International Journal of Commerce and Management Research

Authors
P Daniel, P Vijay kumar, Dr. MS Narayana

Abstract
Business success in today’s competitive markets requires a high understanding and respect of the customer. Customers are demanding, have more money to spend and have a wide collection of goods and services to choose from. This is the reason that many retail companies are today rethinking their customer strategies. While the existence of the customer is integral to the existence of the retailer, the ability to understand consumers is the key to developing a successful retail strategy. To able to satisfy the customer, it is necessary to understand them, their needs and how they respond to various marketing efforts done by the retail organization. As competition increases and customer becomes knowledgeable and demanding, the retailer needs this knowledge to stay ahead of his competitors and build a competitive advantage. The present study was done with the objective of identifying customer preferences and buying patterns towards organized retiling with reference to Spencer Retail Outlet in Guntur District.