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CUSTOMER PERCEPTION IN INDIAN RETAIL INDUSTRY (A COMPARATIVE STUDY OF ORGANISED AND UNORGANISED RETAIL INDUSTRY

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Mrs. Shishma Kushwaha Ph.D. Research Scholar, Maharishi Dayanand University. Rohtak, Research Centre- Govt. P. G. College, Faridabad-121002, Haryana.India. Dr. Mohender Kumar Gupta Associate Professor, Department of Commerce, Government P. G. College (Affiliated to Maharishi Dayanand University, Rohtak), Faridabad-121002, Haryana, India. Abstract Perception is the process of attaining awareness or understanding of the environment by organizing and interpreting sensory information. The same stimulus (A stimulus is any unit of input to any of the senses) may be perceived differently by different set of customers based on their unique personal and situational context. Hence, the indifferent service offered at any retail stores may be perceived positively by a certain set of customers due to the opportunity it provides them to look up the product at leisure. However, another set of customers may perceive it negatively. In India traditionally, the retail industry comprised of large, medium and small grocery stores and drug stores which could be categorized as unorganized retailing. India’s large youth population is driving the consumerism trend in country. Organized retail business in India has entered in 1990s but become more popular after 2002 onwards and organized retail stores become the part of middle class family from 2006 onwards. The customers perceive these two retail sectors in different manners. The given research paper studies factors affecting the customer perception in retail industry and the customer perception in organized and unorganized retail sector. The paper also tries to compare the customer perception in organized and unorganized retail sector. Keywords: Customer perception, Organized Retail industry, Unorganized Retail Industry

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It is very important to consider the image of the retailer in customer view as an individual and in context to its competitor. All perception involves signals in the nervous system. memory and expectation. by tailoring their offering to the customers they wish to target. values and expectation and try to avoid unpleasant information. An ambiguous stimulus may be translated into multiple percepts. For example. experienced randomly.org Page 62 . which in turn result from physical stimulation of the sense organs. However. organization. and expectations. Demographic variables also affect the customer view about the retailer by classifying the customers into groups whose purchasing behaviour are similar. To overcome this perception among prospective consumers. The same stimulus may be perceived differently by different set of customers based on their unique personal and situational context. Stimuli are not necessarily translated into a percept and rarely does a single stimulus translate into a percept. assuming it to be a reflection of the lack of interest of the store management in the needs of the customer. Customers make these images based on their experiences gathered over the time. percipio) is the process of attaining awareness or understanding of the environment by organizing and interpreting sensory information. smell is mediated by odor molecules and hearing involves pressure waves. Hence. termed the distal stimulus or distal object. A stimulus is any unit of input to any of the senses. the indifferent service offered at any retail stores may be perceived positively by a certain set of customers due to the opportunity it provides them to look up the product at leisure. but can be shaped by learning. vision involves light striking the retinas of the eyes. in what is called "multistable perception". For example: Indian consumer initially perceived Mc Donald’s outlets as costly and were not well aware of its product offerings. organizing. Mc Donald’s management introduced low cost deserts. and interpretation of particular stimulus are a highly individual process subject to individual needs. their some special products for rupees twenty only. The process of perception begins with an object in the real world. or absence of them.theinternationaljournal. Nov-2011 : RJEBS www. products likewise icecream for ten rupees.MEANING OF PERCEPTION: Perception (from the Latin perceptio. MEANING OF CUSTOMER PERCEPTION: As Perception is the process of selecting. Retailers try to position themselves in the marketplace. Perception involves these "top-down" effects as well as the "bottom-up" process of processing sensory input. Perception is not the passive receipt of these signals. Retailers can make strong position of theirs into the market through: Volume:01. one at a time. Customers usually seek out the favourable information on the products which are compatible with their needs. And the same stimuli. Number:01. may result in different percepts depending on subject’s culture and previous experiences. and based on advertising sources and visits to the store. values. selection. Ambiguous figures demonstrate that a single stimulus can result in more than one percept. Recognition. another set of customers may perceive it negatively. and interpreting information inputs to produce meaning.

