International Journal of Commerce and Management Research

Authors
Pankaj Kumar Gupta, Dr.Vipul Jain

Abstract
Consumer behaviour is the study of when, why, how, and where people do or do not buy a products/services. It blends elements from psychology, sociology, social anthropology and economics. The Indian retail sector is highly fragmented with 91 per cent of its business being carried out by unorganized retailers like traditional family run small stores and corner stores (* Source: India Brand Equity Foundation). The organized retail however is at a very nascent stage, though attempts are made to increase its proportion to 9-10 percent. Retail sector is the largest source of employment after agriculture and has deep penetration in to the rural India. Retail is India’s largest industry, accounting for 14.2 per cent of the country’s GDP and around 12 per cent of the employment. This study is an attempt to identify the consumer behaviour toward retail sector in India. The services offered by the retailers and the importance of recognition of consumer’s value system and the discount offered by the retailer are also other important factors of the study.