A Study on Consumer Behaviour with reference to Organised and Conventional Retail Stores in Guntur and Krishna Districts Dr. Devi S. Anitha1, Kumar U. Ravi2 1Professor & Head, Department of Management Studies, TJPS College, Guntur, India 2Assistant Professor, Department of Management Studies, TJPS College, Guntur, India Online published on 9 November, 2015. Abstract Urban Indian shoppers are witnessing a rapid change in the shopping options available to them. Today's consumers don't want to waste their time by buying fruits and vegetables in Raithu Bazaars, provisions in general/kirana stores and household items in some other shops. Rather they want to reduce the risk and time by purchasing all items under a single roof. From “Serviced Retailing”, where the costumer approaches the retailer and asks for specific item which the retailer fetches from behind the counter, the urban Indian consumers are slowly switching to “Self Service” models of retailing. At the same time, the conventional/unorganized stores are also trying their best to retain their customers by offering them merchandise of good quality at discount rates. The present study was conducted in Guntur and Krishna districts of Andhra Pradesh. The study majorly aims at studying consumers’ perception, shopping experience, effectiveness of visual merchandise in case of both organized retail stores and unorganized/conventional retail stores. The study also attempts to study the factors influencing consumers to shop at organized retail stores, effect of various demographic variables such as age, occupation, gender and income on the consumer buying behaviour and consumers’ perception of the merchandise in organized and conventional retail stores. A sample of 200 respondents was selected by using convenient sampling method and the data was collected with the help of a structured questionnaire. The findings of the study reveal that availability of more variety in the merchandise has been the major factor for preferring organized retail stores for shopping. The study also reveals a significant difference in the buying behaviour of consumers of different age groups, occupations and gender. Top Keywords Consumer behaviour, Perception, Organized & Conventional Retail. Top |