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Buyers Perception of Important Retail Store Attributes in Indian Traditional Grocery Setting

International Journal of Marketing and Business Communication

Volume 2 Issue 2

Published: 2013
Author(s) Name: Harsh Sharma, Viabhav Lowalekar, Rajnish Jain | Author(s) Affiliation:
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Abstract

This paper aims to study the buyers’ perception of retail store attributes that are important in Indian traditional grocery retailing. As grocery is the largest segment of retail world over, its importance from academic research point of view cannot be overstated. Also Indian grocery retail is dominated by the traditional grocery stores; the knowledge of the buyers’ perception towards these stores would lead to a better understanding of these stores. This study is even more pertinent considering Indian retail is under transition with the introduction of organized retails even in tier 3 cities of India. This study identifies eight factors that are important for buyers’ perception towards traditional grocery stores and indicate that buyers’ favourably perceive these traditional stores on many retail store attributes. This research uses a research instrument developed by one of the authors for his Ph.D. dissertation.

Keywords: Retail, Buyer, Perception, Grocery, Store, Attributes.

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