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org
International Journal of Retail Management
and Research (IJRMR)
ISSN(P): 2277-4750; ISSN(E): 2319-4502
Vol. 4, Issue 1, Jun 2014, 1-22
TJPRC Pvt. Ltd.


A 7PS MODEL OF RETAIL PATRONAGE: A META-SYNTHESIS OF CONTEMPORARY
RESEARCH
R. K. SRIVASTAVA
1
& ATUL NATU
2

1
Professor and HOD, Government of Maharashtra's Sydenham Institute of Management Studies,
University of Mumbai, Mumbai, Maharashtra, India
2
AGM, Godrej Retail, PhD Scholar, University of Mumbai, Mumbai, India

ABSTRACT
Purpose: This paper reviews recent retail patronage literature and integrates the findings from previous studies
into a comprehensive patronage model. As Indian retail modernizes, there is an emerging need to understand the consumer
patronage of retail stores. Research on Indian retail is limited because the retail sector is relatively new compared to the
highly evolved retail sectors of advanced countries that have been studied extensively. Building on insights from studies
across the world, this paper develops a theoretical framework for studying customer patronage behaviour to help Indian
retailers study consumer retail patronage and its antecedents.
Design/Methodology: Using store patronage and retail patronage as keywords, the authors searched retail and
marketing peer-reviewed journals published since 2000. This screening yielded a set of 63 papers for further study.
They were analysed on 4 main areas: how patronage was conceptualized, types of retail outlets studied, customer based
independent variables, and store based independent variables affecting patronage. The proposed comprehensive patronage
model is based upon this classification scheme,
Findings: Synthesizing the findings of these 53 papers, we propose a model comprised of four theoretical
constructs: the conceptual definition of retail patronage; customer characteristics affecting patronage; store factors
affecting retail patronage; and finally, the patronage model.
Research Limitations: The study has two main limitations. First, only retail patronage studies published in recent
years were included. Though there are a large number of studies prior to 2000, they were not considered because the goal
was to keep the study contemporary. Another limitation is that the paper does not apply quantitative techniques.
Originality/Value: In India, store patronage from the consumer perspective is an emerging area of research
interest. Studying patronage from the business point of view is also important. The facets of patronage outlined in this
paper highlight the stages through which customer engagement with retail outlets develops. In most retail situations, there
are multiple causes that influence customers overall impressions of retail stores. The proposed model is designed to help
managers understand the factors affecting customer perceptions of stores and help them trace the causes and effects of
various factors (as well as their interactions) as they affect store patronage.
Type of Paper: Secondary research
KEYWORDS: Retail Store, Patronage, Retail Choice, Consumer Behaviour

2 R. K. Srivastava & Atul Natu

Impact Factor (JCC): 1.6953 Index Copernicus Value (ICV): 3.0
INTRODUCTION
India is often called a nation of shopkeepers. India has the highest retail density in the world
(Srivastava, 2008). However, Indias retail sector lacks organisation. Most retail outlets are neighbourhood, family-owned
convenience stores. The organised retail industry began to develop in the last 6 8 years. Establishing organised retail in
India has met many roadblocks. These include limited availability, high cost of real estate, inadequate infrastructure, lack
of qualified workers, and lack of capital due to limitations on FDI. Overcoming these hurdles requires further study of
retail business practices, as well as a deeper understanding of consumer patronage behaviour.
Organised retail is an emerging sector in India for four reasons. Of the total retail market of approx
US$ 470 billion (Teknopak 2011), the organised sector represents approximately 6% or US$ 26 Billion and is expected to
grow at 26% CAGR. Second, the retail sector employs a large workforce. By 2020, organised retail is expected to generate
3 4 billion direct and 4 6 billion indirect jobs. Third, organised retail provides increased income opportunities for
producers and better shopping experiences for consumers by providing a larger variety of quality goods. Finally, organised
retail is more likely to be tax compliant than the informal retail sector, yielding higher tax revenue for the country.
NEED FOR THE STUDY
Success at the retail level affects the bottom line for retailers as well as producers whose goods and services they
sell. Beyond the issues finding affordable real estate and hiring qualified workers, retailers are challenged to understand the
changing needs of their customers.
Store patronage in developed countries has been researched for decades. Such research is new in India.
The objective of this study is to draw upon the wisdom of studies from the extant literature to develop a framework that
combines the important findings from them. Patronage studies conducted in developed countries assess questions
pertaining to what influences customers to patronize retail outlets and what motivates them to buy more from them. These
are precisely the types of questions Indian retailers need to address.
A synthesis of the findings of earlier research can provide a comprehensive understanding of the various
antecedents which affect consumer patronage. For example, Strike and Posner (1983) define synthesis as an activity in
which separate parts are brought together to form a 'whole'; this construction of the whole is essentially characterised by
some degree of innovation, so that the result is greater than the sum of its parts.
METHODOLOGY
Hundreds of customer patronage studies have been conducted in developed countries. The first task was to
identify criteria for selecting studies to include in the meta-synthesis. To keep the study contemporary, the first filter
selected papers published since 2000. The next filter identified key words for electronically searching the literature.
The two chosen were Store patronage, Retail patronage. Numerous papers were extracted based upon these filters.
These were screened for general content and context. Papers which did not have a clear set of dependent variable of
patronage and / or clear set of independent variables affecting patronage were dropped. For example a paper which was
pertaining to service quality in retail was dropped as it did not have patronage as a clear dependent variable. A final sample
of 53 papers, listed in the references, remained for detailed study.

