Study on Factor Influencing Customer A Study on Factor Influencing Customer Choice of Store Selection and Behaviour in Organized Retail Outlets in Madurai

Retailing is a major business in India, organized retailers are entering in to Indian markets to reach mass sales and maximize profit , in this stage retailers should aware of the factor that influencing customer choice of store and customer behaviour, loyalty of the customer is a tool to reach profitability and with hold in market, and objective of this study is to know the factor which influences customer choice of store selection and their behaviour in organized retail out lets in Madurai, 175 samples were selected using simple random sampling method, data collected with the structured interview schedule, SPSS package has been used for statistical analysis.


Introduction
Retailing has become such a characteristic piece of our regular day to day existences that it is frequently underestimated. The countries that have accomplished the best financial and social advancement have been those with a solid retail area. Which business thinks about each person as a client? Which business represents under 10% of the overall workforce is as yet the single biggest industry in many countries? What is regular between Walmart, Amazon and the little Kirana stores that spot your area? The appropriate response is retailing, the last connection in the chain of creation, which starts at the extractive stages, travels through assembling and each in the conveyance of labour and products to the end clients. The world over retail business is overwhelmed by little family run corporate retailers and locally designated stores, however steadily an ever increasing number of business sectors in the western world are being taken over by global combinations. Staple is the biggest retail area worldwide and the biggest worldwide retailers, There are six key worldwide arrangements: grocery stores, hypermarkets/ super focuses, product house, discounters, corner shops and mother and pops. These configurations are obviously recognized by buyer shopping events and value focuses, and achievement relies upon the capacity to join low value alternatives with areas, range and the time comfort. Area assumes a significant part in choosing the organization of supermarkets. Closeness to purchasers' homes is anything but a vital factor on account of bigger configurations like the hyper market. Huge markdown designs are the greatest victors in staple which is a value touchy area.

Shanlax
International Journal of Management s h a n l a x # S I N C E 1 9 9 0

Statement of the Problem
Store decision and support have been generally concentrated across the world, yet in India there is as yet immense degree for additional examination as the retailing climate has been evolving quickly, prompting steadily changing customer assumptions and realignment of the decision set of stores. This wonder acquires significance in the Indian setting with the presentation of bigger and different retail arranges by coordinated players. These configurations give new encounters and shopping alternatives to the client. A few arrangements have been attempted with blended achievement, and one can be certain that some more models are on the way. The two retailers and customers are as of now in the assessment stage with no unmistakable decision concerning what may drive the selection of stores to shop in, one outcome of this experimentation is that it has prompted exceptionally high footfalls in stores yet low changes as far as genuine buy, bringing about significant expense of administration and henceforth lower benefit for retailers. Given this unique retailing situation, it some of the time appears as though present-day retailing is driven more by rapture than authenticity. 'The majority of the new developments are variations of western organizations, getting moderate to tepid achievement. Against this background, there is a developing need to assess the genuine drivers of shopping conduct in the Indian setting'. Determinants affecting store decision may develop throughout some stretch of time dependent on experience and development.

Objective of the Study
• To identify the factor that influencing customer choice of store selection. • To know the customer buying behaviour towards organized retail stores in Madurai .

Research Methodology
The validity of a research depends on systematic method of collecting the data and analysing the same in a sequential order. Methodology presents Sampling design, Data sources, Tools for data collection, Construction of questionnaire, Pilot study and the Frame work of analysis. Sample Size: 175 respondents.

Data Collection
The basic contact method used for data collection is self-administered questionnaire survey, whereby respondents would be issued with instrument, (a structured questionnaire) and after completing, they are asked to return them to the researcher.

Primary Data
The primary data were collected from the shoppers who visited the retail stores for their grocery buy. It is quite a surprise that all the 175 respondents completed the questionnaire with much interest.

Secondary Data
Secondary data were collected from the existing marketing literature to learn the research done in the general area in which the specific problem falls.

Hypothesis
• There is no mean difference between factors that influencing customer choice of store selection • There is no significant association between demographic detail of the respondents and the factors that influencing customer choice of store selection  From table 2, it is inferred that majority of the sample respondents spending 2,500 to 5,000 rupees per month for groceries. 58.9% of the respondents shops leisurely, majority of the sample respondents are 48% of them prefer to shop at super market, 64 % of them shops in organised retail stores regularly, 37.7% of them shops once in month.
Hypothesis: There is no mean difference between the factor's influencing choice of selecting store.  Table 3 indicates that there is a significant mean difference between factor's influencing choice of selecting store, p value is less than 0.05 null hypothesis rejected, it is concluded that there is no significant mean difference between factor's influencing choice of selecting store.

Shanlax
International Journal of Management s h a n l a x # S I N C E 1 9 9 0 From table 4 indicates that there is a significant association between demographical detail of the sample respondents and factor's influencing choice of selecting store, p value is less than 0.05 null hypothesis rejected, it is concluded that there is significant association between demographical detail of the sample respondents and factor's influencing choice of selecting store.

Findings
• Majority (75%) of the sample respondents are female. • Majority (42.9%) of the sample respondents belong to the age group of below 25. • Majority (63.4%) of the sample respondents are graduates. • Majority of the sample respondents spending 2,500 to 5,000 rupees per month for groceries. Majority 58.9% of the respondents shops leisurely, • Majority of the sample respondents are 48% of them prefer to shop at super market, • Majority of the sample respondents 64 % of them shops in organised retail stores regularly, • Majority of the sample respondents 37.7% of them shops once in month. • There is a significant mean difference between factor's influencing choice of selecting store, p value is less than 0.05 null hypothesis rejected, it is concluded that there is no significant mean difference between factor's influencing choice of selecting store. • There is a significant association between demographical detail of the sample respondents and factor's influencing choice of selecting store, p value is less than 0.05 null hypothesis rejected, it is concluded that there is significant association between demographical detail of the sample respondents and factor's influencing choice of selecting store.

Conclusion
In this examination the analyst has tended to the accompanying key destinations for store determination measures, store support, store collections and the overall shopping conduct, by gathering and breaking down information on coordinated supermarkets. This investigation uncovers that vicinity and store arrangements are the main measures for store determination. The store combination (broadness and profundity) specifically classification is huge for store determination. Pre buy correspondence additionally assumes an essential part especially when staple customers need things of their own image decision. Moreover, private name is discovered to be less critical for supermarket determination, since the store brand idea is immature. A large portion of the customers do their shopping quick and their motions show anxiety and they need to leave the store as ahead of schedule as conceivable. Stores which offer quick support by expanding charging counters would draw in such customers. Taking everything into account, practically in each of the three urban communities customers feel that costs are high. Organized retail stores focusing on factors that attracts customers, more over customers prefers super market for leisurely shopping experience and for entertainment.

Shanlax
International Journal of Management s h a n l a x