Consumer Behavior towards Retail Outlets in India-Literature Review

Indian retailing is at all time growth today. The industry is flooded with footfalls of foreign retail giants; in this situation the discussion is open on the survival of kirana stores (unorganized retailers) in India. Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. The customer taste is also changing according to the change in whole retailing environment. Wal Mart entering in Indian market is still talk of the town in the country. The government of India has allowed 51% FDI in multi brand retailing. India is one of the fastest growing retail markets in the world, with 1.24 billion people.the main focus of the research will be highlighting the tools which can help Kirana stores to provide a better retail mix for attracting more customers and their securing their long time existence.