Consumer Perception towards Service in Organized Retail Settings with Reference to Aditya Birla Retail Limited - more Stores at Tirupati- an Empirical Study

Abstract

As the potential for retail business in organized formats is growing with the rising consuming class in India, the corporate retail players are making huge investments in infrastructures, supply chains, sophisticated technologies and the like. This is evident from the fact that supermarket culture, which earlier was only prevalent in big cities, is percolating down to smaller cities and towns. The ROI on these investments very much depends on their customers' perception of the quality of retail services they receive. This empirical study addresses customer's perceptions of retail services in general, and in the context of More Stores in particular, and offers constructive suggestions for enhancing the buyers' experiences at more stores. The results provide pointers for store redesigns for improved store-brand positioning as a preferred and trusted retail brand in the minds of the consumers.