Factors influencing customers’ shift to organised retail – A Kolkata based study

Abstract

The Indian Retail industry has gone through an astronomical amount of change particularly in the last five to ten years. This huge metamorphosis is distinctly visible once we see the small kiranas gradually getting replaced by huge super markets in the vicinity. This aspect is more visible particularly in the metros and tier one towns with a very huge population base. This study reveals that one of the main reason for the customers to opt for these organized retail outlets was the availability of all their daily needs under one roof. However, it has also been observed that the major determinants influencing today’s customer to shift their shopping needs from unorganised to organised retailers are – Easy Accessibility, Quality Stock Availability, Shopping Comfort Zone, Infrastructure, Quality Time Spending, Availability of Add-on or Value Added Services and Variety. This study has made an endeavour to unearth how these above mentioned factors are getting framed from the consumers perspective of Service dimensions in some of the prominent retail chains in Kolkata.