Effect of Store Location, Product Variety and Quality on Customer Loyalty Towards Fruits & Vegetables Stores

7 Pages Posted: 2 Feb 2019 Last revised: 25 Apr 2019

See all articles by Praveen Aronkar

Praveen Aronkar

Prestige Institute of Management

Tanvi Chaturvedi

Prestige Institute of Management, Students

Date Written: January 6, 2019

Abstract

Since fruit and vegetables stores are gaining significance in organized sector, it is required to study the reasons behind their success. Various factors affect the growth of these stores such as their store location, product variety, product quality, etc. This study attempted to find whether there is any relationship between store location, product variety and product quality towards customers being loyal or not. Findings of the study suggested that there is a strong positive effect of store location and product quality on loyalty of customers. However, no such relationship was observed between product variety and loyalty. Also, there was no observed difference across gender for loyalty of customers.

Keywords: Customer Loyalty, Store location, Product Quality

Suggested Citation

Aronkar, Praveen and Chaturvedi, Tanvi, Effect of Store Location, Product Variety and Quality on Customer Loyalty Towards Fruits & Vegetables Stores (January 6, 2019). Proceedings of 10th International Conference on Digital Strategies for Organizational Success. Available at SSRN: https://ssrn.com/abstract=3323777 or http://dx.doi.org/10.2139/ssrn.3323777

Praveen Aronkar (Contact Author)

Prestige Institute of Management ( email )

Airport Road, Opposite Deendayal
Nagar
Gwalior, MP 474 020
India

Tanvi Chaturvedi

Prestige Institute of Management, Students ( email )

Gwalior
India

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