An Empirical Study on Consumer Buying Preferences Towards Unorganized Retailers in the City of Rajkot

Retailing is a kind of business activity, which offers products or services in small quantities to ultimate consumers, at a place where consumers prefer to buy. Especially, in countries like India, till date unorganized retailers play predominant role in offering products or services of different product or service mix at the convenient location with effective selling and buyers’ retention strategies. But due to the recent changes in the field of retailing and with the entry of big domestic corporations as well as multinational and foreign companies into the field of various retailing ventures, the existing unorganized retailers turn their existing business structure. This has led to change in buying preferences of consumers towards unorganized retailers. Therefore the main objective of this paper is to study the buying preferences of consumers towards unorganized retailers. This research work is in the form of ‘ex-post-facto’ study which is based on the survey method. The main source of collection of data in the present study is primary data which are supported by the secondary data. The primary data is collected through the well-structured close ended questionnaire and the secondary data collected from the reports, reference books, and journals are used for review of literature. This study consists of sample size of 50 customers in the Rajkot city. Convenience sampling method of choosing consumers is adopted to select the respondents. Statistical tools and techniques such as cross tabulation and simple percentages were used for studying proportions and preferences. Researchers have found that 52% of the respondents buy from organized retailers and 48% buy from unorganized retailers. Kirana Stores are most preferred mode of unorganized purchase. Grocery items are most preferred at unorganized retailers. ‘Discount and credit’ is most considered reason behind purchase at unorganized retailers.