Factors affecting Indian shoppers' attitude and purchase intention: An empirical check

The objective of this study was to examine affecting factors that influence Indian consumers attitude toward retailers and purchase intention from the retailers. A questionnaire was used to collect data using systematic sampling from department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Structural equation modelling (n=355) was used to examine the impact of affecting factors on consumers' attitude toward retailers and the impact of consumers' attitude toward retailers on purchase intention. Results indicated that the factors namely self-congruity, retailer awareness, retailer associations and retailer perceived quality have significant positive impacts on consumer's attitude toward retailers. The results also indicated that consumers' attitude toward retailers positively influences purchase intention. Arguably, this paper was the first to explore such linkages between the affecting factors that influence consumers' attitude toward retailers and purchase intention in Indian context. (C) 2014 Elsevier Ltd. All rights reserved.