Study of customer preferences to choose an organised retail outlet - A case study of Ranchi Dr. Mishra Kameshwar*, Shandilya Abhinav Kumar** *Director, L.N. Mishra Institute of Economic Development and Social Change, Belly Road, Patna ** Assistant professor, HMCT, Birla Institute of Technology, Mesra, Ranchi Online published on 26 June, 2013. Abstract Retailing is in existence in one or another form since the formation of society. The people use to purchase their daily needs in small quantities from the retailers whenever required and the retailer keeps a stock on behalf of consumers to meet the demand. Retailing was limited to small family owned business for long time. Later big retail chains came into the retailing business and there was a sea change in the retailing market. However, even today the traditional family owned retail outlets are doing their business and enjoying their share of cake. The traditional small family owned retail shops, also known as “moms and pops” shops are termed as unorganized retailing and the big retail chains with all the possible comfort of purchase experience comes under organized retailing. With the change in demography and preference, the expectations of customers are changing and it is a continuous process. The purchase experience for the guests has taken a new shape and the customers not only evaluate any outlet on the basis of goods available but the evaluation is based on a mix of goods available, comfort of purchasing, the quality of time spend in the outlet and many more. The customers also consider their travel to and fro the outlet as part of purchase experience. The increasing demand of organized retailing in urban areas with continuous changing customer expectation, it has become important to understand the attributes which shapes the customer perception of the any organized retail outlet. This study focuses on the different attributes of organized retail outlet from customer view point. The attributes are divided into Core and peripheral, depending upon the importance customer lays to them. Based on the findings, the priority given to core and peripheral attributes of the organized retailing is determined. The study is also aimed to find out the expectation and the performance of the retail outlets in meeting their expectations. Also, the attributes where there is a significant difference in the customer expectation and performance of the retail outlets are highlighted. The demographic profile of the customers visiting the retail outlets is also explored to have a better understanding of their preferences. Top Keywords organized retailing, customer expectation, perception, purchase experience, customer preference. Top |