Urban and Semi-Urban Consumers Perception on Organized and Unorganized Retail outlets
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 6
Abstract
The paper has analyzed Urban and Semi-Urban consumers expectation on quality and varieties of products and services available in organized and unorganized retail organizations. Though urban and semi urban consumers are living in arm length distance, their attitude and perceptions are different on the merchandise they buy. There are many reasons that divide the urban one’s from the semi urban. This paper aims at analyzing the customer buying preference on unorganized and organized retailing. It also attempts to identify the factors causing customer satisfaction in urban and semi urban area. The outcome of the study reveals that opinion of the urban and semi-urban customers behavior is different on unorganized and organized retailing. The behavioral differences are mainly on the factors such as merchandise variety, quality, location, in store service etc. But, opinion of the different demographic variables on unorganized and organized retail outlets is found to be different.
Authors and Affiliations
Gangadharaiah. D. N, Dr. H. N. Ramesh and Dr. Hanumanthappa
Keywords
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