Abstract:
In existing times of hyper competitive marketing world, understanding the dynamics of consumer behavior has become a necessity. The purpose of this research is, accordingly, to comprehend one of the important dimensions of consumer behavior within the context of retailing sector. The present study attempts to determine the impact of store name on customer evaluation of products to develop a strong case of retail patronage in twin cities of Pakistan. Two major categories of store attributes i.e., store name, reputation, and one category of product name is used to determine the retail patronage behavior among different customers. Considering the recent up rise of mega-retail outlets, data from 310 customers of different retail outlets in twin cities was collected using convenience sampling. The results of the linear regression mode suggested significant positive impact of the independent variables of interest of the present study on retail patronage. The present study has thus opened an avenue to be further explored to influence consumer retail patronage behaviors. Investigating the relationship between the store atmosphere factors, customer experiences and behavioral intention is suggested to be a promising avenue for further research in different context. The limitations of the present study are finally acknowledged alongside the possible avenues for refinement and further research.
