The aim of this paper is to analyze the factors affecting shoppers’ brand preference towards choosing retail stores. The factors considered for this were—store ambience, store location, store layout, parking facility and salespersons’ service quality. Primary data were collected from consumers through a structured questionnaire at 35 different retail stores. Responses were recorded on a 5-point Likert-type scale. Purposive sampling technique was used to select the respondents. A total of 320 valid responses were obtained and included for data analysis. Data were analyzed by applying descriptive statistics and multiple regression analysis on SPSS 21v. The findings revealed that all the five factors have a significant effect on consumer preference towards choosing retail stores. However, parking facility and store location were found to be the most important factors. Hence, it is suggested that managers of retail stores should consider these five factors as strategically important for their stores to become the preferred choices among consumers.

Nowadays, modern retail formats, which include supermarkets and hypermarkets, are making strong inroads into developing countries including India. Thus, an increasing number of modern retail outlets are being seen in our country. These modern retailers are adding newer service dimensions to create unique shopping experiences for their customers. A sharp rise in consumers’ disposable incomes and changing lifestyles are driving them towards modern retail stores for shopping. With their divergent lifestyles, customers are choosing retail stores which meet their preferences. With the emergence of new retail outlets, consumers are reviewing where they will do the major portion of their shopping. Perceptions about stores are driven substantially by their physical characteristics, such as format or list size, proximity of the store, as well as store ambience. In fact, Indian retail space is likely to witness sharp growth due to the emergence of modern retail formats. It therefore becomes necessary for retailers to understand what factors influence consumers to choose a particular retail store.

Brand Management Journal, Store Ambience, Demographic Characteristics, Respondents, Factors Affecting Shoppers, Brand Preference, Retail Stores.