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Consumer Buying Behavior towards Organized and Unorganized Retail Stores in Delhi NCR

Mrs. Kamana, Hari Shankar Shyam

Abstract


Transformation is one word which can best describe the state of the retail industry at the international and national level. Retailing by its very nature, is a dynamic industry. Retail is currently the booming sector of the Indian economy. This trend is expected to continue for at least the next two-three decades, and it is attracting huge attention from all entrepreneurs, business heads, investors as well as real estate owners and builders. Availability of quality, retail space, wider availability of products and brand communication are some of the factors that are driving the retail in India Retail sector is also supporting to create huge employment while a new form of organized retail sector has emerged within the retail industry and it gave speedy phase to Indian retail sector. The motivation of the study is two-fold: First, to examine the nature of changes in the retail sector taking place due to organized form of retailing and implications of shift to this new form of retailing formats. Secondly, this area has remained largely an unexplored part of research till date especially in the Indian context. The objective of the study is to understand consumer behavior towards organized and unorganized retail stores and to determine the consumers’ satisfaction level from organized as well as unorganized retail stores. The study uses primary data collected through in depth qualitative analysis to represent organized and unorganized retails sectors, respectively in Delhi NCR.


Keywords


Consumer behavior, Consumer satisfaction, organized retail, unorganized retail

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References


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