A STUDY ON CONSUMER BEHAVIOUR TOWARDS ORGANIZED RETAIL STORES IN BHOPAL CITY

Abstract

Today, India's retail industry is on a constant growth path. In India, the retail marketplaces are still growing despite everyone's expectations. As India is the world's 5th most preferred shopping destination, increased participation of international and domestic players will lead to intense customer competition. In terms of shopping malls, the retail space is expanding at a rapid pace in Bhopal. Shopping malls and retailers at shopping malls need to be able to attract a larger number of customers to share growth strategies.

This study will contribute to examining consumer behaviour concerning the presence of organized retailers in Bhopal. The main aim of the research is be find out the factors that can help organized retail stores to design a better retail mix strategy for attracting more customers and ensuring their long-term survival. To attain the goals of this study, the researcher has collected Secondary data and reviewed suitable literature. The study conducted in Bhopal city reveals that retail store location and discounts & offers are the most important criteria proffered by consumers to choose the outlet. Consumers are also attracted to buy from an organized retail outlet by a wide range of product characteristics, atmosphere, quick payment process, customer service, parking facilities, and a systematic display.