STORE SELECTION IN THE EMERGING APPAREL MARKET:

A MULTIVARIATE APPROACH

Shahir Bhatt; Assistant Professor, Shri Jayrambhai

Patel Institute of Management & Computer Applications

(Formerly NICM), Gandhinagar

Amola Bhatt; Assistant Professor, L.J. – MBA,

Ahmedabad

Abstract:

P u r p o s e - T h e p u r p o s e o f t h e e m p i r i c a l s t u d y i s t o i d e n t i f y t h e

f a c t o r s t h a t s h o p p e r s w i l l t a k e i n t o a c c o u n t w h i l e s e l e c t i n g a

r e t a i l o u t l e t f o r p u r c h a s i n g t h e a p p a r e l s a n d t o f u r t h e r c l a s s i f y

t h e s e g m e n t s o f s h o p p e r s b a s e d o n t h e f a c t o r s b r o u g h t o u t f r o m

t h e s t u d y .

D e s i g n / m e t h o d o l o g y / a p p r o a c h – T h e d a t a a r e c o l l e c t e d u s i n g a

s e l f a d m i n i s t e r e d q u e s t i o n n a i r e b y t h e m a l l i n t e r c e p t m e t h o d .

T h e s a m p l e s i z e f o r t h e s t u d y i s 1 9 6 r e s p o n d e n t s . T h e f o c a l

p r o d u c t w a s a p p a r e l s s o l d a t r e t a i l s t o r e s . M u l t i v a r i a t e

T e c h n i q u e s l i k e F a c t o r A n a l y s i s a n d C l u s t e r A n a l y s i s h a v e b e e n

u s e d t o a n a l y z e t h e d a t a .

F i n d i n g s – T h e f a c t o r s f o r s e l e c t i n g a r e t a i l o u t l e t b r o u g h t o u t

f r o m t h e s t u d y a r e M e r c h a n d i z e - M i x , S t o r e L o c a t i o n , A m b i e n c e ,

P r o x i m i t y , P r i c e - Q u a l i t y S c h e m a a n d S e r v i c e . S u b s e q u e n t l y t h r e e

s e g m e n t s n a m e l y V a l u e C o n s c i o u s S h o p p e r s , A p a t h e t i c S h o p p e r s

a n d V e n u e O r i e n t e d S h o p p e r s h a v e a l s o b e e n i d e n t i fi e d .

2

R e s e a r c h L i m i t a t i o n s / i m p l i c a t i o n s - A k e y l i m i t a t i o n o f t h i s

s t u d y i s t h e s a m p l i n g f r a m e . F u t u r e s t u d i e s s h o u l d r e p l i c a t e t h i s

s t u d y i n d i ff e r e n t c o n t e x t s .

O r i g i n a l i t y / v a l u e – T h e o r i g i n a l i t y o f t h e p a p e r l i e s i n

s e g m e n t i n g t h e s h o p p e r s b a s e d o n t h e f a c t o r s a n a l y z e d f r o m t h e

s t u d y .

K e y w o r d s - M u l t i v a r i a t e T e c h n i q u e s , V a l u e C o n s c i o u s S h o p p e r s ,

A p a t h e t i c S h o p p e r s , V e n u e O r i e n t e d S h o p p e r s

P a p e r t y p e R e s e a r c h p a p e r

Introduction:

Retailing, being an inevitable and essential part of

distribution process, has also become important for

the economic development of a country. The Indian

retail market, which is the fifth largest retail

destination globally, has been ranked as the most

attractive emerging market for investment in the

retail sector by AT Kearney's eleventh annual Global

Retail Development Index (GRDI), in 2012. The Indian

retail market is highly fragmented with 94 percent

business coming from unorganized retailing and 6

percent share from organized retailing. Growth is

3

supported by strong macroeconomic conditions,

including 6 to 7 percent rise in GDP, higher

disposable incomes and rapid urbanization.

