2. To study the consumers behaviour in
selection of retail outlets in rural areas and
their satisfaction level.
3. Indian rural retail sector is in its rapid growth stage.
Indian rural retail culture changing from small Kirana
shops to Malls and hypermarkets where the customer finds
himself the best and ideal buying conditions and a wide
variety of goods and services.
Prices of the goods, quality of the goods, number of shops
etc. affects their choice of selection.
4. The trend observed in rural areas depict that
consumers are accustomed to purchase from a
particular retail store or vendor .
This mainly happens due to the service quality, price of
the of product/commodity , loyalty , stickiness to a
particular vendor /retail outlet.
5. To evaluate various factors that determine the
shopping destination choice of rural consumers in
today’s competitive retail environment .
To understand the customer’s level of satisfaction in
the selected retail outlets.
6. Global Journal for Research Analysis
www.palgrave-journals.com
The Rural Market Book , Pradeep Kashyap &
Siddhartha Raut.
7. Primary Data
Rural households
Retail stores
Secondary Data
International Journal of Consumer Policy
Department of Consumer Affairs , GOI.
Consumer Guidance Society of India.
9. Rural consumers in Nuzvid
State : Andhra Pradesh
Method : Questionnaire
10. Operational rural retail outlets are identified.
Retail outlets are selected on random basis.
Households are selected in the close vicinity of each
selected outlet.
Sample of households randomly taken.
Data is obtained from the households with the help of
self-designed non disguised questionnaires.
11. The key factors that affect the consumers in selection
of rural retail outlets.
The satisfaction level of rural consumers.
Success of retail outlets in rural areas.
12. What influenced you to buy a particular brand?
Advertisement
Word of mouth
Dealer
Shop display
Other
If a particular brand is not available with the retailer?
Drop the idea of buying
Go to another retail
Select another brand
Do you find price difference b/w retailers in your area?
Yes
No
What makes you to shop from a particular retailer , if
any ?
