2.

1 INTRODUCTION
A comprehensive review of the literature is essential for solid research since it establishes a
foundation of knowledge on a topic in the field and identifies opportunities of further
contributions (Fink, 2010). A detailed literature review of scholarly articles, academic books,
reports, web sources, and any other sources pertinent to a research topic provides a summary
of previous studies and a critical evaluation of the current state of knowledge on a specific
subject. Existing literature is a foundation for further research because it serves to identify
research gaps, study variables, and constructs (Grant & Booth, 2009).
This chapter provides an overview of various aspects of large-scale retailing by analysing
previous research in depth. The researcher has made an effort to evaluate pertinent prior studies
in order to strengthen and expand the current research.

The reviewed sources are organised into 5 broader themes. At first, a detailed review of
literature on the factors influencing consumers perception towards a retail outlet is discussed.
Next the researcher reviewed articles on preference towards a retail outlet, which is followed
by a review on satisfaction and revisit intension. In the next part a review on retailers’
perception is carried out. At the end the researcher analysed the past literature relating to the
area of impact of largescale retailing.

2.2: FACTORS INFLUENCING THE CONSUMERS PERCEPTION TOWARDS A

RETAIL OUTLET

(Zimmerman, 1941) summarised the changes in retail structure and the supermarket market
shopping method. The study emphasises physical transformation as the most significant
change. According to the study, initially supermarkets enticed customers based on price, but
now they are transitioning to self-service.

(Lorch & Smith, 1993) concluded that customers coming from a parking lot walk directly to the
closest retail mall entrance, and only those shops immediately adjacent to the entrance profit
from it.

(Dabholkar, 1995) observed consumer assessments of innovative technology-based self-

service alternatives. To examine the determinants of service quality and consumer
acceptability and evaluations of new technology, the study presented two different viewpoints
of service quality – an attribute-based model and an overall affect model. The study
discovered that enjoyment and a sense of control are the most influential factors influencing
service quality. The study discovered that possessing a sense of control over the service
delivery process and the potential to appreciate it leads to a favourable evaluation of the
service delivery process and an influence on the intention to use. For groups with a long
waiting time and the control group, ease of use was also identified as a significant determinant
of service quality. The study also reveals that the attributes of delivery speed and
dependability have no bearing on service quality evaluations. The study concludes that
attitudes towards using technological products have a positive impact on evaluations of
technology-based self-service alternatives.

(Wakefield & Baker, 1998a) examined the relationship between tenant variety, mall
environment, and purchasing involvement on shoppers' enthusiasm and desire to stay at a
retail mall. The study reveals that the three variables have distinct effects on enthusiasm and
desire to stay. These factors are believed to influence customer loyalty and out-of-home
purchasing.

(Galata et al., 1999) proposed an alternative segmentation structure in which inter-format

competition (High-Low Promotional Price and Every Day Low Price) occurs for some
consumers' business while intra-format competition (i.e., High-Low Promotional Price versus
High-Low Promotional Price and Every Day Low Price versus Every Day Low Price) occurs
for other shoppers' business. An analysis of store switching reveals that only modest levels of
inter-format switching, but a significant amount of intra-format switching. A multinomial
logit model of store choice estimated with latent classes reveals three distinct consumer
segments i.e., exclusively ‘Every Day Low Price’, exclusively ‘High-Low Promotional
Price’, and shifts between ‘Every Day Low Price’ and ‘High-Low Promotional Price’
formats. The combined anticipated dimension of the two intra-format segments is
significantly greater than that of the inter-format segment. Depending on market conditions,
the study suggests that competition within price formats may be a more important factor in
supermarket retailing than competition between price formats.

(Mano, 1999) investigated the effects of two negative emotions on purchase intentions i.e.,
boredom and distress. The results of an experiment indicate that "when bored subjects were
offered the prospect of shopping in a pleasant environment," they expressed higher purchase
intentions, whereas when they were given the prospect of shopping in an uncomfortable
environment, they expressed lower purchase intentions. Greater distress increased purchase
intentions. The findings also demonstrated that personal relevance amplified the influence of
boredom and that anticipating a positive store experience decreased positive affect.

(Morschett et al., 2005) argued that shopping motives shape the perception of retail store
attributes and the attitude towards retail stores. The study includes three key dimensions:
performance quality, scope of offers, and price level. It states that consumers' perceptions of
quality are affected by factors such as the store's ambiance, service, and organisation.
According to the study, consumer attitudes towards a grocery store vary depending on their
shopping motivations. It was determined that purchasing motives have a much greater impact
on attitudes towards retail stores than perceptions of store attributes.

(Parikh, 2006) applied the model devised by Dabholkar, Thorpe, and Rentz (1996) to measure
the gap between consumer expectations and perceptions regarding the service quality of retail
stores in India. According to the study, the instrument and five dimensions of service quality
must be substantially restructured for its successful application. The analysis reveals that one
of the retail store's policies, namely the parking facility, has the greatest perceived service
gap, while all other statements indicate a negative gap. The study concluded that Indian
retailers must place a greater emphasis on enhancing service quality in order to compete with
global rivals.

(Carpenter & Moore, 2006) indicate that parking space, congestion, and purchasing
convenience appeal to convenience-oriented shoppers. Frequent retailers in the traditional
supermarket format emphasise sanitation, store congestion, product selection, professional
staff, and competitive pricing. An occasional consumer is more concerned with parking,
accessibility, sanitation, store crowding, product selection, price competitiveness, and
availability of trained staffs. The study discovered that education, income, and household size
explain supermarket patronage and the convenience-oriented consumer.

(Wesley et al., 2006) assessed consumers' decision-making patterns and their influence on
mall behaviour as well as their global mall evaluations. The study offered a theoretical model
of the causes and effects of consumer decision-making patterns. The results of data analysis
support a complex view of antecedents and consequences of consumer decision-making
styles. The findings of this study support the existence of consumer decision-making styles
among adult mall visitors in various mall and demonstrate that gender is a primary antecedent
associated with consumer decision-making styles. It also states that the influence of CDM
patterns on the outcomes of mall purchasing is subtle, and that through planned expenditure
levels, it indirectly affects mall visit activities.

