본 연구는 1991년 개방화 이후 급속한 경제성장으로 인해 가처분소득이 상승하고 있는 인도 소비자의 점포태도와 점포충성도에 영향을 미칠 것으로 추정되는 주요 변수들을 선정하여 그 영향력을 살펴보고자 하였으며, 특히 점포태도를 매개로 하는 연구모형과 가설을 설정하고 검증하였다. 이를 위해 인도 소비자들을 대상으로 하여 설문조사를 한 결과, 총 5개의 독립변수들 중에서 3개(점포입지, 개인적 서비스, 전환비용)가 점포태도에 유의한 영향을 미치는 것으로 나타났고, 점포태도와 전환비용은 점포충성도에 유의한 영향을 미치는 것으로 밝혀졌다. 즉, 일단 점포에 대한 호의적인 태도가 형성이 되면 그 해당 점포를 지속적으로 이용하는 것을 알 수 있고, 다른 점포로 전환을 고려할 때에는 그로 인해 새로이 생기는 불편과 사라지는 혜택도 동시에 고려한다는 것을 알 수 있다. 한편 호의적인 점포태도를 구축함에 있어서는 점포입지와 개인적 서비스와 전환비용이 중요한 선행요인으로 밝혀졌다. 현재 인도는 할인점이 도입되는 시점이므로 국내 기업들은 외국인들에게 아직 완전히 개방되지 않은 인도 소매유통시장을 끊임없이 예의 주시하여, 개방즉시 시장진입을 고려해야 함을 의미한다 하겠다. 또한 가격을 재래시장과 비교하는 양상을 보일 수 있으므로 가격경쟁력만을 고수하기 보다는, 선진국 수준의 개인적서비스를 동시에 제공함으로써 할인점의 주타겟이 되는 중상층에게 호의적인 태도를 심어주는 것이 중요하다 할 수 있겠다.

This study tried to examine the antecedents of attitude and loyalty of India consumers’ shopping at the discount stores. Their disposable income has been increasingly growing as the economy is in rapid growth after liberalization in 1991. Based on thorough literature review, we proposed the model which is focused on the mediating role of store attitude. Five determinants were considered and the impacts of those variables on store attitude were examined. The relationship between store attitude and store loyalty was analyzed as well. To empirically test the proposed model and hypotheses, 143 India consumers’ data were used with a structural equation analysis. The reliability and validity were verified by the exploratory factor analysis and the tests of hypotheses were conducted by AMOS 7.0. According to the empirical results, store attitude is significantly affected by the three factors like store location, personal service, and switching cost. Store attitude and switching cost have a positive impact on store loyalty simultaneously. That means that once the positive store attitude is formed, the consumers will more likely shop again at the same store. Also, they consider the switching cost seriously for the next shopping. So Korean companies may need to monitor the change of Indian market in terms of market growth carefully and then may need to open up their branches in India as soon as it is opened to the foreigners. Additionally, Korean firms may need to open up stores as many as possible and to provide the high quality of service almost equal to the service level offered to the developed countries.

This study tried to examine the antecedents of attitude and loyalty of India consumers’ shopping at the discount stores. Their disposable income has been increasingly growing as the economy is in rapid growth after liberalization in 1991. Based on thorough literature review, we proposed the model which is focused on the mediating role of store attitude. Five determinants were considered and the impacts of those variables on store attitude were examined. The relationship between store attitude and store loyalty was analyzed as well. To empirically test the proposed model and hypotheses, 143 India consumers’ data were used with a structural equation analysis. The reliability and validity were verified by the exploratory factor analysis and the tests of hypotheses were conducted by AMOS 7.0. According to the empirical results, store attitude is significantly affected by the three factors like store location, personal service, and switching cost. Store attitude and switching cost have a positive impact on store loyalty simultaneously. That means that once the positive store attitude is formed, the consumers will more likely shop again at the same store. Also, they consider the switching cost seriously for the next shopping. So Korean companies may need to monitor the change of Indian market in terms of market growth carefully and then may need to open up their branches in India as soon as it is opened to the foreigners. Additionally, Korean firms may need to open up stores as many as possible and to provide the high quality of service almost equal to the service level offered to the developed countries.

store attitude, store loyalty, India consumers