Title: Investigating the influences of range of products and promotional offers in the retail store on shoppers' satisfaction - towards excellence in in-store retail

Authors: Parag S. Shukla; Parimal Hariom Vyas

Addresses: Department of Commerce and Business Management, The Maharaja Sayajirao University of Baroda, India ' Department of Commerce and Business Management, Faculty of Commerce, The Maharaja Sayajirao University of Baroda, Vadodara, India; Faculty of Management Studies, The Maharaja Sayajirao University of Baroda, Vadodara, India

Abstract: This research paper is aimed at measuring shoppers' satisfaction based on the influences of range of products offered and the promotional schemes floated to shoppers selected from the cities viz., Vadodara, Surat, Ahmedabad and Rajkot. The primary data were collected from 1,500 shoppers using the mall intercept interview technique and convenience sampling method. The range of the products available in the retail store as well as promotional elements of the retail store would play a crucial role in the brick-and-mortar store not only to draw shoppers to the store but also to distinctively portray an image in the current disruptive retail environment with the onslaught of COVID-19 pandemic. The present study unveils the shoppers' predispositions regarding the range of the products in the retail store and the promotional campaigns of the retailers and its resultant impact on shoppers' choice of a retail outlet especially in the 'new normal'.

Keywords: shoppers' satisfaction; range of products; promotional offers.

DOI: 10.1504/IJBEX.2026.153065

International Journal of Business Excellence, 2026 Vol.38 No.3, pp.321 - 349

Received: 23 Jun 2021
Accepted: 05 Jun 2022
Published online: 21 Apr 2026 *

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