09-04-2014, 02:46 PM
A Study on Consumer Perception towards Organized and Unorganised Retail in Amravati District
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Executive Summary
Backdrop:
This research is to explore the customer perception towards organised and unorganised retail sector in Amravati district. Consumer is said to be the king of the market, has a direct impact on the influence of the buying behaviour. Consumer perception depends on which situation he perceives the goods and services and motivation plays a major role in influencing the perception.
Retailing in India came with evolutionary patterns from Kirana store to super market. This sector was un-organized in the initial stage, and after that it is carried forward and now it is growing as supermarket and hypermarket. Organized Retailing is introduced in the last decade and has emerged as one of the sunrise industries in India.
The dissertation will mention the consumer perception towards organized retailing and unorganized retailing. The survey intends to analyze the consumer behaviour, convenient retail sector, which facilities attract them, what are the different modes of payment which people are aware and they like it and also price difference with their source of purchasing and the factors which influences their purchasing in organised and unorganised sector in Amravati district.
Problem Definition:
Consumer perception plays a key role for retail sector of organised and unorganised in the current scenario. Now-a-days many new organised retail market are opening like Wall mart, D-Mart, Reliance trends, ITC Choupal Sagar, etc and are providing a good quality goods to consumers at lower price but are situated out of city and the competition arise in Organised and Unorganised Retail Market. In this competition consumer perception plays a key role because it is necessary that consumer should perceive right objectives of product. Hence the title of study is “A study on Consumer Perception towards Organised and Unorganized Retail Market in Amravati district.”
Scope and Limitation of the research
This study has been made to analyze the consumer perception in Amravati district towards organised and unorganised retail sector. The study will help to improve the marketing strategies to sell the goods in an appropriate time and will improve the distribution channel because higher competition would lead to higher quality in products and services. By this research the organised and unorganised sector of Amravati would flourish and develop and also it would be easier to know what type of services consumers want from retail stores.
Limitation of this research was that, the primary data on which study is mainly relied upon may have some bias of the informants. Being an all Amravati district based research topic, the time available for the collection of data on all organised and unorganised retail market will be limited.
Findings, Conclusion and Suggestions:
Findings are based on the questionnaire which has been filled by the respondents and it has been found that consumer is more convenient in unorganised store for buying the products because small society shops are on walking distance from their house or society.
Consumer prefer both organised and unorganised retail stores for his requirements and they are attracted towards the facilities provided by organised retail stores but then also due to various unhidden facilities of unorganised stores like credit facilities, trust, behaviour, etc consumer prefer unorganised retail store.
The suggestion are from the customers who have filled the questionnaire like display facilities of products name should be in organised retail store, bus facility should also be provided due too long distance of organised retail store, home delivery and online shopping.