British Journal of Marketing Studies (BJMS)

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Changing Retail Store Dynamics – A Study of Consumer Durables Market in South Africa

Abstract

Retailers around the globe survives and prospers when they satisfy customers’ needs more effectively than its competitors. Thus retailers offer unique benefits using different retail formats to satisfy the ever-changing customers’ needs and to create the brand loyal customers who patronize their stores. Though retailers have been experimenting with the new and innovative retail formats, spending millions of dollars in designing new formats, little academic research is available which investigates the most sought after retail format in the consumer durables market of South Africa. This research paper attempts to explore the effect of retail formats on the customer buying behavior in the consumer durables market by examining a random sample of 96 respondents from the Gauteng province of Johannesburg, South Africa. The empirical research findings suggests that there is significant effect of Discount Stores, Super Stores, Hypermarkets and Warehouse Stores on the customer buying behavior in the consumer durables market of South Africa

Keywords: Consumer Durables, Customer Buying Behavior, Retail Formats

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This work by European American Journals is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 4.0 Unported License

 

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Email ID: editor.bjms@ea-journals.org
Impact Factor: 6.80
Print ISSN: 2053-4043
Online ISSN: 2053-4051
DOI: https://doi.org/10.37745/bjms.2013

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