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Customer Loyalty towards Kiranas in
Competitive Environment; A Case study

URVASHI GUPTA*

Abstract
Retailing in India is emerging as a one of the largest industries estimated to account for more
than 10 per cent of the countrys GDP and around 8 per cent of the employment thereby having
the distinction of being the country's largest source of employment after agriculture. Estimates of
retail volume in India; both for organized and unorganized sectors have been assessed by
different authorities. India's overall retail sector is expected to rise to US$ 833 billion by 2013
and to US$ 1.3 trillion by 2018, at a compound annual growth rate (CAGR) of 10% Despite the
emergence of domestic organized retail activity Kirana shops at street corners still account for
more than 90 percent of $590 billion retail trade in the country with distinct least possibility of
any significant replacement. Due to intensive competition there is a focus on retaining customers
as well as finding new customers. Designing strategies in this direction require a deep
understanding of various product and store attributes which direct customer satisfaction followed
by revisit of customers for repurchase leading to customer loyalty.
An attempt has been made in this paper to study various attributes of product and retail store that
lead to customer loyalty.

The primary data was collected through a well structured

questionnaire. The questionnaire covered the questions regarding demographic factors of the
consumers, product attributes and retail store attributes leading to customer satisfaction. A
simple random sampling method was used to elicit the necessary information from customers

* Asstt.Professor (Marketing), Baddi University of Emerging Sciences &Technology, BADDI

(H.P.) India.
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visiting store outlets. In this study, customer loyalty is considered as repeated purchasing
behavior of consumer towards a store. The results suggest that except product price, other store
attributes and product attributes have positive effects on customer loyalty.
Keywords: Store Attributes, product attributes, organized retailing

__________________________________________________________

Retailing in India is emerging as a one of the largest industries estimated to account for
more than 10 per cent of the countrys GDP and around 8 per cent of the employment thereby
having the distinction of being the country's largest source of employment after agriculture.
Being a fast growing industry: it is knocking at the industries door steps as a dynamic boom. As
a Vibrant Economy, India topped A T Kearneys list of emerging markets for retail investments
for three consecutive years and stood 2nd fastest growing economy in the world, the 3rd largest
economy in terms of GDP in the next 5 years and the 4th largest economy in PPP terms. After
USA, China & Japan India is rated among the top 10 FDI destinations. Currently, as a fastest
growing economy, by 2030, India may become one of the Top 5 economies in terms of GDP.
Presently, the Indian retail industry is in a highly unorganized state. The organized
retailing share in the total retail volume has been below double digits in India as compared to
20% in China, 25% in Indonesia, 35% in Philippines, 40% in Thailand and 50% in Malaysia,
around 80% in US and 70 % in Europe while as in Asia on the whole it comes to around 20%.
Estimates of retail volume in India; both for organized and unorganized sectors have been
assessed by different authorities. India's overall retail sector is expected to rise to US$ 833
billion by 2013 and to US$ 1.3 trillion by 2018, at a compound annual growth rate (CAGR) of
10%. As a democratic country with high growth rates, consumer spending has risen sharply as
the youth population (more than 33% of the country is below the age of 15) has seen a significant
increase in its disposable income. Consumer spending rose an impressive 75% in the past four
years alone. Also, modern retail, which accounts for almost 5% of the market, is expected to
grow at a CAGR of 40% from US$ 20 billion in 2007 to US$ 107 billion by 2013.

