Literature Review

 Sivaraman P.
(2010) in his paper has the impact of organized retailing on

unorganized retailing has been focused. According to the author there are few
important factors which are measured by customers while shopping from any retail
outlet like assortment of the products shop proximity, brand choices, price, store
ambience, credit availability, store image, and complements.
 M. Hameedunissa (2013) in his paper consumer psychology towards supermarkets

has focused how people’s thoughts, beliefs and perception influence consumer
behavior. The role of consumers psychology has been discussed in this paper that how
it affects a consumer towards buying from any outlet.
 Indian retail market opening more doors (Deloitte report) organized retail, which
constitutes 8 percent of the total retail market, will grow much faster than traditional
retail. It is expected to gain a higher share in the growing pie of the retail market in
India. Various estimates put the share of organized retail as 20 per cent by 2020.
 According to R.K. Srivastava (2013) retail in India and retail in South Africa has
been compared in the study. The finding suggests that branding of the retail store is
actively followed in South Africa but in India retailers perceives it as a part of
business. Security system on purchase & prevention of theft is good in South Africa
than Indian system and it has to be developed as a prime concern. The segmentation
strategy for both the countries retailers are somewhat matching which are on the basis
of income and age.
 According to PWC report (2012) the driving forces for Indian retail industry are,
higher incomes driving the purchase of essential and non-essential products, evolving
consumption patterns of Indian customers, new technology and lifestyle trends
creating replacement demand increase in rural income as well as urbanization
,increase in easy access to credit and consumer awareness ,growth of modern trade
format across urban, tier i, tier ii and tier iii cities and towns and rapid urbanization
and growing trend towards nuclear families
 Rama Venkatachalam and Arwah Madan(2012) in their have highlighted on level

of prices , quality of fresh groceries & availability of exotic fruits and vegetables,
display & cleanliness and hygiene, home delivery & credit facility provided by both
the organized and unorganized retailer. Change in customer preference has been
noticed while shopping fresh grocery from unorganized or organized retailers. The
author has also mentioned that organized retailing is doing the right things to sustain,
survive and grow.
 According to Ms. Monika Talreja and Dr. Dhiraj Jain (2013) both modern and
traditional retailers will co-exist in India for some time to come, as both of them have
their own competitive advantages. The Kirana stores have a low- cost structure,
location advantage, and customer familiarity whereas organized retail offers a mixture
of product width and depth and a better shopping experience. Organized retailing is
becoming a destination shop for buying fresh fruit and vegetable.
 Naganathan Venkatesh (2013) in his paper has mentioned overall forecast from
different researches have stated that retail growth will grow 15 to 20 percent over the
next five years, based on strong fundamentals of macroeconomic conditions of india
and its younger population rising disposable incomes and rapid urbanization. Key
success factor for foreign retail investors are the younger population of india’s who
are under the age of 25, a huge potential market is waiting to explore and the internet
accessibility is also a key factor where from rural to urban city everyone has the easy
access to the internet. As many as 121 million Indians have internet access, and more
than half of them access the web via their mobile phones.
 Sanjay Manocha and Anoop Pandey (2012) has discussed modern retailing is not
threat to independent mom and pop stores as most of the consumers said that they
never stopped visiting Kirana store. Organized retailing is beneficial for India because
it’s not alarming to create conflict with unorganized stores but reshaping unorganized
stores into nascent organized stores. The author has also discussed the growth of
modern retailing in india which is not at a very fast pace.
 Lakshmi Narayana k, Ajata Shathru Samal and P Nagaraja rao (2013) in their
study unorganized retailers in the vicinity of organized retailers are heavily affected in
terms of profit and volume. The factors which are attracting the customers towards
unorganized retailers are location convenience, goodwill, credit facility, bargaining,
loose items, convenient timings, and home delivery.
 Mitul Deliya, Bhavesh Parmar and Dr. K. K. Patel (2012) has focused in their
study titled impact of organized retailers on unorganized retailers, the finding suggest
that there is a decrease in no. Of footfalls of the customer visiting unorganized retail
due to emergence of more organized retailers .another finding of the paper suggest
that majority of middle class is buying from unorganized retailers.
 Swapna Pradhan in her book “retailing management text & cases” this book will
provide a wide picture of Indian retailing and global perspective. The book through
light on a complete knowledge on retailing from its evolution to the current market
situation and emerging formats of retailing and its worldwide growth. The types of
retailers and location strategies and its importance also give complete retail
knowledge.
 According to Deloitte (global powers of retailing 2013) a robust retail strategy must
include: a strong vision of the experience the customer desires across all channels, a
nimble operating model that can adapt as the retail environment changes, a deep
understanding of how to support the vision through inventive digital solutions and
retail technologies, such as playbooks to operationalise the Omni-channel strategy.
 According to Dr. Seema S. Shenoy, Dr. Sequeira and Dr. Devaraj, K. (2013) India
as a business opportunity for global retailers. The development of Indian retail has
been discussed in the paper. The organized sector current situation has been also
concluded as growing at a frenzied pace. From a simple activity of selling in small
markets to a more sophisticated task of bidding on-line, retailing has showcased
several successful forms and facets. India has been discussed as a young nation
having 60% population within 35 years and a huge market.
 According to Manish Jain, Shilpa Raghuwansh, Anamika Hardia and Abhiruchi

