*Associate Professor, Graduate School of Business and Administration (GSBA), Greater Noida, India.
**Research Guide, Graduate School of Business and Administration (GSBA), Greater Noida, India.
Online published on 29 September, 2017.
The retail sector is one of the fastest emerging sectors in India. The researcher has endeavoured to judge the differences in customers’ perception regarding purchase behaviour towards across different locational points and suggest appropriate measures for developing effective market strategies with local orientation. The outcome of the study undertaken in NOIDA and Ghaziabad (NCR) reveals that there is no significant difference in urban and suburban areas in case of grocery purchase. In the case of apparel proximity, there is no importance attached to the two different location points. For grocery the customers ‘perception have given weightage to nearby stores whereas for apparel they prefer to travel some distance.
Retail format has to be Indianized in terms of assortment, ambience and service. People are still price sensitive. Regarding ambience of the store, people prefer western format. The retailers have to redesign the retail format strategies on the basis of customized regional approach. The analytical corpus of the research makes it amply evident that exclusive showrooms of branded companies and goods (viz. Wal Mart) are not feasible in the Indian scenario and they have to reframe their strategies.
