*Associate Professor in Management, Geethanjali Institute of Science & Technology, Nellore, A.P, India Email id: chakrapanipala@gmail.com
**Professor & Dean, School of Management Sciences, Nalla Narasimha Reddy Group of Institutions, Narapalli, Hyderabad. Telangana, India Email id: rreddymba@reddiffmail.com
Online published on 18 December, 2018.
Retailers are expected to emerge with strategies that can retain and attract the right kind of customers. A universal goal of competitive retail business is to understand customer attitude. Converting an occasional purchase to repeat purchase through satisfaction is the major objective of making strategy. Retailers are making the great efforts to bridge the gap between customer expectations and their offerings. The study is aimed to predict the variability of customer satisfaction based on its demographic and purchasing patterns of all the dependent variables. This research also identifies the factors influencing customer's choice in buying from the organized retail formats. This study is based on 1000 sample respondents of organized retail outlets in Nellore city, Andhra Pradesh. Multiple regression and Garrett ranking method are applied to this research. The findings of the study reveals that product quality, brand image, price, location convenience and range of merchandise found to be important factors as far as customer choice in buying at organized retail formats are concerned.
Customer attitude, customer satisfaction, customer choice, organized retail formats
