The Retail Format Choice

Published Date: 02 Nov 2017

CHAPTER 2

2.1: RETAIL FORMAT CHOICE

The Indian retail landscape has seen a drastic change in the past one decade. New distinct retail formats have emerged in the marketplaces that are giving way to a wider choice amongst the consumers. The term retail format choice is recognized as a cognitive process that infers shoppers’ preference for a format. However, retail format choice is eventually seen as an outcome of the evolution of consumers as well as of the marketplaces (Fig. 2.1).

Fig.-2.1: Evolution of retail format choice

Of late, a big change saga is witnessed at the consumers’ front. The Indian consumer has evolved over ages and is under the control of higher aspirations and expectations in terms of products and shopping experience. These ‘new age’ consumers are seeking too much of convenience and are spoilt for choice. Moreover, the present changes in shoppers’ consumption pattern are the result of many factors, such as the demographic transition, higher global mobility, increasing number of women joining workforce, higher income levels, reduced household size being few of them. Further, the marketplaces in India have also evolved during the period of reforms that have seen rapid liberalization and globalization of the retail sector. With government allowing 100% FDI in ‘cash & carry’ retail, 100% in ‘single-brand retail’ and 51% in ‘multi-brand retail’ in recent times, the Indian consumers may look forward to more choices from a host of foreign retail giants that are expected to enter the retail sector. Hence, having a clear understanding as to what drives a consumer to shop at different format becomes more imperative for retailers to segment their customers and compete in the market.

In the present times, when Indian organized retail sector is in a nascent stage and entails considerable attention for its development and growth, consumers’ retail format choice has become a subject of great relevance and area of wide research. Hence, it is imperative to study the contributions of the different researchers in this area. Thereof, the present study focuses on the identification of various factors impacting the retail format choice. It may be difficult to list all possible variables from the past literature. Therefore, various factors identified have been grouped into three broad categories: Demographics, Store Attributes and Psychographics.

2.2: DEMOGRAPHICS & RETAIL FORMAT CHOICE

Applebaum (1951), has stressed that the understanding of consumer’s buying behavior patterns will be incomplete without the clear understanding of composition and origin of the customer. The author has not included the "Why" of customer behavior, but aimed to ascertain who buys where, what, when and how. The composition of customer includes many characteristics, such as sex, age group, color, economic and educational status, occupation, religion and nationality origin. Whereas the origin, of customers stresses on from where do a store’s customers come? What is the geographic distribution of their homes and how far do they travel to the store?

The study illustrates that the customer buying behavior patterns were dependent on factors such as the place of purchase, items purchased, time and frequency of the purchase, method of purchase and response to sales promotion devices. The study has further grouped the sales promotional devices at the stores under the headings: displays, pricing, demonstrations and sales talks to understand its impact on the customer buying behavior patterns.

Crask and Reynolds (1978), compared the demographic characteristics of frequent and non-frequent department store customers and found that the frequently visiting customers were young, more educated and placed in higher income bracket.The study demonstrates the identifiability of frequent department store shoppers. Indeed, when compared to non-frequent shoppers or population in general, frequent shoppers are identified along a number of activity, interest & opinion (AIO) and demographic characteristics.

Data in this study suggests that frequent shoppers respond favorably to marketing stimuli such as games and contests. These frequent shoppers had higher exposure towards media but were found reachable only through selected media.

Ezell and Motes (1985), suggested some interesting outcomes about the male and female grocery shoppers. It was found that male and female shoppers possessed more or less common set of attitudes and behaviors leading to similar shopping patterns. However, further analysis did reveal the degree to which attitudinal factors had an impact on the grocery patterns of the two sexes. The factors found to have a little difference in the grocery patterns of male and female respondents were promotional techniques, planning the shopping trip, availability of helpful & friendly personnel and fast checkout. Thus, recommending retailers to adopt strategies that could appeal to both sexes.

Davies and Bell (1991), have highlighted the trend of greater male involvement in grocery shopping, which suggests the retailers to segment the market and make offerings that are particularly valued by the males, rather than the female customers. The study investigated whether the shopping rate of men was different from women. However, the results show no material difference between males and females towards the speed at which they shop. However if, we consider other variables, the results were found to be sensitive to those variables. For example, on the basis of average time spent on shopping, men appeared to shop faster than women whereas when assessed by expenditure per minute, women appeared to shop faster than men.

