Addresses: EGADE Business School, Mexico City Campus, 222, Calle del Puente, Col. Ejidos de Huipulco, Tlalpan 14380 DF, Mexico
Abstract: The variety-seeking behaviour and the store choice among the consumers have been discussed extensively in the previous research contributions from the stochastic point of view. This study argues that although consumers are seeking novelty and unexpectedness in a store that they have not bought before, their purchase will be selective, in reference to the empirical investigation. This study has been conducted in Mexican retail business environment with a focus to explore the tendency of decision-making of consumers towards buying unfamiliar stores in considering the importance of store name. The discussions in this paper have been woven around the issues of perceived risk, perceived store difference, association of store name and customer values as major influencing factors in making buying decisions towards unfamiliar stores. This study reveals that the perceptions on store name in reference to store risk and store differences have been the prime factors in making buying decision for new stores among the consumers. Consumers also ascertain the store name associated with the unfamiliar stores as they feel high risk averse and entangle in decision-making with perceived store differences.
Keywords: consumer behaviour; store personality; store loyalty; brand perceptions; decision making; customer value; store brands; consumer loyalty; customer loyalty; Mexico; variety; store choice; retailing; perceived risk; store differences.
International Journal of the Built Environment and Asset Management, 2011 Vol.1 No.1, pp.56 - 73
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 09 Dec 2011 *