Factors Influencing Consumer Purchase Decisions at Organized Retail Stores in New Delhi


Ankita Batra


Indian Retail Market is going through a transition phase. With retail environment getting modernized and customers gradually shifting from the culture of shopping at small neighborhood kirana stores to large hypermarkets.With more and more fancy shopping option in hand in form of growing number of malls and supermarkets and with more number of international counterparts entering the sector, consumer is being spoilt for choice. The share of organized retail in total retail market in India is growing at an impressive rate. Many domestic as well as global players have already entered in this market. Competition is at its high pace. Great focus is on the consumer preference over the attributes of retail stores that are most important. It is assumed that such factors play a key role in converting foot falls into sales. The aim of the study is to identify the factors affecting consumer preference related to shopping at organized retail store. In this project, Analysis of the consumer's preference of the specific attributes of selected 3 retail stores of New Delhi has been used. Retail stores are Big Bazaar, Auchan and More mega mart. Factor analysis has been used in identifying the main factors. The factors include availability & variety, ambience, service, price, promotions and quality.