Analyzing of Consumer Behavior at Corporate Retail Stores in Vijayawada City

Abstract

Today the corporate retail stores are the focal points for purchasing decisions of middle and high-income groups in urban India. However, each corporate retail store has its own method of retailing. Storing the products differently at same locality, location advantage, self-servicing outlets, windows hopping, large scale discount, specialty stores are some of the models retailing stores have adopted. But only some of the models are only popular among the consumers. Consumer’s preferences and choices are varying across different retail models. In this context the present study wants to explore significant difference among corporate retail stores in Vijayawada in consumer preference and choices. The information empowers modern retail malls as well as conventional retail stores to compete more efficaciously in the marketplace leading to greater customer-satisfaction.