Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Paradigm Shift In Retail Experience And Preference Of Customers In India

Author(s): Maddhu Jasola

The organized retail sector’s growth potential is expected to increase due to globalization, high economic growth and improved lifestyle. Organized retail is a new phenomenon in India and despite the downturns, the market is growing exponentially. Economic growth brings more of India’s people into the consuming classes. With tremendous potential and huge population, India is set for high growth in consumer expenditure. The study tries to find the factors affecting perception of customers in organized retail. It also tries to find out the attitude of employees towards customers and preference of customers for online purchase. The data has been collected from both primary sources and secondary sources. A five point likert scale is used for this purpose. A sample of 100 respondents is taken from Delhi and NCR. Statistical tool was applied to data. Factor Analysis was carried out, four factors were derived namely store outlook, store efficiency, employee behavior and customer preference. The results show positive attitude of customers towards organized retail.

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