Study of consumer behavior in organized versus unorganized retail outlets with emphasis on middle and lower middle SECs

Abstract

The project has been undertaken in a backdrop of a sweeping organized retail revolution afflicting India. The hypermarkets and malls have sprung up in large parts of India. Most of these formats are replicas of successful formats in developed economies with little or no adaptation to Indian conditions. It is also perceived that the people patronizing these formats are the urban upper and middle classes.

The project has been envisaged to study the shopping behavior and the perceptions of people belonging to lower middle and lower classes (SECs B2, C, and D) regarding these formats. The objective is to suggest a suitable format which can be patronized by these classes based on the study. In the process the project will aim to bring about a better understanding of needs of these sections which if properly tapped represent a huge business opportunity.