Indian Retail Industry Research Articles

Exploring the Effects of Innovative Retail Touchpoints on Consumer Buying Behavior in India: Application of the S-O-R Model

The retail industry in India has experienced unprecedented changes and growth in the past few years. Retailers need strategies that can improve consumer engagement towards their stores. Consumer engagement towards retailers is often affected by the various touchpoints that these retailers adopt. These touchpoints are the contact-points between a retailer and the consumers and can greatly shape the behavior of consumers. This study examines the effects of new touchpoints on consumer buying behavior. The study draws theoretical guidance from the Stimulus-Organism-Response (SOR) paradigm.

AN EMPIRICAL STUDY ON CONSUMER BUYING/SHOPPING BEHAVIOUR (A study with reference to D Mart shopping Mall in Guntur, Andhra Pradesh. India)

The objective of this paper to study the consumer Buying Behaviour in D Mart shopping Mall functioning at Guntur, Andhra Pradesh, India. The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. It accounts for over 10 percent of the country’s Gross Domestic Product (GDP) and around 8 percent of the employment. In this regard primary data was collected from the 120 respondents who are the shopping/customers of D Mart shopping Mall of Guntur city through a structured questionnaire to study the buying behavior of customer. Data was tabulated and analyzed to achieve the objective of the study.

Positioning through visual merchandising: Can multi-brand outlets do it?

With rising competition in the apparel retail industry in India, multi-brand outlets need to create a particular store image in consumers' minds to ensure consumer loyalty and sales. Past studies indicate the impact of visual merchandising (VM) on store image, but few studies discuss how VM can help in-store positioning. The current study explores how VM elements can be used for store positioning. The study employed a survey-based approach using a structured questionnaire to find the perception of 385 males and females of the 18–25 age groups belonging to one of India's largest cities, Ahmedabad, regarding VM The multi-branded retail outlets selected for the study were - Pantaloons, Westside, Ahmedabad Central, Brand Factory, and Shoppers Stop. The VM elements identified through a literature review were - atmospherics, window display, mannequin display, product display, signages, fixtures, and store props. In addition, discriminant analysis was used to generate a perceptual map, which revealed the unique position of each store in the consumer's mind based on different VM elements. Findings suggest that different combinations of VM elements can help multi-branded retail stores position themselves successfully in the shoppers' minds.

Performance Evaluation of Omni-Channel Distribution Network Configurations considering Green and Transparent Criteria under Uncertainty

Satisfying customer demand is one of the growing concerns of supply chain managers. On the other hand, the development of internet communications has increased online demand. In addition, the COVID-19 pandemic has increased the demand for online shopping. One of the useful concepts that help to address this concern is the omni-channel strategy, which integrates online and traditional channels with the aim of improving customer service level. For this purpose, this paper proposes an algorithm for evaluating Omni-channel Distribution Network Configurations (OCDNCs). The algorithm applies an extended Data Envelopment Analysis (DEA) model to evaluate OCDNCs based on cost, service, transparency, and environmental criteria; and then, forms a consensus on the evaluation results generated according to different criteria by utilizing an uncertain optimization model. To the best of our knowledge, this is the first attempt in which such an algorithm has been employed to take into account the mentioned criteria in a model to evaluate OCDNCs. The application of the proposed models was investigated in a case study in relation to the Indian retail industry. The results show that the configuration with the most connections among its members was the most stable, robust, and efficient.

The Impact of the Hockey-Stick Phenomenon on the Retail Industry in India: Pre and During COVID-19

The hockey-stick sales phenomenon has been less examined in the earlier studies and doesn’t receive much attention due to the cumbersome process involved in the change of sales policies in the companies and the overall restructuring of the supply chain management. The process is costly and mostly the hockey-stick sales phenomenon has an adverse impact on the profitability of companies. However, this was not observed in the case of the companies belonging to the retail industry in India. Our study shows that hockey-stick sales have a positive impact on the profitability of the companies measured by Profit After Tax (PAT) while on the other hand during the COVID-19 period, the hockey-stick sales phenomenon appears to impact negatively the profitability of the companies specifically. The results could not be generalized as the results are industry specific, but the methodology could be applied to a different industrial sector in order to study the relationship between hockey-stick sales and profitability and its impact on the performance of the companies.