Piper and Capella (1993), narrate that, with an increase in male shoppers’ participation towards the purchase of grocery items, it has become more imperative for marketers to understand and evaluate the target markets. It has been further; found that the male shoppers have been equally sharing most of the household chores if not all because of changing consumers’ demographics and lifestyles. The study has categorized male grocery shoppers’ into two groups; one those who like grocery shopping and other those who dislike the task. These two groups of male grocery shoppers have been further characterized by occupations, incomes and education. However, demographic analysis does not provide a clear picture of male grocery shoppers’ and their liking or disliking for the grocery shopping task. The authors suggest that the male shoppers who like to shop shall be emphasized and retained through quality, fashion and pricing strategies while ‘feel at home’ strategies shall be extended to the male shoppers who dislike the shopping task so as to enhance their involvement in shopping.

Dholakia, Pedersen and Hikmet (1995), the authors in this study found that the male counterpart in a traditional married household took active participation in the shopping of apparels than in the purchases of household groceries. However, the households in which both couples were found working, male partners claimed higher responsibility for grocery shopping.

Further, the results suggested that the married males who expressed the responsibility for grocery shopping expressed great level of enjoyment while shopping at the supermarkets. However, the male shopper preferred and rated store shopping over and above the alternative shopping channels available such as catalogue shopping and computerized shopping. The male shoppers patronized shopping at stores because of high level of fun & enjoyment, satisfaction it provides to the customers.

Lilley (1996), investigated the important features of one’s life in the old age that may influence their food choices. For this purpose, the factors were divided into three groups, classified as physical, socio-psychological and socio-economic.

The physical changes associated with advancing age such as loss of appetite, having no natural teeth or uncomfortable false teeth, loss in strength were the major observations of the study that affects the food choice. In addition to the physical changes of later life, socio-psychological changes such as loneliness, loss of status following retirement from paid work were other substantial reasons leading to changes in food choice. Also, the socio-economic factors such as low income, lack of transport were observed to be having influence on food choice.

Hare, Kirk and Lang (2001), have identified and evaluated the factors that aged shoppers perceive to have influenced their food & grocery shopping. The food shopping experience of the elderly consumers was considered through a critical incident technique (CIT) either positive or negative as a framework for the interviews. A total of 120 interviews were scheduled, and 248 incidents were identified at various locations in Scotland. Further, the content analysis resulted to 8 primary and 22 secondary categories of key elements influencing the shopping experience. These 8 primary factors were accessibility, external shopping environment, internal store environment, merchandise related, personal factors, retail practices, social aspects and staff issues. Of which internal store environment, accessibility, external shopping environment and personal factors featured both positive and negative incidents, while social aspects had only positive incidents.

Moschis, Curasi and Bellenger (2004), have used gerontographics as an approach to segment older customers based on the theory that with the advent of major life events in one’s life such as retirement, becoming grandparents, loss of spouse or developing chronic health problem brings in the change, in outlook of elderly people. The gerontographic segmentation analysis in the study has provided four older consumer segments classified as Healthy hermits (defined as relatively healthy individuals who are somewhat socially inactive), Ailing outgoers (individuals having poor health, but are determined to remain socially participative or active), Frail reclusives (low on health, aloof, but high on personal and physical security) and Healthy indulgers (represent healthier individuals, having reasonable wealth to make most of life). Based on this segmentation, the authors have suggested precise marketing strategies to the retailers that could appeal to the four gerontological segments in making the selection of food and grocery stores.

Andrea, Ring, Aleman and Stengel (2006), the study focuses on the lower income segment of consumers so as to understand their preferences, habits and needs in the emerging markets of Argentina, Brazil, Chile, Colombia, Costa Rica and Mexico. The findings of the study have underlined the rational behavior of lower income customers for their preference of products and formats as they reconcile it with their economic condition. This segment of customers necessarily does not respond to credit, lowest prices or second brands. Moreover, personal relationships and sense of the community were found to be strong drivers for shopping at the small-scale retail formats. The study is concluded by presenting the six myths on emerging consumers in retailing, which were contradicted through significant findings.

