Consumer Buying Behaviour: A Comparative Analysis of Organised Retail Stores” (With Special Reference to Big Bazaar, Vishal Mega Mart, Reliance Fresh, Easy Day and More)

After years of unorganized retailing and fragmented ‘kirana’ stores, the Indian retail industry has finally begun to move towards modernization. New marketing formats like departmental stores, hypermarkets, supermarkets and specialty stores are spearheading the modernization drive. In Jaipur, Rajasthan, Retailing concept is fast catching up the minds of the consumers and organized retail sector is expected to rise in the next five years. But the consumer retailing needs differ from region to region and across different cities. The consumer decision processes depend on the consumer behavior

The purpose of this paper is to investigate the level of satisfaction of the customers about facilities being provided by different organised retail stores like Big Bazaar, Reliance fresh, More, Easy Day, Vishal Mega Mart. Both primary and secondary methods have been used for collecting the data. Structured questionnaire has been administered for the purpose of collecting primary data. The questionnaire was distributed amongst 150 respondents. The simple random sampling method is used.

Results concluded that a. Among all the respondents most customers prefer to go to Big Bazaar, a little lesser ones like going to Reliance super, while rest prefer “More”, Easy Day and Vishal Mega Mart. most of the respondents said the that Big Bazaar, offers maximum number of high quality products and offers a wide range of products to customers.