Study On Factors Influencing Customer Leaving An Apparel Store Without A Purchase

In retailing, many customers quit the store without a purchase due to various factors. In order to understand the influencing factors on customer leaving store without a purchase, a detailed study was conducted. For the study, data was collected from 1838 customers at an apparel store and statistically analyzed using factor analysis method was performed, to identify reasons for a customer leaving a store without a purchase. Factor analysis grouped 21 influencing variables into three major factors namely - Merchandise, Service, and Sales personnel. Among them, merchandise-based reasons like availability of fashionable products; preferred brand and quality were found to be a major factor influencing customers to leave the store without making a purchase. Based on the findings, implications for retailers were drawn. The systematic study of the factors influencing the customer to drop a purchase was limited in apparel retailing. Hence the present work will be very useful for the apparel retailers to satisfy customers in a better manner.