Theoretical Insights and Value Orientation on Growth and Challenges of Retailing Prospects in India

India's retail industry has done a lot of great things and grown a lot in the last few decades. The Indian retail market is one of the five most valuable retail markets in the world, and it is also one of the retail markets that are growing the fastest. Retailing is the most important part of India's economy, and about 10% of its GDP comes from it. There are organized and unorganized parts of the Indian retail industry. Retailing is growing quickly, which means that customers are moving from unorganized to organized sectors. This is mostly because consumers' habits and tastes are changing. This is because people's incomes have gone up and their lives have changed. The customer knows a lot about the product and services now. He is getting more and pickier about the services he wants from retailers. The more he thinks about it, the more he wants. Customers want to be able to shop, eat, and have fun all in one place. Because of this, retailing in India is growing very quickly. This paper is based on information from other sources. This paper talks about the roles of India's organized and unorganized sectors. It also talks about the current situation, the growth and challenges of the retail industry, as well as the future of retailing in India.

Investigating and Predicting Intentions to Continue Using Mobile Payment Platforms after the COVID-19 Pandemic: An Empirical Study among Retailers in India

The Indian retail industry has registered tremendous growth recently. The sudden emergence of Coronavirus Disease 2019 (COVID-19) and the related measures that were taken by the authorities to curb the pandemic have compelled retailers and their consumers to transact using digital platforms. This study investigates the critical precursors to retailers’ behavioral intention to use mobile platforms for their business transactions in the post-pandemic era. This study adopted a framework that combined the theory of planned behavior (TPB) and self-determination theory (SDT) to predict behavioral intentions. A hybrid approach combining partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) techniques was used to test and validate the proposed framework. Four hundred and ninety-six participants from different central Indian cities participated in the study. PLS-SEM results confirmed that the motivational factors (need satisfaction [NS] and need frustration [NF]) significantly influence the attitude (AT), subjective norms (SN), perceived behavioral control (PBC), and behavioral intention (BI). Furthermore, the findings also established the partial mediating effect of AT, SN, and PBC on the relationship between motivational construct (NS and NF) and BI. Finally, the relationship established by SEM was successfully validated by ANN in the existence of a nonlinear relationship in the data. The findings may help retail stakeholders to support retail owners in their pursuit to continue using mobile payment systems in the post-COVID-19 world.

STUDY OF CONSUMER SATISFACTION TOWARDS SHOPPING MALL IN AHMEDABAD

In the previous ten years huge change has been experienced by the retailing industry of India. By 2017-2018, the organised retail industry in India is to grow 40% yearly and would three or four times in size. The direction is bit-by-bit creeping by retailing towards turning into the next blast industry. The procedure of consumer satisfaction is an unpredictable wonder. Various components is incorporated by the buy of merchandise that could influence every choice. For retailers consumer satisfaction is more unpredictable and considerably more vital today than in past. The impacts of offers, advertising, and quality etc is examined by the key objective of this study on consumer satisfaction towards shopping mall in Ahmedabad, India. In shopping from shopping malls the specimen included 100 respondents who are active. To comprehend the variable the basic deals advancement elements on consumer satisfaction will be helped by the supervisors of shopping malls and help them to make their promoting techniques, additionally.

An analysis of key growth drivers and challenges in organised sector of Indian retail industry

An analysis of key growth drivers and challenges in organised sector of Indian retail industry

A Study of Influencing Factors of Women’s Preference towards Retail Formats in Grocery Segments

In India, one of the major ways of generation of revenue, generation of employment, increased turnover and many other growth factors is retail trade. The Indian retail industry has appeared as one of the fast-paced industries due to the entry of various players. Retail industries books over 10 % of the country’s Gross Domestic Product (GDP) and around 8 % of the employment. Thus, the main objective of this paper is to study the influencing factors like Time Saving, Convenience and Credit Facility of Women’s preference towards retail outlets in Grocery Segments. The research is mainly focused on primary data which were collected from respondents through well structured questionnaire. The outcomes of this study are helpful to the various women and their preference towards retail formats in both organized and unorganized outlets, researchers and academicians who are working this field.

Measurement of Consumer's Perception of Service Quality in Organized Retail Using Servqual Instrument

Retail sector is one of the fastest growing sectors in the world today. India is seeing a growth of about 15-25 percent per annum in its retail business. The government is also looking forward to open up foreign direct investment in the Indian retail industry. The paradigm shift in Indian retail industry can be accounted to many factors; the growth of Indian economy, the change in consumer's attitude, the increase in per capita income and overall household income, and the influence of western culture, being a few of them. These factors have led to a major change in the buying habits and purchasing behavior of the Indian consumers and thus the retail industry has become one of the key industries to look forward to in the coming years. Many corporates are looking forward to enter the organized retail segment, seeing the enormous growth potential there. But despite the big players entering the retail sector, and the boom in retail industry, organized retailing in India can be still said to be in a very nascent state. People still do not find it very convenient to go to a mall to shop for their daily needs and the local general store or kirana shop is preferred for daily shopping. This paper tries to analyze the service quality gap between the expected and delivered service of the organized retail stores in Lucknow. The aim of this paper is to find out whether the organized retail stores are actually performing according to customers expectations or are there any gaps between the expected and perceived service quality. This assessment of difference between expected and perceived service quality would be done with the help of the SER VQUAL instrument.