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The BMI India Retail Report for the first quarter of 2011 forecasts that the total retail
sales will grow from US$ 392.63 billion in 2011 to US$ 674.37 billion by 2014 whereas its
report for the first quarter of 2012 estimate that the total retail sales will grow from US$ 422.09
billion in 2011 to US$ 825.46 billion by 2015.
The Technopak Advisors have also estimated that the country's retail market accounted
for US$ 310 Bn in 2006 , estimated to touch US$ 420 Bn in 2011 and may reach the levels of
US$ 675 Bn in 2016 at CAGR of 7.5 % and 620 billion Euros (around Rs 37 lakh crore) by
2020. The organized retail market which was estimated at US$ 10 Bn during 2006 and US$ 26
Bn for 2011 may grow to US$ 84 Bn by 2016, at CAGR of 26%.
A report by Boston Consulting Group (BCG) has revealed that the country's organized
retail is estimated at US$ 28 Bn with around 7 per cent penetration. It is projected to become a
US$ 260 billion business over the next decade with around 21 per cent penetration. Organized
retailing in small-town in India is already growing at over 50-60 per cent a year, compared to 3540 per cent growth in the large cities. While modern retail represents 5 per cent of India's retail
sales, Indian shoppers are expected to increase spending on fast moving consumer goods
(FMCG) at modern retail stores from $1.8 billion (at present) to $5 billion by 2015," a study by
the Nielsen Company said.
About 200 tier-III cities with population of less than 2 million and another 500 rural
towns have the potential to be the hub for retail markets.
The retail industry in India is divided into two sectors- organized and unorganized. While
organized retail sector refers to corporate retail formats of the exclusive brand outlets,
hypermarkets, supermarkets, departmental stores and shopping malls registered for sales tax,
income tax, etc. The Unorganized retailing, on the other hand, refers to the traditional formats
of low-cost retailing, the local Kirana shops, owner manned general stores, paan/beedi shops,
convenience stores, hardware shop ,medical store ,small retail businesses in apparel, electronics,
food etc., besides hand cart , pavement vendors and mobile vendors which as per to Poston,
(2004) account for about 95% of small, uncomputerised family-run stores.
Despite the emergence of domestic organized retail activity Kirana shops at street corners
still account for more than 90 percent of $590 billion retail trade in the country with distinct least
possibility of any significant replacement. Around 14 million of different shapes and sizes of
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Kiranas have not gone out of market; instead, these have turned smarter and better. Despite the
rise of the modern trade in the country, the traditional Kirana stores continue to be strong and
competitive on the driving strength of convenience of access, availability of home delivery, and
trusted relationships between the shopper and local grocer, says the latest Nielsen Shopper
Trend India Report.
A steady customer base is a pre- requisite for a business venture to be successful, as
nearly 80 percent of their business comes from 20 percent of their loyal customers. Too many
businesses neglect this loyal customer base in pursuit of new customers which proves counter
productive for sustained business and profitable returns. Gaining customer loyalty and
developing a retention strategy are critical parameters to an organization's success. The
organization that recognizes and manages customer loyalty always stands on a firm base against
its competition.
Customer loyalty is a function of services offering a quality product at competitive prices
with a firm guarantee. Customer loyalty is also strengthened through free offers, coupons, low
interest rates on financing, high value trade-ins, extended warranties, rebates, and other rewards
and incentive programs. The ultimate goal of customer loyalty incentives is happy and satisfied
customers who will return to purchase again and persuade others to use that outlet, companys
products or services. This converges to profitability, as well as happy stakeholders.
Some leading corporate houses have started customer loyalty scheme which is essentially
a mechanism for identifying and rewarding loyal customers" . Then customers collect points
according to the scale of purchases and can earn a future discount exchanging these points in
their next visit. The main objective of a loyalty program is to retain regular customers, to
increase commitment from occasional customers and to acquire new ones.
However, while the Indian shopper continues to embrace the Modern Trade Format, the
rate of adoption has slowed in 2008 compared to 2007. Traditional grocery stores continue to
dominate the Indian retail scene and are frequented more often by Indian shoppers. While 39
percent of grocery buyers visited a Supermarket/Hypermarket at least once in four weeks, 97
percent of them visited a Traditional store over the same period. The exponential growth in the
Modern Trade Formats customer base that we have observed in recent years now appears to be
stabilizing. Given this scenario, awareness and presence will continue to drive the equity a retail
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banner enjoys in shoppers minds, said Asitava Sen, Director, Retail Consulting, the Nielsen
Company, India.
Customer loyalty warrants study of the type of customers visiting the retail formats which
are classified as under:Type of customers
Loyal Customers: They represent no more than 20 percent of our customer base, but make up
more than 50 percent of our sales. These customers need to be communicated as they
influence our buying and merchandising decisions. Many times, the more you do for them, the
more they will recommend you to others.
Discount Customers: They shop our stores frequently, but make their decisions based on the
size of our markdowns and are the key contributor to cash flow.
Impulse Customers: They do not have buying a particular item at the top of their To Do
list, but come into the store on a whim. They will purchase what seems good at the time.
Always efforts are made to having them respond favorably to our recommendations. Besides
the group provide us with a significant amount of customer insight and knowledge.
Need-Based Customers: They have a specific intention to buy a particular type of item. . They
buy for a variety of reasons such as a specific occasion, a specific need, or an absolute price
point. If satisfied, and well taken care of they can also become Loyal Customers.
Wandering Customers: They have no specific need or desire in mind when they visit the
store. For many stores, this is the largest segment in terms of traffic, while, at the same time,
they make up the smallest percentage of sales. They are driven more by a store location than
anything else.
Need of the Study:
With the increasing penetration of organized retail in metros and cities down below the
customer base of both the organized and unorganized retail (Kiranas) outlets is likely to swing
and it is imperative to study, analyze and provide vital inputs to the retailers in India in order to
understand the factors which have an impact on the customers to form positive attitude towards

