Determining store attribute salience on store choice behaviour in an emerging market - the case of Indian grocery market

Grocery retailing in India in the present environment is unchartered territory. Food and grocery (F%G) is the most promising area for setting up retail business in India. This research is using descriptive research design and applying random sampling on 579 usable questionnaires across the National Capital Region of Delhi. Both descriptive and multivariate statistical tools like factor analysis used to analyse the data collected from 579 food and grocery retail customers from neighbourhood National Capital Region in India. The findings highlight consumers' store choice criteria and extract six factors which play important role while selecting the grocery retailers out of 37 items, these factors will play vital role in the consumers format choice decisions. This study will serve as a vital point for future studies in this area of concern. The research is also relevant to retail marketers in terms of format development and reorientation of marketing strategies in the fastest growing Indian retail market.