Arora availability and variety, service, ambience/show of the store, discounts and
price, quality of goods and promotion are the major factors which are considered and
preferred by customers while choosing a organized retailer for shopping.
 Cherukuri Jayasankaraprasad ( 2010) has studied the multiple discriminant

analysis for the various existing retail formats considering physical surroundings
(ambience, store design and visual merchandising), task definition (regular purchase,
purchase in large quantities and getting ideas / knowing new products), perceived risk
(time, financial, and physical), temporal aspects (time spent and convenient timing
hours), and social interactions and experiences have significant affect on supermarket
and hypermarket store format choice decisions.
 Dr. Sangeeta Mohanty (2012) in their study drivers of retail shopping has focused
more on consumer attitude towards big bazaar and shopping malls, has also studied
the age wise preference to the said stores. The study is also putting some light on store
choice behavior based on product offered and locational conveniences on gender
basis.
 R. Sathya and Dr. S. Sheela Rani (2012) have done their research on private labels
(retailer’s own brand). Grocery and food retailers are able to popularize their private
labels brands, which have attracted consumers and have created keen interest in
making purchase decision of these brands. Private label brand is emerging due to the
growth of organized retailers.
 Karthikeyan Sundarraj (2011) has done a study of apparel consumers on wide

range of their choices on apparel buying. Social responsibility and green fashion has
also taken into consideration while studying.
 Anuja Shukla, Ankur Shukla (2013) the authors have focused on shifting
preference of customer from traditional retail to emerging new retail formats. Value
of customer to be treated as a king can be seen today because of the competition. The
shopping experience of increasing due to increase in the share of organized retailing.
 Nisha Rathore in her paper has shown a retailing growth from Kirana stores to
supermarkets. She has also mentioned that how the shift has taken place from kirana
to supermarkets emergence. The study has been done for studying consumer behavior
for both Kirana stores and emerging retail formats. Unorganized retailers near
organized retailers have been adversely affected in terms of their volume of business
and profit. Unorganized retail has maintained employment levels perhaps because of
competitive response.
 Gupta and Tandon have highlighted the preference of consumer towards

unorganized and organized retailing. In relationship study of researcher majority of
the customer of all age prefer kirana stores on weekly and monthly basis but the
younger generation have started prefers organized retailers. So it can be taken from
the paper that age has a significant role towards store preference.

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 Sivaraman P.

(2010) in his paper has the impact of organized retailing on

 M. Hameedunissa (2013) in his paper consumer psychology towards supermarkets

 Rama Venkatachalam and Arwah Madan(2012) in their have highlighted on level

 According to Manish Jain, Shilpa Raghuwansh, Anamika Hardia and Abhiruchi

 Cherukuri Jayasankaraprasad ( 2010) has studied the multiple discriminant

 Karthikeyan Sundarraj (2011) has done a study of apparel consumers on wide

 Gupta and Tandon have highlighted the preference of consumer towards

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