Unorganized Retail Shopping Experience in India: An Empirical Investigation

The concept of shopping is one of the oldest activities that the human race has been performing with high level of regularity and involvement. Over the years, unorganized retail shoppers' orientation towards this routine activity has been changing with the inception of organized retail. The innovations brought by retailers and marketers in the practice of retailing have been providing new paradigms for shopping. This has also led to a body of knowledge that aims to understand orientation of unorganized retail shoppers towards shopping. This paper is an attempt to develop a scale measuring Shopping Experience and to measures the impact of various factors of shopping experience in the context of unorganized retail. Hypothesized model was developed based on literature survey and refined using exploratory and confirmatory factor analysis. Reliability and validity of scale was checked using Cronbach alpha. Impact was measured using multiple regression method. This study is primary data based and the sample of 355 retail consumers was taken. Fifteen factors were found to be important to determine shopping experience in unorganized retail where "merchandise" has maximum positive impact with beta value of 0.0452 and "reliability" has the least impact with beta value of 0.017.