(Allard et al., 2009) studied customers evaluation of hedonic and utilitarian orientations of
retail centres. The research observed that that malls distinguish themselves from their rivals
through the hedonic and utilitarian dimensions of shopping. Customers' attachment to the
mall is positively influenced by the mall's perceived differentiation from competitors, which
is a determining factor in the mall's evaluation. According to the study, hedonic factors have
a greater effect on consumers with lower incomes, whereas utilitarian factors have a greater
effect on shoppers with higher incomes.

(Anand & Sinha, 2009) explored a converging framework of the Affect and Cognition
components of attitude and tested their independent influence on store format selection
behaviour. The results of the study indicate that ‘affect’ operates independently and has a
greater influence on format choice especially in more evolved and familiarized contexts
whereas ‘cognitive’ evaluation is more influential with respect to relatively novel formats.
The study concludes that as familiarity with options increases, cognition appears to transition
into emotion.

(Briesch et al., 2009) analysed the influence of assortments, convenience, pricing and
advertising, on shoppers’ grocery retail store choice decisions. Using household-level market
basket data, the study discovered that assortments are more relevant than retail prices in retail
outlet selection decisions. The study also observed that number of brands available in retail
store had a positive impact on store selection, whereas the number of stockkeeping units per
brand, sizes per brand, and proportion of stockkeeping units had a negative effect on store
selection for majority of households. According to the results, there is more variation in
reaction to assortment compared to convenience or price. Therefore, ideal assortments rely
on the specific preferences of a retailer's consumers.

(Goyal & Aggarwal, 2009) examined the predilection of consumers for retail format and the
significance of the various products purchased at organised retail outlets. The study also
analysed the anticipated future growth of organised retail, concentrating on factors with the
potential to influence consumer purchasing behaviour. According to the findings of the study,
consumers visit organised retail stores not only to buy, but also to enjoy while purchasing. In
addition, they view purchasing as a means of relieving melancholy or breaking the monotony
of daily life.

(Goswami & Mishra, 2009) analysed store switching behaviour of Indian consumers. Results
of the study reveals that the consumer patronage to grocery stores is positively related to
location of the store, product quality, availability of home delivery, trustworthy salespeople,
cleanliness, discounts and offers and negatively related to travel convenience.

(Rajagopal, 2009) analysed the effect of shopping centres on the shopping behaviour of urban
shoppers. The emphasis of the study was on the cognitive characteristics of shoppers
regarding the attractiveness and intensity of shopping centre. The results of the study indicate
that the shopping atmosphere, the variety of stores, promotional offers, and the relative
economic benefits attract more urban consumers to shopping centres.

(Seock, 2009) examined perceived importance of Hispanic consumers environmental cues

and demographic characteristics on their store patronage behaviour. Customer Service was
observed as an important factor in Hispanic consumers’ decision to purchase at department
stores, specialty stores, and mass merchant stores. The next dimension, Convenience was
significantly, but adversely, associated with the use of specialty retail outlets. Physical
Atmosphere found to be a significant predictor of Hispanic consumers’ utilisation of Internet
websites. The study also observed that shopping frequency at departmental outlets, Internet
websites, and catalogues was significantly different based on the age and length of stay in the
United States.

(Hillbun et al., 2010) explained that 'always low price' (ALP) and 'low price guarantee' (LPG)
are store-price signals that retailers frequently employ to attract a favourable store-price
image and discourage consumers from comparing prices between stores. According to the
outcomes of two shopping simulations, when consumer search costs are comparatively
modest, ALP may effectively discourage consumer search, whereas LPG may stimulate more
consumer search. Consumers tend to evaluate ALP stores less favourably than LPG stores,
despite the fact that both signals appear credible. These results indicate that LPG is a superior
strategy for establishing a positive store image, whereas ALP is more effective for
discouraging consumer search. Consumers visit fewer shops when the LPG is not a credible
signal of the lowest market price compared to when it is credible.
 (Jayasankaraprasad, 2010) examined the impact of situational factors such as task definition,
perceived risk, physical surroundings, social surroundings, and temporal aspects on retail
format selection decisions pertaining to kirana stores, convenience stores, supermarkets, and
hypermarkets in India's rapidly expanding food and grocery retailing sector. The multiple
discriminant analysis reveals that physical surroundings such as 'atmosphere, store design,
and visual merchandising', task definition factors such as 'regular purchase, purchase in large
quantities, and getting ideas/knowing new products', perceived risk factors such as 'time,
financial, and physical', temporal aspects such as 'time spent and convenient timing hours',
and social interactions and experiences have a significant impact on supermarket and
hypermarket shopping behaviour. While task definition factors such as regular purchase and
imperative purchase and perceived risk factors such as performance, financial, psychological,
and physical risk, and convenient schedule hours have a significant impact on kirana store
and convenience store formats.

(Kuruvilla & Joshi, 2010) identified the characteristics that distinguish shoppers who spend a
significant amount of rupees from other groups. The results of the study indicate that heavy
consumers differ considerably from the other groups in terms of demographic,
socioeconomic, behavioural, attitude, and purchasing orientation variables.

(Sivaraman, 2010) conducted a study to determine the effects of organised retailing on

unorganised retailers. The analysis of customer attitudes towards unorganised and organised
retailers reveals that there is a perceived distinction between organised and unorganised
retailers on the attributes of store image, different brand choices, different range of products,
price, store ambience, shop proximity, credit availability, and additional services. According
to the study, there was no perceived difference in product freshness or customer service. The
findings of the study demonstrate that unorganised retailers face intense competition from
organised retailers. This has significantly decreased their sales, profits, and employment. Due
to the presence of organised retailers, operational costs and consumer credit have increased
to some extent. The study suggests that initiatives should be taken to secure the unorganised
sector's interests, as this sector provides employment opportunities to the majority of the
population.

(Shen & Tsuifang, 2011) indicate that the perceived factors of a supermarket's store atmosphere
are comprised of six factors in three categories: design factors, ambient factors including
intangible factors and visual stimulus, and social factors including the image of service
personnel, the image of other customers, and environmental crowding. The results also indicate
that store atmospheric factors have a significant positive correlation with consumer approach
behaviours, with design factors having the greatest impact. Customers' cognitive evaluations
of products and services affect not only by their sentiments, but also by the store's ambiance.
Customer cognitive evaluations and emotional responses substantially influence customer
approach behaviours, whereas customer cognitions and emotions partially moderate the effect
of store atmosphere on customer behaviours.