Explicating intrinsic motivation's impact on job performance: employee creativity as a mediator

PurposeEliciting superior job performance from the employees is a major challenge confronting the organizational leaders in today's hyper-competitive business environment. Though few studies established the influence of intrinsic motivation on job performance, the role of mediators like employee creativity in this relationship is not adequately researched. The purpose of the paper is to explore the mediating role of employee creativity in the relationship between intrinsic motivation and job performance.Design/methodology/approachThe cross-sectional research design was adopted, and data were collected from 346 full-time employees working in the retail industry in India through an online survey. Analysis of a Moment Structures (AMOS) software was used to test the validity of the hypothesized model, and PROCESS macro was used to test the mediation of employee creativity.FindingsThe findings showed that intrinsic motivation impacted both job performance and employee creativity. Furthermore, employee creativity impacted the employees' job performance. The key finding of the study is the partial mediation of employee creativity in the intrinsic motivation–job performance relationship.Originality/valueGrounded on self-determination theory (SDT) and componential theory of creativity, the paper enriches the literature by evincing the mediation mechanism in the effect of intrinsic motivation on job performance. Moreover, the current paper is one of the primary studies that explore the mediating role of employee creativity in the relationship between intrinsic motivation and job performance.

Impact of Category Captains on Category Sales and Profitability

The Indian retail industry is a growing segment and there are several players in entire India. Some of the big names are Reliance Retail, Future Retail, Spar, Spencer’s, Ratandeep, and many more. They are present in different states of India and catering a huge urban population. In any retail store, category plays a vital role and its management is very important. Sales of any retail chain is dependent on better and effective management of different categories. For every category, there are some of the main brands which lead the category sales. Category captains may play important roles in driving the overall retail chain business. Category captains can formulate the strategy for different product categories and can suggest the retail chain for implementing the same. However, the final decision is taken by retail chains only.

Market Size estimation of Domestic Apparel Retail in India using Predictive Analytics

The ensuing research aims at estimating the future market size of domestic Indian apparel industry. The study is based on secondary data and uses longitudinal study design. Univariate time series data is used in this study and annual retail sales data, collected from reliable secondary sources, for the period 2000 to 2019 forms the basis of generating predictive models. Owing to the available number of observations in the dataset, the researchers have considered Holt’s exponential smoothing method for the purpose of model generation and making forecasts. The absence of seasonal component in the time series data suggests the use of double exponential smoothing technique which includes effects of trend only. The analysis begins with the forecast of nineteen years with various combination of the coefficients, namely, α and β values and then deviation computed from the actual data. The deviation or the error estimates, namely MSE, MAPE, and MAD have been used to identify the best model in the present research study. The paper concludes with the actual forecasts for the next three years, 2020 till 2022 using the best model, i.e. the model which has resulted in minimum error. To the best of the knowledge of the researchers, this present study makes a maiden attempt to use Holt`s method at an individual level to predict the future market size of the second largest retail industry in India. Apart from the scholarly contribution, the researchers anticipate this study outcome likely to act as an aid to the apparel marketers for their future planning.

Olfactory marketing as a technological innovation tool for the Indian Retail Industry - A Study of Shoppers Stop Retail Store in Kolkata, India

Olfactory marketing as a technological innovation tool for the Indian Retail Industry - A Study of Shoppers Stop Retail Store in Kolkata, India

The Impact of Website Design on Online Customer Buying Satisfaction and Loyalty to E-Tailers

The popularity of e-tailers has distorted the retail industry in India. Websites are becoming an important means through which customers get product information and purchase items for their needs. This research paper focuses on four dimensions, i.e. user interface, convenience, personalized recommendations, and perceived security of the website, to assess their impact on online customer satisfaction with and loyalty towards E-tailers. The study questionnaire used established measures. The data was collected from four large cities in India, namely Chennai, Mumbai, Kolkata and Delhi. Analysis of the survey results suggests that perceived website security is the most important dimension for customer loyalty. E-tailers have to ensure adequate security provisions in their websites to build up consumer perceptions of trust and so repeat business loyalty.