As an when transportation and communication become faster and reliable i. It first was recorded as a noun with the meaning of a "sale in small quantities" in 1433 (French). India’s large youth population is driving the consumerism trend in country. INDIAN RETAIL INDUSTRY: Traditionally. department stores became important. clip and divide" in terms of tailoring (1365). the retail industry in India comprised of large. Many American retailing institutions originated after 1850. up to the end of 19th century. medium and small grocery stores and drug stores which could be categorized as unorganized retailing. shred. in India. Earlier. Retailing consists of the sale of goods or merchandise. Many of these businesses become more structured and formalized. India is called a nation of shop-keepers but in the recent past time organized retail business has entered into Indian retail market. in small or individual lots for direct consumption by the purchaser. then it become a business to earn a livelihood. Archaeological findings reveal that shops in ancient Rome were much like small shops as today the retail shops are.5 2008 5 2009 5.6 2011 Yet to announce Source: KSA Technopak research surveys Volume:01.theinternationaljournal. 2009. Number:01. but with the emergence of high profits in selling the overproduced production. from a fixed location such as a department store or kiosk. Its literal meaning for retail was to "cut off. those retail chains became much bigger and more widespread. Richs was established in Atlanta in 1867 by four Hungarian immigrants. organized retail business has a share of 5. Table 1: Share of Organized Retail Business in India Year Share of organized retail (%) 1999 0.7 2002 1. It has been started from religious fairs which used to be held at some religious places and on some religious occasion. After 1850. For example. Nov-2011 : RJEBS www.org Page 63 . But the modern organized retailing has been started in America in the 20th century. According to India retail report. paring". the word retail in both Dutch and German (detailhandel and Einzelhandel respectively) also refer to sale of small quantities or items.   the type of product sold the store format the marketing system adopted RETAILING: Retail comes from the French word retaillier which refers to "cutting off. leading to the retail chains as we see today. Like the French.8 2005 3. Organized retail business in India has entered in 1990s but become more popular after 2002 onwards and organized retail stores become the part of middle class family from 2006 onwards. people use to wander here and there for their but when they find difficulty in it they started the business as shops known as retail shops. Most of the organized retailing in India had recently started and was mainly concentrated in metropolitan cities.e.6% of the total retailing in India.

Kearney Global Retail Development Index (GRDI)™ ranks the top 30 emerging countries for retail development and identifies windows of opportunity for global retailers to invest in developing markets. Perception is a fragile thing. P. Isolating and resolving technical problems across a complex telecom infrastructure. D. Customers make their purchasing and defection decisions on the basis of the perceived value of the service package being offered. Sathyapriya(2011) explained that the most critical challenge for a business is the improvement of service and product quality. 9 7 4 Turkey 10 18 20 Source: http://www.The trend of the report is after every three year The A. Sharif Menon(2011) explained that brand identities were designed to reassure a public anxious about the whole concept of factory produced goods. rather than the reality of the product. so. but rather which markets are hotter and bursting with opportunity. and evaluating them in the context of the customer experience is a difficult task. Nov-2011 : RJEBS www.T. Consumers make buying decisions based around the perception of the brand. The GRDI focuses on opportunities for mass merchant and food retailers.A. India is lucky to have international brands. retail saturation levels.P. Joshi Sandhya (2011) explained that the surest path to a strong business bottom line is assuring that customers receive the highest appropriate quality of service across multiple applications and delivery mechanisms. Table 2: A. rather than simply their Volume:01. The GRDI is unique because it doesn’t just identify which markets are bigger or richer. They also explained that perception of retail service quality varies across different cities. Dr.E.html REVIEW OF LITERATURE: S.org Page 64 . Dhanapal & Dr. which are typically the bellwether for modern retailing concepts in a country.php/Publications/global-retail-developmentindex.com/index. Number:01. but the Indian consumer is very choosy in selecting the brands and especially in the consumable sector. The GRDI helps retailers prioritize their global development strategies by ranking the retail expansion attractiveness of emerging countries based on a set of 25 variables including economic and political risk. Brands have transformed the process of marketing into one of perception building. Kearney Global Retail Development Index Country 2011 Rank 2010 Rank Rank 2009 Brazil 1 5 8 Uruguay 2 8 -Chile 3 6 7 India 4 3 1 Kuwait 5 2 -China 6 1 3 Saudi Arabia 7 4 5 Peru 8 9 18 U. retail market attractiveness. Thenmozhi Raja.theinternationaljournal. and modern retailing sales area and sales growth. the retailers can meet the customer expectations based on the factors drive them. The research brings out that importance of taste is one the important factor for the success of a brand. Dr.T.atkearney. image is now everything.

