The Hypothesised Relationship between Store Positioning and its Determinants

Abstract

The purpose of this research is to study the relationship between store positioning and its determinants viz. store attributes, product attributes and individual psychographic characteristics in organised apparel retailing. Store positioning is important to study because it may have an adverse influence on retailer performance. This paper is an attempt to better understand how shoppers behave in the market and what factors influence them. Secondary data collected from several authentic resources to generate hypotheses of the study. The developed hypotheses on the bases of literature are, Ho1: Store attributes do not positively influence apparel store positioning, Ho2: Product attributes do not positively influence apparel store positioning, Ho3: Individual psychographic characteristics do not positively influence apparel store positioning. The discussion of the study indicates that there is a significant positive relationship between store positioning and its determinants, however, it is important to understand that these influencing attributes are very hard to achieve. Besides this, there are many other variables that also affect store positioning such as demographic characteristics and others. These reasons indicate that retailers should work hard because positioning is a fleeting issue, todays favourable positioning would not be tomorrow’s favourable positioning.

Keywords: Positioning, Store, Product, Individual, Attributes.

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