Strategy Preceeds Structure Vs Structure Preceeds Strategy For Purchase Decision of Consumers: A Study on Food Retail Stores in Semiurban Areas of Andhra Pradesh

The Global India is seventh largest country, second in population and one of the leaders in terms of trading, retailing, exporting and importing in the world. Retail management involves understanding consumer behavior in a way that drives them to purchase supplier products. Indian consumers have raised great interest to health, hygienic nutritional compounds in consumption of food. Different retailers have identified, implemented their different strategies and structures in attracting and making urban consumers to be their family. This made retailers to extend their stores from urban areas to semi urban areas in India. The present paper derives whether strategy precedes structure or structure precedes strategy in attracting semi urban consumers, In strategy and structure which are the factors that influenced consumer behavior in visiting retail stores in semi urban areas in India.