CUSTOMER PERCEPTION IN INDIAN RETAIL INDUSTRY (A COMPARATIVE STUDY OF ORGANISED AND UNORGANISED RETAIL INDUSTRY)

MOHENDER KUMAR GUPTA

Abstract


Perception is the process of attaining awareness or understanding of the environment by organizing and interpreting sensory information.  The same stimulus (A stimulus is any unit of input to any of the senses) may be perceived differently by different set of customers based on their unique personal and situational context.  Hence, the indifferent service offered at any retail stores may be perceived positively by a certain set of customers due to the opportunity it provides them to look up the product at leisure.  However, another set of customers may perceive it negatively.  In India traditionally, the retail industry comprised of large, medium and small grocery stores and drug stores which could be categorized as unorganized retailing.  India’s large youth population is driving the consumerism trend in country.  Organized retail business in India has entered in 1990s but become more popular after 2002 onwards and organized retail stores become the part of middle class family from 2006 onwards.  The customers perceive these two retail sectors in different manners.  The given research paper studies factors affecting the customer perception in retail industry and the customer perception in organized and unorganized retail sector.  The paper also tries to compare the customer perception in organized and unorganized retail sector.


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ISSN : 2251-1555