A STUDY ON CUSTOMER ATTITUDE AND SATISFACTION TOWARDS ORGANISED RETAIL STORES – WITH SPECIAL REFERENCE TO THE CHENNAI CITY

Abstract

Customers’ taste and preference are changing speedily day by day. Now the customer wants the best in quality products at reasonable price. Customers’ demographic profile plays a significant role in their buying decision. Hence, consumer regarded as ruler of retailing sector and there is a need to identify the consumer perception towards organized retail store. This study made an attempt to find the various factors that affect the customer perception towards organized retail stores in Chennai City. The data was collected with the help of structured questionnaire and the sample constituted of 142 respondents from Chennai City. Results of this study showed that most of the customers were highly satisfied with the Quality of products, Quantity of the products, Cleanliness of retail stores, Layout design of the store, Ease of shopping, Visual Display of products and Number of staff available in retail stores. Although, customers were bit unhappy with the price bargaining, sufficient number of payment counters, Availability of national brands and time of waiting queue. It was suggested that quality products, products variety, location, special products, hygienic environment, hassle free shopping, competitive price, service and layout of the stores are the important factors for improve customer satisfaction, customer retention and positive word of mouth.