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shopping behavior in the present dynamic oscillating retail scenario with due consideration of
the present life style of consumers.
Literature Review:
Review of literature has been classified to fall under the following three headings:
a/

General Behavior of the Consumers:

Customer loyalty is customers intention to purchase a specific product or services

repeatedly. Customer loyalty is an interaction between customers relative attitude and their
repeated purchase behavior towards a brand or store. According to Rhee and Bell (2002),
customer loyalty is an important indicator of store health. Customers loyalty may be a long-term
or short-term attribute (Chang and Tu, 2005). Long-term loyal customers not easily change
their store and product choice. In contrast, short-term loyal customers switch when they find a
better alternative.
Korgaonkar et al.,(1985) have pointed out that a consumer could display patronage
behavior and yet not be loyal. This spurious loyalty is indistinguishable from intended loyalty
in the short term and occurs due to price offers and heavy promotions. Deal prone consumers
would shift to a store that offers the best price/discounts though over a short period of time they
may have the same shopping patterns as loyal customers. Loyalty (henceforth used to mean
intended loyalty) is the prime attitudinal objective that every marketer/retailer aims for with his
marketing/retail mix elements
Ashokan & Hariharan

(2008) in their study Profile and perception of retail

consumers analyzed the consumers perception towards retail in Palakkad, Kerala. sVisiting
retail outlets has become a group activity. Most of the shoppers are influenced by as well as
accompanied by colleagues, friend and relatives. Majority of the people who visit do not shop at
all. The hang around meet friends, do window shopping and spend time leisurely.

Khare, A. and Mayo, M.C.(2010) while studying the changes in retail formats in Indias
small towns observed that in India, the consumer, for years, has depended upon nearby, small
shops and stores for the fulfillment of their needs. This was observed to be in line with the
customer behavior in the countries like Russia, Brazil and China. The rising income levels of
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consumers is driving the retail growth in Class B cities and smaller towns and the Indian
consumer is driving the retail growth in Class B cities and smaller towns terming these as minmetros.

