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Store Preference Criteria and Its Attributs

Store loyalty is considered as the key determinant of retail business. Therefore, patronage concept has created a lot of interest in the consumer research and this concept is being largely investigated by market researcher who are looking for untapped rural market. The Urban durable retail market is being saturated. Due to this circumstances, retailers are looking towards the untapped suburban market as a prospect. It is important to understand their store choice criteria for setting up the retail store in the suburban market and competing with the existing store. This study investigates the store choice criteria of suburban consumers for analysis of store patronage. The primary objective of this study was to analyze store choice criteria of a suburban consumer for consumer durable goods and other objectives was to identify key determinant of store patronage. The factor analysis technique was used to explore the factors of determinants of customer patronage. Researcher identifies the determinants of patronage such as easy credit facility, warranty, price, various offers, and location of the store, variety, and quantity. On the basis of findings, researcher tested the model for correlation with store choice criteria.Marketing myophia concept is really needed to address in suburban market. The result of this study provides some insightful idea for the decision maker for the analysis of determinant of store choice. This study will significantly helpful for the market researcher as well as retailers.