Zeitschrift der Academy of Marketing Studies

1528-2678

Abstrakt

Comparative Study of Vals and Aio with Special Reference to Retail Formats

Mallika Sharma

The Indian retail market is undergoing an overwhelming environment modification. The sale and purchase of these lifestyle products are shooting and reaching the sky-high and retailers are focusing on improving their retail store formats. In this study VALs framework and AIO scales were used to determine the psychography and segmentation of the customers. The aim of the study is to determine a relationship between different clusters and their choice of retail formats.