ABSTRACT
The wave of globalization is necessitating retailers to evolve their business strategies and align them with the consumer’s shopping choices across diverse cultures. The chapter throws light on significant literature review on factors determining consumers’ choice of retail stores across varied cultures. It is further based on primary data collected from India (Delhi NCR and the upcoming tier-II retail destination of Chandigarh Tricity) to discuss how consumer demographics such as gender, marital status, family status age, education, occupation, and income influence consumers’ perception of retail store attributes such as store atmospherics, perception of convenient location, effectiveness of staff, perception of convenience of services, provision of entertainment, reliability of the store, effectiveness of promotion, availability of merchandise, effectiveness of assortment of merchandise, quality of merchandise, perception of price, customer satisfaction, and store loyalty. The results of the study have practical implication for global retailers, who will be in a better position to frame suitable competitive strategies which suit the varying needs of global consumers.
