Dr. Uma Shankar Singh
Business and Management Department, Tishik International University, Erbil, Iraq
Email: [email protected]
DOI: 10.23918/ICABEP2019p8
(Full Paper)

Research is the proven concept justifying with the application of quantifiable methods in the specific case of the Kurdistan region. Consumer self-concept and store loyalty is the base concept in this study where the objectives set are to understand the consumer self-concept in the retailing industry, to know the importance of store loyalty for establishing the successful business and to measure the effect of consumer self-concept and store loyalty on shopping behaviour. Extensive literature has given the roadmap to understand that how much consumer self-concept and how much is store loyalty gets important when it comes on analyzing shopping behaviour. The three dimensions get measured using a structured survey questionnaire with a sample size of 686 respondents. The conceptual model developed has given two hypotheses as consumer self-concept has a positive impact on shopping behaviour and store loyalty has a stronger effect on shopping behaviour. Data analyzed using SPSS 23 with statistical tests one sample T-test and regression analysis. The study concluded that consumer self-concept and store loyalty both are important for a consumer when it comes to understanding shopping behaviour. Though comparatively the store loyalty plays more important compared to consumer self-concept in shopping. Here in this specific case of the Kurdistan region, consumers are more concern about the store where they like to go and where they feel are loyal to have shopping instead of their own concept about themselves.

Keywords: Consumer, self-concept, loyalty, shopping behaviour, retail.

International Conference on Accounting, Business, Economics and Politics

ISBN: 978-9922-9036-3-7