Chowdhury Golam Kibria
The primary objective of this research was to identify factors influencing store selection choices among apparel consumers of Bashundhara City, the second largest shopping mall of Bangladesh, Dhaka. In this competitive era, retailers, particularly apparel retailers struggle to attract customers to select their stores. Knowledge about factors influencing store selection can help them make decisions that could improve their strategies for making customers select their stores. Primary data were used for this study and were collected from shoppers of the apparel stores. A total of 141 shoppers were interviewed for this study over a 3 weeks’ period. A structured questionnaire was developed for collecting data. The questionnaire was pretested in the same study area before collecting data for use in the study. Respondents were selected through mall intercept approach and all of them were selected from the same apparel market. Exploratory factor analysis was used to identify factors influencing store choice. Cronbach’s Alpha value was 0.893 showing a good level of internal consistency. In the KMO test, value of 0.815 indicated that data were suitable for factor analysis. Bartlett’s test result rejected the null hypothesis as p-value<0.05. Seven factors were identified which influence the store choice of apparel consumers. Findings of the study could be used by marketers of apparel stores to increase the patronage levels in their stores by accelerating the seven factors (identified by this study) like- in-store induced appeal, store appeal, store location, sales assistance, store convenience, and store attractiveness.
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