Joseph Mathew et al. (2008) in their ICRIER Retail Report Impact of organized
retailing on the unorganized sector found that; unorganized retailers have significant
competitive strengths that includes proximity, consumer goodwill, credit sales, amenability to
bargaining, ability to sell loose items, convenient timings, and home delivery in bargain for
consumer loyalty. Similar observations have also been made by Goswami & Mishra(2009)
b/

Store Attributes
Martineau(1958) categorized store attributes into two categories:- Functional and

Psychological. The functional category includes attributes such as location, assortment of

products and store layout. The psychological category represents the feelings generated by the
functional elements of store.
Several studies have revealed that store choice behavior is deeply related with store
attributes and intrinsic loyalty breeds stickiness towards the same retail outlet. If the shoppers
have been patronizing a store for a long period of time, they do not mind buying from the same
outlet even if it is located at some distance (Sinha and Banerjee, 2004).
(Gilbert, 2006) has rightly concluded that Store loyalty exists when consumers habitually
visit the same store because they are satisfied with the shopping experience and products on
offer. Store loyalty may be enhanced by selecting the right location, offering breadth and depth
of merchandise selection, creating the right sales ambience or atmosphere, displaying and
promoting goods intelligently, providing optimum service standards and rewarding frequent
customers through loyalty schemes.
According to Rhee and Bell (2002), customer loyalty is an important indicator of store
health. Customers can have long-term or short-term loyalty (Chang and Tu, 2005). Long-term
loyal customers not easily change their store and product choice. In contrast, short-term loyal
customers switch when they find a better alternative. In this study, store loyalty is measured

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using parameters such as consumers willingness and intention to purchase in future and, their
choice behavior.
While credible findings have been reported on store attributes and customer loyalty in
western countries (Carpenter and Moore, 2006) the similar extensive detailed findings are still
not reported in developing countries Consumers perception of store attributes influenced by
retail formats, type of products, cultural value, shopping intention and customer base (Paulins
and Geistfeld, 2003). Bearden (1977) states that store atmosphere, location, parking facilities,
and friendliness of store people are the salient factors that influence consumer store patronage.
As a result store attributes such as service offering, activities, facilities and convenience have
major influence on customer satisfaction and loyalty (Chang and Tu, 2005. Goswami and
Mishra ,2009) . Chopra, K. (2011), while studying the future of Wal Mart in India has pointed
out that consumers in India patronize a store for shopping based on traveling time, range of
products offered, services offered and their socio-economic background.
c/

Product Attributes
As per Gwin and Gwin (2003) consumer preferences are mainly based on maximizing

utility from basic product attributes of price, variety, assortment and value of the products
subject to budget constraints. Uusitalo, (2001) has in his study added another dimension of
product nature and socioeconomic nature of consumer.
Sinha and Banerjees (2004) study in their study have concluded that store convenience
and customer services positively influence consumers store choices, Indian consumers were also
found to be price sensitive and quality conscious (Tuli and Mookerjee, 2004). Choo, Jung and
Pysarchik (2004) have also observed that Indian consumers attitude towards new products is
undergoing a significant change resulting in increasing their intention to shop in new retail
formats such as supermarkets. Thus, product attributes such as quality, price, and availability of
new products are important parameters within the Indian context.

Objectives of the Study:

The study was undertaken with the following objectives:-

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To analyze the demographic profile of customers and their association with retail outlets
which make them loyal customers.
To identify the retail store attributes leading to customer loyalty.
To know the relationship in between service quality & revisit of customers for repeat
purchase in unorganized retail outlets leading to customer loyalty.
To know various product attributes which lead to customer loyalty.

