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Evaluation of Factors Influencing Exclusive Brand Store Choice: An Investigation in the Indian Retail Sector

This research investigated the determinant factors of store choice. The study is an effort to understand the current positions of the organized exclusive brand outlets (EBOs) among shoppers in select cities of Madhya Pradesh (MP), India. In this view, the researcher approached shoppers of select EBOs and then identified the positions and effect of identified attributes on store choice. A total of 480 participants were approached, among which 328 respondents completely filled the questionnaire. This exploratory study used exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) before the psychometric test (i.e., reliability and validity) of the instrument. Further, the multidimensional perceptual maps show the pictorial positions of the eight ready-to-wear EBOs operating in MP, the central Indian market. Further, it also revealed those attributes which shoppers perceived as important with respect to store selection. It found that organized retail stores must lay emphasis on customer service, promotion, physical aspects, return policies, assortment of merchandise, physical comforts, convenience facilities, perceived risk and purchase volume. The contribution of this study is that the outcomes are extremely useful to store managers and strategy makers in understanding the Indian retail market and tailoring their marketing tactics.