Store location, ambience and security decisions: an empirical study of readymade garment retailers

Abstract

With the advent of organized retail and changing demographics of customers, a paradigm shift has taken place in readymade retailing. In order to ensure maximum customer access, great shopping experience, proper care of customers and assets of the store a  retailer is now required to carefully decide about certain important aspects such as store location, ambience and security measures.  The present study has been undertaken to determine the importance of the factors considered by readymade garment retailers for the  selection of store location, ambience and security. A type-wise and size-wise comparative analysis of the retailers has also been made in  this regard. The study found that 'transportation facility’ is the most important factor influencing store location. Further, lighting,  interior decoration, temperature and background music emerge as very important factors of store ambience. Regarding safety and  security measures, study reveals that retailers very often have tie-ups with security agencies. The above results will prove very useful for  retailers in developing marketing strategies.