Impact of Store Brand Emotions on Consumer Choice of Store in an Organized Retail Environment

Abstract

Consumers make decisions based on rational and emotional marketing appeals. Emotions focus on attention, remembrance, form the basis of consumer motivation and shape consumer attitudes. The organized retail market in India which constitutes only 6 % of the total retail market, is using emotional appeals to help consumers make decisions inside the stores. Though emotional appeals as a marketing tool has been studied, its impact on the organized retail environment has not been explored. The paper focuses on the impact of store brand emotions on consumer choice of store in an organized retail environment in India.