Predominant Factors That Influence the Consumer Shopping Behaviour-A Scale Development Approach

Retailing refers to the arrangement of activities required to sell goods and services (products) to end
consumers for use by themselves, families and other households. From the shoppers’ point of view, the retailer
serves him by providing the goods that he needs, in the required assortment, at the requisite place and point in time.
The role of a retailer is to provide real added value or convenience to the shopper. This paper aims to develop a
frame work of retail store environment dimensions and a reliable and valid scale to measure the dimensions of retail
store factors in the purchase of food and groceries and lifestyle products in supermarkets. A total of 150 subjects
were surveyed at supermarkets on sixty one orientation based questions to identify the purchase influence
dimensions. The result of an exploratory principal component factor analysis suggested that retail store environment
factors on food and groceries and lifestyle products purchase has seven distinct dimensions. The confirmatory factor analysis was used to establish the robustness of the retail factor dimensions. The result of these analyses
demonstrates that the seven retail store environment dimensions, as represented by the 45-item shopping orientation scale, is reliable, valid, and generalizable for the purchase of food and groceries and lifestyle products in
supermarkets