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Customer Perception in Indian Retail Industry

The document compares customer perceptions of organized and unorganized retail industries in India. It studies factors that influence customer perception like prices, quality, services, store location, variety and cleanliness. A survey was conducted of customers in Raipur using questionnaires to understand their perceptions of both retail sectors. The findings show that customers perceive organized retail as better but it is located far away. Rural customers are satisfied with unorganized retailers for basic necessities. The study suggests retailers should consider home delivery and online shopping to improve customer reach.

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Santosh Kumar
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90 views18 pages

Customer Perception in Indian Retail Industry

The document compares customer perceptions of organized and unorganized retail industries in India. It studies factors that influence customer perception like prices, quality, services, store location, variety and cleanliness. A survey was conducted of customers in Raipur using questionnaires to understand their perceptions of both retail sectors. The findings show that customers perceive organized retail as better but it is located far away. Rural customers are satisfied with unorganized retailers for basic necessities. The study suggests retailers should consider home delivery and online shopping to improve customer reach.

Uploaded by

Santosh Kumar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CUSTOMER PERCEPTION IN INDIAN RETAIL INDUSTRY

Click to edit Master subtitle style A COMPARATIVE STUDY

AND UNORGANISED RETAIL INDUSTRY

OF ORGANISED

4/29/12

Perception
Process of attaining awareness or understanding of the

environment by organizing and interpreting sensory information.

The same stimulus (A stimulus is any unit of input to any of

the senses) may be perceived differently by different set of customers based on their unique personal and situational context.

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CUSTOMER PERCEPTION
Process of selecting, organizing, and interpreting

information

Inputs to produce meaning Demographic variables also affect the customer view

Other variables like


the type of product sold the store format the marketing system adopted

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Literature Review

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OBJECTIVE OF THE STUDY


To study the factors influencing the customer

perception.
To study the customer perception from the

organised retail industry.


To study the customer perception from unorganised

retail industry.
To compare the customer perceptions of these two

sectors.

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Hypothesis
Null Hypothesis:

All factors affect customer perception significantly.


Alternative hypothesis:

There is no difference in the customer perception of organized and unorganized retail industry.

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RESEARCH METHODOLOGY

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FACTORS
Data was collected on 10 factors about the retail stores
1.

Prices

2. Quality 3. Services 4. Distance from house 5. Variety availability 6. Cleanliness 7. Safety 8. Behaviour of staff and management
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Sample size: A decent number of respondents have

turned out beneficial for our study.

Convenience sampling method was employed.


Sources of data: Both primary and secondary. Tools for collection of data: Major tool for primary

data is questionnaire. and correlation

Tools for analysis: Factor analysis, One sample T-test

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Limitation and scope


Specific geographical region (Raipur).

Further research- analysing service quality perception

of customers about all areas of retail industry i.e. organised and unorganised.

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DATA FACTS AND FINDINGS

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Customer Perception of Unorganised Retail Sector

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Customer Perception of Organised Retail Sector

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Comparative study
Perceive
organised retail sector as the better option organised retail stores are very far rural areas only unorganised retailing is successful people who are striving for basic necessities are

satisfied

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Suggestion

Reach to the customer-Home

delivery. Online shopping.

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Thank you

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