As customers become more familiar, they tend to be more affective in their store format choice behaviour. Due to familiarity with this format, the dominance of small stores in Asian markets is unchallenged. While the modern format stores tend to attract customers based on better shopping experience and wider choices, the urban infrastructure, increasing double income families and paucity of time increase the value of convenience. A superior value delivered by small stores and the structural factors in the life of consumers, infrastructure and location of stores create a situation of dependence. This paper conducts a study of traditional and modern store formats to understand the relationship between customer loyalty and dependence along with the impact of switching costs and trust.
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