Retail Store Patronage Among Grocery Shoppers At Chennai

Abstract

Retailing is the major uplift for economic sectors in the world. newlineThe leading retailers are huge, multi-national businesses which newlinedominate the grocery sector. Store patronage studies are vital for the newlineretailers to run in their venture successfully. Consumer behaviour newlinestudies reveal the pattern of buying through many theories, Consumer newlinePatronage Studies may influence on the classification of retail outlets, newlinepersonal characteristics, store image and positioning to build the wall to newlinecompete the competitor environment in retailing scenario. newlineSupermarkets are basically neighbourhood stores mostly newlinecatering to daily or weekly needs and essentially are stocked with newlinegrocery and other food items. Local customers find such retrial formats newlineto be more convenient to access. Hypermarkets are more suited for those newlinewho wish to buy in larger quantities and most of the shopping is done newlinefor a fortnight or month. The numbers of supermarkets have been newlinegradually decreasing over the years and only a few are able to survive. newlineTamilnadu and especially Chennai witnessed a good number of newlinesupermarkets a decade ago. newlineIntroduction chapter discuses the importance of retailing in newlineworld and their recent trends in India. This is followed by the newlinesupermarkets currently operational. Indian consumers are now shifting newlinemore towards premium brands by paying more for value and service. newlineThe progress of retail market in chennai was due to consumer s newlineix newlinepreference, brand consciousness, financing opportunities, investments newlinemodes. newlineThis research attempts to study the store patronage of branded newlinegrocery stores in Chennai. Primary data are collected from five hundred newlineacross the supermarkets in chennai like Spencers, Reliance and More, newlinewith the help of Questionnaire. The Causal research design was newlineemployed for the research and sampling Method was Purposive newline(Deliberate or Judgement) Sampling. newlineThe objective of this research was to compile the major newlineantecedents like Store Quality, Store Ambience, Store Trust, Perceived newlinevalue, that have an effect on satisfaction with super