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Short Case Studies
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Retailing, i.e., selling goods to final consumers, includes both store-based (brick & mortar) and non-store-based retailing (e-tailing, direct selling, catalog selling, TV selling). In India, store-based selling is still highly entrenched, while non-store based selling is at a nascent stage.
Consumers' retail store selection behavior depends on - store image (merchandise assortment, price positioning, store layout, credit policies, atmosphere, service as well as sense of belonging, friendliness, etc.); retailer brands (help them improve their image in the eyes of its target consumers as it gives them exclusivity); retail advertising and promotions (used to attract people to visit the store); and store location (close proximity to their target consumers' preferred areas).
Outlet selection by consumers depends on - perceived risk (social, quality, psychological, physical, time & effort, and financial risk) and shopping orientations (the style and motivation of the shoppers).
Consumers often get influenced by the in-store atmosphere, which may result in more or less than intended shopping. It can also influence the choice of brands in the store. The in-store atmosphere includes - in-store displays (in-store signage, packaging, on and off shelf displays, etc.); markdowns and price promotions (price discounts, 'buy one, get one free', etc.); store atmosphere (music, lighting, level of cleanliness, temperature, scent, crowding, behavior of sales persons, space, store-layout); stock-outs (shoppers may buy competing brand, go to another store, postpone the purchase or completely drop it); sales staff (enhance shopping experience); and final transaction (purchase or rent).