What Makes Shoppers Buy and Decide from Where to Buy- a Guide to Successful Retailing

Abstract

Retailing is an age-old activity, which takes place whenever we buy anything. anywhere for our personal use. In India it is g rowing and getting organized at a very fast pace. The aim of the study is to understand how by having a thorough knowledge or a retail customer, a retailer can profile his customers, serve them beuer and build a competitive advantage over competitors. The problem has been dealt with. with the help or a premarital collected through a field survey conducted with round 200 n: tail shopper·' in various organized sector retail outlets such as Reli ancefresh, Sprncer's. Vishal mega-marl. Lifestyle malls & Shoppers Stop. Despite o r the limitations of the research which are inherent to any such study. following major conclusions have been arrived at: a) In selecting a retail outlet, shoppers look !o r the following points. in their order of preference: Brand Name> Rclability> Product. Mix> Bil ling Time b) Shopp ingt:xperience is the most crucial factor that determines the success/ failure of the retail outlet. c) Sales personals with which a counterfactually interacts play most important role in making the shopping experience of a s hopper. a memorable one.