• Dr.N.Vijayalakshmi

ABSTRACT The Indian retail industry across India was dominated by the unorganized sector at 88 percent in 2019. This was despite the organized and e-commerce sectors growing rapidly in recent years. The sector is the largest source of employment after agriculture, and has deep penetration into rural India generating more than 10 percent of India’s GDP. India like Britain, is a nation of shoppers, and it is the only country having the highest shop density in the world, with 11 outlets per 1000 people. India with 1.4 billion people of whom majority of 70 percent of population are living in the rural areas. The continued patronage of rural consumers hinges on how far these stores are able to satisfy them in the changing retail environment. The present study is one such attempt in the direction aiming to investigate to what extent these rural consumers are satisfied with their neighborhood kirana stores.

KEYWORDS Unorganised retail, kirana stores, purchasing pattern variables.

"SATISFACTION LEVEL OF RURAL CONSUMERS TOWARDS TRADITIONAL RETAIL STORES BASED ON THEIR PURCHASING PATTERN BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 4, page no.a473-a481, April-2022, Available :http://www.jetir.org/papers/JETIR2204062.pdf

"SATISFACTION LEVEL OF RURAL CONSUMERS TOWARDS TRADITIONAL RETAIL STORES BASED ON THEIR PURCHASING PATTERN BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 4, page no. ppa473-a481, April-2022, Available at : http://www.jetir.org/papers/JETIR2204062.pdf