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ISSN: 2151-6219

Business and Economics Journal
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Research Article

Customer Perceptions for Store Attributes: A Study of Unorganized Retail Stores in India

Hari Govind Mishra1*, Surabhi Koul2 and Piyush Kumar Sinha3

1Assistant Professor, School of Business, Shri Mata Vaishno Devi University, Jammu, India

2Research Scholar, College of management, School of Business, Shri Mata Vaishno Devi University, Jammu, India

3Indian Institute of Management, Ahmedabad, India

*Corresponding Author:
Dr. Hari Govind Mishra
Assistant Professor, School of Business
Shri Mata Vaishno Devi University, Jammu, India
Tel: +374 10 23-72-61
E-mail: [email protected]

Received March 10, 2014; Accepted December 20, 2014; Published December 27, 2014

Citation: Mishra HG, Koul S, Sinha PK (2014) Customer Perceptions for Store Attributes: A Study of Unorganized Retail Stores in India. Bus Eco J 5:127. doi: 10.4172/2151-6219.1000127

Copyright: © 2014 Mishra HG, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Abstract

The objective of the study is to examine the store attributes for a traditional store in Indian context. The study we will evaluate the relationship between store attributes and customer perceptions in different retail categories in traditional stores. The study is a two staged study with its first stage as a set of qualitative based interviews leading the second stage of designing a structured questionnaire. A total of 240 structured questionnaires were collected to examine the data. Another significant relation which was evolved was the moderating effect on the relationship between distances travelled on the customer perceptions. The results identified typically stress on the positive relation between customer perceptions and store attributes. The relations identified and the recommendations made in the article would help the retailers catering in unorganized markets to meet the customer expectations and hence retain a loyal customer.

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