Meneely, Burns and Strugnell (2009), suggested that the retailers must take age into consideration when providing a product offerings in a retail establishment for the elderly consumers. The study has examined the changes in the consumers’ food retail behavior with regard to the demographic variable of age, based on the elderly population. The food shoppers of age 60 years & above and having lived independently in Northern Ireland were considered for the study. The interesting findings that have come to light from the study are: a declining trend of patronizing multiple retailers amongst aged consumers, higher preference for neighborhood stores becomes apparent with increasing age. Nevertheless, the elderly shoppers drive enjoyment from shopping but expressed their inability to access the food stores, making shopping more cumbersome for them because of loss of strength and limberness.

Morais, Afonso and Almeida (2010), in the study have illustrated the effects of ageing on the food choice amongst the elderly Portuguese. The paper has identified health problems and physiological restraints along with social changes as major factors affecting the elderly food choice. Moreover, loneliness amongst elderly population, which might have ascended because of loss of a partner, was found to be another major cause of change in their food habits. It was also found that the older people refrain themselves from choosing newer food products in the market that are functional and convenient to use. Thus, suggested the necessity for developing promotional strategies to attract this age group.

Carpenter and Brosdahl (2011), identified the distinctive predicators that gauge the male patronage across different retail formats such as department stores, discounters, category killers, dollar stores and internet only stores. The desired store attributes and shopping orientations as a framework were used to investigate the retail format choice of the male shoppers in the United States. An online survey was conducted to interview a total of 560 U.S. male consumers, aged 18 years and older. The findings have indicated that depending on retail format under consideration, the combinations of store attributes and shopping orientations can forecast the retail format choice of male shoppers.

The male shoppers at department stores were found to be brand loyal, enjoyed shopping and perceived shopping as a recreational activity. They were also found appreciating assistance & inputs from knowledgeable sales person for shopping at stores. The discounter format depicted male shoppers to be price sensitive, who look forward to competitive priced products. This may be visible in their willingness to sacrifice product quality for lower prices. The male shoppers patronizing the category killers format were found to be store loyal and had an inclination for well-known brands. Whereas, the shoppers who frequent dollar stores enjoyed shopping but were not found to be brand loyal or concerned with product quality.

Mortimer (2012), through his research paper, has provided an insight into the shopping behavior of men and presented the retail typology of male grocery shoppers. The 46 items representing various aspects of shopping behavior were identified from literature related to shopping behavior, consumer segmentation, store attributes, gender role etc. Further, eight constructs were extracted by applying exploratory factor analysis to 46 items for profiling the male grocery shoppers. The identified constructs that affect the grocery shopping were shopping responsibility, shopping enjoyment, store characteristics, comparison shopping behavior, price checking, catalogue usage, unplanned or impulse purchasing and product evaluative criteria. These constructs enabled identification of four male shopper types by using cluster analysis technique. The descriptive names given to each male shopper type by the author were: convenience/busy, equitable, apathetic and economic/ budget.

2.3: STORE ATTRIBUTES & RETAIL FORMAT CHOICE

Tate (1961), has elaborated the characteristics and relative importance of "loyal" and "disloyal" shoppers and their shopping behavior. It was found that the loyal shoppers belonged to geographically less populated areas of US and the disloyal shoppers belonged to metropolitan areas. Moreover, loyal customers happened to be low income families, having only grammar-school education while the disloyal shoppers tend to have high-school or college education and belong to middle or upper-income families. Further, the results suggested that the availability of private-label merchandise had no significance association with patronage of a store by the consumers. Whereas the deal offers, were found to have slightly larger impact on the disloyal shoppers than the loyal shoppers. The author also suggested some strategies that the supermarket operator can undertake to improve on the customer loyalty.

Hansen and Deutscher (1978), have conceptualized the store attributes that constitute the process of consumers’ store selection. The authors have proposed a three level classification scheme for measuring store image. The 41 attributes were selected after reviewing the literature on store image. These 41 attributes were aggregated to form sets that were named as components and further to dimensions. The 41 attributes were classified into 20 components and then to 9 dimensions of store image. The relative importance of different attributes was preferred over the aggregation of mean scores. Thus, the most and the least important attributes were compared across the department and grocery stores for strategy implications.

Bawa and Ghosh (1999), have proposed a model of grocery shopping behavior based on the outlook of households who otherwise seek to minimize the cost associated with shopping i.e. the travelling cost and the cost of holding goods in inventory. It is narrated that the cost associated with the shopping is a function of household size, household socio-economic characteristics and access to stores, which in return, determines the consumers shopping trip frequency and the amount spend on shopping per trip at the supermarket. The results suggested that the relationship between the household characteristics and consumers behavior can be quite unclear as for some household shopping might be a recreational activity while, for other, it might be linked with the economic condition of the household.