A 7ps Model of Retail Patronage: A Meta-Synthesis of Contemporary Research 3

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The next phase was the synthesis of the selected papers. The study proceeded along four dimensions.
These included the operational definition of patronage in each study, the retail situations and models studied, the
antecedents of patronage considered, and the findings.
This paper includes a synthesis of 53 recent consumer patronage studies in order to build a theoretical model.
Such a model depends upon a clear operational definition of consumer patronage and its drivers and antecedents.
The papers were studied on following three dimensions of patronage
Operational definition of patronage Each study defines patronage differently depending upon study objectives.
Some papers defined patronage in terms of store visits. Others defined patronage as repeat purchase
Store based variables affecting retail patronage Different studies considered a variety of store characteristics.
Customer based variables affecting retail patronage Different studies included different customer characteristics
The following study proceeds in four sections corresponding to the above-listed dimensions.
Operational Definitions of Patronage
The American Marketing Associations defines patronage motive as: the motives that drive an individual toward
selection of a particular outlet, retailer, or supplier of services. Even though it has been studied hundreds of times,
store patronage lacks a generally agreed-upon operational definition. Haynes et al. (1994) defined store patronage as the
consumers selection of a shopping outlet. Patronage is also dened as all the possible inner features of dynamism around
the shopping behaviour phenomenon in terms of store choice (Laaksonen, 1993).
Others define patronage in explanatory terms. Pan and Zinkhan (2006) consider retail patronage along two
dimensions: store choice and (2) frequency of visit. Spiggle and Sewall (1987) outlined three different levels of retail
selection behaviour: retail preference, retail choice and retail patronage. They define retail preference in terms of positive
statements customers make about stores and whether a customer purchase patterns are repeated over a series of purchase
events. According to the authors:
Patronage refers to a consumers purchase pattern over a series of purchase tasks. Retail patronage patterns
may result from loyalty based on their commitment and strong preference or from low consumer involvement whereby
habit or variety seeking dictate patronage patterns. Retail patronage is not a binary outcome; a consumer may spend 75%
of expenditures at store X and the other 25% elsewhere. Spiggle and Sewall (1987, p. 98):
Kauls (2006) study on customer patronage of Indian retailers takes a broader view of patronage. He defines and
measures store patronage along five non-mutually-exclusive behavioural dimensions. These dimensions consider whether a
consumer 1) shops exclusively at store X. 2) spends a larger percentage of total expenditures at store X 3) makes a larger
percentage of total shopping trips to store X than similar stores, 4) buys a larger quantity of items at store X, 5) makes
more consecutive trips to store X than competing stores.
Table 1 lists the various ways in which store patronage is identified in the 53 papers included in this
meta-synthesis.

4 R. K. Srivastava & Atul Natu

Impact Factor (JCC): 1.6953 Index Copernicus Value (ICV): 3.0
Table 1
No Title/Author/Date
Operational Def'n of
Patronage
Customer
Characteristics
Store Characteristics
1
Arslan, T. V., Sezer, F.
S. and Isigicok, E.
(2010).
Attractiveness Age
Variety, Leisure
activities, Security,
Family permission,
socialising, food
courts, accessibility,
size, air quality,
interior environment,
thermal comfort
2
Baker, J., Parasuraman,
A., Grewal, D., and
Voss, G. B. (2002).
Willing to buy, willing to
recommend, shopping likely
hood
Store
perceptions
(price, quality,
service, cost
Quality, value,
employees dressing,
friendliness, attitude,
colour scheme,
attractiveness of
facilities, merchandise
management, music,
pleasantness, comfort
3
Baltas, P. C.,
Argouslidis, and
Skarmeas, D. (2010).
Multiple store buying
Basic
demographics,
satisfaction
with main store
and private
label
Patronage set size
4
Baltas, G., and
Papastathopoulou, P.
(2003).
Store choice
Basic
demographics
Brand, price, variety,
quality, packaging,
origin, location,
service
5
Becerra, E. P., and Dr.
Korgaonkar, P. (2009).
Intention to purchase Online
Merchandising,
warranty, assortment,
brands, returns policy,
safety, privacy,
checkout, ease of
shopping, cost, mode
of payment, distance,
image, assistance, fun
place, comfort, ease of
navigation, social
place
6
Bridgess, E. D., and
Burgess, B. (2010).
Personal preferences
of tween shoppers
Frequency of patronage
Fashion
interest,
satisfaction
with fit,
reference
groups
Apparel stores in
different settings
7
Brooks, C.M.,
Kaufman, P. J., and
Lichtenstein, D. R.
(2008).
Distance traveled
Distance from
cluster
Distance from
customers, distance
from other stores
8
Cirman, A., and Pahor,
M. (2009).
Frequency of visits
Shopping
attitudes - love
of shopping,
ethnocentrism
Variety, quality,
entertainment, social
events, catering
facilities, child
friendliness, upscale
neighbourhood,
parking, ease of
access, staff
A 7ps Model of Retail Patronage: A Meta-Synthesis of Contemporary Research 5