INTEGRATED APPROACH OF FUZZY MULTI-ATTRIBUTE DECISION MAKING AND DATA MINING FOR CUSTOMER SEGMENTATION

This research work focuses on integrating the multi attribute decision making with data mining in a fuzzy decision environment for customer relationship management. The main objective is to analyse the relation between multi attribute decision making and data mining considering a complex problem of ordering customers segments, which is based on four criteria of customer’s life time value, viz. length (L), recency (R), frequency (F) and monetary value (M). The proposed integrated approach involves fuzzy C-means (FCM) cluster analysis as data mining tool. The experiment conducted using MATLAB 12.0 for identifying eight clusters of customers. The two multi attribute decision making tools i.e., fuzzy AHP (Analytic Hierarchy Process) and fuzzy TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) are used for ranking these identified clusters. The applicability of the integrated decision making technique is also demonstrated in this paper considering the case of Indian retail sector. This research collected responses from nine experts from Indian retail industry regarding their perception of relative importance of four criteria of customer life value and evaluated weights of each criterion using fuzzy AHP. Transaction data of 18 months of the case retail store was analysed to segment 1,600 customers into eight clusters using fuzzy c-means clustering analysis technique. Finally, these eight clusters were ranked using fuzzy TOPSIS (Technique for Order Preference by Similarity to Ideal Solution). The findings of this research could be helpful for firms in identifying the more valuable customers for them and allocate more resources to satisfy them. The findings will be also helpful in developing different loyalty program strategies for customers of different clusters.

Impact of Quality on Customers’ Buying Behaviour towards Point of Purchase Display with reference to Haryana

The present paper focuses on the impact of quality on customers’ buying behaviour towards point-of-purchase display at various retail outlets in Haryana. Point-of-Purchase Display plays an important role to increase the sale of the retailers. Today customers are rational and prefer quality products at reasonable price. Moreover, due to the emergence of the supermarkets as the dominant retail, the retail industry is experiencing vibrant changes all over the world. Retail industry in India has grown to be more complex and dynamic with an increase rate of speed from unorganized towards being organized. In this research paper data has been collected from 100 respondents and analysed with the help of Statistical Package for the Social Sciences (SPSS) using one way ANOVA and t-test with demographic factors i.e. age-wise, gender-wise, occupation-wise and income-wise. . After analysing the data it was found that, there is neutral relationship in the opinion of different age groups and gender groups over the point-of-purchase display on quality. On the other hand Occupation and income does not have any importance on customers view point regarding ‘quality’. To conclude we can say that point-of-purchase display is not directly related to the quality.

Strategic sourcing: An empirical study among Indian construction retailers

The Indian retail industry is an emerging sector particularly in the construction segment. Retailers play a major role in sourcing of construction materials. This paper aims to identify the factors responsible for strategic sourcing and to find the influence between them for effective business transactions among construction material retailers in India. Primary data was collected using a structured questionnaire and an adequate sample of 330 responses were obtained from the targeted respondents using convenient sampling method. Following statistical tests for validity and reliability, Structural Equation Model was used to analyse the data. Based on previous studies, five variables were identified: unstructured buying, retailer evaluation, retailer disengagement, retailer relationship management and strategic sourcing and 21 key items were considered for the survey. With the factors, a conceptual model was formulated, and hypotheses were framed and tested. Among the five hypotheses, four hypotheses were supported in the study. All variables except unstructured buying have a strong positive influence on strategic sourcing. The study's implications include creating a long-term relationship with retailers and enhancing strategic sourcing practices in the Indian construction sector. This study serves as a literature resource in strategic sourcing and adds value to construction supply chains.

DMart an ace in India’s retail space

Learning outcomes The instructor can use this for covering the concept of competitive advantage and valuation. To explore the relationship between superior profitability with business model and identify the source of competitive advantage. Determining the value of business through discounted cash flow (DCF) approach. Case overview/synopsis This case is based on the growth path of a retail chain company, DMart (Avenue Supermarket Private Limited), in the rapidly growing organized retail industry in India. It operates a unique business model that garners significant revenue growth with high profitability. The case covers the competitive advantages of DMart with respect to its peers and its valuation through the DCF model. Complexity academic level The case is suitable for teaching basic courses in corporate valuation and strategy at the post-graduate level. The following courses can also make use of this case: financial management, corporate finance and strategic management in emerging markets. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 1: Accounting and Finance.