Vol. 2, Issue 10 (2015)
A study on consumer behaviour with emphasis on shopping experience with reference to organised and conventional retail stores- A comparative study
Author(s): U Ravi Kumar, Dr. S Anitha Devi
Abstract: Urban Indian Shoppers today are witnessing a rapid change in the shopping options available to them. Today’s consumers don’t want to waste their time by buying fruits and vegetables in Raithu Bazaars, provisions in general/ kirana stores and household items in some other shops. Rather they want to reduce the risk and time by purchasing all items under a single roof. From “Serviced Retailing”, where the costumer approaches the retailer and asks for specific item which the retailer fetches from behind the counter, the urban Indian consumers are slowly switching to “Self Service” models of retailing. At the same time, the conventional/unorganized stores are also trying their best to retain their customers by offering them merchandise of good quality at discount rates. The present study was conducted in Guntur and Krishna districts of Andhra Pradesh. The study majorly aims at studying Consumers’ Shopping Experience in Organized and Conventional Retail Stores. The study also attempts to study the Consumers’ Perception of the Visual Merchandise in Organized and Conventional Retail Stores. A sample of 500 respondents was selected by using Stratified Random Sampling Method and the data was collected with the help of a structured questionnaire. The findings of the study reveal that Consumers’ Shopping Experience in Organized Retail Stores is highly significantly different than Conventional Retail Stores based on the responses from these consumers’ shopping experience. The study also reveals that Organized Retail Stores are more effective than the Conventional Retail Stores in maintaining the Visual Merchandise as per the consumers’ perception.