• Dr.S.Deva Prasanna

This research is to analyze the consumer behavior towards organized and unorganized retailing, which type of retailing has given them satisfaction in the past and which tool has made them buy more than planned, the factors which influence them the most to select a particular type of retail, so that the success of the retail sector with reference to FMCG can be obtained. This study is conducted with a sample study of 100 respondents in Chennai city, Tamilnadu, India. It reveals the different aspects of retailing which attract consumers like the excitement of shopping deals and shopping environment product bundling offers etc. The research design used in this study is descriptive research design. This study will help Indian and international manufacturers to know the likes and dislikes of the Indian consumers and their preference towards retail outlets. This will help them to devise effective strategies to compete for the heavy competition in the FMCG industry

Consumer behavior, Retail stores, consumer satisfaction, consumer attitude.

"FACTORS INFLUENCING CUSTOMER PREFERENCE TOWARDS ORGANISED AND UNORGANISED RETAIL STORES -A STUDY IN CHENNAI CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.308-313, October-2018, Available :http://www.jetir.org/papers/JETIR1810655.pdf

"FACTORS INFLUENCING CUSTOMER PREFERENCE TOWARDS ORGANISED AND UNORGANISED RETAIL STORES -A STUDY IN CHENNAI CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp308-313, October-2018, Available at : http://www.jetir.org/papers/JETIR1810655.pdf