The Call of a Retailer - A study on Retailer Evaluation Parameters

Abstract

Retail outlets in addition to providing products and services, need to cater for a wide range of motives. The various determinants of retail outlet preference include cleanliness, well - stocked shelves, range of products, helpful staff, disabled access, wide aisles, car parking, multiple billing points, and environmentally friendly goods. These differing motives arise as retailers cater to different types of shoppers who include economic consumers (concern with value), personalized consumers (concern with relationships}, recreational shoppers (shopping as a leisure activity) and apathetic consumers (who dislike shopping). Retailers have to satisfy budding consumers, older consumers as well as time crunched individuals whose motives all tend to be conflicting as well as different. The retail industry is classified into grocery, malls apparel, music and books, life style and fashion, and consumer durables. Retailers need to establish a good image to prevent customers from shopping around. They must cater to shoppers need for pleasure and practicality. This study has been based on four dimensions namely merchandise, service, physical factors, and store atmosphere and tries to find out the more important component under each dimension.