Sit, Merrilees and Birch (2003), have identified entertainment as a mean of image differentiation for shopping centres. The study was carried out two stages. The first part of the study was conducted to identify the attributes that represent the shopping centre image. It was found that the three attributes i.e. entertainment, food and security were least considered in the previous shopping centre studies. In the second stage of the study 11 attributes (merchandising, macro-accessibility, micro-accessibility, personal service, amenities, ambulance, atmospherics, specialty entertainment, special event entertainment, food and security), were taken into consideration for the clustering or segmentation of the shoppers. The shopping centre patrons were identified into six segments as; serious shopper, entertainment shoppers, demanding shopper, convenience shoppers, apathetic shopper and service shopper. It was further identified that the entertainment shoppers and the service shoppers were the one who patron a shopping centre for the entertainment, they provided.

Andrea, Schleicher and Lunardini (2006), have identified the drivers of consumers’ overall store price image (OSPI) formed towards grocery stores in Latin America (five major cities: Bogota´ Buenos Aires, Mexico City, Santiago in Chile, and Sao Paulo). The role of promotion amongst other factors such as price, assortment, store environment and communications (ads) were evaluated to know the consumers’ price perception for a store. It was found that two of the five factors i.e. price and assortment accounted for nearly 75 percent of price perception. The consumers were found forming the price perception on the basis of limited known value items (KVI’s are the familiar items that are bought most often) considered for price comparison while shopping. The KVIs recalled by consumers for price comparison were sugar, rice, oil, coffee, laundry detergent, milk, toothpaste and softener. However, promotions were found to have a trivial role on consumers’ overall store price image. Further, five market segments with different socio-economic/demographic and attitudinal statements were identified that had presence in all the five cities of Latin America surveyed. The five market segments defined were as: Avid bargain hunters, High-income bargain hunters, frustrated shoppers on a budget, Range seekers on a budget and Quality seekers and time savers.

Carpenter and Moore (2006), provided a general understanding of retail format choice amongst the grocery consumers’ in US market. The researchers have equipped the US grocery retailers with adequate knowledge of the factors impacting retail format choices amongst the consumer. The consumer demographic and store attribute are par se the most important factors considered in the study.

The study identifies the demographic characteristics (gender, age, race, income, education, marital status and average household size) of the frequent and occasional patrons of grocery retail formats (specialty grocers, traditional supermarkets, supercenters, warehouse clubs, internet grocers) and examines the store attributes (price competitiveness, courtesy of personnel, cleanliness, product selection, hours of operation, atmosphere, ease of access, security, parking facility, crowing, presence of eating places, special events, seats/rest area, ease of children) as the drivers of format choice.

Moore and Carpenter (2006), have examined the effects of shoppers price attitudes on retail format choice across seven different retail formats in the USA. The four dimensions of price cue (price consciousness, sale proneness, prestige sensitivity and price/quality schema) are identified that affect the consumers’ choice of retail format. The study found price consciousness and sale proneness to have a positive impact of patronage on retail formats such as value department store, off-price and mass merchant that focused on low cost strategies, whereas prestige sensitivity and price/quality schema happened to have a positive impact on patronage of upscale department format that implemented high pricing strategies.

Goswami and Mishra (2009), have figured the determinants of customers’ patronage towards different grocery stores. It was found that the organized retail was placed above the Kirana stores in preference by the consumers. Moreover, the study has identified certain positive and negative aspects that attract or repulse the consumers to shop from Kirana or modern retail. The customer patronage to the grocery stores was found positively related to location, helpful, trustworthy salespeople, home shopping, cleanliness, offers, and quality, but was negatively related to travel convenience. The Kirana scored well when it came to location of the store, but for all other factors; cleanliness, offers, quality, and helpful trustworthy salespeople, organized store was the obvious choice amongst the shoppers.

Huddleston, Whipple, Mattick and Lee (2009), compared the perception of satisfaction amongst the shoppers of specialty and conventional grocery stores. The study has examined the set of store attributes such as product assortment, quality, price and service, for its impact on the consumer satisfaction for each of the store format. The findings of the study have revealed high perception of satisfaction amongst the customers of specialty grocery store as compared to those of conventional grocery stores. Moreover, all the four attributes were found to have a positive influence on satisfaction. The order of impact of attributes on satisfaction for a specialty store was found as; employee service, followed by price, product assortment, and quality whereas that of conventional store was found as; product assortment, followed by price, employee service, and quality.

