A STUDY ON FACTORS ACTING AS TOOLS OF CONSUMER ENGAGEMENT IN RETAIL OUTLETS IN RURAL AND URBAN AREAS OF RAJASTHAN

Abstract

Abstract newlineThe objective of the research was to identify the factors influencing consumer engagement in newlineretail stores in rural and urban areas of Rajasthan. The research scholar conducted initial newlineelicitation studies to find out the factors that can influence consumer engagement. This led to newlineisolation of 13 factors and their impact was further studied with a survey of 720 respondents newlineamong SEC A and B classes in rural and urban areas of Rajasthan. Through an extensive newlineliterature review, the variables or constructs of consumer engagement were identified to be newlineconsumer involvement, consumer interaction, consumer intimacy and consumer experience. newlineThe findings identified that the major factors that are found to have a significant influence on newlineconsumer engagement in urban areas of Rajasthan were Product Variety, Discounts, Airconditioning newlinefacilities, Music and Product Displays and the factors that were identified to newlinehave a significant impact on consumer engagement in rural areas are Product Display, newlineDiscounts, Credit/Debit card facility and Fun and Entertainment. This means that both the newlineurban and rural consumers in Rajasthan are value conscious and the urban consumers can be newlineengaged through the use of store atmospherics which not influence consumer engagement in newlinerural areas although in rural areas, the consumers are fascinated by fun and entertainment in newlinethe form of retail stores organized around melas (fairs).