An empirical study on inter-relationship among store image and store satisfaction in discount stores in Gujarat

• Author Details:   
• Abhijitsinh Vala ^*

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The retail industry in India is the second largest employer after agriculture and amounts to more than $ 250 billion of business every year. In spite of the industry being so large just about 25% of the industry falls under the organised retail sector and hence the scope and growth of organised retail in India is tremendous. Retail is a consumer driven industry and hence prevails the need to study the consumer and their buying habits. Though the scope and avenues of research in this area are immense this research intends to study the impact of store image on consumer satisfaction. It is an empirical study using primary data collected through a structured questionnaire administered using personal interview (survey) method. After an intensive review of the literature and a thorough conceptualisation of the two variables under study (i.e. store image and store satisfaction), we can summarise the concrete attributes and benefit values towards the retail mall together form store images and the concrete attributes and benefit values may subsequently influence store satisfaction.