Factors Influencing Customer Preference towards Organised Food Retailing

Abstract

In India the scope of organized food retailing has increased in the last few years, offering ample amount of opportunities to Indian business. Due to large consumer base, India provides an opportunity for their retailers all over the world to sell their products in India. In any business, change is the only permanent thing. Consumers prefer modern retail stores over the conventional and traditional stores. This has resulted in a major change in consumer behaviour. After considering the important changes in the consumer scenario in India, especially with regard to the present changing pattern in organized retail stores, the researcher has decided to study on consumer behaviour in organized retail industry with reference to organized food retail. This study has been focused on the Bangalore region which is a fast growing industrial belt in South India. It provides a guideline for further research in the area of organized retailing. This study gets importance because in this study, the consumer awareness, factors influencing consumer behaviour, marketing strategies, promotional mix, benefits and problems faced by the consumers and opportunities for the departmental stores in this area have been studied. This research is also getting importance because it aims to identify the consumer response and decision making behaviour in organized food retail. It also shows the future scenario of organized retailing keeping in view of current perspective.