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friendliness,
atmosphere
9
Clulow, V. and
Reimers, V. (2009).
Shopping trip
Cost of
convenience (3
dimensions of
convenience),
Age, Education,
Location,
Preference
Services & facilities,
parking, trading hours,
retail concentration,
pedestrian areas,
proximity, traffic
lanes, type of controls,
transport, speed limits,
visibility,
comparability, center
size
10
Darian, J. C., Tucci, L.
A., and Wiman, A. R.
(2001)
Shopping at the store Not specific
Respect, knowledge,
responsiveness,
friendliness,
availability
11
Ganesh, J., Reynolds,
K. E., and Luckett, M.
G. (2007
Enjoyment, intention to
revisit and WOM
Shopping
motivations - 17
item shopping
motivation list
20 item store attribute
list
12
Gehrt, K., and Yan, R.-
N. (2004).
Appropriateness for
purchase
Internet usage,
Shopping
situation
Transaction service,
merchandise, price,
retailer personality
13
Ghosh, P., Tripathi, V.,
& Kumar, A. (2010).
Visit, purchase, time spent,
switching, no of items
purchased
Tier II and Tier
III city
customers
Convenience and
merchandise, Store
atmospherics, Services
14
Gothan, A. and
Erasmus, A. C. (2008).
Satisfaction with customer
service
Basic
demographics
Multi attributes on
product, price,
physical environment,
processes, personnel
15
Guenzi, M. D., and
Castaldo, S. (2009).
Recommending the store to a
friend, remaining loyal to the
store, spend more in the
store
Trust
Competence, Product
knowledge, Showing
alternatives, Product
explanation, Integrity,
Explanation of good /
bad, Honesty,
Likeability,
Friendliness, Caring,
Problem solving, Help
in choosing right
products
16
Moore, M., and
Carpenter, J. (2006).
Store choice, frequency of
patronage
Price, Sale,
Prestige,
Quality
consciousness
Formats - department
store, off price, mass
merchant, specialty
store, upscale dept
store
17 Haiyan, M. (2011).
Shopping intentions,
intended spending
behaviour, actual behaviour -
time spent, unplanned
spending, Amount spent
Store image
perceptions
Merchandise fashion
ability, Assortment,
warranty, negotiation,
labeling, price
comparability, leasing,
promotion,
knowledge, courtesy,
merchandise display,
atmosphere, size,
window display,
congestion, air
conditioning, ease of
6 R. K. Srivastava & Atul Natu

Impact Factor (JCC): 1.6953 Index Copernicus Value (ICV): 3.0
navigation
18
Hansen, K., and Singh,
V. (2008).
Continued patronage of
incumbent store after entry
of new store
Distance from
store,
demographics
Private label products
19
Hassan, Y.,
Muhammad, N. M. N.
and Bakar, H. A.
(2010).
Patronage intention
Basic
demographics,
lifestyle,
shopping
orientation
Price, quality,
atmosphere
20
Hirschman, E. and
Krish, S. (1986).
retail store selection
Random
selection
Location, pricing,
credit policy, quality,
variety, display,
salesclerk service
21 Hundal, B. S. (2008). Choice of point of purchase
Age,
occupation,
education
Price, installment,
prior relationship,
location, referral, after
service, variety
22
Jason, S., Merrilees, B.,
and Dawn, B. (2003).
shopping center patronage
Gender, Age,
Marital status
occasion of
shopping
Merchandise,
accessibility, personal
service, amenities,
atmospherics, security,
entertainment, food
23
Johnson, J., &
Raveendran, P. T.
(2009).
Purchase
Anticipated
utility, role
enactment,
negotiation,
choice
optimisation,
affiliation,
power &
authority,
stimulation
Mall store quality,
merchandise quality,
convenience,
enhancements, price
24 Johnstone, M. (2012). Repeat visit
Female
customer
Social, temporal,
physical, service
dimensions of retail
space
25
Jones, C., & Soyoung,
K. (2010).
Shopping intention
Female
customers,
clothing
involvement,
trust in retail
brand, offline
patronage
Clothing involvement,
Usability and
information quality,
visual appeal and
image, interactivity
and innovativeness
26
Kuruvilla, S., &
Ranjan, K. K. (2008).
Time spent, frequency of
visit, money spent
Gender Malls
27
Kim, J. O. and
Byoungho, J. (2001).
Willingness to revisit
Shopping
motives,
Customer
values,
Shopping
excitement,
Shopping
satisfaction
Price variety, brands,
timings, credit cards,
parking, temperature,
family friendliness,
congestion,
cleanliness,
spaciousness
28
Koo, D.-M., Kim, J.-J.,
and Lee, S.-H. (2008).
shopping motive
Self
actualisation,
social affiliation
Assortment,
uniqueness, After
service, delivery,
returns, structured
display, convenience,
A 7ps Model of Retail Patronage: A Meta-Synthesis of Contemporary Research 7

