A Measure of Shopping Behaviour: Scale Development and Preliminary Validation

In a more competitive world, the retailers should understand the shopping behavior of the consumers. However the shopping behavior is a complex phenomenon and needs up gradation from time to time. Companies' competitiveness in such a scenario has, therefore become increasingly difficult. Their survival requires building competitive advantage by delivering brand related cues, which has influence on developing Brand attitude and thereby stimulating purchase decision. Thus the scale for shopping behavior is found to be Brand attribute, Brand attitude and purchase intension.