A study of factors influencing customers’ Buying patterns towards organized retail outlets

The emergence of organized retailing and its focus on the Service Quality within retail units is pivotal for satisfying customers, retaining them and creating loyalty amongst customers, adoption of technology and patronizing retailing shops and value-added services have created a market space for them in India. The consumers’ tentative buying patterns are the most important ‘concern’ for the organized retailers. Thus, this specific field of study is being selected and the researchers have tried to analyze the perceptual changes in the retail sector with reference to organized retailers. The present study aims to investigate and identify the determinants of customer satisfaction and to shed light on the mindset of the consumers, which would be beneficial for the organized retailers, as insights about consumer behavior would help them to realign their present marketing/selling strategies to retain the customers for their businesses. There are many traditional and conventional stores upgrading themselves to modern retailing; companies are entering into the market directly to ensure exclusive assortment for their products and services. Thus, the situation makes retailers more vigilant about adopting consumer-friendly marketing strategies in terms of selling the best quality products and services continuously to the consumers. It is estimated that nearly one half of American business is built upon this informal, ‘word-of-mouth” communication.