Apart from food and grocery, apparel is expected to

grow 9 to 10 percent year over year, for the next

five years. A Mc Kinsey report ‘The rise of Indian

Consumer Market’, estimates that the Indian Consumer

Market is likely to grow four times by 2025. In 2005,

the middle class segment was relatively smaller in

size, comprising just 5% of the total population but

this is expected to increase to 41% by 2025. The

total apparel consumption by these classes is said to

increase more than 10 times from $3.6 billion in 2006

to $37 billion by 2025. According to estimates by the

India Retail Report 2007 India’ s domestic market for

clothing, textiles, and fashion accessories is

estimated to be worth Rs. 113,500 crores, of which

nearly 19 percent is fully organized. The apparel

retail sector has also shown a 30.3 per cent year-on

year growth since 2004. Apparel and accessories

retailing is the largest segment of organized

retailing in India constituting 38.9 percent of the

total organized retailing business which currently

stands at about Rs 47,500 crores (Goyal and Mittal

2007).

4

Literature Review:

Apparel shopping consists of shopping for men’s and

boys’ wear, women’s, children’s, girls’ and infants’

wear, general clothing businesses, footwear, leather

products and travel goods (Guy 1998).

According to Moye (2000), consumers engage in a

comparison process in their minds to determine

whether their evaluation of the relative importance

of store attributes aligns with their perceptions of

these attributes. If the two factors match, then the

consumer chooses the store. Consumer compares the

importance of store attributes with the store image

(i.e. overall perception) to determine acceptable and

unacceptable stores. If consumer’s perceptions of the

store attributes are positive, then they may decide

to purchase from the store. On the other hand, if

consumer’s perceptions of the store attributes are

negative, then they are unlikely to shop in the store

(Engel et al. 1995).

According to Kenhove e t a l . (1999) the study revealed

that retailers are able to influence the consumers on

their store choice decision. The study also indicated

that larger quantities, immediate purchases, routine

purchases and others have an impact on store choice

decision. A study conducted by Roy (2005) on factors

5

governing consumers choice of supermarkets, analyzed

that factors such as add on benefits, general

services, convenience and variety influence

consumer’s choice of supermarkets. The study used

cluster analysis along with factor analysis for

segmenting the consumers and revealed that choice

patterns of consumers are going to vary according to

age, occupation and income. Another study by Mattson

(1982), examined that situational factors have a

significant influence on store choice decision.

Factors such as time pressure, self shopping,

purchasing for occasions such as birthdays and other

situation specific drivers have an impact. The study

also mentioned that the shoppers need to be evaluated

on each occasion based on the utility derived and

cost incurred out of the shopping experience.

Leung and Taylor (2002) in a study on fashion buying

criteria of X generation consumers in Hong Kong found

that X-ers are attracted by a good interior store

layout; and feel good service is essential when

buying fashionable clothing. In the Indian context, a

study was done by Sinha et al. (2002) on store choice

behavior that indicated Indian shoppers on an overall

basis give importance to proximity of the store,

merchandise and service provided by the store and

6

stores dealing in apparels are also chosen based on

ambience.

According to Engel, Blackwell and Miniard (1995)

there are 10 salient or determinant attributes of

store choice. These are location, nature and quality

of assortment, price, advertising and promotion,

sales personnel, services offered, physical store

attributes, nature of store clientele, store

atmosphere, and post transaction service and

satisfaction. A study by Cassill et al. (1993) found

that consumers chose to patronize individual

department stores for clothing purchases when a

combination of factors was present: the stocking of

particular brands; the presence of national and own-

branded products; and where garments offered

functional value rather than fashion appeal. Paulins

and Geistfeld (2003) showed that apparel store

preference is affected by type of clothing desired in

stock, outside store preference, shopping hours and

store advertising.

Rationale:

The current study attempts to discover consumer store

selection and determinant of the store selection

decision in Ahmedabad. Past studies have investigated

determinants of retail selection which uncovered

7

factors such as store location, image, atmosphere and

service but few studies have actually gone to the

extent of segmenting the shoppers on the basis of

those factors. From the industry perspectives, better

segmentation of the retail market may warrant better

retail strategies to serve targeted customers.

Apparel sector is experiencing growth in domestic and

global markets due to liberalization. Very few

studies have been conducted using multivariate

analysis (factor analysis and cluster analysis) for

studying the segments of shoppers for an apparel

retail store. The present study is undertaken to

understand the profile of customers visiting new-

generation retail outlets like Shoppers Stop,

Pantaloon, Westside and Globus.