(Khare, 2011) studied the behaviour of consumers in minor cities towards shopping centres.
Consumers are drawn to the malls by its ambiance, superior facilities, and assortment of stores.
Because consumers in India's small cities do not have the same income levels as those in India's
metropolitan cities, the majority of people are unable to spend significant sums of money on
branded goods or entertainment at malls. The results of the study indicate that consumers'
gender and age significantly influence their attitude towards mall purchasing.

Massicotte et al., 2011) compared the impacts of mall environment on mall evaluation. The
study examined the mechanisms by which mall atmosphere influences mall evaluation among
adolescents and adults. To investigate this, the study formulated two hypotheses: mall
atmosphere influences the mall evaluations of adolescents primarily through self-congruity,
whereas mall atmosphere influences the mall evaluations of adult consumers primarily through
functional congruity. The findings of the study indicate that adult and adolescent consumers'
functional congruence is positively impacted by the mall environment. The effect of
environment on self-congruence is only significant for adolescents. In turn, self-congruity and
functional congruity influence the mall evaluations of both adult and adolescent consumers
positively.

(Mullick & Khan, 2011) studied perceptions and image of Indian consumers at retail complexes.
Based on their analysis, they concluded that shopping centres have become a significant source
of consumer purchases. Modern consumers place greater emphasis on cost-effectiveness. A
customer visits a retail centre for both purchasing and entertainment, and he is also concerned
with his comfort and enjoyment. This is feasible only if the mall developers provide world-
class facilities with improved ambience and mall management. For a mall developer,
positioning each mall based on the image and perception of consumers in the trade area
becomes a crucial consideration.
(Sadeghi & Bijandi, 2011) analysed the effect of shopping centres environment on shopping
behaviour. The primary objective of this study is to examine how the purchasing environment
of shopping centres influences the shopping behaviour and experience of female consumers.
In spite of their differing perceptions and values regarding environmental effects, the study
reveals that consumers exhibit a positive response. Results also indicate that the retail mall's
ambiance is conducive to approach behaviour.

(Amit & Kameshvari, 2012) studied consumer behaviour in both organised and unorganised retail
outlets. The study centred on consumer perceptions, motivation levels, and demographic
factors. The focus of the paper was also on the reasons consumers prefer retail outlets and the
characteristics they seek when they visit retail locations. According to the findings of the study,
consumers favour organised retail outlets due to their extensive product selection, one-stop
purchasing, availability of branded goods, and parking facilities. The study also revealed that
consumers prefer unorganised retail outlets due to the convenience of purchasing, the
opportunity for haggling, the availability of credit, the flexibility of planned purchases, and the
availability of specific products.

(Gopal & Ranganath, 2012) investigated the influence of changes in the organised retailing on
consumer behaviour. The study emphasises that modern consumers expect value for money
and cost-effectiveness, an improved purchasing atmosphere, a friendly environment,
recreation, and a vast selection of goods and services.

(S. Mishra, 2012) studied impact of organised retailing on consumers. The primary objective
of the study was to comprehend consumer behaviour and the advantages of purchasing at
organised versus unorganised retail outlets. The study's findings indicate that consumers'
aggregate expenditure has increased since the introduction of organised retail. It was also
observed that proximity is a major comparative advantage of unorganised outlets over
organised retail outlets, and that other factors such as goodwill, convenient shopping hours,
bargaining opportunities, credit sales facilities, the ability to sell small quantities of products,
and home delivery facilities also attract consumers to unorganised retail stores.

(Murugan & Nrajalingam, 2012) analysed customers perception of organised and unorganised
retailers, as well as the factors that influence consumers' preferences for buying from organised
and unorganised retailers. According to the study's findings, consumers prefer to purchase
groceries from organised stores. It also states that consumers place a premium on product,
value-added services, product quality, and customer service when purchasing from organised
retailers. While purchasing at unorganised retail outlets, consumers place a premium on
product quality, customer service, product price, discounts, and other value-added services.
Hypothesis testing reveals that there is no correlation between location and perceptions of
organised and unorganised retailers. Additionally, there is no correlation between age and
shopping enjoyment. The research also explains consumers' perceptions of service differences
between organised and unorganised retailers.

(Rishi & Singh, 2012) reveals that ‘physical factors’ such as discounts, quality, local brands,
display, and visual appeal and ‘social factors’ such as salesperson conduct and choice of
children play a role in consumer behaviour. ‘Temporal factors’ such as open space should be
taken into account by supermarket marketers when devising marketing strategies for Indian
consumers, as these factors have an impact on the number of visits and amount spent in the
supermarket.

(Thomas & Pathak, 2012) studied consumer behaviour in relation to the attractiveness of retail
malls. Three centres in Ahmedabad were chosen for the investigation. The study revealed the
following six attitudes of consumers towards shopping malls: locality and convenience
shopping, a relaxed and comfortable shopping experience, the shopper's product knowledge,
unrestricted visits, price parity, and prestige. The findings of the study indicate that shoppers
evaluate a mall's location before deciding to visit the retail centre. When compared to the local
markets in Ahmedabad, consumers perceive malls to be more costly due to the branded and
high-quality nature of the products sold there. In addition, the study indicates that age is a
significant factor that influences mall patrons' behaviour. The age of the consumer also affects
the products purchased, the frequency of outings, and the total amount spent. Other
demographics were not as influential in determining consumers' behaviour.

(U. Gupta & Tandon, 2012) observed factors influencing consumer preferences between
organised and unorganised retailing. The study found that the consumers preferences for
organised retail establishments are influenced by factors such as product quality, branded
products, product availability, shelf display, cleanliness, purchasing atmosphere, entertainment
for children, and parking space and in case of unorganised retail stores, factors such as store's
proximity, the ease of invoicing, and the availability of replacements for defective goods attract
the consumer to the store.
(William & Prabakar, 2012) attempted to comprehend the factors influencing the buying
behaviour of consumers at organised retail outlets. The primary objective of their study was to
comprehend customers perception of organised retailers and to identify the promotional
activities employed by the organised retailers. The study reveals that the perception of service
quality is influenced by a variety of factors, including personal interaction. Physical aspects
are the dimensions of consumer perception that remain constant and are shared by the majority
of customers. Therefore, retail establishments must develop their own strategies to sustainably
attract customers.

