1Director, School of Management Studies, Anna University of Technology, Coimbatore, Tamil Nadu, India and
2Assistant Professor, Adaikalamatha Institute of Management, Adaikalamatha College, Vallam, Thanjavur, Tamil Nadu, India
Online published on 7 September, 2015.
The Indian Retail Industry is divided into Organized and Unorganized Sectors. Traditional markets are making way for organized formats such as Departmental Stores, Hypermarkets, Supermarkets and Specialty Stores. Indian Retail Industry contributes over 10% of the country's GDP. Strong income growth, changing lifestyles, and favourable demographic patterns, suggest that by 2016, the Modern Retail Industry in India will be worth US$ 175200 billion. This study was undertaken, considering three competitive Retail Chain Outlets, Big Bazaar, Reliance Fresh and Marks Spencers, to evaluate the consumers’ opinion and preferences towards these outlets. The study also highlights the pros and cons of the outlets considered and the level of satisfaction compared to the Local Retail Outlets.
Consumer Perception, Retail Chain Outlets, Brand Awareness
