A Study Of The Impact Of Organized Retail On Consumer Buying Behaviour For Grocery And Food Products

Abstract

Indian Retailing is an unchartered territory and is gaining attention like never before. Organized retailing especially is creating euphoria amongst Indian consumers drawing them into malls and trade areas in huge numbers. Retailers are offering newer service dimensions to create unique shopping experience for customers. Shopping for food and grocery products has witnessed a revolution in Indian retail market with the conspicuous changes in the consumer buying behaviour driven by strong income growth, changing life styles and favorable demographic patterns. Most of the food and grocery products reach the consumers through Neighborhood kirana stores which are unorganized. But the very fast changing trends in consumption patterns, food and eating habits of consumers have contributed immensely to the growth and development of Western format typologies such as super markets, convenience stores, discount stores and hyper markets. We can find changes occurring year after year in last few years in grocery and food retailing. This study shows changing pattern of the retail market. The study has revealed various path breaking findings which auger well for the voluminous growth and even development of retail formats in food and grocery retailing in India. The study has elaborately discussed and considered various Academic and managerial implications for food and grocery retail industry. newlineThe research objective is to gain attention to the relevance of theories of motivation in Retail business. The study specially wanted to define the role of factors associating in individual theories of motivation for motivating consumers to buy or not to buy from a retail store. To study the factors in each and their importance in retailing an empirical study is conducted. Discussions in the study suggest that motivation theories have their own importance as per the factors available to encourage consumer to take purchasing decisions. Objectively there is a need to develop a structure for motivating consumers in a retail unit based on different factors like improvement, expansion, enhancement, support and financial and non-financial benefits. This will facilitate the retailer to identify, encourage, provide, and maintain consumer effectively and efficiently. newline