(Zia et al., 2012) identified factors influencing shopping experience in organised retailing.
Utilising EFA and CFA, 17-items structured scale has been devised and adequately validated
for research purpose. The study found that two factors, execution-related excellence and
problem resolution, have a positive impact on the purchasing experience in an organised retail
environment, while expediting-related factors have a negative and insignificant impact. The
execution-related excellence factor includes purchasing convenience, physical aspect, personal
attention, courtesy, and enjoyment, among other factors. The study concludes that consumers
enjoy visiting shopping centres, so retailers should prioritise establishing a pleasant purchasing
environment.

(Kumar & Roy, 2013) analysed the various characteristics that lead people to choose between
Corporate and Kirana grocery stores. The results of the study indicate that people visit
corporate grocery stores as a form of recreation, and if the location were more accessible, there
would be more foot traffic. In addition, it states that organised retailers are preferred due to
their hygiene, offers, and exclusive store brands, while kiranas are preferred due to their
location. The study concludes that organised retailers pose a threat to kiranas in terms of
providing comparable attributes and purchasing experiences.

(G. Tripathi & Dave, 2013) compared discount stores, exclusive stores and multi-brand outlets
based on the shopper's perception of relationship quality (RQ) of these stores using multivariate
techniques. According to the study's findings, "conflict due to store" and "combined overall
relationship quality due to the store and its employees" impact the selection of store format.
The study also states that among the three apparel retail stores, the Exclusive stores have been
able to generate the maximum level of RQ, followed by the Multi-brand outlets and the
Discount stores.
(H. Sharma et al., 2013) studied buyers’ perception of retail store attributes in Indian
Traditional Grocery purchase. 19 of the 32 shop characteristics were determined to be the most
significant in determining consumers' perceptions of a conventional grocery store. These 19
characteristics were categorised into eight variables named Store Relationship, Store
Personnel, Store Promotion, Store Merchandise, Store Service, Store Location, and Store
Routine. With the exception of the store's reputation, the findings indicate that all other criteria
contribute significantly to the overall impression.

(Hemalatha & Najma, 2013) investigated the impact of Indian Kirana store characteristics on
customer behaviour. The study examines the impact of several store characteristics, including
‘customer service, price, salesperson responsiveness, convenient payment and delivery
options, and product variety’, on in-store consumer behaviour. The store patronage behaviour
model demonstrates that customer service, salesperson response, and convenient payment and
delivery options have the greatest impact on store patronage behaviour in Indian kirana stores.

(Kanetkar, 2013) studied the impact of organised retailing on consumers buying behaviour.
The results of a data analysis indicate that middle-class consumers with a higher disposable
income are gravitating towards organised retailing because of all-in-one stores where they can
purchase everything from food and veggies to footwear, clothing, cosmetics, and electronics.
According to the study, consumers view organised retail stores as living rooms because they
visit the stores for entertainment rather than shopping. It also reveals that the introduction of
organised retailing cannot completely substitute traditional markets, which continue to be
popular among budget-conscious individuals, but has introduced a new element of excitement
to the shopping experience.

(N. P. Mehta & Chugan, 2013) observed consumers perception towards apparel retail outlets. The
research identified seven aspects of visual merchandising, including window displays, fixtures,
decorations, product displays, mannequin displays, retail ambience, and signages. The study
revealed that consumers' perceptions of various retail outlets vary. It also states that window
display is one of the essential dimensions that aids visual merchandiser attract consumers'
attention and entice them to enter the store.

(Panda, 2013) investigated the patronage patterns of consumers towards traditional and modern
food and grocery retailers. The study concluded that customers favour traditional or kirana
stores due to their convenient locations, home delivery options, bargaining options, return
policies, and exchange policies. On the other hand, factors such as parking, product variety,
the quantity of goods to be purchased, sales promotion schemes, self-service facilities, and
customer loyalty programmes lead customers to visit organised retail outlets.

(Rajendhiran et al., 2013) studied consumers perception about organised and unorganised retail
stores. In addition, the study sought to identify the factors that influence consumers' perceptions
of organised and unorganised retail stores. The study reveals that the quality of the product, the
service provided, and the price of the product are the most influential factors on consumers'
perceptions of organised and unorganised retail outlets. Consumers consider safety and
sanitation to be the second most influential factor, followed by proximity and product
availability. The research indicates that consumers perceive organised retail establishments to
be considerably cleaner than unorganised ones. In addition, they believe that organised stores
offer superior product and service quality at a more reasonable price than unorganised stores.
Consumers consider proximity as the only reason to visit an unorganised store. According to
the study, consumers favour unorganised retail stores because they are conveniently located
near their residence and they can purchase perishable goods on a daily basis. Overall findings
of the study state that consumers view organised retail stores as a superior option for shopping
than unorganised stores.

(Prasad & Kumari, 2013) analysed the impact of consumer attributes on retail format selection
decisions. The overall findings of the study indicate that Indian food and grocery shoppers
engage in cross-shopping, i.e., no singular retail format is deemed successful in meeting
consumer requirements as well as desires. It states that consumers decide on a particular retail
format before moving to a store so that they can save time, money, and effort. Money and the
see, touch, and feel concept are also highlighted as important by the research. In the context of
food and grocery retailing in India, the study demonstrates that demographic and
psychographic dimensions of consumers influence their store format preference. The
consumer's psychographic characteristics, such as values, lifestyles, and purchasing
preferences, influence their store selection decisions. Significant factors influencing the
selection of a local kirana store format are time consciousness and local shopper orientations.
In the case of convenience store formats, time consciousness and the search for information
influence store selection decisions.

