A Comparative Study on Consumer Perception towards Organized Retail Sector with Unorganized Retail Sectors

Marketing Managerial

International Conference on "Innovative Management Practices"

Consumer Perception carried out the attention of the consumers towards the product, interpretation, memory, purchase and Consumer decision of the consumers. It includes the consumer opinion towards the product, frequency of buying, selecting the store it may be organized retail or unorganized retail sectors. The main objective of this study is to create the awareness about the organized retail sector to the consumers. In this study, the data collected from the consumers in organized and unorganized retail sector for the purpose of comparing the behavior of the consumers towards their buying habits between the organized retail sector and unorganized retail sectors.The survey method with a pre- designed structure questionnaire was used to collect data from the sample.The sample size of this study is 160 consumers. A Questionnaire distributed to the consumers of organized and unorganized retail stores in Virudhunagar district.For analyzing the data SPSS16.0 software were used. The statistical tools like chi-square, frequency analysis used for interpreting the data.The result indicates that the customers would like to purchase in unorganized retail shops rather than organized retail shops.

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