Customers Shopping and Buying Experiences with Small Scale Retail Units

Abstract

Small scale retailing is an age old trading activity spread over the nooks and corners o f India. Small scale retail units are challenged with the emergence o f corporate retailing on a big scale in the recent years. In order to face competition and to protect the business interest o f the small scale retailers there is need to develop loyal customer base by providing services that are capable o f creating positive experiences to the customers. Shopping and buying experiences are critical influencing factors o f buyer behavior towards the retail outlets. This article is based on an empirical study analysing the responses o f the customers on shopping and buying experiences related to small scale retail units. Findings o f the study will be useful to small scale retailers to optimize their customer service performance.