(Talreja & Jain, 2013) identified the factors that influence consumers' perceptions of organised
versus unorganised retailers. The results of the study indicate that consumers perceive
organised retailers differently than unorganised retailers in terms of outlet image, product
variety, availability of branded products, shop proximity, outlet atmosphere, credit purchase
facility, and price offered by the outlet. The study revealed that the ability to sell loose items,
the availability of credit alternatives, the ability to negotiate, and home delivery are the primary
benefits of unorganised retailers. When it comes to organised retailers, store image, product
variety, and discounts are the most significant advantages.

(Zia & Mohammad, 2013) investigated shopping experience in unorganized retail sector. The
purpose of the study was to establish a scale for measuring shopping experience in unorganised
retail environments and to determine the influence of various factors on shopping experience
in the unorganised retail sector. The study found that, seven out of fifteen dimensions have a
considerable positive impact on the overall shopping experience, four have an insignificant
positive impact, and three have a negative impact on the overall shopping experience. The
factors that contribute to a positive shopping experience are "Shopping convenience,"
"Helpfulness," "Place to enjoy," "Acknowledgment," "Transactions," "Store service quality,"
and "Merchandise," while "returns and exchanges," "reliability," "product variety," and "store
appearance" have an insignificantly positive impact. Three dimensions with significant
negative impact are "complain handling", "physical aspect", and "loyalty programmes", while
"shopping time" has a negligible negative impact. According to the study, it takes longer to
shop in unorganised retail establishments, and there is no effective complaints system. It also
states that visual merchandising is not given much importance in unorganised retail
environments. The study concludes that merchandise factor has the greatest impact on shopping
experience, while reliability has the least impact.

(G. Das, 2014) examine the factors that influence the attitude of Indian consumers towards
retailers and their intent to purchase from retailers. Self-congruence, retailer awareness, retailer
associations, and retailer perceived quality were found to have significant positive effects on
consumer attitudes towards retailers. Additionally, the results indicated that consumers'
attitudes towards retailers positively influence their intent to purchase.

(Hosseini et al., 2014) investigated the various dimensions of store image, such as Store
Atmosphere, Music, Merchandise Quality, Service, Price, and Convenience, that influence the
impression and preferences of customers. The study investigated the significant effects of store
image attributes on consumer perceptions using path analysis as the primary analytical
instrument for conducting causal evaluations. The findings supported the existence of a
significant and positive relationship between Store Atmosphere, Music, Product Quality,
Service, and Convenience and Customer Perception. A significant and marginally negative
correlation between Price and Customer Perception was observed. In addition to their own
perceptions of the significance of store image dimensions, the results indicated that consumers'
perceptions incorporate all of the signals and messages they have received and experienced in
the store.

(Jayasankaraprasad, 2014) indicates that cross-shopping is a prevalent practise among Indian

food and grocery shoppers. In addition, it is stated that none of the retail formats appear to be
the most effective at fulfilling consumer needs and desires. First, consumers select a store
format, and then, within that format, they select a store where they can save the most time,
money, and effort. The study examines and highlights the predictability of 18 situational
factors, including task description, perceived risk, physical environment, temporal aspects, and
social environment, for retail format choice behaviour in the food and groceries retailing
industry. Based on the analysis, the study highlights that urgent and routine purchases, reduced
financial risk, less time and convenience, suitable store timings, location, purchasing
frequency, and customer relationship are among the situational factors that significantly impact
the decision to opt the kirana store format. It also states that the selection of convenience store
format is heavily influenced by urgency, lower psychological risk, lower performance risk,
store ambience, store location, operating hours, and frequency of purchases. The study
concludes that the significant predictors of supermarket and hypermarket store format selection
include bulk purchase, obtaining information about new product launches, lower product
performance risk, lower psychological risk, store environment, store location, visual
merchandising, convenient store timing, interpersonal interaction building, and past
experiences.

(Jayasankaraprasad & Kathyayani, 2014) explored cross-format shopping motives among grocery
shoppers and categorised cross-format shopping typologies based on the motivations
identified. The study also sought to identify common consumer subgroups among the customer
bases of various retail formats, as well as distinctions between purchaser segments in terms of
format preference and repeat patronage. The study identified nine cross-format shopping
motivations, including 'value for money, value for time, price-conscious, local shopping,
shopping enjoyment, social shopping, variety seeking, entertainment, and brand conscious
motives,' as well as five cross-format shopper segments, including 'economic shopper,
convenience shopper, price-promotional shopper, hedonic shopper, and social shopper. The
study also indicates that there are substantial disparities between consumer types in terms of
retail format preference and loyalty.

(R. Mehta et al., 2014) identified four types of hypermarket customers based on their shopping
motivation. Results of the study states that utilitarians are motivated by functional benefits of the
product such as the price and product, the next type of shoppers, maximisers seek functional as well as
recreational benefits. The next type of shoppers, browsers are high on social motivation and the
enthusiasts give importance to all the factors of shopping motivation. All the types of shoppers
mentioned in the study also demonstrated substantial disparities in demographic features and
shopping results.

(Saini & Sahay, 2014) compared different retail formats in an emerging market. The primary
purpose of the study was to investigate the impact of credit and low-price guarantee on
consumer buying intentions across various retail store formats. Findings of the study shows
that the presence of credit and high low-price guarantee increases the purchase intention. The
lack of a credit facility at kirana stores decreases consumers' purchasing intention, whereas in
modern retail stores the guarantee of a low price is more essential than the credit facility.

(Singh et al., 2014) identified store image attributes deemed as crucial by a subset of
consumers. The study revealed that all store atmospheric factors, including design factors,
intangible factors, the image of service personnel, visual stimulus, and the image of other
customers, have a substantial impact on customer approach behaviours. The study also revealed
that the design factor of a store is the most influential environment factor on customer approach
behaviours. Customers also consider intangible factors and the image of service personnel,
such as music, noise, room temperature, attire, and the demeanour of service personnel, to be
influential on their behaviour. According to the survey, the environment factors that have the
most bearing on the commodity have the greatest impact on hypermarket consumer behaviour.