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layout, visual design,
information
29
Korgaonkar, P. and
Karson, E. J. (2007).
Intention to purchase online
Gender,
education,
ethnicity,
income,
Prestigious image /
Value image
30
Lee, H.-J., Fairhurst,
A.E. and Lee, M.Y.
(2009).
Patronage intention
Online
consumer panel
Self service kiosk,
service quality,
employee knowledge,
behaviour, availability,
attention, problem
solving. Reliability,
timeliness, error free
delivery
31
Liao, Y.-Y., Dr. Liaw
G.-F. and Jen, F.
(2011).
Patronage intention
Buying
emotion,
consumption
behaviour,
customer
satisfaction
Employee appearance,
behaviour, number,
professionalism,
colour, decoration,
space arrangement,
product arrangement,
music, noise
32 Liu, Y. (2007).
Frequency, transaction size,
exclusive loyalty
Initial usage
levels
Loyalty programs
33 Majumdar, A. (2005).
Future likelihood to -
continue shopping,
purchasing in other
categories of merchandise,
and
willingness to recommend
the store.
Mall intercept
Mall - accessibility,
ambience and
amenities.
Store - amenities,
assortment,
merchandise quality,
personnel service,
supporting services,
sales promotion.
34
Miranda, M. J., and
Konya, L. (2009).
Randomly selected
customers of select stores
Frequency and
timing of
unscheduled
visit
Store timings
35
Ming, J. C.-M.,
Blankson, C., Sutikno,
B., and Wang, M. C.-H.
(2009).
Likelihood of dining
trial ability,
observability
and inversely
negatively
related to
complexity
Hybrid store format
36 Narang, R. (2011). Store selection
Psychographic
scale
Availability, brands,
warranty, timings,
reliability, proximity,
parking, promos,
helpfulness,
competence,
environment,
cleanliness, display,
ease of navigation,
layout, comfort
37
Newman, A. J., and
Gordon, F. R. (2003).
Instore attitude
Accomplishmen
t, Hedonism,
Accumulation,
Store layout, product
display
38
Dr. Ou, W. M. and
Abrat, M. (2007).
Expenditure value, Time
traveled, Frequency of visit
Age, gender,
income,
education
Future vision, well
managed, good
company, trust,
8 R. K. Srivastava & Atul Natu

Impact Factor (JCC): 1.6953 Index Copernicus Value (ICV): 3.0
admiration, respect,
strong growth
prospects, outperforms
its competitors
39
Pan, Y. and Zinkhan,
G.M. (2006).
Meta analysis Meta analysis Meta analysis
40
Park, C.-H. and Kim,
Y.-G. (2003).
Frequency of purchase
gender, age,
time of internet
usage,
occupation
Quality of Service
information, user
interface &
information. Security
perception, awareness
41
Prasad, C. S., &
Aryasri, A. R. (2009).
Willingness to buy, loyalty Random
Convenience, web
store environment,
shopping enjoyment,
customer service, trust
42
Rigopoulou, I. D.,
Tsiotsou, R. H., and
Kehagias, J. D. (2008).
Satisfaction with customer
service
Not specific
Product, price, source
of information,
servicescape,
personnel
43
Sinha, P. K., Banerjee,
A. and Uniyal, D. P.
(2002).
Purchase
Age, Gender,
Distance
Convenience,
merchandise, service,
ambience, referral,
past history
44
Song, K. F. and Park, J.
P. (2006).
Willingness to purchase
Female,
university
students
Sensory information,
product experience /
real store shopping
experience, Shopping
enjoyment
45
Sudhir, K., and
Talukdar, D., (2004).
Total revenue, profit from
HH, share of category spend
Income, HH
Size, Shopping
frequency, use
of coupons
Store brand
46 Telci, E. E., (2010). Channel choice
Level
consciousness
of hedonistic
shopping,
VFM, novelty
fashion
Multiple channel
47
Teller, C., & Elms, J. R.
(2012).
Satisfaction, retention
proneness, patronage
intention
Intercept
Merchandise value,
product range, sales
personnel, atmosphere,
tenant mix, non retail
tenant mix, parking,
accessibility,
orientation,
infrastructure
48 Tripathi, S. (2009).
re-patronage, positive word
of mouth, and
recommendations
-
Proximity, range,
working hours,
waiting time,
relationship with
owner/manager,
discounts, behavior of
manager,
recommendation by
doctors
49 Wang, E. (2009). Patronage intention
Gender, age,
income,
education
Positive emption
displayed by service
personnel
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50
White, A., Breazeale,
M. and Collier, J. E.
(2012).
Intention to stay & future
spending, Word of mouth
Fairness
perception with
respect to SST
push policies
SST Push policies
51
Wong, A., and Sohal,
A. (2002).
Relationship quality
Gender,
Income, Age,
Loyalty
membership
Store trust, Personnel
trust Store
commitment,
Salesperson
commitment
52 Yavas, U. (2003). Preference to shop Not specific
24 attributes
pertaining to
assortment, facilities,
atmospherics,
convenience, security,
safety
53
Yun, Z. S., and Good,
L. (2007).
Willingness to try, purchase,
repurchase, purchase more,
recommend to others
Students
Dependability, quality,
value, customised
service, ease of
contact, delivery, time
saving, convenience,
competitive prices,
search, navigation
54
Zameer, A. and
Mukherjee, M. (2011).
Store choice
Gender, Age,
Education,
profession,
income, spends,
ownership of
vehicle
Variety, quality, phone
order, home delivery,
self service, time
convenience,
availability, prices,
credit facility, parking,
promotions, courtesy,
knowledge,
atmospherics, visual
merchandising
55
Zee, S. Y., and Good,
L. K. (2007).
Store loyalty Students
Merchandise, Service,
Atmosphere

