What are the criteria customer used in selecting stores? Using a series of forty depth interviews focusing on store patronage motives, kelly and Stephenson 1967 developed thirty-five criteria for selection. A factor analysis of these criteria suggested that they r h basic dimensions install choice.
General store characteristics reputation and community, number of stores.
Physical characteristics of the store decor cleanliness check out service.
Convenience of reaching the stuff from the consumer's location time required, parking.
Products offered variety, dependability, quality.
Store personnel courteous, friendly, helpful.
Advertising by the store informative, appealing believable.
Friends's perception of this store well known, liked, recommended.
Price charged by the store value, special sales.