Ambience of the grocery stores has been perceived differently by people of different areas and prices are equally important for all grocery. Rebecca W. explained that an organization can not survive in the long run if its customers are not satisfied. more agile. services and promotional strategies. explains how do consumers decide whether to buy a durable good. tried to find out the various factors driving customers towards shopping malls and consumer buying response for promotional tools. They suggested that consumers’ perceptions of a product’s value are. cost & return and technology & promotion are the various factors which influence the customer perception of service quality in banks. and how much they are willing to pay for it? They conclude that relative usage frequency is an important determinant of consumer attitudes and purchase intentions. Chavadi and Shilpa S. Rebbecca K. Therefore. no special is given to the customer perception towards retail stores.theinternationaljournal.org Page 65 . Perception and preference towards importance of service was also different across different areas. They also conclude that typical frequency for a product is high may actually reduce consumers’ interest in acquiring the product. Mittal and Anupama Parashar (2010) explained that irrespective of area. so companies must be faster. they tried to analyze and compare the customer perception of banking services in rural and urban branches. Koktanur (2010). Dr. Ratner and Debora V. parking facility and long hours of operations as prime services. so the organization should give emphasis on personalized customer care services. service time. In the given study. Customer perception of service quality is concerned with the judgment and attitude of the customer towards quality of the service after availing the same and in turn this perception decides whether the service has provided more than what he expected then he will be satisfied and if he perceives it to be less than his expectation then he will be dissatisfied. In their research. As customer is more knowledgeable. people prefer grocery stores to be nearby.C. Thompson (2010). Vij Sanket and Roy H. He found that life insurance Volume:01. Customers consider fast billing. availability of diversified products& skilled personnel. Nov-2011 : RJEBS www. Therefore. Those major factors are product mix. Chandan A. Researcher also found that customers want personalized customer care services. The researcher has found four major factors that drive the customers towards the shopping malls.current levels of satisfaction. They found that employees’ behavior and skills.J. tangibles. The concept of CRM. and more creative than a few years ago. To keep customers in today’s competitive environment. The researcher inferred that customer’s perception of service quality and customer satisfaction differs across service providers. it is the utmost duty of an organization to safeguard his interest and meet his expectations with the product/service offered. customer satisfaction is the summation of customer’s all expressions of service quality and depends upon his own perception and expectations. it translates into eCRM. and quality of goods being sold. when seen in the context of eBusiness. insurance companies are increasing the depth of relationship through implementation of customer relationship management programs. the refore. product assortment is important for grocery. Hamilton. K. Fulbag Singh and Davinder Kaur (2011). Ghosh (2009) explained that industries as a whole deal with the consumer demand and expectation with regard to quality of service. ambience. Number:01. a function not only of how often they will use the product themselves but also of whether they believe this is relatively high or low compared to other people.

2. He also added that employee’s positive frame of mind and respect of their customers would delight the customers and assist the service providers in customer value creation in life insurance sector of India. supermarkets. Distance from house. Satisfactory service quality is an indispensable competitive strategy. All the dimensions of service quality tend to have a strong impact on customer satisfaction depending on the quality performance. railway station. service quality has become vital for service firms to pay attention due to increased competition. Space availability. Services. assurance-empathy. security and reliability. He concluded that for enhanced customer satisfaction and better services quality. The data has been collected from the customers who have visited the departmental stores. Kailash B. Variety availability. To study the customer perception from the unorganised retail industry. etc. Thus. Hazra Sandip Ghosh & Srivastava Dr. All factors affect customer perception significantly. 3.e. In this regard. the customer-centric delivery mechanism of insurance services supported by eCRM technologies played a significant role in the customer delight movement. firms are using service enhancement and are developing a range of techniques to measure service quality improvement. Therefore. 4. HYPOTHESIS OF THE STUDY: 1. vendors. Safety. it is important to explore the perception of service quality and its relationship with customer satisfaction. To compare the customer perception of these two sectors.org Page 66 . To study the customer perception from the organised retail industry.L. tangibles. The competition between private and public sector has resulted in an increased need for service providers to identify the gaps in the market in order to improve service pro visions to retain customers. the data was collected on 10 factors about the retail stores– Prices. Sample size: A total of 300 questionnaires for respondents residing in Delhi were formed for the study out of which only 255 respondents turned beneficial for the study. RESEARCH METHODOLOGY: The objective of this research paper is to find out the factors influencing customer perception and customer perception in organised and unorganised retail industry in the area of Delhi. Volume:01.companies of India were providing the quality eCRM services to their policyholders and all expectation of the policyholders regarding the eCRM were met by the selected life insurance companies of India. Convenience sampling method has been followed for collecting the response from the respondents. The researcher concluded that customer value for four dimensions of perceived service quality i. grocery shops. Nov-2011 : RJEBS www. There is no difference in the customer perception of organised and unorganised retail industry. Cleanliness. local market. Behaviour of staff and management. Number:01. 2.theinternationaljournal. OBJECTIVE OF THE STUDY: 1. (2010). To study the factors influencing customer perception. Goods availability. Quality. loyalty and commitment.

