An output driven analytical construct on the choice criteria of Indian consumers for organized new retail outlets

Abstract

Indian Consumers always remain a marketer’s challenge. The great Indian ever increasing consuming class has arrived and is waiting to be served. Currently as the services sector contributes 60% to GDP of India (Source: IBEF) and 50% population is below 25 years of age, 65% population of the country is below 35 years of age (Census of 2011), Indian retail sector promises to scale new heights in times to come. India’s largest retailers (in terms of turnover) are Future Group, Aditya Birla, Shoppers Stop, RPG, WEST SIDE, Life Style, Ebony, Pyramid and Globus. In Bhubaneswar, the field of Groceries and Consumer Durables is dominated by organized new retail outlets like Reliance Fresh, BIG BAZZAR, Pantaloon, The World, The Grains etc. Hence, data for the purpose of the study was collected from who patronize these retail outlets. The perceptions of the consumers as regards the new retail outlets and select variables like educational qualification and income of the consumers were analyzed by applying the ChiSquare test. Factor Analysis is incorporated to identify the factors that influence the buying decision of consumers. Five factors were identified, viz., product features & assortments, extended marketing mix, pragmatic consumption, customer relationship & loyalty and sales offers. The Chi-Square test was also applied to assess the significance of consumer perception factors. It is concluded that pragmatism and functionality are the hall mark of modern consumption. This research paper is an honest endeavor of the researcher to understand consumer psychology for ONRO.