Reutterer and Teller (2009), the paper has identified the store format attributes that influence the consumers’ retail format choice when making a fill-in or major trip for grocery purchases. The findings suggest that consumers tend to patronize multiple formats depending on the nature of trip made to the store. Thus, the results revealed a considerable effect of shopping trip types on the relationship between store format attributes and store format choice. Further to the findings it was observed that, in case of major trips, the consumers chose large-scale format such as discounters and hypermarkets because of merchandise-related store format attributes like high merchandise quality, low prices, wide range of assortment, discounts and special offers. While, small scale retail formats such as small supermarkets were preferred for fill-in trips by the consumer because of service/convenience related store format attributes parking space available close to the outlet, short waiting time at the checkout, pleasant atmosphere in the store, friendly and helpful personnel and the distance to the store.

Theodoridis and Chatzipanagiotou (2009), the authors identified six factors, which constituted, the supermarket store image attributes, labeled as: products, pricing, atmosphere, personnel, merchandising and in-store convenience. Further, the study examined the relationship between store image attributes and customer satisfaction and found four out of six store attributes to be significant determinants of customer satisfaction. The four significant store image attributes found were personnel, pricing, products and in-store convenience while the other two attributes: atmosphere and merchandising were found to have an insignificant impact on customer satisfaction. Out of the four significant attributes, pricing and products happened to be the key determinant of customer satisfaction followed by personnel and in-store convenience. Moreover, the study has found to segment the sample into four clusters of customers: The typical, unstable, social and occasional.

Ali, Kapoor and Moorthy (2010), have surveyed 101 households in the city of Lucknow to access the product and market attributes that influence the buying behavior of consumers for food and grocery products. The four product attributes found critical in food & grocery choice process were quality & variety, storage & packaging, product price and convenience. Whereas the market attributes found important were convenient marketplace, additional services (postal, medical, banking etc.), attraction for children, basic amenities (toilets, parking, restaurant etc.) and product availability & affordability. It was also observed that higher income and educational qualification of shoppers had a significant influence on the product and market attributes while demographics such as gender and age were found to have no significant impact on the same. Further, the findings of the study suggested the vegetables and fruits were most frequently purchased items as compared to the grocery items because of its perishable nature.

Ballantine, Jack and Parsons (2010), have examined and highlighted the role of atmospherics in the creation of hedonic shopping experience. The hedonic consumption relates to the pleasure and entertainment facets experienced by the shopper at the time of purchase. The study let out two broad categories of atmospheric cues that influenced the hedonic retail experience. The first category of cues suggested attractive stimuli that include interactive product displays or attractive display features whereas the second categories; facilitating stimuli included the cues such as comfort and lighting that are necessary in order to facilitate product engagement.

2.4: PSYCHOGRAPHICS & RETAIL FORMAT CHOICE

Bearden, Teel and Durand (1978), the findings of the study showed that lifestyle, demographics and media usage characteristics of different retail outlets can be valuable for understanding store choice.

The study examined the demographic, psychographic, and media consumption differences between patrons and non-patrons of four retailing institutions: 1) convenience stores, 2) department stores, 3) discount stores, and 4) food franchises. While unique consumer profiles were found for all store types, even though some consistency in shopper characteristics were observed. For example, newspaper advertisements remain the most reliable means for reaching all types of retail shoppers with promotional communications. Shoppers also appear less traditional, more socially conscious, younger, and more educated than non-shoppers across retail institutions. Consistent differences were found between patrons and non-patrons within each retailing category along the demographic dimension of income and the psychographic characteristics of concern for quality and service.

Berry (1979), through his theoretical journey has investigated the implications of time pressure on consumer behavior in retailing. Though it is a theoretical study set in late 1970’s, but it is supported with a lot of secondary data. Berry has pointed out that as the women participation in the work place have increased in the U.S. economy so does the time pressure on her as they have to manage the household and children along with the job. As a result, they indulge in activities that save time including shopping. Such consumers have been named as time- buying consumers. Since the consumers run short of time, therefore, their preferences for shopping formats and products have also undergone a change. Hence, the consumers prefer more of time saving meals (frozen meals) and catalogue shopping. The study suggests that such changes have its future implications on retailing as it might lead to mushrooming of catalogue food outlets. Also, the supermarkets will adopt such technologies that save the time of the consumer and might also set up the convenience stores within supermarkets that have separate checkout counters.