which makes the generalization of the findings difficult.Sources of data: The study is based on both primary and secondary data. goods availability.9804 2.74859 255 0 The above table inferred that respondents prefer the quality most in the selected variables for the study.e.theinternationaljournal. Tools for analysis: Factor Analysis. Tools for collection of data: The questionnaire is the major tool administered for collecting primary data from the respondents.6078 2. individual income.0588 2. and family income.1725 2. the capital of India i. this technique is used to determine that the individual parameters differs from the specified value. Deviation Analysis n Missing n Prices 7. The data could have been collected from other states and union territories of India. Nov-2011 : RJEBS www. The second important factor is considered to be prices and the third are services of the retail store and distance of retail store from their house. this technique is used to determine significant factors influencing customer choice regarding retail industry.1725 2. New Delhi.5686 2.49227 255 0 Goods 5.4902 2. The primary data has been collected by a self-structured questionnaire through interview method and secondary data has been collected from books. Number:01. qualification.56629 255 0 Behaviour 4. area i.0196 2. Limitation of the study and scope for further study: The study has certain limitations like the sample size was relatively small and was drawn from a specific geographical region i.64196 255 0 Space 2.54264 255 0 Services 6.35655 255 0 Safety 3. behaviour and safety. One-sample t-test. manuals.e. It has been tried that samples are selected to cover all classes of people and of different age groups as the sample size.2196 2. Further research may consider analysing service quality perception of customers about all areas of retail industry i. DATA FACTS AND FINDINGS: Table 3: Showing average weightage of customer for retail stores Descriptive statistics Mean Std.25080 255 0 Cleanliness 4. The first questions were devoted to name.62763 255 0 Quality 8. contact number. The Volume:01.e. journals and internet.e.org Page 67 . Factor analysis is basically used to condense the larger number of variables in fewer variables and here. The other important factors are availability of variety of goods. organised and unorganised.8000 2. urban or rural. Questions in the schedule were closedended and open-ended.53977 255 0 Variety 5. cleanliness. The One-Sample T Test procedure tests whether the mean of a single variable differs from a specified constant and here. address. correlation have been used to analyze the data and get results.37474 255 0 Distance 6. age. the questionnaire contains the other factor questions. Thereafter.

Nov-2011 : RJEBS www.110 .508 .186 -. Volume:01.165 . and space availability. availability of variety of goods.110 -.090 . availability of goods and space availability.212 -.  As discussed above quality has a positive correlation with prices. behaviour of staff and management.126 1.138 Behaviour -.  Cleanliness is negatively correlated with most of all the factors except safety. and distance of retail store and availability of variety of goods.  Availability of variety of products is positively correlated with prices.075 . quality.031 . services.209 Variety .083 -.489 Services . it is positively correlated with distance of retail store from the respondents’ house and behaviour of staff and management.276 -.208 Goods -.208 1. behaviour of staff and management and space availability. behaviour of staff and management and space availability. distance of a retail store from house. availability of goods. Behaviour of staff and management and space availability. Price also has positive correlation with services.145 -.144 -.009 .063 .  Safety is also negatively correlated with all other factors except cleanliness.047 -. distance and availability of variety of goods.186 1. Besides prices.031 .215 -. It is negatively correlated with cleanliness. behaviour of staff and management and space availability but negatively correlated with prices.least important factor as considered by the respondents is availability of space as they consider it to be dissatisfiers.061 Cleanlines -.192 -. Services of a retail store are not correlated with the availability of variety of goods. behaviour of staff and management.007 .  Behaviour of staff and management is positively correlated with all factors except prices.367 . cleanliness and safety.179 .061 .328 -. quality.152 -.136 -.136 -. and availability of goods.theinternationaljournal.000 .212 -. But.508 1. distance of retail store. behaviour of staff and management and safety.366 -. Table 4: Showing correlation between Factors Price Qualit Service Distanc Variet Cleanlines Safet Behaviou Good Spac s y s e y s y r s e Prices 1.209 .  Availability of goods is positively correlated with quality of goods.215 -.075 1.208 Space -.276 -.000 .187 .290 -.083 .290 Distance .010 -.049 -. availability of goods and space availability.  From the above discussion. safety.367 .000 .126 -.031 .192 -.010 -.144 -.404 .187 s Safety -.171 -. Besides prices and quality. Number:01.318 .318 . it can be concluded that services of a retail store are positively correlated with prices and quality.165 .145 -. availability of goods.208 .010 -.101 -.351 .152 1.256 -. it also has a positive correlation with services.  There is high positive correlation between price and quality.138 .179 -.586 1.351 1. services.  Distance of retail store from customer’s house has been positively correlated with prices.586 . it is negatively correlated with services. availability of variety.000 . cleanliness. It is not correlated with cleanliness.000 .049 1.000 The above table explains the correlation between the various factors.489 -.328 Quality .270 -.047 . cleanliness. Price has a negative correlation between cleanliness. safety.404 .031 -.000 . quality.270 -.000 .256 -.000 -.010 -.063 -.171 -.009 -.org Page 68 .366 -.101 . safety. safety. and availability of goods. and space.000 .007 -. distance of retail store.090 .