(A. Ahmed & Mayya, 2015) conducted a study to examine the buying behaviour and the
perceptions of the customers of organised retail. According to the findings of their study,
consumers have reaped a number of benefits from organised retail, including a greater selection
of products, variety of well-known brands, one-stop purchasing, new product introductions,
festive promotions, and extensive discounts and other benefits. According to the findings of
the survey, almost all income categories benefit from organised retail purchase.
(D. P. Singh, 2015) investigated the effect of shopping motivations on mall patronage intention.
The effect of purchasing motivations on mall patronage intention was investigated. The
primary objective of the study was to determine the mall purchasing motivations and their
influence on consumers' mall patronage intentions.. The study's findings indicate that
utilitarian, hedonistic, and materialistic motivations drive shopping behaviour. Among various
motivating factors, the analysis indicates that adventure and gratification were the most
significant reasons for shopping patronage.

(Devi & Kumar, 2015) analysed consumer behaviour in both conventional and organised retail
outlets. Additionally, the study attempted to identify the factors that influence consumers to
purchase at organised retail stores and the impact of various demographic variables on
consumer purchasing behaviour in organised and conventional retail stores. According to the
study's findings, the availability of a broad variety of products was the primary reason shoppers
favour organised retail stores. The purchasing patterns of consumers vary by age, occupation,
and gender. The study demonstrates that the purchasing attitudes of men and women differ in
terms of shopping frequency, time spent shopping, and shopping motivations.

(Kesar & Sharma, 2015) analysed changes in buying behaviour of customers towards FMCG
segment in various retail format. This study aimed to examine the relationship between
customers' preferences for traditional kirana shops versus modern organised multi-brand retail
stores, as well as consumers' perceptions of multi-brand retail stores and traditional kirana
shops. The findings of the study indicate that the store experience and the availability of
multiple products under one roof were the primary reasons why consumers shop at multi-brand
retail stores. The analysis also reveals that the availability of multiple products at attractive
prices and the provision of enticing deals by organised retail stores encourage customers to
shop at multibrand retail stores, whereas kirana stores exhibit a lack of trust among customers.
The final conclusion of the study indicates that consumers prefer modern multi-brand retail
stores over traditional kirana stores.

(Khare, 2014) observed the influence of variety, store facility, service and relationship on
Indian consumers’ small retailer patronage behaviour. The study found that the older and
younger demographics had different motivations for favouring small retail outlets.
Furthermore, the findings indicate that service and assortment have an impact on consumer-
small store relationships.
(Sohel et al., 2015) revealed insights into the factors influencing the purchase intention of
customers of hypermarkets. The study identified product quality, brand image, socioeconomic
condition, and social influence as the primary determinants of consumers' hypermarket
shopping intentions. The findings of the study indicate that when making a purchase decision,
consumers consider not only conventional factors such as price, product quality, and location,
but also other factors. The influence of their reference group and the brand image were also
found important to the customers for taking purchase decisions. The present study also revealed
that brand image had the greatest influence on the purchase intentions of consumers, followed
by product quality and social influence.

(Makgopa, 2016) aimed at determining reasons for visiting shopping malls and the frequency
of visit to shopping malls. The information was collected at a regional retail centre in Pretoria,
the capital metropolis of South Africa. The findings of the study indicate that consumers visit
the retail mall with specific purchase intentions and that the frequency varies according to the
seasons and promotion offers.

(Shamout, 2016) studied the effect of promotional instruments on retail consumer purchasing
behaviour. For the study, the most prevalent promotional tools, such as coupons, samples, price
discounts, and buy one get one free, were chosen. These promotional tools were employed to
examine consumer behaviour, including brand switching and customer loyalty. This study
demonstrated that various promotion tools, such as price discounts, free samples, and buy-one-
get-one-free, can be used to positively influence consumer behaviour.

(Shenbagasuriyan & Balachandar, 2016) compared consumer perception towards organized retail
sector with unorganized retail sectors. According to the study, consumers are not well-informed
about the new forms of retail establishments, and they still prefer to make daily purchases at
kirana stores.

(Ramya, 2016) examined the factors that influence consumers behaviour and perceptions of
organised retailing. According to the findings of the study customers are highly influenced by
factors such as convenient shopping, one-stop shopping, sanitation, ventilation, and complaint
resolution system. They are moderately affected by product selection, home delivery options,
and the location of organised retail outlets. They are less affected by price considerations. The
study also reveals that television advertising influence consumers to shop at organised retail
stores.
(Rajkumar, 2016) found that price and measurement factors have the greatest impact on
consumers' perceptions of organised retail outlets. The influence of the location factor was
compared with the price and measurement factors, while the influence of the hedonistic factor
was negligible. According to the study's findings customers' perceptions on the convenience of
the store's location, exchange and return policy, parking space, self-service facility, product
variety, bargaining opportunity, home delivery policy, promotion offers, and loyalty
programmes were significantly different for organised retailers.

(Bedia & Gupta, 2017) analysed customer perception towards organised and unorganised retail
store and also observed the factors affecting the buying behaviour of consumers. The study was
conducted by considering food and grocery retail store. The study state that due to change in
life style, increase in the awareness of quality products and availability of the disposable
income most of the customers are switching to organised retail store form unorganised retail
store. According to the study, unorganised retailers have a comparative advantage due to the
availability of credit, bargaining, home delivery, and personal contact with customers, whereas
organised retailers have a greater advantage due to one-stop shopping, the image of the store,
attractive prices, and the availability of a variety of products.

(Chaudhary & Sharda, 2017) analysed the various factors affecting the customer perception
towards organized retail stores. The study state that consumers favour organised retail stores
to unorganised local stores for purchasing and enjoyment. The study found that consumers'
perceptions of organised retail stores were influenced by easy accessibility, high-quality
products, quality time, purchasing comfort, infrastructure facility, add-on services, and an
extensive product selection.

