IMPACT OF SHOPPER, STORE AND SITUATIONAL FACTORS ON SATISFACTION AND LOYALTY OF CUSTOMERS

The enormous retail boom in India has given opportunity to many companies who have mushroomed out to benefit from this retail growth, which is nothing but a structured format of the unorganized retail business which is being done in India from ages. Many stores have come up with exquisite interiors, state of the art infrastructure and the best possible brands to the customer which has led to the growth of mall culture in India. The stores try and attract customers by providing them with such services and plethora of options in brands in different categories so that they can retail customers for long and make them loyal towards their retail stores. The retail business is growing in India and there has been remarkable shift in the buying behavior of the people from traditional stores to these departmental stores. It becomes important for the marketers to understand these relationships for successful design and execution of retail strategies. This paper gives an insight to understand the organized retail formats and consumers buying attitude towards these stores. The data was collected through questionnaire filled by the respondents who were loyalty card holders to find out that what makes them loyal and motivates them to purchase more from XYZ stores. The purpose of this paper is to understand the relationship between the various factors and how they lead to store loyalty.