durable goods. Data were collected by a structured questionnaire from 177 respondents in the National Capital Territory of Delhi. Discriminant analysis of the collected data was done to understand if customers could be grouped on the basis of their characteristics of gender, occupation and age for store choice behaviour. Results indicate that gender and occupation do not make significant differences, whereas age has a significant effect on store choice behaviour for consumer durable goods. Possible implication for retailer’s strategy is that the market can be segmented on the basis of age groups. It is also revealed that shoppers of distinct age groups have different preferences for online stores and that they rely on the Internet to gather information about retail stores.

Suggested Citation

  • Anoop Kumar Gupta & A.V. Shukla, 2015. "Store Choice Behaviour for Consumer Durables in NCT-Delhi," Paradigm, , vol. 19(2), pages 152-169, December.
    • Handle: RePEc:sae:padigm:v:19:y:2015:i:2:p:152-169
    DOI: 10.1177/0971890715609847
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    References listed on IDEAS

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