Customer perceptions of product assortment leading to store patronage: a study of small retailers
by Surabhi Koul; Piyush Kumar Sinha; Hari Govind Mishra
International Journal of Business and Emerging Markets (IJBEM), Vol. 10, No. 2, 2018

Abstract: The review of the literature reveals the role of product variety, product availability, price perceptions, assortment organisation and product quality constructs in terms of customer perceptions but such results lead to questioning the nature of the conceptual structure that would include these constructs as well as their interrelationships in a structural model. Moreover, the earlier studies are typically focused on organised stores. From this perspective, the purpose of this study is to evaluate the role of these constructs in evolving customer perceptions towards the store using data collected from 230 customers who visited small retailers in rural areas. The results reflect the importance of these identified variables towards the customer perceptions. Also the relationship between customer store perceptions and store patronage has been derived.

Online publication date: Fri, 13-Apr-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Emerging Markets (IJBEM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email