Indian retail sector: linking store choice to consumer demographics and utilities attached to store attributes

Abstract

Retail in India is booming, and that necessitates the appropriate store design to attract customers. Each of the new retailers is trying different formats. Most of them are yet to find out a successful formula. With the emergence of big players (both local and national), the street corner Kirana shop has also transformed itself, giving rise to a unique format. A number of traditional Kirana shops have expanded in size allowing self-service and provided customers with deeper and wider assortments. These transformed Kirana stores have offered facilities like home delivery, replacements and credit. There is a lack of studies that have focused on the nature of shopping behavior exhibited in the Indian environment. Customers choose a particular store format, based on the importance they attach to the attributes of the store. Retail chains in India are always asking the question, who are the people who come here? What are they looking for? What do they value the most?