Dawson, Bloch, Ridgway (1990), have examined the effect of consumers’ psychological states on the retail outcomes. For the purpose of the study, authors have classified psychological states into two categories, preexisting motives and transient emotions. Whereas, shoppers retail preference and retail choice, when taken together was termed as retail outcomes. The preexisting motives in the study were grouped into three categories: product – oriented, experiential and a combination of product and experiential. Further, the authors have investigated the impact of these shopping motives on the transient emotions experienced during the visit of the consumer in the retail market. The results reveal that the consumers with the strong product motives experienced maximum pleasure and were significantly more likely to have purchases the products. On the other hand, transient emotions were found to have least relevance as mediator between the preexisting motives and retail outcomes, making it clear that actual or intended purchases were affected by shopping motives and least by transient emotions.

Sullivan and Savitt, (1997), have outlined consumers’ store patronage variables, psychographic behavior and socio-economic status as a framework to study the out-shopping grocery pattern (consumer shopping outside of his or her local community for goods or services) of the rural shoppers. The rural shoppers were divided into three groups by levels of out-shopping activity undertaken by them. The groups were classified as per the amount spent by rural customers on grocery shopping out of Hardwick (geographical area for study) into low, medium and high proportions. Further, it was found that the group having shoppers with lowest proportions of grocery shopping spent outside Hardwick were old, less educated and had the lowest annual incomes. They were found to patron a store for its convenience and leisure activities. The acceptance of credit card at the store does not attract them. In addition, they were most likely to be family oriented. The group 2, who were found to spent medium proportions of their grocery shopping outside Hardwick was slightly younger and had higher educational levels. The availability of credit card facility largely attracted these shoppers. Lastly, the Group 3 with high proportions of grocery shopping outside Hardwick were found to be the youngest lot of all and having same educational level as group 2. Moreover, they were found not interested in leisure activities and the convenience. These shoppers too appeared to have less family orientation.

Mitchell (1998), has explored the role of perceived risk in the food and grocery retailing. The author tries to find out how the food and grocery retailers comprehend perceived risk and how does it affect their stores and products. The author has defined perceived risk in detail supported with the different views of the other authors. Further, the author explains the impact of perceived risks and finds that the perceived risks can explain consumer behavior in a much better way as the consumers prefer not to make mistakes. This theory can also help in developing the marketing allocations, brand development etc. Thus, the retailers need to focus on perceived risks.

Aylott and Mitchell (1999), have very clearly highlighted that there has been a very little attention being paid to stress as a determinant of store patronage. The authors having done extensive review of literature, found that the majority of studies has discussed only time pressure as one form of stress whereas factors like trolley rage and parking that can also lead to stress were under studied. Therefore, an empirical research was conducted by the authors in Sunderland, U.K., where 239 respondents were covered, out of which 112 were males and 127 were females. Through this empirical exercise, the study seeks to explore factors other than time pressure that affects one’s shopping behavior. The results of the study revealed that the respondents associated more stress with grocery shopping as compared to other forms of shopping. Crowding and queuing were found to be the two major factors causing stress while shopping. The study also revealed some other factors like badly behaved children, parking problems, trolley maneuverability etc. The study also highlighted the overpriced goods, insufficient funds with shoppers and too much of choice offered by stores as few other factors. The authors have very well explained the relationships between the different variables through the graphs. In the end, the authors also identify the ability of individuals to cope with stress.

Terblanche (1999), has investigated the perceived benefits of shopping at a large super regional shopping centre. The author has pointed out that with changing time, shopping centers have also become increasingly larger and have attempted to offer entertainment & social experience to their customers while initially the focus was more on one stop convenience. Therefore, this study sets to explore the benefits that the consumers derive from these changed shopping centers. Four different benefit dimensions were covered under the study: functional, recreational, socializing and convenience. The results of the study revealed the emergence of three distinct benefits out of four considered. Recreation was the major benefit that the consumers derived from the shopping centre. However, the findings with regard to other variables are contrary to the earlier research. As such, no strong relationship was observed with regard to convenience, whereas functional benefits have a negative impact with patronage. Thus, the study recommends that big shopping centers shall specifically attend to the recreational shoppers.

