Retail Store Selection Factors

RUNNING HEAD: PERCEIVED QUALITY AND ITS INFLUENCE ON CUSTOMERS
CHOICES IN RETAIL SECTOR 1
PERCEIVED QUALITY AND ITS INFLUENCE ON CUSTOMERS CHOICES IN RETAIL
SECTOR
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PERCEIVED QUALITY AND ITS INFLUENCE ON CUSTOMERS CHOICES IN RETAIL
SECTOR 2
Contents
Introduction......................................................................................................................................3
Literature review..............................................................................................................................3
Conclusion.......................................................................................................................................9
Reference.......................................................................................................................................11

PERCEIVED QUALITY AND ITS INFLUENCE ON CUSTOMERS CHOICES IN RETAIL
SECTOR 3
Introduction
The present consumer behavior has transformed in very dramatic manner in last ten years which
further changes the needs of the consumers and the choices they make for the routine needs. In
the present dynamic as well as competitive business culture, retailers should also understand as
well as predict on how consumer should behave in purchasing many goods as well as services for
the overall usage (Orel & Kara, 2014). This is why, in order to create a competitive based
position in the retail industry and also strategizing themselves to grow in a unique manner in the
mind of the shoppers towards the store for maintaining a strong influence on the behavior. The
retail industry and their operations is presently going through a revolution which is radical
because of the many factors and new formats in the form of organized retail. Organized retail is
gaining a lot of significance in the present time. In addition, with the ever changing behavioral
elements, retailers also needs to get more concerned related to the overall lifestyle, demand and
preference of customers that plays a crucial role in changing purchasing opinions or perception
of the customers. Therefore, it is also crucial to note here that the overall perception of the
customers based on the image of the store that eventually impacts the customer choices along
with purchase based intention, satisfaction and loyalty (Ye et al, 2014). The report is based on
analyzing perceived level of the quality on the consumer’s choice in the present retail sector.
Literature review
In competitive world, retail sector is also changing since the service quality is also improving
along with high expectation of the customer and the lateral level of demand. At the time of
recession, there was a high level of success that will depend on the retailers who have the right
ability to develop loyalty by answering to the demand of the customer. Moreover, the needs of

PERCEIVED QUALITY AND ITS INFLUENCE ON CUSTOMERS CHOICES IN RETAIL
SECTOR 4
the consumers and the patterns associated with it are changing in a drastic manner. In order to
meet diverse needs, organization must adopt customer focused and differentiated marketing
strategies to gain an edge in competition in the market which ensures them to completely stand
out in the present competition. For improved level of association with the customers that can
help in leading to high level customer loyalty, profit level and retention. This is why, it is also
important to build a stable as well as long term association with the consumers in the present
competitive society (Subramanian et al, 2014). The consumers are presently more associated
with perceived service quality and it also provides value to the study with the impact on the
service based quality as per the loyalty of customer.
To improve service based quality, improvement in the quality of product is also required. As
discussed, a crucial number of managers also agree to the overall success that will depend on
organization that is willing to save the quality as well as the service as per the demand of
consumers. Quality is typically is a key strategic element of competitive advantages and this is
why improvement in the quality of the product has been a matter of concern as a priority for the
organizations. Quality of product cans also a better place to initiate providing high level of
satisfaction and generating desired loyalty (Verhoef et al, 2015). The positive points include
pioneering of the market with low cost proactive innovation and industry based redefinition. The
negative impact consists of the loss in varied market opportunities with loss in market leadership
and high cost based innovation and brand development. This is why product quality is worth all
the attention.
Retail service quality