Consumer Decision Making of Indian Buyers at Modern Retail Outlets in Delhi/NCR | Original Article

ABSTRACT:

India is on the threshold of a new revolution in modern retail, coupled with the permit of 51 FDI stake in multi-retail, along with entry of layers like Big Bazaar, Shoppers Stop, Spencers and Easy Day etc. is changing the consumption habits of the Indian consumer in India with the entry of Indian and foreign players like Metro, Wal-Mart etc. The market is divided into the traditional popularly known as kirana stores and the modern format is organized retail, the stronghold of Kirana stores is being challenged by the on slot of organized detail, though the market share is small i.e. 3-5 percent. Many issues need to be resolved, like future pattern of consumption and which formats would be referred by consumers, other factors also like the entry of E-Tailors like Amazon, Myntra, Flipkart, Ebay, etc need to be kept in mind as E-Marketing becomes popular with the tech savvy teens in India(22-40 years of age). With the increasing GDP, economic independence and empowerment of women, their role in decision making in family purchases is increasing. The role of children in purchase of certain items is also increasing and marketers would have to include them and their influences in the marketing strategies crafted for the future. The study justifies the need for consumer marketing research which becomes important for aiding retailers to frame the right marketing strategies for the modern retail format.