Objectives :

To determine the factors that shoppers would take

into account while selecting an apparel retail

store

To segment the shoppers on the basis of factors

they emphasize

Research Methodology:

The study was conducted in two phases. The first

phase was carried out using qualitative approach and

8

in the second phase, a survey was carried out. At the

exploratory stage, both focus group and depth

interviews were conducted. Based on these qualitative

research and literature search, a questionnaire was

developed to discover the factors taken into

consideration while selecting a retail store. The

instrument was developed based on measures adopted

from previous works, plus several items being adapted

to cater to the current research setting.

At the commencement of the interview, the

questionnaire explored such issues as

the frequency of purchase

the place (name of the store) of purchase

what average amount did they spend in the store

for buying apparels and

why respondents chose to purchase from this

retail store

Multi-items measures were then assessed for its

reliability. Following (Chavadi et al (2008)), 24

items were generated to measure retail selection

decision. Later, on the basis of pilot study

(conducted on ten respondents) and expert opinion,

four statements were removed which did not have high

correlation. Cronbach’s alpha is a coefficient of

consistency and measures how well a set of variables

9

or items measures a single, unidimensional latent

construct (Cronbach 1951). The final questionnaire

comprising of twenty items in the scale achieved

cronbach alpha of 0.753 as shown in the table. Any

value of Cronbach above 0.6 shows that the scale is

reliable. Additionally content validity was also done

for the same scale. SPSS 17 was used for the same

Table 1

Reliability

Statistics

Cronbach's

Alpha

N of

Items

.753 20

For the final study, 196 respondents were randomly

intercepted in the shopping malls (Shoppers Stop,

Pantaloon, Westside, and Globus) in Ahmedabad during

June 2012-August 2012. Multivariate Analysis like

Factor analysis, Cluster analysis has been used to

analyze the data collected. Descriptive statistical

analysis and factor analysis were conducted to

identify and examine the factors participants

considered while selecting a retail store.

Subsequently, cluster analysis was performed to

identify the clusters of shoppers who placed

10

different levels of emphasis on those factors

identified for choosing the retail store.

Data Analysis:Following table shows the demographics of the

respondents for the survey:

Table 2Demographic Data

Categories Coun

t

Percent

ageGender Male

Female

149

47

76%

24%Age Below 20

years

20-40 years

Above 40

years

12

175

9

6.1%

89.3%

4.6%

Education

Level

Under

Graduate

Graduate

Post

Graduate

Others

8

90

95

3

4.1%

45.9%

48.5%

1.5%

Occupation Employed

Self

employed

52

10

48

26.5%

5.1%

24.5%

11

Business

Others

86 43.9%

Monthly

Income

Less than

15000

15001-30000

30001-45000

45001-60000

More than

60000

7

32

83

51

23

3.6%

16.3%

42.3%

26%

11.7

Factors Affecting Apparel Retail Store Selection:

To determine the important factors influencing choice

of retail outlet, the Principal Component Factor

Analysis (PCA) with varimax rotation was performed

for the 20 items measuring retail store selection.

The result indicated that the Bartlett’s Test of

Sphericity (Bartlett, 1954) was significant (Chi-

Square 1145.027, p-value < 0.0001). The Kaiser-Mayer-

Olkin (KMO) measure of sampling adequacy was high at

0.711. This KMO value of 0.711 is excellent since it

exceeded the recommended value of 0.6 (Kaiser, 1974).

The two results of (KMO and Bartlett ’s) suggest that

the data is appropriate to proceed with the factor

analysis procedure (Malhotra 2010).

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Table 3

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of

Sampling Adequacy.

.711

Bartlett's Test

of Sphericity

Approx. Chi-

Square

1145.02

7

Df 190

Sig. .000

Exploratory Factor Analysis (EFA) was performed and

only those factors were retained which have an eigen

value more than 1 since they are considered

significant. An eigen value represents the amount of

variance associated with the factor. The result was

that there were a total of 6 factors, which explained

for was 61.970 % of the total variance. The factors

considered should together account for more than

60%of the total variance (Malhotra 2010). The inter-

item correlation and inter-item consistency of each

Factor was also measured by calculating each Factor’s

Cronbach’s alpha (Cronbach 1951).The below mentioned

table shows the rotated component matrix dimensions

for better understanding the factors along with the

reliability for each factor. Two variables (good

experience, and open for long hours) had very low

value and so they were eliminated.