e.628 Services 1. goods availability. so the communality value for each variable should be 0. Volume:01. .437 Goods 1.682. Chi-Square 489.532 Extraction method: principal component analysis.000 . Table 6: Communalities table Communalities Initial Extraction Prices 1.586 Quality 1. Nov-2011 : RJEBS www. the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy was performed.theinternationaljournal. .000 . cleanliness. FACTOR ANALYSIS: As the first step.546 Distance 1.690 Behaviour 1. variety of goods.000 .682 Bartlett's Test of Sphericity Approx. The communality measures the percent of variance in a given variable explained by all the factors jointly and may be interpreted as the reliability of the indicator.000 . The above table explains that.000 . the suitability of the data collected for using factor analysis was thoroughly checked.551 Variety 1. The sum of the squared factor loadings for all factors for a given variable (row) is the variance in that variable accounted for by all the factors. Prior to running the factor analysis. Availability of space is positively correlated with all dissatisfiers i.358 Space 1.000 .706 Safety 1.000 . Table 5: Showing suitability of factor analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy.836 df 45 Sig. The factor solution should explain at least half of each original variable’s variance. and this is called the communality.50 or higher. reasonably supporting the appropriateness of using factor analysis.000 .423 Cleanliness 1. and behaviour of staff and management.000 The generated score of KMO was .50.org Page 69 . It can be seen from the table that maximum of the variables used have a communality higher than 0.000 .000 . Number:01. safety.

976 9.691 -.719 7.640 Distance .569 1. Rotation converged in 4 iterations.808 92.061 5 5 3 1.15 11.291 Prices .148 -.424 -.526 87.316 -.023 7 1.345 6 .051 .Table 7: Total Variance Explained Extraction Sums of Initial Eigen values Squared Loadings % of % of Compone Tota Varianc Cumulati Tota Varianc Cumulati nt l e ve % l e ve % 1 2.190 80.061 Safety -.327 5 . Table 8: Rotated component matrix Component 1 2 3 Space -.145 43.653 6.162 . The total variance matrix presented in the above table gives the number of variables extracted with the Eigen values one and above.507 54. Number:01.869 9 .545 54.916 28.074 100.228 .150 23.569 1 1 4 .061 1.211 Quality . Volume:01.406 4. quality of the product and prices of the as the most important factor for any retail store.89 28.708 .org Page 70 .196 . Nov-2011 : RJEBS www.  The respondents consider cleanliness of the retail store and their safety as the second most important factor.41 14.123 .050 -.569 5 Factors influencing the customer’s perception in retail industry in Delhi are studied through factor analysis and presented through table 7 through table 8.41 14.916 2.726 .061 8 .535 7 .009 -.307 3.293 Goods -.074 -. A.581 5.55 15.926 10 .916 2 2 2 1.758 64.145 43.017 73.632 Variety -.89 28.342 Cleanliness -.767 -.257 .815 .916 28.58 15.097 Behaviour -.057 96.507 54.902 9. Rotation method: varimax with kaiser normalization.15 11. Rotation Sums of Squared Loadings % of Tota Varianc Cumulati l e ve % 2.31 23.411 -.149 -.873 39.666 -.theinternationaljournal.051 Services .000 Extraction Method: Principal Component Analysis.150 5 1.  The respondents consider services of the retail store.631 Extraction method: principal component analysis.

