Brand Trust Supremacy & Consumer Purchase Intentions: For High Value & Low Value Product

Abstract

The purpose of this paper is to identify the trade area attributes that impact the store format location in urban and rural area. By doing so, we take in to consideration that how urban and rural strategies differs on the basis of retail mix, floor space, level of information, shopper profile etc. Also how, consumers demographic and lifestyle information helps to estimate the aggregate demand in a geographical area.

The study reveals how different buying practices differs in urban and rural area with respect to different level of information processing inputs in different trade area zones. Therefore, this study help to combine the current/future market opportunity and retail strategy to meet future shape of consumption in India is likely to look like.