13

Table 4Factors affecting Retail Store Selection

F-1 F-2 F-3 F-4 F-5 F-6

Reli

abil

ityFactor 1: Merchandise Mix

1. The store is having

variety of products

.640

.6682. The store is having

many private labels

.739

3. The store is having

depth in products

.759

Factor 2: Proximity1. The store is near to

the house.656

.6422. The store is close to

workplace.626

3. The store takes

orders on phone.727

Factor 3: Location1. The store location is

good.544

.6222. The store is having

good parking facility.647

3. Store place is

likable.791

14

Factor 4: Infrastructure /

Ambience1. The store is having

fast billing system.798

.7162. The store is having

better lighting.742

3. The store is having

good design.611

Factor 5: Price-Quality

Schema1. The store is having

good quality products

.616

.614

2. The store is

convenient.686

3. The store is having

fair prices.662

4. The store gives value

for money.587

Factor 6: Service1. The store provides

home delivery

.609

.7362. The store provides

credit facility

.687

Interpretation :

15

Factor 1 is loaded on the three variables viz. 1, 3,

and 12. This factor can be labeled as Merchandise Mix,

as this factor comprises of dimensions related to the

number of products in the store, different variations

in them and the store has both private labels and

store brands. Though it may sound very elementary,

this factor is the important in determining store

choice and enduring store patronage / loyalty.

Retailers must ensure that they have a portfolio of

national brands as well as private brands in the

store to attract more customers. An identical study

by Cassill et al. (1993) found that consumers chose

to patronize individual department stores for

clothing purchases when a combination of factors was

present: the stocking of particular brands; the

presence of national and own-branded products; and

where garments offered functional value rather than

fashion appeal. Factor 2 correlated most highly on 5,

6, and 7 variables i.e. the store is close to home

and office and it takes order on phone. This might be

labeled as Prox imity. This aligns with the findings of

a study done by Sinha et al. (2002) on store choice

behavior that indicated Indian shoppers on an overall

basis give importance to proximity of the store,

merchandise and service provided by the store and

16

stores dealing in apparels are also chosen based on

ambience.

Factor 3 can be labeled as Locat ion. It loaded on

three variables i.e. 4, 10 and 20. They comprised of

store location is good, the availability of parking

space and overall the place was likable. Location

strategies of retailers are one of the most important

determinants of consumer behavior (Engel, Blackwell

and Miniard, 1995). Retailers must carefully analyze

the location where they can avail maximum footfalls

in the store. Factor 4 loaded on 14, 15 and 16

variables which comprises of fast billing, good

lightning and good design; and can be labeled as

Infrastructure/Ambience. These dimensions assume

importance due to changing urban landscapes and the

presence of major apparel stores in malls. Retailers

could have aesthetics that communicate their

positioning very clearly. A similar study conducted

by Leung and Taylor (2002) on fashion buying criteria

of X generation consumers in Hong Kong found that X-

ers are attracted by a good interior store layout and

feel good service is essential when buying

fashionable clothing.

Factor 5 correlated highly on four variables i.e. 2,

8, 11, 13. They included items like fair prices are

17

charged, good quality product availability, value for

money and convenient. This can be labeled as Pr ice -

Qual i ty Schema. Factor 6 can be labeled as Serv ice. It

includes two variables i.e. home delivery and credit

facility. Retailers must provide proper service to

the customers which could be one of the ways to

differentiate themselves from the competitors.

Segmenting the Shoppers:

Cluster analysis is a statistical procedure for

grouping observations with shared characteristics. A

combination approach using a hierarchical clustering

method followed by a nonhierarchical method is often

advisable. First step was hierarchical clustering

using squared Euclidean distance, between-group

linkage (average linkage) clustering method and Ward

clustering method, was conducted to select the number

of clusters and cluster centers that serve as initial

cluster seeds in the following nonhierarchical

procedure. The nonhierarchical method, k-means

method, then clusters all observations using the seed

points to provide more accurate cluster memberships.

According to distance coefficients we can say that a

three-cluster solution was found to be most

appropriate. ANOVA test indicated that all six

factors contributed to differentiating the three

18

clusters (p<0.001). Tables present results of cluster

analysis for the three clusters.

