This study aims to find out the factors influencing the shoppers’ preference in selecting a Multi-Brand Outlet (MBO). Then, it aims to determine the factors influencing shoppers’ decision in selecting one category from the three retail categories considered in this study such as staying with the same MBO, to move from one MBO to another and to shift to an MBO from an Exclusive Brand Outlet (EBO). The study was conducted among 400 respondents in Coimbatore city, India. The data was analyzed using Kendall’s (W) coefficient of concordance for arriving at the mean ranking. The study concludes that store image is the most important factor preferred by the respondents in selecting an MBO. Further, store image and wider choice are the two major reasons for shoppers to move from one MBO to another. Finally, the offers and promotions are the major reasons indicated by the shoppers to come to an MBO from an EBO. This paper is an effort to assist the retailers to understand the important factors affecting the shoppers’ choice of an MBO.

The Indian retail industry has changed a lot in the past few decades. Recently, the retail industry is undergoing a revolution called organized retail formats. The organized retail formats are the malls, hypermarkets, Multi-Brand Outlets (MBOs), Exclusive Brand Outlets (EBOs), factory outlets, etc. Nowadays, customers are facing difficulty in arriving at a decision to select a store format from the different types of store formats available in the retail market such as grocery stores, supermarkets, discount stores, mega stores, and hypermarkets (Popkowski et al., 2004). The customers’ decision to choose a retail store for their shopping depends on various factors. Primarily, the store image is correlated to store choice (Doyle, 1974). Various other factors like price, quality of merchandise, assortment, atmosphere, store location, parking facilities, and friendly personnel affect the store image (Bearden, 1977). The availability of different brands under one roof and various other facilities are very much vital and the opinion of the customers on these facilities varies while arriving at purchase decision. In this study, the factors influencing the selection of MBOs were analyzed under 10 categories like, proximity (convenience), reliability, brand image, brand available in different sizes, after-sales service, offers and promotions, courteousness of salespeople, parking facility, attractive prices, and wider choice. These are the factors which influence the shoppers to select an MBO in Coimbatore city, India.

Consumer Behavior, Store Choice, Understanding the Shoppers’ Preference, Selecting an Apparel Multi-Brand Outlet