Study on customer perception towards organised and unorganised retailers in vellore city

Retailing is a prosperous industry which presence in our day to day life, where the Retailers use to buy products or services in bulk from the manufacturers & suppliers and redistribute the same to the ultimate consumers in small quantities at the time of their requirements. In this aspect retailing is an industry which alienated with both domestic and foreign business vendors in the form of organized as well as unorganized method of supply. Due to the recent penetration of organized retailers in various retail businesses made the existing unorganized retailers to change their business strategies not only to survival in the business but also for retaining the existing buyers in their respective businesses. The penetration of organized retailers in India (both local as well as global suppliers (Shortly known as “Glocal”) made the consumers to demand for quality product along with astonishing value added services both from organized as well as unorganized retailers, countries like India till date having the retailing system which are dominated with more number of unorganized retailers do the business as in the form of conventional stores (Kirana stores) deliver better services to consumers’ stands as the stiff competitors for the organized retailers and at the same the emerging organized retailers and the strategies employed by them also make the existing unorganized retailers to choose for modern way of doing retail business. Because of the competition revolve around both organized and unorganized retailers, the perception of consumers about them also constantly changes based on the type of products being dealt, pricing methodologies, delivery system and value added services in term of customer relationship management (CRM). CRM is, as a process that will help bringing together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends. It is a widely implemented strategy for managing a company's interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes principally sales activities, and also those for marketing, customer service, and technical support. This article tries to focus the Perception of Customers about Organised and Unorganised Retailers at vellore city.