Customers satisfaction towards merchandize and pricing strategies of the unorganized retailers in FMCG segment (A Study in some of the major cities of Undivided Andhra Pradesh, India)

The retail sector is one of the fastest growing and most competitive sectors in the Indian Economy. Due to the emergence of the organized retailer, the Un-organized retailers are facing challenges to retain their customers. Even though organized retailing is giving tough competition unorganized retailers are sustaining because they are proximate to the customers and the customers are habituated with the traditional Un-organized retailers from centuries and decades. The main objective of this paper is to investigate whether the customers satisfied with the Merchandize and pricing strategies of the Un-organized retailer. The paper reports the findings of the study conducted on a sample of 414 Un-organized retailer's customers and points out whether the customers are satisfied or dissatisfied with the unorganized retailer's Merchandize and Pricing strategies.