期刊名称：Journal of Emerging Knowledge on Emerging Markets
出版年度：2012
卷号：4
期号：1
页码：10
出版社：Kennesaw State University
摘要：The retail industry in India is emerging as a one of the largest industries estimated to account for more than 10 per cent of the country’s GDP and around 8 per cent of the employment.This present study was conducted with a purpose of understanding the changes taking place in the minds of consumers towards modern retail formats and traditional retailers. It was observed that due to the changing demographics, increase in DINKS families, urbanization, and awareness due to electronic media especially internet the customers have multiple options to choose from modern retail outlets to neighborhood shops. Majority of the consumers are visiting organized formats for variety, easy availability, cleanliness with additional facility of entertainment for children and convenient parking facility and restaurant etc. In case of unorganized outlets immediacy of the store, credit and bargaining facility balance the tilt. Unlike higher age groups who prefer to visit Kirana stores, the younger generation has more inclination towards organized retail. Families with annual income less than 4.0 Lakh and having a single bread earner prefer shopping with nearby mom-n-pop stores. Both organized as well as unorganized retailers need to add value added services to make the shopping experience more comfortable and value oriented.
