A study of consumer perception towards kirana stores in Jabalpur District (M.P.)

Consumer behavior study always keeps an important place while studying marketing but when its became a part of study in retailing the role of consumer behavior study became very important. Imagine a society without the presence of a retailer, importance of retailer will be crystal clear. Retailing is defined as breaking bulk. The retailers designed their assortment on basis of customers visiting their stores daily. So observing and analyzing consumer behavior became an important factor for business growth. This research will focus on why the customer prefer a particular outlet, which are the factors playing a prominent role for attracting the customers towards an outlet. Relevant data collected is further analyzed by using SPSS 21.0 package.