Branding in Retail:Understanding Shoppers for Brand Connect

Retailers across the world want to be the most favoured destination for shopping. They want an emotional connect as a brand with shoppers. Developing better brand connect requires retailers to understand shoppers preferences for various product and store related attributes. This paper is an empirical research on hundred Shoppers to study their preferences for product and store related attributes for organized retail in Delhi. The study also studies the differences in the preferences among male and female shoppers in order to have better Brand connect as Retail organization.