Factors Effecting Conversion of Footfalls in a Retail Store

3250 Words13 Pages
International Journal of Management and Strategy (IJMS) 2012, Vol. No.3, Issue 4, January-June 2012

http://www.facultyjournal.com/ ISSN: 2231-0703

“FACTORS AFFECTING CONVERSION OF FOOTFALLS IN RETAIL STORES”
Abu Bashar, Assistant Professor, Brown Hills College of Engg & Tech., Faridabad, Haryana, INDIA

ABSTRACT

In this research paper efforts have been made to explore various factors which affect the behavior of consumers in a retail outlet. A random sample of respondents visiting retail outlets has been considered for the present study. The paper mainly focuses towards various factors which affects the decision of the consumer in the store while they visit there for shopping. So, this research is mainly concerned with the
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Besides from the above stated facts the following factors are also very much important for attracting, converting and retaining customers in a particular retail outlet. These factors are being described below.

1. Availability of merchandise in the store

2. Product Quality

3. Product range(both product width and depth)

4. Promotional offers and frequency of schemes.

5. Services (pre, during and post purchase)

6. Pricing as a result of merchandise on offer

7. Ambience of the store

International Journal of Management and Strategy

ISSN: 2231-0703

International Journal of Management and Strategy (IJMS) 2012, Vol. No.3, Issue 4, January-June 2012

http://www.facultyjournal.com/ ISSN: 2231-0703

8. The empathy factor of the outlet attendant

In order to gain deeper insight a thorough investigation of the related literature have been investigated, some of them are given below 1. Lichtle, M.C et al. investigates that it is interesting to notice that the outlet’s characteristics have an impact on value, which, in its turn, has an impact on satisfaction. Our results show what variables are to be privileged if one wishes to give the outlet its utilitarian and/or hedonic value. In the first case, the stress has to be put on product availability. This means that when a retailer, considering her/his product range, wants to confer a utilitarian value to the shopping behaviour all she/he has to do is to make sure that her/his products are

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