A study of factors influencing consumers’ preference of retail stores for fresh consumables in Jaipur

This research was conducted in Jaipur (Rajasthan) and explores the reasons behind the preferred place for consumers to purchase fresh consumables. Participants indicated that their decision to purchase fresh consumables from either a modern retail outlet or the traditional market was influenced by seven themes. The themes identified were the perceptions of freshness, good relationships with retailers, good quality consumables, competitive price, convenience, varieties of products to choose from and retail outlets that have a good and pleasant environment for shoppers. Despite the increased number of supermarkets and hypermarkets, not only are the traditional retail outlets able to coexist with modern retail formats, but they remain the preferred place to buy fresh consumables.