DOI: 10.36347/sjahss.2019.v07i05.007

Pages: 347–355

Research is the proven concept justifying with the application of quantifiable methods in the specific case of 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 behavior. 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 behavior. The three dimensions get measured using a structured survey questionnaire with the sample size of 686 respondents. The conceptual model developed has given two hypotheses as consumer self-concept has the positive impact on shopping behavior and store loyalty has stronger effect on shopping behavior. Data analyzed using SPSS 23 with statistical tests one sample T-test and regression analysis. Study concluded that the consumer self-concept and store loyalty both are important for a consumer when it comes on understanding shopping behavior. Though comparatively the store loyalty plays more important compared to consumer self-concept in shopping. Here in this specific case of 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.