A Study On Customer Preference and Satisfaction Towards Retail Stores with Reference to Coimbatore City

Abstract

The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. The present study examined the Customer Preference and Satisfaction towards retail stores with reference Towards Coimbatore City The sampling technique selected for the study is a convenient sampling technique. The size of sample is 100. The study attempts that demographic factors such as age, income, gender and education are having significant role in retail store selection. Shopper groups mainly vary in choosing a store based on their significance for patronage factors of a store. The study reveals that consumers prefer modern retail formats due to quality, variety of brands, parking facility, trained sales personnel and for security purpose. The results show that consumers are more sensible towards optimization of time and money while shopping. The results also prove that most of the consumers are price and quality association conscious. The consumers are more concern about service quality, store convenience, product quality and availability of new products. Thus, the study provides some insights on factors that could be important in managing customer loyalty. It also observes that there is no difference in demographic profile of the customer in terms of location.