Research Methodology:
The research design adopted for this study is Descriptive Research. Descriptive method
was adopted because it deals with description of the state of affairs as it exist at present

Sampling Technique
A Simple random sampling method was used to elicit the necessary information from
the consumers of retail stores. It is the simplest type of sampling, in which we draw a sample of
size (n) in such a way that each of the N members of the population has the same chance of
being included in the sample. A sample selected in this way is called a simple random sample.
Sample Size =150
Tools for Data Collection:
The primary data was collected through a well structured questionnaire comprising bipolar, optional type, and Likerts 5 point scale type questions
The responses were gathered, coded, tabulated and analyzed. To measure the intensity of
parameters open ended and close ended questionnaire was used. Certain attributes were
measured on five point likert scale and final score has been calculated by using weighted ranking
method.
Limitations of the study

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The present study is a study of sample. The present study is based on the primary data
collected from respondents assuming that they have given their genuine preferences without
hiding anything
Due to time constraints sample size was restricted to 150 which was less when compared
to entire population..
Few respondents were unable or unwilling to give a complete and accurate response to
certain questions.
The survey was conducted in specific areas of Jammu region of J& K State. Other regions of the
state like Srinagar and Ladakh were not included in the survey so the opinions of the respondents
Results and discussion:Table -1: DEMOGRAPHIC CHARACTERS OF RESPONDANTS

Total Number of Respondents=150

Characteristics

Number of

Percentage

Respondents
Age

Gender

Marital Status

Qualifications

Below 20 years

12

08.00%

21-35 Years

69

46.00%

36-50 Years

44

29.34%

51 Years and above

25

16.66%

Male

56

37.33%

Female

94

62.66%

Married

97

64.66%

Unmarried

53

35.33%

Matric and Below

13

08.66%

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Under
Graduate Journal of Marketing35and Technology 23.33%
International
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Graduate

50

33.33%

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Family Size

Occupation

Number of

Post Graduate

41

27.33%

Professionals and others

11

07.33%

Below 4 Members

43

28.66%

4-6 Members

77

51.33%

More than 6 members

30

02.00%

Student

12

08.00%

Housewife

69

46.00%

Business

20

13.33%

Service

35

23.33%

Professional

04

02.66%

Others

10

06.66%

Only 1

56

37.33%

2-3

79

52.66%

Above 3

15

01.00%

Up to Rs 5000/- PM

12

08.00%

Rs 5001-Rs 10000 PM

33

22.00%

Rs 10001-Rs 25000 PM

53

35.33%

Rs 25001-Rs 50000PM

37

24.66%

Above Rs 50000 PM

15

01.00%

working member

Annual income

Demographic Profile of the Customers:

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Demographic profiles of the consumers help in segmenting the market for research purposes. It
describes the population on the basis of age, gender, income, occupation and many others. A
brief description of demographic and economic aspects of the consumers is necessary to arrive at
a decision of how the consumers behave in a particular situation. In this background, the present
research concentrates on the demographic factors of retail consumers by treating these factors
independent throughout this study.
The first characteristic Age plays a significant role to analyze a respondents economic
condition and his decision making power. From the above table we can infer that majority of the
consumers (46%) were from the age group 21-35 followed by (29.33%) were from the age group
36- 50 years of age. So a proposition can be drawn as majority of the consumers were mature
enough to make an intelligent decision with regards to purchase.
A study of gender of respondents helps up to analyze the consumer behavior of both groups. In
this study an attempt has been made to analyze the consumer behavior of both types of
respondents. From the above table we can predict that majority of respondents were females.
The purchase decision is also influenced by the qualifications of the respondents. From the above
table that majority of the respondents were graduates and post graduates 33.33% and 27.4%
respectively. Majority of respondents had family size of 4-6 members (51.33%) which shows
most of the respondents were making frequent purchases about their households.
Occupation of the respondent also helps to arrive at a decision about their shopping behaviors
and above table shows a major chunk of respondents comprised of housewives (46%) who are
value oriented customers followed by service class (23.33%).
An attempt was made to segregate the preferences of shopping according to the income break-up
of the households. It was inferred that low income group didnt show an passionate response
toward shopping. Majority of the respondents belonged to middle income group category i.e., Rs
10000-Rs 25000 per month (35.33% ) of the total respondents.
Table - 2: NATURE OF PURCHASE FROM UNORGANISED RETAIL OUTLETS
S.No

