Store Choice: Understanding the Shoppers' Preference in Selecting an Apparel Multi-Brand Outlet

This study aims to find out the factors influencing the shoppers' preference in selecting a Multi-Brand Outlet (MBO). Then, it aims to determine the factors influencing shoppers' decision in selecting one category from the three retail categories considered in this study such as staying with the same MBO, to move from one MBO to another and to shift to an MBO from an Exclusive Brand Outlet (EBO). The study was conducted among 400 respondents in Coimbatore city, India. The data was analyzed using Kendall's (W) coefficient of concordance for arriving at the mean ranking. The study concludes that store image is the most important factor preferred by the respondents in selecting an MBO. Further, store image and wider choice are the two major reasons for shoppers to move from one MBO to another. Finally, the offers and promotions are the major reasons indicated by the shoppers to come to an MBO from an EBO. This paper is an effort to assist the retailers to understand the important factors affecting the shoppers' choice of an MBO.