Globalization effect on indian retailing: an empirical study on retail consumers

Globalization has created many–a–fold impact on countries economy over the last few years. The impact of globalization can be seen on countries retail sector as well. Organized retailing is one of the flourishing sectors in India’s economy and showing huge potential to flourish in the future. At the same time the organized retailing is generating some challenges for the traditional unorganized retail sector of the country.
In the light of the current scenario the purpose of this study is to identify and compare the current satisfaction level of the customers and to focus light on the emerging challenges for the traditional unorganized retailing. The study has been carried out in the city of Patna, Bihar.
A cross- sectional descriptive design has been opted to conduct the study and a survey has been conducted among 272 retail consumers from various areas of Patna by applying quota sampling technique. The view (perceived value, attitude & perceived service quality) of such respondents have been measured to check their satisfaction level. Then satisfaction towards both organized and unorganized retailing has also been compared. Impact factors against consumer responses have also been measured to identify the factors contributing as the emerging challenges for unorganized retailing in India.