Description

Cash

No of Respondents

Percentage

79

52.67%

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2

Credit

32

21.33%

Both

39

26.00%

Total

150

100.00%

The above table reveals that majority of the respondents i.e., 52.67% prefer to pay cash as a
medium of purchase and only 21.33% of the respondent use credit. There is another category of
respondents (26.00%) which are using both means i.e., cash as well as credit.
Table 3: RETAIL STORE ATTRIBUTES LEADING TO CUSTOMER

Retail Store

Strongly

Attributes

agree

Agree

Neither

Disagree

agree nor

Strongly

Total

Disagree

disagree
Location

45/30.00% 34/22.60% 21/14.00% 38/25.40%

12/8.00%

150

Not so crowded

14/9.30%

24/16.00% 34/22.60% 46/30.60% 32/21.33%

150

Good layout

34/22.60% 37/24.60% 25/16.67% 41/27.33%

Good Shelf

46/30.66% 53/35.33%

13/8.67%

150

20/13.33% 18/12.00%

150

55/36.67% 49/32.67% 23/15.33%

13/8.67%

10/6.67%

150

23/15.33% 21/14.00%

12/8.00%

44/29.33% 50/33.33%

150

67/44.67% 55/36.67%

08/5.33%

12/8.00%

8/5.33%

150

69/46.00% 57/38.00%

06/4.00%

8/5.33%

12/8.00%

150

13/8.67%

Displays
Clean and free
from clutters
Store atmosphere
and decoration
Convenience and
Accessibility of the
store
Convenient
operating Hours
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An attempt was undertaken to study various retail attributes which lead to customer loyalty.
Table- 3 shows majority of the respondents favored convenient operating hours (46%) as the
major factor leading to customer loyalty followed by convenience and accessibility of the store
(44.4%). Other factors like Store decoration, Good Shelf displays were the least preferred factor
for making a choice for purchase of day to day routine decisions. Attributes like Good Shelf
Displays, Good Layout, clean and clutter free environment were also considered by a respectable
number of respondents to make product choices.

Table 4: PRODUCT ATTRIBUTES LEADING TO CUSTOMER

Product

Strongly

Attributes

agree

Agree

Neither

Disagree

agree

Strongly

Total

Disagree

nor
disagree
Originality of

74/49.30% 56/37.30%

6/4.00%

6/4.00%

8/5.33%

150

68/45.33% 62/41.33% 10/6.67%

6/4.00%

04/2.67%

150

45/30.00% 49/32.67% 14/9.33% 27/18.00% 15/10.00%

150

79/52.67% 69/46.00% 02/1.33%

150

the product
Emotional tie
ups with
shopkeeper
Information
about new
product
Availability of

products range
according to
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pocket
Discount Offers

72/48.00% 68/45.33% 05/3.33%

02/1.33%

03/2.00%

150

67/44.67% 59/39.33% 08/5.33%

10/6.67%

06/4.00%

150

23/15.33% 25/16.67% 10/6.67% 40/26.67% 52/34.67%

150

12/8.00%

150

on special
occasions
Availability of
discounted
products
Packaging of
product
Competitive

13/8.67%

86/57.33% 49/32.67%

Pricing of the
product
Freshness of the

79/52.67% 69/46.00% 02/1.33%

150
A

product

num
ber of product attributes have a direct bearing on the consumer loyalty. These features create an
inclination in the minds of the consumer towards purchase of the product. The above table-4
reveals factors like freshness of the product (52.67%) and availability of products range
according to the pocket (52.67%) help to retain existing customers leading to customer loyalty. A
considerable number of consumers (49.33%) favored originality of the product followed by
emotional tie-ups with the shopkeepers which tends to create a positive attitude towards the store
leading to repeat purchase of the products. Factors like Competitive Pricing of the Product
(8.00%) and Packaging of the Product (15.3%) were least considered by the customers for repeat
purchase of the product from the retailer.