Based on the above, the patronage definitions applied in the papers can be broadly classified in four types of
behaviours. 1) Store visits, 2) Purchase Intent and Behaviour, 3) Purchase Value 4) Word-of-Mouth Recommendations.
These are described in the following sections.
Store Visits
Store patronage begins with a store visit. Recent literature suggests 5 different possible behavioural dimensions of
store visits. These include intention to visit, store visit, frequency of visit, time spent to reach the store, and time spent
during the visit. Kim, Jin and Byoungho (2001) consider intention to revisit as a measure of the store patronage.
They compared Korean customers intention to revisit Korean discount stores to their intentions to revisit multi-national
discount stores. Ou and Abrat (2007) treated frequency of visits as a measure of patronage and Johnstone (2012) has
studied repeat visits as indicator of patronage. Patronage also involves a time dimension. Haiyan (2011) studied the time
consumers spent at the stores as an indication of their interest in the store and their patronage intention. In addition to the
time spent in the store, patronage intention may also be a function of the time invested to get to the store, particularly
customers travel great distances to visit a store. Frequent patronage of a distant store may be a strong indicator of patronage
intent.

10 R. K. Srivastava & Atul Natu

Impact Factor (JCC): 1.6953 Index Copernicus Value (ICV): 3.0
Purchase Behaviour
Customer store visits mean little to retailers until purchases occur. Recent studies consider three types of
purchase-related patronage, including wllingness to buy, shopping likelihood, and actual purchase.
Baker, Parasuraman et. al. (2002) study patronage as willingness to buy or shopping likelihood. Similarly, Song, Fiore
and Park (2006) have also studied the concept of willingness to purchase. With respect to repeat purchases, Hansen and
Singh (2008) found a strong co-relation between store brand preference with possibility of store switching.
Purchase Value
Once converted from visitor to customer, the retailers interest turns to purchase value. In the literature, the value
or volume of purchase assumed as patronage has been measured as transaction value, share of wallet, share of category
purchases, unplanned purchase and total profit from the household. Sudhir and Talukdar (2004) and Ou and Abrat (2007)
studied patronage as transaction value in terms of basket size (mostly in the grocery sector). The concept of overall revenue
includes dimension of share of the customers purchases, either as share of category and / or share of wallet. Hayian
(2011) studied patronage in terms of unplanned purchases. Sudhir and Debabrata (2004) studied patronage as total profit
from the household.
WORD OF MOUTH (WOM) RECOMMENDATIONS
WOM may be positive or negative. Positive WOM substantially increases the productivity of the retailer. Satisfied
customers are likely to talk positively about a store, thereby increasing the likelihood of traffic. Baker, Parasuraman
et. al (2002) consider patronage as willingness to recommend while Zee and Good (2007) measure recommend to
others. White, Breazeale and Collier (2012) have studied the effects on patronage of negative WOM.
WOM recommendations whether positive or negative may be either solicited or unsolicited. The unsolicited
referral (not studied in any of the papers) is likely to have a stronger impact on others and hence would be a productivity
enhancer for a brand.
Figure 1 organises the patronage constructs explored in the literature into a four-phase process beginning with the
decision to patronize a retailer and continuing through post purchase WOM. The intermediate phases include purchase
decision and purchase value. Researchers and managers will find this simple model useful for operationalising and
measuring patronage variables along the various phases of the customer/retailer relationship.
Ghosh, Tripathi and Kumar (2010) have done a most comprehensive study covering acceptance, visit, frequency
of visit, no of items purchased, and switching behaviours in context of patronage.







