Study of the organized retail and its future in India

Abstract

The project is aimed at understanding the consumer behavior with regard to the choice of a particular format during shopping. The various factors affecting the shopping decision and the incentives required to force a shift from the neighborhood grocery stores to the supermarkets are examined. The perceptions about a ‘supermarkets’ are different in different regions. The study reveals that in India shopping is usually done by the housewife who prefers nearby stores for purchases mainly because of the convenience factor. Also supermarkets are still perceived to be “elite” meant for educated and rich people who know what they want. The preference for price, quality and other services are distinctly higher than the other promotional schemes that the supermarkets have to offer. Therefore we feel that the format of supermarkets has a better chance of success if located in a neighborhood area and offers services like credit and home delivery.