Title: Determinants of store attributes that primarily influence consumer buying

behaviour in Value fashion stores using integrated models of SOR, Brand Equity and
Consumer Psychology

Abstract

Value Fashion retail has seen phenomenal growth over the last decade globally with
India in the forefront. But understanding value Fashion scenario especially consumer
buying pattern still remains in dark. There have in the past a few models that have
been developed in this segment, but they have been narrow or subject to many
constraints, most of these models focus on only consumer psychology ignoring Brand
and store journey or the other way around. So for the first time an integrated model
has been created combining existing frameworks of SOR, Brand equity, User journey,
Store journey, impulsive buying and consumer psychology to understand Purchase
intention and consumer buying behaviour more accurately than ever before. The
developed model also maps effective store attributes that influence consume buying
thus also mapping cause and effect of attributes of a value fashion store in question.
An effective combination of Qualitative and Quantitative techniques have been used
to provide an in-depth understanding of the accuracy of the created model.

(Key words: Value Fashion Retail, Consumer Buying behaviour, SOR, Brand equity, User
journey, Store journey, Impulsive Buying, Store Attributes, Purchase intention.)

Author: Gurucharan U Bhat CHRIST Deemed to be University