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Literature Review

The document discusses retailing in India and reviews literature on customer perceptions and satisfaction with conventional versus specialty grocery stores. It analyzes store attributes and segments shoppers into types to help retailers better understand customer behavior and implement effective marketing strategies in India's emerging retail market.

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ajinkyapol
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35 views1 page

Literature Review

The document discusses retailing in India and reviews literature on customer perceptions and satisfaction with conventional versus specialty grocery stores. It analyzes store attributes and segments shoppers into types to help retailers better understand customer behavior and implement effective marketing strategies in India's emerging retail market.

Uploaded by

ajinkyapol
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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LITERATURE REVIEW

Retailing in India is an unchartered territory. Food and grocery is the most promising area for
setting up retail business in India. An understanding of shopper retail format choice behavior will
enable retailers to segment their market and target specific consumer groups with strategies
premeditated to meet their retail needs.

The purpose of this project is to study and customer perceptions related to satisfaction with
conventional grocery stores as compared to specialty grocery stores. The study examines store
attributes of product assortment, price, quality, and service in order to determine which attributes
have the greatest impact on store satisfaction for each store format.

The findings from shoppers' psychographic dimensions like values, lifestyle factors and
shopping orientations resulted in segmentation of food and grocery retail consumers into
hedonic, utilitarian, autonomous, conventional and socialization type. The study has practical
implications for food and grocery retailers for better understanding the shopper behavior in the
context of changing consumer demographic and psychographic characteristics in an emerging
Indian retail market. The findings may help the retailers to segment and target the food and
grocery retail consumers and, as a consequence, to undertake more effective retail marketing
strategies for competitive advantage. Given the absence of published academic literature and
empirical findings relating to store format choice behavior in food and grocery retailing in India,
this study may serve as a departure point for future studies in this area of concern. The research
is also relevant to retail marketers in terms of format development and reorientation of marketing
strategies in the fastest growing Indian retail market.

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