ISSN No - RBS

The most significant factor thatdetermines the retail outletpreference is the shoppingavailability and variety of products.This is the most important factorlooked at by the consumers accordingto the results of factor analysis. Theconsumers prefer that retail storeshould have large variety of brandsfor grocery items. Availability ofitems even in late hours is alsoimportant.The second factor can be called the“services” .The consumers preferstores that offers free home delivery.They prefer stores with many salesexecutives to help. Other factors likesufficient parking space, availabilityof baskets and trolleys and fact checkout are equally important forconsumers.The third most important factor is“ambience” of store. Consumers prefershopping at stores which are not overcrowded and where products are easyto locate. They prefer stores which areclean with attractive displays andsufficient lighting.The fourth most important factor isthe “discounts” and “fair prices”.People do look into savings on theirtotal billing at the end of shopping.The consumers would like to beinformed in advance about thediscounts and special offers so thatthey can get the best buy.The fifth factor is “quality of food” and“grocery items”. They prefer storeswhich stock fresh and good qualityitems.The sixth factor which is importantfor consumers is “promotion ofstores”. Consumer prefers storesrecommended by their friends andrelatives. They like to visit storeswhich advertise (newspaper,television, radio) regularly.Factor descriptionAvailability and varietyServiceAmbienceDiscounts and priceQuality of itemsPromotionVariables includedProducts are never out of stock, variety of groceryitems are available, many brands are available,everything you need under one roofHome delivery, many salespeople, comfortable airconditioned environment, return or replacementpolicy, trolleys and baskets are available, manybilling counters for a faster check outNot over crowed, Good layout, displays are attractive,clean and free from clutter, good music andsoothing coloursDiscount offers, competitive pricingFreshness, good qualityAdvertisement, recommendation[ 126 ] Rai Management Journal