• GAURI S KALMEGH
• KAMINI S BIJAWE
• GAJANAN D. PACHAGHARE

Abstract: The Indian retail is one of the upcoming markets in India. Market has experienced a drastic change in its growth & investment patterns in 21st century. Due to extreme competition and changing consumer dynamics force the retailers to take a note of this and generates their marketing strategies and tactics for proving value to the customer group. The organized retail sector has also experienced profound shift in the last decade due to change in the social, Cultural and business environment. This paper has identified the factors that affect the consumer preferences related to shopping at organized retail store and the main and sub-criteria related with store attributes and determine the consumer preferences about product attributes for the selection of retailers. To determine the consumer preferences, a questionnaire survey is carried out to 100 respondents. The data was analyzed with the help of data analytical tools and findings prepared accordingly. The various factors that has influence on the store preference has been identified. It has been found that the consumers are more inclined to get an experience of their shopping. Purchasing what customer requires is the drive for coming to retail store, but in the process they want a wonderful overall shopping experience. The study has also revealed that convenience & degree of modernization has a major influence on consumer preferences.

Consumer Behavior, Retailing, Consumer Preferences, Organized Retail, etc.

"The Study of Factors that Drives the Choice of Customer for Retail Store With Reference To Amravati City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 5, page no.a614-a619, May-2022, Available :http://www.jetir.org/papers/JETIR2205080.pdf

"The Study of Factors that Drives the Choice of Customer for Retail Store With Reference To Amravati City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 5, page no. ppa614-a619, May-2022, Available at : http://www.jetir.org/papers/JETIR2205080.pdf