ManuScript Details
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Paper Id:
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IJGRD1032
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Title:
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BEYOND VARIETY: UNDERSTANDING CUSTOMER PERCEIVED SHOPPING VALUE AND ASSORTMENT STRATEGY IN INDIA'S VALUE FASHION RETAIL
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| Published in: |
International Journal of Global Research and Development |
| Publisher: |
IJGRD |
| ISSN: |
3139-7093 |
| Volume / Issue: |
Volume 1 Issue 6 |
| Pages: |
11
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| Published On: |
9/12/2026 10:48:09 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Dr.Ranjith Somasundaran Chakkambath |
| Institute: |
AMITY KOCHI |
Co - Author Details
| Author Name |
Author Institute |
| Christo Sabu |
AMITY KOCHI |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
Perceived shopping value , Assortment variety , Value fashion retail , Consumer perception , Retail strategy , India , Fast fashion |
| Abstract: |
The growth of value fashion retailing in India has intensified the need to understand how retailers create shopping value beyond competitive pricing. This study examines the influence of assortment variety on perceived shopping value among customers of Zudio, one of India's rapidly expanding value-fashion retailers, operating in Tier-2 and Tier-3 cities of Kerala. Adopting a descriptive research design, primary data were collected from consumers through a structured questionnaire that assessed perceptions of product assortment and overall shopping value. The findings indicate that customers who perceive greater breadth, diversity, and availability of products also tend to report higher levels of shopping value. The study highlights that product variety plays a crucial role in shaping customer evaluations of their shopping experiences, extending beyond mere considerations of affordability. These findings suggest that contemporary value-conscious consumers seek both economic benefits and meaningful product choice when selecting retail destinations. The research contributes to retail management literature by providing evidence from an emerging-market context and demonstrating the importance of assortment management in value-fashion retailing. From a managerial perspective, the study underscores the need for retailers to maintain diverse and regularly refreshed product assortments to strengthen customer value perceptions, enhance satisfaction, and sustain competitive advantage in India's evolving fashion retail landscape. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Dr.Ranjith Somasundaran Chakkambath, Christo Sabu, "BEYOND VARIETY: UNDERSTANDING CUSTOMER PERCEIVED SHOPPING VALUE AND ASSORTMENT STRATEGY IN INDIA'S VALUE FASHION RETAIL", International Journal of Global Research and Development,
vol. 1, no. 6, pp. 1-11, 2026.
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MLA
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Dr.Ranjith Somasundaran Chakkambath, Christo Sabu "BEYOND VARIETY: UNDERSTANDING CUSTOMER PERCEIVED SHOPPING VALUE AND ASSORTMENT STRATEGY IN INDIA'S VALUE FASHION RETAIL." International Journal of Global Research and Development,
vol 1, no. 6, 2026, pp. 1-11.
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APA
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Dr.Ranjith Somasundaran Chakkambath, Christo Sabu (2026). BEYOND VARIETY: UNDERSTANDING CUSTOMER PERCEIVED SHOPPING VALUE AND ASSORTMENT STRATEGY IN INDIA'S VALUE FASHION RETAIL. International Journal of Global Research and Development,
1(6), 1-11.
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BEYOND VARIETY: UNDERSTANDING CUSTOMER PERCEIVED SHOPPING VALUE AND ASSORTMENT STRATEGY IN INDIA'S VALUE FASHION RETAIL
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Last downloaded on 18/10/2026