(Kalaivani & Shankar R, 2017) studied the impact of promotional offers on consumers behaviour.
According to the study, shopping malls are expanding in both large and small cities. Consumers
are drawn to shopping malls because they perceive shopping at mall to be convenient. All items
are available in a single location, in addition to recreational facilities, sports, and entertainment.
On the basis of the analysis, the study concludes that the promotional activities of shopping
malls encourage consumers to buy products from the malls, leading to an increase in sales and
consumption rates. It also asserts that there is a strong correlation between the sales promotion
activities of shopping malls and the purchasing behaviour of consumers.
 (Khicher & Poonam, 2017) talks about winner and loser side of retail sector transformations in
India. On the side of the winners are producers, processors, consumers, and the entire
economy. The research recommends the establishment of sales cooperatives for the benefit
of farmers and processors. Additionally, it states that consumers will benefit from low-cost,
high-quality products. The entire country will benefit from tax reform and the creation of
more employment opportunities. On the losing side are kirana stores, merchants, and
commission agents. According to the study, in order to mitigate the negative effects of
organised retailing on these members, the government must implement price discrimination
legislation and promote the formation of cooperatives. The study also suggests that merchants
and commission agents can improve their situation by reorganising their business model into
a wholesale or processing format.

(Kushwaha et al., 2017) analysed the factors influencing the selection of shopping malls. The
study identified seven factors that influence the selection of shopping malls, including service
experience, acoustics, proximity and demonstration, convenience, internal environment, and
utilitarian characteristics.

(Maheswari, 2017) observed consumer preference towards organized retailing. The study was
focussed on consumer preference towards organised retailing and also on the various factors
influencing the selection of organized retail stores. All Products Under One Roof was
discovered to be the most essential factor for purchasing in organised stores, followed by
Product Variety and Location. The study concludes that consumers prefer organised retailers
due to location, product, and economic factors. Economic factors were considered by
respondents in organised retailing after product and location.

(Manimegalai et al., 2017) compared consumers attitude towards organised and unorganised
retailing. According to the study, consumers are shifting from unorganised to organised
retailing mainly due to changes in disposable income, lifestyle, and favourable domestic
pattern. It also emphasises that Indian culture, values, and preoccupied beliefs cause consumers
to return to the same kirana stores due to the product's low price and short invoicing time.

(Zahra & Awan, 2017) analysed consumers behaviour towards the selection of shopping malls
and traditional market. The main focus of this study was to analyse the relationship between
three variables: customer purchase preferences, customer benefits perception, and customer
lifestyle in relation to shopping malls and traditional markets. The study found that the
customers were influenced by their preferences when purchasing necessary items from their
preferred shopping malls and markets. The study concludes that all three variables have
significant relationships with shopping malls relative to traditional markets.

(Zaidi, 2017) identified the factors that influence consumer preference for organized and
unorganized retailing. The study also observed the association between the demographic
profile of consumers and their preferred retail format, with a focus on food and general
merchandise stores. The results of the study indicate that there is no correlation between the
selection of a retail store and variables such as the amount of money spent monthly on groceries
and planned purchase behaviour. The study also reveals that consumers prefer organised retail
stores over kirana stores due to the larger selection, promotional offers, purchasing
convenience, and availability of parking facility. They also prefer local kirana stores due to the
availability of credit purchase facility.

(Kulshreshtha & Preeti, 2018) studied consumers perceptions towards organised and unorganised
retail formats. The study observed that the customers prefer organised retailers due to store
image, discount offers, and availability of a wide variety of products. According to the study,
consumers were more drawn towards organised stores as a result of changes in disposable
income and increased awareness of high-quality products. Additionally, the research reveals
that unorganised retailers lack space and parking facilities.

(S. Sharma et al., 2018) studied customer perception towards organised and unorganised food
retailers. In terms of product delivery, customer relationship management, product variety,
store ambience, packaging, promotion techniques, and service offered, consumers viewed
unorganised food retail establishments as superior to organised food retail establishments.

(Tan et al., 2018) compared the performance of sales of front versus back located end-of-aisle
promotional displays in a supermarket. The study found that rear endcaps generate a higher
total brand sales uplift than front endcaps. However, results also revealed that front endcaps
provide a stronger sales boost.

(Bano & Ahmed, 2019) examined the preferences of consumers for store attributes in organised
retail outlets. The attributes studied include store ambience, purchasing convenience, services,
additional services, and marketing strategies. According to the study, as disposable income and
other socioeconomic factors increases, consumers place a greater emphasis on health and
hygiene. Findings of the study reveals that there is a significant difference in consumer
preferences for retail store attributes of organised retail outlets across the various demographic
factors considered in the study. The study also revealed that promotions were the most desired
store feature, followed by store ambience, additional services, purchasing convenience, and
services.

(Benoit et al., 2019) explored the store choice selection in on-the-go shopping situations. The
study employed multi-attribute utility theory based on scenario-based experiment. Results of
the study revealed that economic utility is important factor for ‘search goods. Factors such as
functional utility and psychological utility were considered less important while selecting
‘search goods’.

(Saha et al., 2019) identified the factors influencing retail store preference. The study also
observed the numerous in-store digitalisation techniques implemented by retailers. The study
identified five primary factors that influence store preference, including store ambience,
customer service, purchasing convenience, product selection, and sales promotion techniques.
The store's ambiance was discovered to be the most influential factor on consumer preference.

(G. Yadav, 2019) studied customer perception towards organised retailing. The study state that
the consumers favour organised retail stores due to their superior product quality, promotions
and discounts, store layout and ambiance, billing counters, exchange policy, and purchasing
convenience.

(Mahlangu & Makhitha, 2019) identified the characteristics that encourage customers to visit and
purchase from specific branded supermarkets, as well as the link between shoppers'
demographics and buying inclinations. According to the study's findings, customers visit
certain branded supermarkets for satisfaction shopping, value shopping, aiming for good
service and product quality, sociable shopping, and brand seeking. Furthermore, the data
revealed that shopping for satisfaction and shopping for good service and product quality were
highly influenced by gender. Furthermore, the data demonstrated a substantial variation in
gratification and social buying across age groups. Furthermore, the survey discovered a
considerable difference across monthly income groups in terms of value purchasing, social
shopping, and brand seeking.

(Subin, 2019) analysed the factors influencing the preference of organised retailing. The
findings of the study reveal that consumers favour modern organised retail formats due to the
availability of a vast selection and numerous brands, attractive and appealing prices, well-built
stores, and a convenient location.

(Nair & Shams, 2020) found that choices of F&G stores were influenced by store qualities such
as store ambience, promotional offers, convenience, facilities, merchandise, staff interactions,
and services provided by the store. Moreover, respondents' perceptions of store-attribute
subconstructs vary substantially based on age.

