International Journal of Applied Research
Vol. 2, Issue 1, Part G (2016)
A study on consumer behaviour with emphasis on perception with reference to organised and conventional retail stores- A comparative study
U Ravi Kumar, Dr. S. Anitha Devi
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’ perception towards organized retail stores and conventional retail stores. The study also attempts to study the effectiveness of Point of Purchase (POP) Advertisements & Displays 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 there was not much of difference between the consumers’ perception towards the Organised and Conventional Retail Stores in various aspects. The study also reveals that Organised Retail Stores are more effective in maintaining the Point of Purchase (POP) Advertisements & Displays as well as in communicating their offers and discounts through advertisements, hoardings, pamphlets and SMSs than the Conventional Retail Stores.
How to cite this article:
U Ravi Kumar, Dr. S. Anitha Devi. A study on consumer behaviour with emphasis on perception with reference to organised and conventional retail stores- A comparative study. 2016; 2(1): 406-410.