Figure 1: Progression Model of Retail Patronage Concept
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ANTECEDENTS OF PATRONAGE
Factors Affecting Patronage
The next step of the analysis involves identifying factors that affect retail patronage. Pan and Zinkan (2006)
classified such factors into three categories. These include product-related factors, market-related factors and customer
related factors. This meta-synthesis considers two groups of factors that affect customers choices to patronize particular
stores, namely customer-based factors and store-based factors. Customer-based factors include demographic,
psychographic, and other consumer variables. Store based factors include physical and non- physical store attributes.
Customer Based Factors Affecting Patronage
Most retail patronage studies include basic demographic variables. The most common include gender, age, marital
status, education level, occupation, income, disposable income, household size, number of children, ethnicity, and distance
from the shopping center. Some studies focus on retail patronage of specific demographic groups. For example, Bridges
and Burgess (2010) focused on Tween shoppers. Hundal (2008) studied rural consumers in Punjab. Becerra and
Korgaonkar (2009) investigated information search and patronage intentions for Hispanics shopping online. Sinha,
Banerjee and Uniyal (2002) considered gender effects on store choice, Kuruvilla and Ranjan (2008) have considered
gender effects on shopping in malls. and Ghosh, Tripathi and Kumar (2010) have restricted their study to tier II and tier
III cities. They found, for example, that men opted for shops based on proximity while women chose shops based upon
merchandise. Some studies have found effects of multiple demographic characteristics also. demographic characteristics
namely age, gender, income and education influence the relationship between reputation and shopping expenditure and
patronage frequencies (Dr. Ou 2007).
Psychographic variables effects on store patronage are often studied. Such psychological factors like warm
relationships, fun, enjoyment, security, and convenience may be important determinants of patronage decisions. Narang
(2011) clustered apparel young buyers in four psychographic clusters. Get Going Adopters, Disinterested Introverts,
Confused Followers and Independent Life Lovers on the basis of their fashion orientation. Broadly, three types of
psychographic concepts have been studied shopping attitude, lifestyle, and values. Hassan, Muhammad and Bakar (2012)
studied the relationships of shopping orientation and lifestyle with patronage behaviour for furniture stores. Jason,
Merrilees and Dawn have classified customers of malls into six segments on the basis of their attitude towards
entertainment dimensions. Table 1 lists consumer variables studied by authors of the papers studied in this analysis.
In their paper, Liu (2007) have found that initial purchase behaviour to be determinant of patronage by loyalty
card users.
Figure 2 shows the consumer-related variables affecting patronage broadly classified in 3 groups: demographic,
psychographics, and others. The demographic variables are some of the most common and widely understood variables.
The behaviour & lifestyle variables capture the psychographic dimensions of consumer behaviour in variables such as
values and shopping attitude.
Store Factors Affecting Patronage
Store factors affecting retail patronage are typically within retailers control. The 53 papers analysed studied their
effects on patronage using three general approaches. The first approach limits attention to specific retail formats, such as
discount stores. Selecting a particular format filters out store attributes not common to that format. The second approach
12 R. K. Srivastava & Atul Natu

Impact Factor (JCC): 1.6953 Index Copernicus Value (ICV): 3.0
addresses the individual effects of multiple store attributes on patronage. The third approach aggregates multiple store
attributes from earlier studies into factor clusters or latent variables and studies the clusters effects on patronage.
Retail Format: Some studies focus on particular retail formats such as multi-channel shopping environments
(Telci 2010), malls (Arslan, Sezer, and Isigicok, 2010), grocery stores (Miranda and Konya 2009), and shopping centres
(Clulow & Reimers 2009). Beyond retail format, these studies did not consider the effects of individual store factors on
patronage. Others, such as Bridges and Burgess (2010) studied preferences for different formats (malls, specialty stores,
shopping centres, discount stores) using format as the independent variable. However, most papers used a variety of
discrete store attributes as independent variables and studied their effects on patronage as briefly explained below.
Discrete Factors: Hundal (2008) focussed on rural customers brand choice, store choice, and brand loyalty for
purchasing durables. The study identified the top 7 reasons for outlet choice with the top two being received the best deal
and variety of brands. The authors did factor analysis to arrive at the list of antecedents giving three aggregated
factors location convenience and dealer relationship, after sales service, variety, and instalment facility.
Rigopoulou and Tsiotsou (2008) used a list of 20 items from past research to assess the customer satisfaction levels
customers and shopping-orientation based segmentation. The 20 items were factor analysed to yield
3 factors product/price criteria, source of information and service scape / personnel criteria. Darian et al. (2001)
researched and investigated the impact of select salesperson attributes on consumer patronage intentions in a consumer
electronics store setting while on the other end, Lee et al. (2009) studied impact of self-service kiosk on patronage
intentions. Gehrt and Yan (2004) have studied the impact of situational influences. In addition to the basic demographic
factors, Baltas et al. (2010) have studied the effect of store brand proneness and satisfaction with store private label as
two important determinants of store loyalty.
Aggregated Factors: Liao and Liaw (2011) studied the impact of store environment on shopping mood and
patronage satisfaction. They considered 3 different environment cues as building the store environment including store
design, store music, and store employees. Wong and Sohal (2002) took another direction. They have analysed the effect of
customer salesperson relationship commitment as an indicator of quality of customers relationship with the store.
Koo, Jim and Lee (2007) in their study on online shopping patronage, have considered two sets of store benefits
and store attributes. The store benefits studied were utilitarian and hedonic benefits. Online attributes studied were web
atmosphere, visual design, product assortment, after-sales service, and information quality.
Using a comprehensive approach Gothan and Erasmus (2008) model consists of six of the seven principal
elements of the marketing mix, including Product, Price, Physical environment, Personnel, Processes and Promotions.
However, their model excludes the most important element of retail, Place. Nonetheless, they studied customers who had
already chosen to shop at the store, so choice of place was not a variable.
In an exploratory study, Sinha, Banerjee and Unniyal (2002) used store intercept interviews to identify reasons
shoppers patronize stores in a shopping mall in Ahmedabad, India. Reasons given included: convenience, merchandise,
ambience, service, and referrals. Guenzi and Castaldo (2009) have studied the construct of trust in determining the store
patronage intentions. In their study, trust broadly comprised of trust in the salesperson, trust in the store and trust in
the store brand products. Each of these factors was constructed through sub factors, egg. trust in the salesperson
comprised of competence, likeability, problem solving and integrity.
A 7ps Model of Retail Patronage: A Meta-Synthesis of Contemporary Research 13

