Store personality and consumer store choice behaviour: an empirical examination

Purpose - The purpose of this paper is to explore the influences of store attributes on store personality dimensions across different consumer segments. Subsequently, the study examines impact of store personality dimensions on consumer store choice behaviour. Design/methodology/approach - A mall-intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Questionnaire was used to collect data from busy shopping malls or centres located in different places of Kolkata. Multiple regression analysis is used to examine the objectives of this study. Findings - Results revealed that different sets of store attributes positively affect the various store personality dimensions differently across the segments. The study also found the positive impacts of store personality dimensions on consumer store choice behaviour. Originality/value - Arguably, this study is the first to explore the link between store attributes and store personality across the consumer segments, and the impacts of store personality dimensions on consumer store choice behaviour.