Store Choice and Store Loyalty : An Investigation on Shopper's Behaviour Towards Organized versus Unorganized Retailer Stores

Retailing in India is still at a nascent stage but the large and untapped middle class base indicate about the potential of this industry. This research aims to find out if the store patronage helps in determining the selection of store as well as the purchasing outcome. It also intends to find out if concept of loyalty exists in today’s scenario. Primary data has been collected with the help of questionnaire using Mall intercept method by selecting respondents through systematic random sampling. Analysis of the data shows that average shopper of Uttarakhand is neither loyal to a particular store format nor does patronize a single store. Customers sought functional and emotional benefits. Further, respondents visiting to old format are more patronizing in nature compared to shopper visiting new format. These findings are of great relevance for the organized as well as unorganized retailers in understanding the behaviour of shopper