The Role of ‘Convenience of Shopping’ in Enhancing Consumer’s Perceived Value, Satisfaction and Loyalty at Apparel Stores in Bangalore

The organized retail sector of India is facing intense competition. With the opening of new stores and coming in international brands due to FDI in retail, this competition has further intensified. In such a scenario differentiating a retail store from another becomes a challenge. The ‘Apparel' sector in organized retail is the second largest growing sector after ‘Food and Grocery'. According to the report of Ernst and Young on organized Indian retail, the Apparels sector is expected to grow by 30–35 percent by the year 2016. Besides this a lot of foreign investment is also expected in this sector. While the opportunities are immense threats of sustainability are no less. Hence, it is very difficult for retailers maintain an advantageous position only by offering good products, reasonable price and effective promotions. There is a need for present apparel retailers to go an extra mile and offer more than the traditional offerings. The profile of present Indian customers is also changing; their lifestyle has become busy where they have very less time to spend at shopping. In such a situation offering ‘Convenience Of Shopping' can be profitable for retailers. ‘Convenience of Shopping' can stimulate consumers shopping action and then can result I enhancing consumer perceived value, satisfaction and loyalty for an apparel store.The present research paper analyzes the impact of ‘Convenience of Shopping' on consumer perceived value, satisfaction and loyalty. The study was done at branded apparel stores in Bangalore