Use of Catchment Analysis to Evaluate Consumers ’ Store Patterning and Regularity in Availing Sales Promotions at Different Hyper Retail Market Formats in India

Abstract- As Retail Industry expands, the outlets ' physical attributes and general retail offerings lose their discriminating power. The well augmented services and sales promotions are used by retailers to gain the idiosyncrasy in the market.The study attempts to identify the drivers of compulsive buying behaviour induced by store-based promotion and service attributes that stimulate shopping intentions among customers; which when repeated helps build a favourable store loyalty among customers- a prime purpose of retail formats. This study also builds arguments around the convergence of attractiveness of promotions and the effectiveness of customer services as a tool for gaining a competitive advantage in the retail business environment. The results indicate that sales promotional programmes have become the principal tool of retailing in order to acquire new customers and retain loyal customers. The methodology adopted includes Catchment analysis of customers to reinforce the right choice of stores based on customer location, flow and the customized store promotion strategies designed based on the store choice behaviour of customers. The Catchment Analysis is expected to theoretically eliminate the difference in ‘between- the store-promotions’