International Journal of Commerce and Management Research

Authors
Dr. M Uma Maheswari

Abstract
Consumer behaviour forms an integral part of human behaviour. Understanding consumer preferences has become imperative for the survival and success of the marketers, as buyers dominate the market. In the modern business world, any business to consumer interaction is retailing interaction. Retailing is the final step in the distribution of merchandise for consumption by the end consumers. Though, Indian retail industry is dominated by the unorganized retail outlets, there seems to be moderate change in consumer preference from unorganized to organized retail outlets. The study has focussed on consumer preference towards organised retailing and factors influencing the choice of organized retail shops in Kanniyakumari District. In a competitive market place, where businesses compete for customers, customer oriented study helps the service providers to improve and bring their products to the expectation of the customers. The present study is descriptive and analytical in nature. The study includes both primary data and secondary data. Primary data have been collected from 60 respondents through structured questionnaire using Judgement sampling method. Descriptive statistics, Freidman test and Factor analysis have been used for analysis. The growth in the Indian organized retail market is primarily due to the change in the consumer preferences and mindset backed by purchasing power. The study concludes that consumers’ preference towards organised retailers due to product factor place and economic factors. The organised retailing has bright prospects and opportunity to flourish in the study area.