摘要：Indian organized retail sector is passing through a transformation. This emerging sector is witnessing a momentous change in its investment and growth pattern; both national as well as international players are experimenting with different kinds of new retails formats. Currently two well-liked formats: supermarketsand hypermarkets are getting popularity. The retail players are yet to find the trend of shopping behaviour of Indian customers so that they could devise the method of long lasting bond with their customers. Present study deals with this issue and suggests measure for strengthening the relationship between customers and retail organizations.This study aims to find out the factors affecting selection of a retail store for purchasing household groceries and apparels by consumers in National Capital Region (NCR) and Delhi. The study is based on survey conducted through a structured questionnaire administered by the researcher during customersvisit to the store for their shopping. Store service quality as a factor of selection was measured with the help of an instrument called SERVQUAL. Data gathered through the survey was analysed and tested by statistical tools like: Duncan’s mean test and Z test. We found that retail store image, proximity of storefrom the residence, product quality and assortment, product price and service quality of the store are major factors that affect the consumer’s selection regarding stores for the purchase of house hold items including groceries and apparels. Further this study indicates that age and income of the shoppers are the important determinants affecting the store image and thereby the store choice behaviour.
关键词：Organized retail; Service quality; Proximity; Retail store image
