Retail Sector has been pronounced as a growing sector world wide and India is no exception. Globetrotting consumers, increasing awareness, mounting needs fuelled with high disposable income, are some of the reasons for increasing importance of this sector. Currently the sector is concentrated in the unorganized form. The government through its policies is trying to provide a fillip to the
organized retail. This paper tries to identify the factors influencing buying behavior of consumers which contribute to the shift from unorganized to organized retailing. The paper applies factor analysis and cluster analysis to study market segmentation on the
basis of demographic variables. The results reveal that the respondents can be categorized into two clusters. One cluster of not so favorable respondents towards organized retailing consists of consumers in the higher age groups, home makers and self employed respondents with income less than Rs 50,000 per month. and second cluster includes respondents favorable towards organized retail comprising of service class with age less than 40 years and income levels above Rs 50,000 per month. It was observed0 that consumer buying behavior in organized retail stores is greatly influenced by age, income and occupation of the population.
Paradigm Shift to Organized Retall:Empirical Evidence
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Published 2014-03-31
Pages 29-34
Abstract
Keywords
Organized Retailing
Unorganized retailing
FDI
Consumer
Buying behavior
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