Organized retail V/S unorganized retail-A study on the customer preferences at ‘more’ supermarket in Vadodara

Today India's retail industry has been flooded with organized retail structures. These organized retail outlets are trying to lure the customers by providing them with attractive freebies and various schemes. So, with all this hype coming up, are consumers drifting away from their beloved Mom and Pop kirana stores to the organized retailers or is the mom and pop store still their beloved store? This paper tries to examine the preferences of customers towards the organized retailers. It also tries to study, understand and analyze the customer preferences towards unorganized retailers at Vadodara. The research paper is divided into five sections including the introductory section. The section deals with the objectives of the study and the methodology followed in presented in the third section. The analysis of the customer preferences towards unorganized retailers is provided in the forth section and findings, suggestions and conclusion of the study is given in the fifth section.