Consumer's Choice Of Retail Format

Abstract

Organized retail has started to spread its roots in the Indian market since past one decade and is gradually

making mark among all sections of the society. This paper tries to explore the way organized retail has

dramatically changed not only the Indian traditional retailing structure but also the consumption behaviour. The

consumption behaviour was examined with the help of a structured questionnaire. The results show that, for

consumers, the shopping mall or variant of organized retail format is the preferred type of retail store, due to

convenience and variety.

1. Introduction

The Indian market has seen vast changes in political, economical and social environment, which has a great

impact on consumption. With the Indian as well as international corporate entering into the Indian retail

scenario the market has been divided between the traditional and the organized sector. The Indian retail scenario

is presently facing the similar situations as the mom and

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pop stores in the developing nations faced at the emergence big box retailers. There are various issues that need

to be addressed, like what would be future patterns of consumption, which formats of retail would be preferred by

consumers and will the rise of organized retail affect the traditional retailers.

This research was developed to overcome this gap. The first part of the paper deals with a historical analysis of

the Indian retailing structure followed by the review of literature on store image reviewed and finally the last part

deals with the results of empirical studies in Indian metros is discussed. This study was conducted in the major

metros of India, more specifically precisely in Mumbai, Delhi, Chennai, Hyderabad and some others known for

being commercially active in retail.

This study contributes to the understanding that consumers and retailers in most cases have different perceptions

in relation to store image and shopping habits, justifying the need for consumer...