010 255 6.810 255 5. Error Sig. Number:01. o availability of variety and goods are not sufficient in unorganised retail sector.000 255 6.43 2.175 . Customers perceive that the easy approachability of unorganised retail stores like kirana stores.305 Prices quality services distance variety cleanliness safety behaviour 255 5.169 .141 .73 2. o the unorganised retail stores are also that secure from the various factors.theinternationaljournal. Error Sig.261 5.00 2.149 .03 2.875 -.725 -.956 4.387 .168 .000 255 5.92 2.750 The above table explains the perception of customers about the unorganised retail sector which is explained as below:  In unorganised retail sector.55 2.383 3.171 .760 availability space 255 5.916 2.147 . o behaviour of staff and management in unorganised retail sector is not that much friendly.011 255 6.561 255 5. Std.38 2.694 .org .280 .601 . Table 10: One-Sample Statistics Customer Perception of Organised Retail Sector N Mean Std.143 .761 4.163 .583 .241 -.247 .352 .258 . Std.582 2. (2Deviation Mean tailed) 255 6.72 2.57 2.44 2.018 255 5.000 255 6.676 .89 2.001 255 7. departmental stores near by to their houses & the local markets near to their home place and prices are affordable to their pocket.000 t 2.402 . Nov-2011 : RJEBS www.000 availability 3. o The unorganised retail stores are not spacious as there is no display facility.96 2.242 Page 71 Prices Quality Services Distance Variety Cleanliness Volume:01.212 .  They consider distance of retail store from house and availability of variety of goods as the third most important factor.260 .44 2.001 t 3.15 2.658 goods 254 5.142 .444 -.  They perceive the quality of the unorganised retail stores as the moderate factor to satisfy them.150 .551 3. Table 9: One-Sample Statistics Customer Perception of Unorganised Retail Sector N Mean Std. (2Deviation Mean tailed) 255 6.94 2. They consider availability of space and goods as unimportant factors.141 .361 255 6.447 255 6.151 .737 .169 .141 .139 .258 .66 2.794 .  Customers also perceive that o the services of the unorganised retail sector are unsatisfactory.413 .419 .700 .

theinternationaljournal. Volume:01.  Customers have the perception that these organised retail sector provide better variety of products to them.224 Behaviour 255 6.  Customers also perceive that the prices charged by the organised retail sector are worth according to the quality provided to them. 2008.751 .173 .  Customer perceive that the organised retail store are much more clean than unorganised retail stores. Retail Management.181 . Organised retail industry is also limited to urban areas only which means it has not been extended to the rural areas. Suggestion: It is suggested to organised retail sector to reach to the customer home place for their daily and perishable products with the availability of goods demanded by them so as to be more successful.  Customers perceive that the organised retail stores are very far from their home place which leads to purchase of their perishable products and day to day products from the unorganised retail stores and they also perceive that these organised retail stores don’t have availability of goods demanded by them whereas they provide the other variety of the same product which may generally be their own label branded product.898 . Number:01.37 2. second Indian Reprint.168 .org/wiki/Perception 2. the customers perceive that this retail sector provides better quality and services to them as compare to unorganised retail sector. As customer perceive the organised retail sector as the better option but these drawbacks are not letting the organised retail sector to be catering the maximum share of unorganised retail stores in India.wikipedia.833 Goods 255 6.org Page 72 .33 2. it is very clear that the customers perceive the organised retail sector as the better option as compare to unorganised retail sector for the selected variables under the study.027 2.22 2. Nov-2011 : RJEBS www. So in these rural areas only unorganised retailing is successful and people are satisfied with those as they are striving for basic necessities then how they can come up to the organised retail industry.072 1.256 availability Space 255 6. http://en.804 availability The above table explains how customers perceive organised retail sector which as follows:  In the organised retail sector.  Customers perceive that the organised retail stores are more secure and staff and management of these stores is friendlier as they are trained employees. they also perceive the organised retail stores are very far from their home place which leads to the existence of the unorganised retail sector. Bajaj Chetan.210 1.689 . Seventh Impression 2007. Retailing: Environment & Operations. India Edition. But. Comparative study of customer perception in organised retail sector and unorganised retail sector: From the above discussion. Tuli Rajnish and Srivastava Nidhi V.172 . BIBLIOGRAPHY: 1.32 2. Newman Andrew J and Cullen Peter.068 1. Cengage Learning.768 . Oxford University Press. 3.  Customers also perceive that these stores are also spacious as they provide display facility of the products.Safety 255 6.

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