A Study on Factor Influencing Customer Choice of Store Selection and Behaviour in Organized Retail Outlets in Madurai

  • J Duraichamy Assistant Professor & Head, Department of Commerce & Research Centre, Sourashtra College (A), Madurai, Tamil Nadu, India
  • K.R. Srinivasan Assistant Professor & Head, Department of Economics, Sourashtra College (A), Madurai, Tamil Nadu, India
Keywords: Retailing, Factor influencing, Customer, Behaviour, Organized retailers


Retailing is a major business in India, organized retailers are entering in to Indian markets to reach mass sales and maximize profit , in this stage retailers should aware of the factor that influencing customer choice of store and customer behaviour, loyalty of the customer is a tool to reach profitability and with hold in market, and objective of this study is to know the factor which influences customer choice of store selection and their behaviour in organized retail out lets in Madurai, 175 samples were selected using simple random sampling method, data collected with the structured interview schedule, SPSS package has been used for statistical analysis.

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