Chetthamrongchai and Davies (2000), have explored the role of consumers’ attitudes to shopping and to time as a basis for market segmentation. The study has measured five time attitudes {the orientation of the consumer towards their past, present and future, time pressures and succession) and five shopping attitudes (lethargy, convenience, enjoyment, routine activity, an event) using a questionnaire based approach and has applied correlation and cluster analysis. The findings of the study indicated a strong relationship between consumers’ attitude towards time and consumers’ attitude towards shopping, which in turn determines their shopping behavior. Further, the study reveals that the relationship between time and shopping attitudes of the consumers plays a significant role in deciding their preference for different retail formats. The study concluded that attitudes define the consumer behavior in a much better way as compared to the demographic variables on which most of the traditional theories rely.

Thomas and Garland (2004), accentuated the ‘Scripted Behaviour’ in grocery shopping. The study has identified the reasons for list and non-list usage in grocery shopping. The nomenclature ‘list and non-list shoppers’ means, the grocery purchasers who prepares a written list of items for the major grocery shopping trip, whilst others do not do so. The non-list shoppers ostensibly prepare some list in their mind or have no list at all but prefer to choose the store’s ambience and display as the gateway of their needs and purchases. The research has further broadened the level of enquiry into the variation in planning that goes in the weekly and biweekly grocery shopping trips of the consumer. The study confirms the demographic differences between the list and non-list shoppers and establishes that shopping lists provide a level of comfort to their bearers.

Zuhang, Tsang, Fuan and Nichollas (2006), have explored the role of situational factors on the shopper’s behavior. The research is based on Belk's work, and it covers U.S.A., China and Hong Kong. It covers the following situational factors: task definition factors (this includes buying intonation, assortment, favorite stores etc.), social surrounding factors, temporal perspective factors, etc. The study covers the impact of these situational factors in all the three countries taken together and also individually. It was found that the situational factors have had a significant impact on the buying behavior of the shoppers in the purchase of food and non-food items. It was also found that the preferences varied as per type of product.

Kaur and Singh (2007), stressed the importance of retail markets in India as it is still in a nascent stage. It is found that youth plays a vital role in the growth of present marketplaces, where the emergence of modern retail formats is linked to the changing preferences of the youth. The authors have identified the reasons for the preference of the different retail formats by the young consumers in India. A sample of 115 young students from Amritsar, India was selected, and their responses were recorded through a questionnaire. The young consumers were observed to have hedonic shopping orientation, who viewed shopping as a break from monotony of daily activities. The findings identified the role of young consumers being that of an information seeker, who, in turn dispenses off the information gathered from markets amongst their peer group & family members. Thus, the authors conclude that the retailers should specifically target these groups and frame their retail strategies accordingly.

Hulten and Vanyushyn (2011), have concentrated on the impulse buying behavior of grocery consumers across France and Sweden. Through an extensive review of the factors, the authors have identified low discounted prices, two- for – price – of – one offerings and special in store displays as the factors for testing if these were effective in triggering impulse buying behavior amongst the shoppers in France and Sweden. Further, the study also tries to investigate if male shoppers in France and Sweden made more impulse purchases than women. It covered 202 consumers from Sweden and 368 consumers from France. The findings have revealed that Swedes were found to be the consumers with unplanned purchases, but no differences were found between the shoppers of two countries when it came to impulse buying of products at discounted prices. Whereas the French consumers tend to impulse buy more products that were on 'two-for-the-price of one' offerings and in store displays,further no significant difference of impulse buying was found amongst the genders.

Narang (2011), the study was administered on the young students in the age group 19-24 years to identify the role of psychographic characteristics in apparel store selection, in the city of Lucknow, India. Higher aspirations and expectations amongst the Indian youth in terms of products and services have led to a transition in the society. These changes are reflected in the four psychographic clusters classified by the study and reveal that how the youth is experiencing change in their lifestyle and values. The four clusters classified in the study are "Independent Life Lover", "Get Going Adopter", "Confused Followers" and "Disinterested Introverts". The "Independent Life Lover" and "Get Going Adopter" are the clusters who showcase unique individuality through distinct preference or choice. The "Confused Followers" are struggling to accommodate to change, while "Disinterested Introverts" represent those who resist changing their lifestyle and advocating their traditional way of living.