Factors Determine the Preference of Organised Grocery Retailers in an Emerging Market Rajkumar Paulrajan* *School of Management Studies, Bannari Amman Institute of Technology, Anna University, Sathyamangalam, India Online published on 3 May, 2016. Abstract Land of retail democracy and hundreds of thousands of retail outlets of all kinds exist in emerging Indian market. Of these, the majority are small neighbourhood traditional grocery stores. Food and grocery constitute a major portion of the private consumption. This offers a large potential market for the organized retail companies to enter the emerging market. This study tried to find the responses and patronage behaviour of urban customers towards organized grocery retailers. The customers' perception of satisfaction and preference for organised grocery retailers which are deriving factors integrated framework to understand the vibrant relationships among several dimensions of location, physical, price and Measurement, product, hedonistic, service, and social to have ideas on the consumers' behavioural pattern. Understanding of the patronage behaviour helps the modern retailers to strengthen the elements of their retail offerings, which the customers value. Using the methodology of Path analysis and Structural Equation Modelling, the customers' purchases in organised grocery retail outlets are analysed. The results of the analysis show that satisfaction leads to preference of retailers. Top Keywords Retailer selection, Organised retail, Customer preference, Consumer Behaviour, Grocery marketing. Top |