Consumer satisfaction towards marketing of products in organized retail sector with special reference to Erode district

Abstract

The Indian retail is playing a very important role in recent era. Indian population consists of middle class income group of consumers who are more value oriented in seeking good quality of products with affordable prices, expect cordial environment for shopping, proper exchange and return of defective goods. This is one of the reasons to the migration of consumers from unorganized to organised retail sector. Thousands of retail store exist each of them compete with one another to meet the demanding needs of the customers but is obvious to notice that people of modern era prefers to shop in Super markets, hyper markets, Department stores, retail chains and malls. This study is undertaken to study why the customers prefer to shop in the organized retail stores viz. Department Stores, Super Market, Corporate store, though chain of unorganized retail store exist. The researchers found that the irrespective of the socio economic status people do visit to the organized retail sector that provides variety of products under one roof. In order to collect the first-hand information the field survey technique was employed. The researchers have adopted convenient method of sampling to collect the date from the respondents of Erode District. The study predicted that, 89.50% of the respondents prefer department store, 27.93% of the respondents and 9.75% of respondents have prefer to shop from super market and corporate store respectively. Cluster analysis is also used to study the factor that influence to purchase from organised retail stores and the result focused that two heterogeneous groups with 431 cluster segment and 636 cluster segment are named as Product Attributes and Persuasive Factor respectively.