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Moderating effect of age and gender on consumer style inventory in predicting Indian consumers’ local retailer loyalty

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Consumers’ outshopping behaviour affects the local retailer performance and profits. The current research examines the influence of age, gender and consumer style inventory (CSI) on Indian consumers’ local retailer loyalty. The findings suggest CSI cannot be applicable in Indian conditions, and only three decision styles – quality conscious, brand conscious and utilitarian conscious – emerge as significant. Local retailer loyalty behaviour was classified under convenience and relationship. Age and gender have a moderating influence on CSI in predicting Indian consumers’ local retailer loyalty. The brand conscious and utilitarian conscious consumers are more loyal to local retailers. Young and female consumers preferred to shop from the local retailers.

Keywords: India; consumer style inventory; convenience; local retailer loyalty; relationship

Document Type: Research Article


Affiliations: Indian Institute of Management-Rohtak, MDU Campus,Rohtak,124001, India

Publication date: May 1, 2012

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