Table 5: SERVICE ATTRIBUTES LEADING TO STORE LOYALTY

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Service Related

Strongly

Attributes

agree

Agree

Neither

Disagree

agree nor

Strongly

Total

Disagree

disagree
Good Bargains

45/30.00% 49/32.67%

14/9.33%

27/18.00% 15/10.00%

150

Problem Solving

74/49.33% 56/37.33%

6/4.00%

6/4.00%

8/5.33%

150

Home Delivery

67/44.67% 59/39.33%

8/5.33%

10/6.67%

6/4.00%

150

Quick Billing

46/30.67% 53/35.33%

13/8.67%

20/13.33% 18/12.00%

Payment in

78/52.00% 55/36.67%

7/4.67%

6/4.00%

4/2.67%

150

68/45.33% 62/32.67%

10/6.67%

6/4.00%

4/2.67%

150

34/22.67% 37/24.67% 25/16.67% 41/27.33%

13/8.67%

150

63/42.00% 62/41.33%

8/5.33%

11/7.33%

6/4.00%

150

Products on credit

74/49.33% 56/37.33%

6/40.00%

6/40.00%

8/5.33%

150

Individual

45/30.00% 49/32.67%

14/9.33%

27/18.00% 15/10.00%

69/46.00% 57/38.00%

06/4.00%

attitude of
Shopkeeper

150

Installments
Return on
replacement
Recommendations
by shopkeepers
Perception about
savings

150

Attention and
Courteous
Employees
Safe and Error Free

8/5.33%

10/6.67%

150

Transactions

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Table 5 shows various service related attributes leading to service quality. Majority of the
respondents claimed payment in installments (52%), problem solving attitude of the shopkeeper
(49.33%) and giving products on credit (49.33%) encourages them to make repeat purchases thus
making consumers loyal. These factors are followed by safe and error free transactions (46%),
Reasons for opting Kiranas against organized retail

Average

outlets

Score

Inconvenient location

73.45

retur

Rank

n on
I

repla
ceme

Long queue for billing

56.98

Non cooperative attitude of sales personnel

49.78

IV

No Home delivery

65.46

II

nt
(45.3
3%),
home
deliv
ery
(44.6
7%) ,
quick
billin
g(30.

67%) which help to generate customer loyalty.

Table-6 REASONS FOR OPTING KIRANAS AGAINST ORGANIZED RETAIL OUTLETS

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__________________________________________________________
Improper space management

45.64

VI

Poor after sales service

61.30

III

Selling of counterfeiter products

43.70

VII

Non payment in Installments

42.50

VIII

There were few people who initially switched over to organized retail outlets like Vishal Retail
and other modern outlets but afterward returned back to neighborhood Kiranas with reasons of
Inconvenient location, No Home delivery, Poor after sales service, Non cooperative attitude of
sales personnel, Improper space management, Selling of counterfeiter products and Non payment
in Installments in decreasing order of convenience.

ConclusionS:The present study is an attempt to understand the changing consumer behavior from
shopping malls to traditional outlets. Various attributes were critically analyzed to study this shift
in consumer behavior. It is concluded that store attributes like convenient operating hours and
accessibility are the factors which lead to customer loyalty where as store appearance is not a
critical determinant of customer loyalty. Similarly, product attributes like freshness of the
product and availability of products range according to the pocket is a major determinant of
loyalty. Various reasons for which Kiranas are still favored by customers include convenient
location, home delivery, personal relations with shopkeeper, giving products on credit, payment
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in installments as is evident from the above study. The knowledge of these factors in very
important for the retailers as it helps them to plan strategies to retain loyal consumers and
compete with modern retail chains. Traditional retailers should focus on quality and availability
of wide assortment of products to enhance customer loyalty. They need to enhance their stocks
and lay emphasis on modernization of their store which will facilitate them to understand and
comprehend the shopping intention Sand attitude of the consumers thus leading to success in
long run.

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