sajm





PDF Print E-mail
Written by Administrator   

Navigating Consumer Preferences: An Examination of Organized Retail Satisfaction in a South Indian Locale

S Kumar*, G Bala Deva Guru** and P Sridharan***

DOI: https://doi.org/10.62206/sajm.31.1.2024.130-147

PUBLISHED : 25 JUNE 2024

Abstract

This study aims to identify the factors that influence consumer satisfaction with retail establishment and the retail industry. Vendors and large business owners prioritize consumer fulfilment because it directly affects the quality of their goods and services, which fosters customer loyalty. This evaluation is an important indicator of the extent to which retail enterprises effectively cater to the needs of their consumers. Additionally, it will explore the demographic characteristics of consumers who patronize these establishments. The assessment was carried out in a South Indian locale (Erode, Tamil Nadu). The data were collected using a well-structured questionnaire with a sample size of 1000 respondents and ten independent variables towards customer satisfaction. Furthermore, statistical methods such as percentage analysis, two-way table analysis, and Chi-square testing revealed that the factors (gender, age, marital status, educational qualification, occupation, family income, family size, type of store, frequency of visit, and type of products preferred) were significant at the 5% level. The findings of the study will assist retail store managements in gaining a fairly good understanding of the various factors that influence consumers’ choices of organized retail shops.

Key Words

Consumer satisfaction, Consumer service, Customer loyalty, Retail business, Retail outlets

Author Biography

S Kumar
Associate Professor /MBA, Velalar College of Engineering and Technology, Erode 638 012, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

G Bala Deva Guru
Associate Professor/Management, R.D. National College of Arts and Science, Erode 638 104, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

P Sridharan
Professor/Mechanical, Vimal Jyothi Engineering College, Kannur 670 632, India. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

References

  1. Ajmer Singh. (2013). Relationship between service quality and customer satisfaction in organized retail outlets. Developing Country Studies, 3(1), 84-95.
  2. Arun Kumar, G., Manjunath, S. J., & Shivashankar, K.C. (2012). Customer satisfaction through service quality in retailing. International Journal of Marketing and Technology, 10, 167-174.
  3. Banurekha, M. (2022). Customer satisfaction towards organized and unorganized retail – A comparative study. International Journal of Creative Research Thoughts 10(6), 878-884
  4. Bedia, D.D., & Rajesh Gupta. (2018). A study on level of customer satisfaction towards organized and unorganized food retailing in Bhopal city. International Journal for Research in Engineering Application & Management (IJREAM), 4(6), 267-273.
  5. Brijesh S. Patel., & Ashish K. Desai. (2013). Factors affecting customer satisfaction in organized retail stores: A study of Surat city. Indian Journal of Applied Research, 3(5), 106-108.
  6. Chandrakala. R., & Sudhahar, M. (2018). A study on customer satisfaction towards departmental stores in Tirpur district. International Journal of Management studies, 3(8), 102-118.
  7. Chandrasekar, M. R., & Sri Divyadharshini. (2021). A study on customer satisfaction towards departmental stores with special reference to Coimbatore city. International Journal of Research Publication and Reviews, 2(7), 1083-1090.
  8. Cron, W. L., & Baldauf, A. (2021). Commentary: Practical insights for sales force digitalization success: The scholar’s perspective. Journal of Personal Selling & Sales Management, 41(2), 103-106.
  9. Dipin Mathur., & Manoj Kumar Sharma. (2013). Analysis of stimuli attracting customer buying behavior and their satisfaction level in modern as well as in conventional retail stores. Journal of Business and Management, 13(4), 51-53.
  10. Gomathi, R. (2013). A study on customer satisfaction towards departmental stores in Erode city. International Journal of Engineering and Management Research, 3(5), 38-41.
  11. Huria, S., Sharma, K., Jain, N., & Jose, A. (2022). Digitalization and exports: A case of Indian Manufacturing MSMEs. Available at SSRN 4089639. Retrieved from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4089639, 1-40.
  12. Jain P., & Jain K. (2021). Impact on taxation in Indian consumer goods sectors during Covid-19. International Advanced Research Journal in Science, Engineering and Technology, 8(10), 55-62.
  13. Justin Paul., Koloth G. Sankaranarayanan., & Nandakumar Mekoth. (2016), Consumer satisfaction in retail stores: Theory and implications, International Journal of Consumer Studies, 40(6), 1-8.
  14. Kiran R., Sharma, A., & Mittal, K. C. (2009). Attitudes, preferences and profile of online buyers in India: Changing trends. South Asian Journal of Management, 15(3), 55-73.
  15. Martins, A. (2022). Dynamic capabilities and SME performance in the COVID19 era: The moderating effect of digitalization. Asia-Pacific Journal of Business Administration, 15(2), 188-202.
  16. Murthy S., Babu P. R., & Reddy P. S. (2017). The impact of organized retail stores on unorganized retail outlets (with reference to FMCG’s in undivided-Andhra Pradesh). International Journal of Economic Research, 14(10), 109-117.
  17. Purba, M., Simanjutak, D., Malau, Y., Sholihat, W., & Ahmadi, E. (2021). The effect of digital marketing and e-commerce on financial performance and business sustainability of MSMEs during COVID-19 pandemic in Indonesia. International Journal of Data and Network Science, 5(3), 275-282.
  18. Pushpa Kataria., Sunil Kumar., & Vijay Prakash Gupta. (2023). Customer empowerment, customer retention and firm’s performance: The mediating role of innovation and customer satisfaction. South Asian Journal of Management, 30(1), 164-186
  19. Senthilnathan, C. R., & Maran, K. (2015). Customer relationship management in departmental stores of Chennai city. Asian Journal of Research in Marketing, 4(4), 25-34.
  20. Shaheema Hameed. (2015). A study on consumer satisfaction in organized retail with respect to apparels. Indian Journal of Research, 4(10), 100-102.