Retail is India is estimated to be about 14-15% of the country’s GDP. It is the largest source of employment after agriculture and has the deepest penetration to rural India. Retailing in India is gaining attention like never before. Organized retailing especially is creating euphoria amongst Indian consumers drawing them into malls and trade areas in huge numbers. Retailers are offering newer service dimensions to create unique shopping experiences for the customers. However, whether consumers are able to perceive newer service dimensions and getting affected for store patronage in new store formats or not, remains to be found out. Store image is a critical component in store choice and store loyalty. Perceptions about stores are driven substantially by tangible characteristics of stores, such as format or list size, distance of store from home, as well as intangible factors like the environment of the store. Retailing requires a considerable understanding of the consumer behavior of consumers. Realizing innovation in retailing has been one the most important institution for the firms in the sector to have competitive advertising by means of obtaining or increasing customer loyalty and their marketing performance and significant and certain importance in relation. Retailing consists of the sale of goods/merchandise for personal or household consumption either from a fixed location and related subordinated services. In commerce, a retailer buys goods or product in large quantities from manufacturers or importers, either directly through a wholesaler and then sells in dividable items or small quantities to the general public or end customers, usually in shop, also called store. Retailers are at the end of the supply chain. With large part of Indian population comprising of middle income class or lower income class, it is natural for Indian consumers to have a price conscious approach. Store Image has been widely studied across the world. There is...
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