Customer Preference of Organized Retailing in India- A Review

International Journal of Economics and Management Studies
© 2016 by SSRG - IJEMS Journal
Volume 3 Issue 8
Year of Publication : 2016
Authors : Bijoy Karmakar, Smt. Preeti Shukla
How to Cite?

Bijoy Karmakar, Smt. Preeti Shukla, "Customer Preference of Organized Retailing in India- A Review," SSRG International Journal of Economics and Management Studies, vol. 3,  no. 8, pp. 1-5, 2016. Crossref,


 Retailing is an activity which is generated because of the existence of the ultimate consumer. Had there been no customer, there would have been no retailing. So, a consumer defines the retailing activity. The effectiveness of a retail strategy depends on how well a firm identifies and understands its customers and formulates a mix of strategies that appeal to them. This involves identifying consumer characteristics, needs and desires, attitudes, behavior and understanding the buying motives of the customers. So, it can be said that understanding the consumer behavior; shoppers’ behavior in terms of retail is of utmost importance to develop a successful retail strategy. This paper tries to identify the customer preference of organized retailing in India through a review.


  Retailing, customer preference, perception.


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