A Study of purchase behaviour of consumers of groceries in Krishna District of Andhra Pradesh

The Indian retail industry is growing in a faster rate because of growth in the changing demographics of Indian population and an improvement in the quality of life of urban people. Indian retail industry consists of both organised and unorganised sectors. Organized retail which now constitutes a small percentage of total retail sectors is growing at a higher rate. Growth opportunity in the retail sectors comes with several challenges. There are instances where retailers have failed to understand the market and have to suffer losses and in some case had to shut down their business. Hence retailers need to be cautious and be prepared well for the challenges. Understanding the consumer psychology is important in order to frame better marketing strategies to retain customers and grow in the retail business. There is a need to know as to which shopping variables influence the consumers to visit a particular shop? What attracts customers to organised stores? What attracts customers to unorganised stores? Is there any difference between difference between the consumer behaviour among the organised and unorganised shoppers? This study focuses on the influence of shopping variable on the grocery shopper and compares the behaviour between the organised and unorganised grocery shopper in Krishna District, Andhra Pradesh, India.