Consumer Attitude towards Online Retail Shopping in the Indian Context

Sangeeta Sahney
Indian Institute of Technology

Archana Shrivastava
NYSS Institute of Management and Research

Rajani Bhimalingam
Medibank Private

The Icfai University Journal of Consumer Behavior, Vol. 3, No. 4, pp. 34-68, December 2008

Abstract:
The objective here is to look into the various aspects of online shopping in modern day environment and
to identify those factors that affect the development of attitudes towards online shopping. The study also
aims at identifying customer requirements with respect to online shopping, giving certain conclusions to
ensure the success of an online shopping site. This study is descriptive, diagnostic and exploratory in
nature, and is aimed at identifying critical parameters in online retail shopping, tapping consumers'
feelings and attitudes towards online shopping, and establishing attitudinal differences across
demographics. It reaches a logical conclusion through the identification of key design areas. It helps one
to understand what onsumers expect from an online retailing store for their satisfaction and delight. By
examining the various dimensions uncovered in this study, online retailers can develop a better
understanding of consumer needs. Marketing academicians may use this study for assessing consumer
attitudes towards online retail shopping in the Indian context, thereby, identifying such attributes that
would lead to positive attitudes towards online retail shopping. Online retailers may also use the findings
of this study as a resource, while constructing, managing, and evaluating their marketing strategies in the
Indian context.

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1310544
Top of Form

Article Request:
Understanding consumer's attitude towards
retail store in stockout situations
Go

Bottom of Form

Article Information:
Title:
Understanding consumer's attitude towards retail store in stockout situations
Author(s):
Leela Rani, Sanal Kumar Velayudhan
Journal:
Asia Pacific Journal of Marketing and Logistics
Year:
2008
Volume:
20
Issue:
3
Page:
259 - 275

ISSN:
1355-5855

DOI:
10.1108/13555850810890048
Publisher:
Emerald Group Publishing Limited
Document Access:
Existing customers:
Please login above.
You do not have rights to view the article
Purchase this document:
Price payable: GBP £13.00
plus handling charge of GBP £1.50 and VAT where applicable.
Purchase
Request this document:
Print or e-mail a document request to your librarian.
Request
Reprints & permissions:
Request

Abstract:
Purpose – This study aims to examine empirically how consumers' attitude towards retail stores
gets affected by situational, consumer, store and product characteristic variables when they face
out-of-stock situations.

Design/methodology/approach – Survey method for data collection was used. Data were
collected from a sample of 1,207 retail customers in India's unorganized retail sector across five
product categories in Varanasi, India.

Findings – Results showed that six of the independent variables considered, namely, shopping
attitude of respondent, store loyalty (SL), perceived store prices, store distance, shopping
frequency, and brand loyalty (in order of importance of impact) significantly influenced
consumers' attitude towards retail store in out-of-stock.

Research limitations/implications – Data were collected only for five product categories and
for unorganized retail setting because of which results and findings are not generalizeable to
beyond these boundaries.

Practical implications – Implications of this for retailers and future research are discussed.

Originality/value – Since attitudes towards retail outlets are very important in determining
future SL and subsequent profitability, understanding of consumer store attitudes in negative
events like stockout is importantly for retailers. The paper provides crucial insights to retailers by
identifying independent variables that must be considered while designing their operations.
http://82.109.207.14/Insight/viewContentItem.do;jsessionid=02167DEFA0C12B526B
A8C43B3C72B986?
contentType=Article&hdAction=lnkhtml&contentId=1736707&history=false

Original Article
Journal of Retail & Leisure Property (2010) 9, 75–87. doi:10.1057/rlp.2009.27
Customer expectations of store attributes: A study of
organized retail outlets in India
Piyali Ghosh1, Vibhuti Tripathi2 and Anil Kumar3
Correspondence: Piyali Ghosh, School of Management Studies, Motilal Nehru National Institute
of Technology, (Deemed University), Allahabad, India. E-mail: piyali2602@gmail.com
1
is a lecturer with School of Management Studies, Motilal Nehru National Institute of
Technology, Allahabad, India. She has earned her PhD from Motilal Nehru National Institute of
Technology, Allahabad and MBA from University of Allahabad. She has been teaching courses
on Human Resource Management, Business Ethics and Economics. Her research interest lies in
Human Resource and Entrepreneurship. She has co-authored a book on Managerial Economics,
besides 15 research papers published in national and international journals and 10 research
papers in various conferences.
2
is a lecturer with School of Management Studies, Motilal Nehru National Institute of
Technology, Allahabad. She has earned her PhD from Motilal Nehru National Institute of
Technology, Allahabad and MBA degree from Devi Ahilya Vishwvidyalaya, Indore. Her
research interest is in Brand Management, Retail Management and Consumer Behavior. She has
over 5 years of industrial experience in Sales and Retail Operations, 3 years of core research and
3 years of teaching. She has 15 research papers to her credit, published in national and
international journals.
3
is a lecturer with DIT School of Engineering, Greater Noida, India. He has earned his MBA
degree from Motilal Nehru National Institute of Technology, Allahabad, and MSc in Computer
Science from Jiwaji University, Gwalior. He is teaching courses on Marketing Management,
Marketing of Services and Strategic Management. His research interest lies in Retail
Management and Consumer Behavior.
Received 5 November 2009; Revised 5 November 2009.
Top of page
Abstract
The phenomenal growth of retail in India is reflected in the rapid increase in number of
supermarkets, departmental stores and hypermarkets in the country. However, this unprecented
growth trend has been challenged by the shadow of the current economic slowdown, which has
raised a fear of dip in consumption and slowdown of growth for Indian organized retailers. At a
time when consumer spending is on decline, success will lie with those retailers that can drive
customer loyalty by responding to the demands of the discerning consumer. This study is an
attempt to address issues related to store attributes and their relevance in the store selection
process. Eleven variables (store attributes) have been identified in this article based on theory
and judgment. Factor analysis has yielded three factors: Convenience & Merchandise Mix, Store
Atmospherics and Services. The factors identified and recommendations made in the article
would be of use to retailers in designing their outlets with store attributes that would meet the
expectations of shoppers and thus motivate them towards store patronage decisions.
http://www.palgrave-journals.com/rlp/journal/v9/n1/abs/rlp200927a.html