Management Journals | Marketing Management

The IUP Journal of Marketing Management

Consumer Perception of Apparel Retail Formats in West Bengal: A Study Using Interdependence Techniques

Article Details

Pub. Date	: Nov, 2023
Product Name	: The IUP Journal of Marketing Management
Product Type	: Article
Product Code	: IJMM071123
Author Name	: Kalipada Senapati, Ayan Chattopadhyay and Ranajit Chakrabarty
Availability	: YES
Subject/Domain	: Marketing
Download Format	: PDF Format
No. of Pages	: 25

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Abstract

The study examines consumer perception towards apparel retail formats and the latent factors involved in purchase behavior. It involves descriptive research design, with primary data collected from consumers in five large cities of West Bengal. The study identifies five distinct retail formats for Indian apparel retail segment on the basis of literature review and existing practices. It employs Exploratory Factor Analysis (EFA) and Multidimensional Scaling (MDS) as interdependent techniques. The study involves consumer score ratings based on similarity-dissimilarity opinion on 18 questions for ten (5C2) paired formats. It further identifies the underlying factors that significantly affect the decision to buy apparel products. The originality and value of the study lie in its quantitative assessment of consumer perception using interdependence techniques.

Introduction

Retailing has been a key contributor to the Indian economy and since liberalization in 1991, a radical shift has been noticed not only in consumer behavioral perspective but also in store formats that have evolved over the years. In fact, the established store formats of the western world were grafted to the Indian market post the 1990s. However, the Indian retail market also saw some new and innovative formats which are a blend of western store formats and indigenous shopping environment.