Table 5

Final Cluster Centers

Cluster

1 (n=80) 2 (n=10) 3 (n=106)

Merchandise-Mix 4 3 3

Proximity 3 3 2

Location 3 2 4

Infrastructure/

Ambience3 2 4

Price-Quality

Schema4 3 4

Service 4 3 2

(Mean values were computed on the basis of 5-point scale 1-

Strongly Disagree, 5- Strongly Agree)

19

Table 6

Anova

Cluster Error

F Sig.

Mean

Square Df

Mean

Square df

Merchandise-Mix 7.162 2 .615 193 11.647 .000

Proximity 19.012 2 .473 193 40.179 .000

Location 18.779 2 .242 193 77.618 .000

Infrastructure/

Ambience20.211 2 .405 193 49.913 .000

Price-Quality

Schema5.782 2 .209 193 27.685 .000

Service85.356 2 .424 193

201.09

2.000

Interpretation:

Cluster 1: Value Consc ious Shoppers

It comprises of 40.8% of shoppers. It has high mean

score for three factors. It appears that the shoppers

have high expectations from the store in regards with

the merchandise – mix, price-quality schema and

service. The mean score for all of them was 4,

whereas the other three factors – proximity, location

and infrastructure/ambience showed a moderate mean

20

score of 3. The shoppers in this cluster want heavy

variations in the products; they want good quality

products at fair prices; and excellent service is

also expected from the store.

Cluster 2: Apathet ic Shoppers

It is the smallest cluster comprising of 5.1% of

shoppers. It has moderate mean score of 3 for four

factors namely merchandize-mix, proximity, price-

quality and service. Additionally below average mean

scores are also found for location, and ambience. The

shoppers in the cluster are very passive as they are

not interested in any of the dimensions while

selecting a retail store.

Cluster 3: Venue Or iented Shoppers

The cluster comprises of 54.1% of shoppers,

representing the largest group of respondents. It was

found to have high mean scores for three factors –

location, ambience, and price-quality; moderate score

of 3 for merchandize-mix and below average scores for

proximity and service. The shoppers had high

expectations from the store in terms of location and

ambience.

Limitations & Future Research :

21

The study has been conducted based on the data

acquired from the apparel buyers of Ahmedabad only

and the findings may not be applicable to other

states and countries of the world because of socio-

cultural differences. Sample size is very small. This

research deals only with apparel shopping scenario.

Research in other markets has clearly shown that the

importance given to various attributes by customers

will differ when the shopping scenario changes

(Hansen and Deutscher 1977, Sinha and Banerjee 2004).

This research can be carried out for other retail

sectors such as food and grocery, consumer

electronics, gifts and so on. Further studies could

be carried out to investigate the influence of

demographics and psychographics on store choice and

shopping orientations.

Conclusion:

The Indian retail market is the fifth largest retail

destination globally, as indicated by AT Kearney's

eleventh annual Global Retail Development Index

(GRDI), in 2012. Again, the market offers a huge

growth potential owing to several environmental

factors. Apparel and accessories retailing is the

largest segment of organized retailing in India

constituting 38.9 percent of the total organized

22

retailing business, and expected to grow at 30.3% YOY

basis. With the market expanding its horizons to

foreign investors also, retailers will need to

differentiate on the basis of factors valued most by

the customers while choosing the retail outlets. This

empirical study shows that factors such as

Merchandize-Mix, Store Location, Ambience,

Proximity, Price-Quality Schema and Service are

significant in choosing an apparel retail store.

Also, the study has categorized customers into

three segments, namely Value Conscious Shoppers,

Apathetic Shoppers and Venue Oriented Shoppers on

the basis of the weightage given by these groups of

customers to the identified factors.

The value of the paper lies in the segmentation of

customers carried out using Cluster analysis followed

by Factor analysis. The Venue Oriented Shoppers which

constitute 54% of the total respondents select a

retail outlet on the basis of location, ambience and

price-quality schema. Hence, developing these factors

will increase footfalls of such Venue oriented

shoppers. While 40% of the respondents belonged to

the Value Conscious category, who are attracted by

merchandise-mix, price-quality schema and services

available. Thus, small efforts towards developing

23

these factors will lead to increased business for the

retailers.

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