A STUDY ON CONSUMER PERCEPTION AND PREFERENCE TOWARDS SELECTED RETAIL STORES WITH SPECIAL REFERENCE TO SINGANALLUR


Dr. K. Vanaja, Ms. M. Anukeerthana
Professor and Head, Dr. N.G.P ARTS AND SCIENCE COLLEGE
Abstract
The retail sector is one of the fastest growing sector in India, which is the world’s second largest consumer market. Consumers are highly influenced by image of the retail outlet, its attributes, product range, variety, services, employee’s behaviour, and marketing strategies. The main objective of this study is to analyze the consumer’s perception and preference towards retail store in Singanallur. The various tools like Percentage Analysis, Ranking Analysis and Likert Scale were used in this study. The study suggested that more promotional offers should be given to attract more customers. Finally, the retail store must increase the facilities and offers according to the trend among the customers.
Keywords: Consumer Perception, Retail Store, Promotional Offers.
Journal Name :
EPRA International Journal of Multidisciplinary Research (IJMR)

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Published on : 2021-07-09

Vol : 7
Issue : 7
Month : July
Year : 2021
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