Download - Store Selection in Emerging Apparel Market
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).
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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
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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
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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
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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 :
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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)
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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
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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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