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Theoretical Constructs: Store Patronage and Factors Affecting It
The results of the meta-synthesis help researchers select independent variables to include in future patronage
studies. More importantly, understanding which store attributes influence patronage especially those within their
control -- is critical for retail managers who can manipulate those variables to increase store traffic and, ultimately, sales.
Proposed Model
Based on the foregoing literature review, this study proposes an easy-to-use model of retail patronage based upon
the 7Ps model of services marketing. As the most widely accepted and understood model for studying service attributes,
the 7Ps framework is the foundation of the retail patronage model proposed based upon the foregoing meta-synthesis of the
literature. It is accompanied by a research-based taxonomy of the dependent and independent variables used in earlier
research.
7Ps Framework
Retailers are the final link between branded goods and customers. Although retailers sell products, retailing is
essentially a service activity. The proposed 7Ps-based model is slightly adapted for retailers of durable goods.
Specially, two of the seven Ps --Product, and Promotion -- are each split into two sub-elements.
Product, refers to the offering of a company. In the case of a service organization, this P describes the types of services
provided (e.g. a haircut, hotel stay). For example In case of a durable retailer, the Product P contains two sub-elements.
The first is physical product sold, such as a shirt. The second includes the accompanying services, including merchandise
displays, dressing rooms, sales assistance, or payment options. Retailers keep innovating offering to differentiate against
their competitors by providing additional services. A case in point being the hybrid convenience stores (Ming et al. 2009)
Similarly, the Promotion P includes two sub elements. The first includes traditional promotion activities like
mainline and sales promotions. Customers also promote retail stores as they share their experiences with others via word of
mouth. The proposed model labels this sub-element of promotion as Reputation. Figure 3 is a diagram of the proposed
model.
The following sections propose several relationships among the model constructs based upon the findings of the 53 studies
analysed.
The Relationship between Customer Attributes and Importance of Store
The literature shows that different consumers consider different store characteristics when deciding on which
stores to patronize. For example price sensitive consumers, perhaps due to financial constraints, choose discount
department stores. In contrast the prestige conscious consumers maximise their utility by choosing to shop at upscale
department stores (Moore and Carpenter 2006). Similarly, Baltas and Papastathopoulou (2003) in their study found that
the customers with higher education exhibited a quality seeking tendency whereas consumers with large families exhibited
economy seeking behaviour. Clulow and Raimers (2009) suggest that extended trading hours may be less important to
retirees than to younger consumers because retirees have more flexible schedules. Their study also found that older
shoppers view smaller, more compact shopping venues, perhaps due to mobility limitations. The arrow connecting
boxes 3 and 5 in Figure 4 captures the relationship between shopper and store characteristics.

14 R. K. Srivastava & Atul Natu

Impact Factor (JCC): 1.6953 Index Copernicus Value (ICV): 3.0
Consumer and Store Attributes, Reputational WOM and Store Image
The literature review reveals links between store image and consumers backgrounds, store features, and
reputational WOM. Depending upon whether they use public transit or drive, different consumer may have perceive the
same store to be convenient or inconvenient as a function of proximity to bus lines or available parking.Customers
receiving positive WOM mouth recommendations might perceive a store to be trustworthy. Combining consumer
characteristics and WOM, OU (2006) found that retired shoppers would travel further to a store based upon positive
WOM. Others have found that more highy educated consumers are more likely to rely on positive WOM than less
educated consumers. The arrows connecting points 1 and 6 and 3 and 6 represent these relationships Figure 4.
Store Patronage is Affected by Situational Factors and Involvement
When shopping for monthly groceries, consumers tend to patronize hypermarkets that offer large varieties, lower
prices, and better shopping environments, Those same customers patronize local convenience stores replenishing stock of
those same products on a daily basis, (Korgaonkar and Karson 2007) have shown that when buying high involvement risky
products, consumers patronize prestigious click-and-mortar stores. These same people choose pure play online retailers
when buying low involvement, low risk products. In Figure 4 for, the arrows connecting 2 and 7, 4 and 7, 5 and 7, and
6 and 7 represent these relationships
Store Purchase Depends on Store Experience
Once at the store, the likelihood of purchase and quantity purchased is depends on the quality of the
in-store experience. This is determined by features such as store atmosphere, layout, merchandise availability, and
merchandise display. Store design music influence buying emotions (Liao et al. 2011). Yun and Good (2007) have found
that a favourable store image depends upon merchandise, service, and shopping atmosphere. Better store image increases
patronage. Baker et al. (2002) have found that shopping experience and design cues negatively impact time, effort and
psychic costs and that Store design cues positively impact perceived merchandise quality. Similarly, Newman and Foxall
(2003) have established the strong role of layout, store setting, merchandise arrangements in the consumer behavior
patterns. The role of people / sales person is emphasized by many a studies. Wang (2009) have studied the impact of
positive emotions exhibited by the store personnel.
The connection between 8 and 9 in Figure 4 captures this relationship.
Total Store Experience Influences Re-Patronage Intention Positive Word-of-Mouth
As seen above, customer and store characteristics influence consumers to patronize particular stores.
In-store experiences affect purchase and post purchase decisions. The service a store provides during and after a sale is
made drives consumer re-purchase intent and willingness to recommend the store to others. As found by Yun and Good
(2007) consumers are
likely to revisit an e-tailer that gives them a good impression, offering a high-quality product (an e-merchandise attribute),
providing reliable shipping, delivery, and tracking service (an e-service attribute), and having easy-to-nd products via
navigable sites (an e-atmosphere attribute).The total store experience influences repatronage / WOM intentions.
The arrows connecting points 4 and 11, 6 and 11, 8 and 11, and 10 and 11 in Figure 4 capture these relationships.

