Moderating role of consumer demographics on the influence of three extended Ps of store on consumers store choice : A study of smartphone shopping

Authors

  • Ajay Bansal, Rahul Gupta

Abstract

The way products are marketed and sold to customers is changing fast with the time. Retailing is catching up and the trend these days is to display products side by side, so that customer can feel, touch and compare the products before buying. This research paper has attempted to investigate the parameters that affect any customer in selecting a store for buying consumer products like smartphone. Through literature review, it came to light that past researches have focused on factors affecting store choice in varied product categories like computer peripherals, grocery etc. whereas only few studies focused on some aspects related to buying of smartphones, but no study found out factors influencing choice of store for buying of smartphones. Authors through literature review also got to know that many factors influence the choice of store like store specific attributes (environment of store, variety, size and location of the store etc.), individual determinants of consumer choice (demographics, psychological and personal) and retail marketing mix containing three extra P’s; ie along with product, price, place, and promotion, the extended three P’s influencing are the people, process and physical evidence of store. To understand empirically, the parameters affecting the consumers’ store choice behavior in general and influence of three extended P’s (people, process and physical evidence) on store choice for buying smartphones, this research was carried out.

Published

2020-10-15

Issue

Section

Articles