Consumer Buying Behavior towards Organized Retailing from Unorganized Retailing: With Reference To Hyderabad City

Sowmya Kethireddi


Retail is currently the upcoming sector of the Indian economy. This trend is expected to continue for at least the next two-three decades, and it is attracting huge attention from all. Availability of quality, retail space, wider availability of products and brand communication are some of the factors that are driving the retail in India. Retail sector is also supporting to create huge employment while a new form of organized retail sector has emerged within the retail industry and it gave speedy phase to Indian retail sector. The rationale of the study is to examine the nature of changes in the retail sector taking place due to organized form of retailing and implications of moving to this new form of retailingthis area has remained largely an unexplored part of research till date especially in the Telangana. The objective of the study is to understand consumer behavior towards organized and unorganized retail stores and to find out the consumers satisfaction level from organized retail stores as well as unorganized retail stores. The perception is the traditional retailers about the modern retailing. The study uses primary data collected through in depth qualitative analysis to represent organized and unorganized retails sectors respectively in Hyderabad city.

Keywords: Consumer behavior, Consumer satisfaction, organized retail, unorganized retail



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