A 7ps Model of Retail Patronage: A Meta-Synthesis of Contemporary Research 15

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CONCLUSIONS AND MANAGERIAL IMPLICATIONS
The foregoing meta-synthesis identified various ways of conceptualizing retail patronage as well as two classes of
antecedents that affect it. The proposed 7-P-based theoretical model provides a useful framework of further investigation.
Such a framework is useful not only for studying the antecedents of patronage, but also the results of patronage including
re-purchase intention and willingness to promote via positive word of mouth.
Despite decades of study, a generally agreed-upon definition remains elusive. Including a listing of the ways the
construct has been conceptualized in recent studies should help researchers and managers choose operational definitions of
patronage suitable to their own objectives. However it is defined, the dependent variable of retail patronage can be framed
within the 7 Ps model.
Another finding of the meta-analysis is that retail patronage studies address any number of retail formats.
Choice of retail formats may serve as dependent or independent study variables. This may be appropriate for retailers
considering multiple or alternative retail formats and assessing such choices on patronage and sales. With more retailers
establishing online presences, such research is timely
The meta-synthesis and the accompanying model identify a variety of consumer and store characteristics
influencing purchases. Understanding which consumer characteristics affect patronage should help researchers and
managers segment markets according to patronage preferences. Understanding how store factors retailers control should
help managers adapt their retailing efforts to the needs of a changing marketplace and increase patronage.
LIMITATION AND DIRECTIONS FOR FUTURE RESEARCH
The meta-synthesis only includes patronage studies published since 2000 onwards. Additional insights might
come from analysing earlier papers. Also, the inter-relationships of the variables have been derived on the basis of
qualitative methods. A logical next step would be an empirical study using quantitative methods to test these relationships.
While the meta-synthesis yielded a long list of patronage antecedents, reducing these variables to a more
management set using factor analysis would be useful for capturing broad, generalizable variables. Such an approach can
lead to the development of a taxonomy of patronage antecedents that can be used in future studies. Finally, the proposed
7Ps-based model can be used to study the various stages of patronage decisions beginning with store choice and continuing
through post purchase behaviour.
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APPENDICES
Demographic
Gender
Age
Income
Occupation
Marital status
Education level, Occupation
No of people in the household
No of children in the household
Distance from the shopping centre
Ethnicity
Behavioural & Lifestyle
Lifestyle
Risk perception
Shopping attitude
Values
Self confidence
Product risk
Involvement
Others
Task (Shopping situation)
Trust
Perceived value
Role of family members
Product importance
Figure 2
People Physical Ambience Product - Services
Product knowledge Air quality Shopping assistance
Showing alternatives Appealing Post sales service
Product explanation Appropriate music Warranty
Explanation of good / bad Atmosphere Customised service
Honesty Attractive facilities East of contact
Friendliness Can touch product Delivery
Caring Checkout Time saving / convenience
Helps in choosing right products Clean Store timings
Courtesy Clearly structured Phone order
20 R. K. Srivastava & Atul Natu

Impact Factor (JCC): 1.6953 Index Copernicus Value (ICV): 3.0
Availability of salespersons Colour scheme Home delivery
Competence of salespersons Comfort Self service
Appearance

Ease of shopping
Behaviour Congestion Privacy policy
Number Crowded Fast to in / out
Professionalism Decoration All type of payment
Speed of service Information Food courts
Attention Display Security perception
Problem solving Ease of navigation Leisure activities
Trust, Commitment Ease of visualisation Delivers the right product
Place Environment noise Timely delivery
Proximity Family friendly Easy returns
Store accessibility Fun place Entertainment facilities
Type of traffic controls Information Social events
Public transport Layout Catering facilities
External environment Size Child friendly activities
Convenience of location Social place Self service kiosk
Parking facility Spacious Reliability
Retail concentration Store cleanliness Promotion
Center size Stress reduction Advertising
Store visibility Thermal comfort Sales promotions
Neighbourhood Toilets / washrooms Promo offers
Distance from other stores Visual design Promo - Reputation / image
Family permission Visual merchandising Prestigious C & M
Parking Volume Value C & M
Product Window display People like me shop
Store assortment Store layout Buying of relatives
Width

Trust perception
Depth Price Outperforms its competitors
Fashion ability Price Strong prospects for future growth
Merchandise attributes Negotiation Well managed
Dependable products Price / value Good company
Product quality Price labeling Performance perception
Availability of preferred brands Comparability Future vision
Variety of brands Leasing Processes
Product quantity Fair / competitive prices
Quality control of products before
dispatch
Regular availability of products Credit facility
Prices in the store coincide with
advertised prices
Merchandising & safety attitude Low cost Availability of manuals for appliances
Product guarantees

Service
Innovative products

Timely delivery and installation
New products

Unique products

Merchandise value


Figure 3
A 7ps Model of Retail Patronage: A Meta-Synthesis of Contemporary Research 21

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Figure 4: Store Patronage Model