Customer Perception of Retail Formats

Indian retail presents a great opportunity to the domestic & the foreign investors. On the other hand, it also poses a great challenge in terms of customer satisfaction. The purpose of this research work is to compare customers ' perceptions of two retail formats: Traditional Multi Speciality Stores and Exclusive Showrooms and their purchasing preferences. In addition, the paper compares these preferences across demographics. Data were collected through intercept survey in Ajmer city across a range of demographics. Consumer behaviour was also personally observed. Chi-square was used to investigate the nature and significance of the observed differences. On analysis it is found that four key factors exert critical influences on customers ' perceptions: demographics, in-store customer service, brand images, and price and promotion. The results indicate that exclusive showrooms are perceived as having comparatively reliable prices and attractive promotions in comparison to traditional multi speciality stores, while traditional multi speciality stores have competitive advantages in terms of the in store customer services. Respondents find that the salespeople of traditional multi speciality stores are consistently courteous and also their behaviour instils more confidence in the customer.
Keywords: Retailing, Customer Perception, Exclusive Showrooms, Traditional Multi Speciality Showrooms,

INTRODUCTION
The Global Emerging Markets Survey (GEMS), researched 300 global retailers, representing a global portfolio of around 25,000 stores, who are looking to expand outside their domestic markets, have identified India as the most sought-after retailing destination. The survey was conducted by London-based C B Richard Ellis, a leading real estate services firm. Over the last decade there have been sweeping changes in the general retailing business. For instance, what was once a strictly made-to-order market for clothing has now changed into a ready-to-wear market.

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