Model of Store Patronage Behaviour using SEM Approach

T Thiruvenkada, K Hari, N Panchanatham
The Journal of Commerce   unpublished
Despite a number of studies investigating store patronage behaviour, few studies actually address the nature of the Store Patronage Behaviour in India. This may have implications for the generalization of much research on retail store patronage behaviour, as official estimates of the Indian retail market growth is estimated to grow about 13 to 16% in the FI 2015 and the worth of the market is approximately $700b to $750b (Indian Retail Trends-2014, Tata BSS). This paper attempts to develop a
more » ... pts to develop a model of store patronage behaviour of customers in India using Structural Equation Model (SEM). Particular focus is given on consumers' characteristics, buying intentions, store attributes and store patronage. Results from the study highlight the notion that how the retail store patronage behaviour should be conceptualized as a continuum rather than being regarded as dichotomous, and a statistical framework is proposed.