Store Ambience Influencing Factors Of Unorganised Supermarkets In Kerala

Abstract

Retailing is the major part of India’s economic growth. Retailing includes organized and unorganized retailing. Organized retailing is more competitive in nature by adopting new trends and technology by conducting market research regularly and moving according to the customer expectation. But the unorganised retailers are not ready to invest much in market research because of their unawareness on the importance of store ambience. This is same in the case of supermarkets. Old traditional stores converted as supermarkets, and they are growing in a slow pace. The Smart Bazaar, D-Mart, Star Bazar, Spencer’s Retail, More Retail, Food world and Smart Point are the competitors for the unorganized supermarkets, these stores regularly do market research and maintain store ambience for their customers. This study of store ambience of unorganized supermarkets, tries to learn the present situation of these stores. So, the study reveals the elements that the unorganized supermarkets need to give importance to store ambience to compete with organized supermarkets. The study conducted in Trivandrum with a sample of 30 supermarkets. Both from rural and urban.