(Alam, 2021) identified the customers' problem in while shopping at supermarkets. The study
reveals that higher prices due to additional taxes, lengthy payment lines, and the encouragement
of superfluous purchases were the most significant obstacles for supermarket shoppers.

(Fang et al., 2021) analysed large-scale retail commercial facilities (LSRCFs) in the Gulou
District of Nanjing, China, and the spatial concentration, density, and structure of the LSRCFs
in these areas. Three additional factors, population, transportation, and consumption, were
analysed to determine their impact on the spatial patterns of LSRCFs. Based on an exploratory
spatial data analysis tool, the research employed techniques such as the nearest proximity
index, nuclear density, spatial interpolation, buffer zone, and overlay analysis. The study
reveals that LSRCFs were typically concentrated in ancient districts with dense populations,
and were likely to be dispersed in regions with dense road networks, high connectivity, and
high integration. Additionally, the study also concludes that the majority of locals choose
adjacent establishments for consumption.

(Bannor et al., 2022) aimed to assess the urban customers' preferences towards supermarkets
for purchasing fresh farm products. According to the study's findings, the primary reasons for
purchasing agricultural products from supermarkets were convenience, a guarantee of diverse
products, high-quality products and food safety, consistent product supply, a pleasant shopping
environment, excellent customer service, and social influence. Consumers who are men, young,
educated, high-income earners, or salaried employees are more likely to purchase agricultural
products from supermarkets.

(Essardi et al., 2022) demonstrates that service quality, product variety, store environment, and
pricing perception all have a substantial impact on purchase decisions.

(Richards & Liaukonytė, 2022) investigated whether switching costs, in particular the price of
switching allegiances between retail outlets, were beneficial or detrimental to competition.
Result of the research found that, loyalty is the most significant determinant in influencing
store choice among customers, and price volatility is positively associated to the degree of
loyalty. According to the study, loyalty is also pro-competitive and leads to cheaper costs than
would otherwise be the case.

(Elhajjar, 2023) reveals that consumer fashion purchases were influenced by emotional, social,
and utilitarian factors. The findings give more insights into social media and show its effect on
influencing trends and making fashion goods popular. According to the study's findings,
customers are becoming more price-conscious as a result of the economic crisis. This is an
adaptive coping mechanism in times of financial stress since it may allow customers to
minimise expenditure.

(Manuere, 2023) investigated the criteria that Chinhoyi Town residents evaluate while
choosing a supermarket to buy products and services. According to the findings of the study,
the location of the supermarket, children's play spaces, and parking places are likely to impact
customers' choice of a supermarket.

(Saricam, 2023) investigated the influence of store atmosphere on younger consumers'

approach behaviour. The findings demonstrates that the fundamental store atmospherics and
stimulus signage have an influence on cognitive evaluation, but only the stimulus design cue
had a direct impact on affective appraisal. Approach behaviour was found to be affected by
both cognitive and affective assessment, and cognitive evaluation had a direct influence on
affective evaluation.

(Susanto & Adiwijaya, 2023) examined the influence of visual merchandise and store atmosphere
on purchase decisions moderated by hedonic orientation. The findings revealed that visual
merchandise, store environment, and hedonic orientation had a major impact on purchasing
decisions. Furthermore, hedonic orientation as a moderator had less effect on buying decisions.

(A. S. Gupta & Mukherjee, 2024) observed that the altered consumer values such as spiritualism,
minimalism, self-transcendence, benevolence, reciprocity, and hedonic buying orientation
influence their choice for unorganised stores. The study also suggests that by employing these
values and providing personalized products and services, small traders can revive and grow
their businesses.
2.3 CONSUMER PREFERENCE

(Kim, 1997) discovered that there is household heterogeneity in terms of regularity and
frequency of shopping trip. The exponential distribution was best adapted for characterising
inter shopping times for the majority of random shoppers, whereas the Erlang-2 distribution
was more appropriate for the remaining routine shoppers. Random shoppers differ considerably
from regular shoppers in terms of various of demographic and purchasing behaviour
characteristics. Five demographic factors were used to identify routine buyers with higher
opportunity costs. Due to higher opportunity costs, frequent grocery store visits and store
switching were problematic for frequent consumers. However, they spend more money on a
single journey to the grocery store.

(Sinha et al., 2002) attempted to understand store choice behaviour of the shopper. The
significant factors that influence a customer's purchase decision were investigated. The various
image dimensions were then classified using a factor analysis. The store preference pattern
across various store formats was also explored using multinomial logit regression. The study
found that convenience and merchandise was the primary determinants of store selection, while
store ambience and service were additional factors. By reducing either the travel time or the
amount of time spent in the store, shoppers can reduce the amount of effort required to make
purchases. In the first scenario, it is possible to obtain pre-purchase information. In the latter
situation, consumers were more likely to "browse" and value the store's atmosphere and
amenities. The selection of stores for consumer durable goods was plainly influenced by the
merchandise and personal recommendations, while ambience had a minor effect. As opposed
to grocery stores, which were selected based on proximity and long-term association with the
store's merchandise and service. The selection of clothing, book, and music stores was entirely
determined by the store's atmosphere. The research indicates that in the latter scenario,
consumers prefer to make a choice after gathering information inside the store. Other than the
availability of their product, consumers typically do not have specific expectations regarding a
pharmacist store.

(S. Tripathi & Sinha, 2008) through a hierarchical logistic choice model, studied the correlation
between soppers’ attitude towards shop choice and format choice. The model explains that
while making a purchase decision, consumers first select a store format and then a specific
store within that format. It concludes that the demographic data can be used to identify a range
of attitudes and behaviours associated with shoppers.

(Reutterer & Teller, 2009) determined the aspects of the store format that influence consumers'
decisions when making short or extended visits to purchase groceries. The study's findings
indicate that purchasing context substantially modifies the relationship between perceived store
format features and store format preference. When consumers make prolonged visits to
discount stores and hypermarkets, their utilities were significantly higher. In the targeted retail
market, however, fill-in visits were preferred over supermarkets. When it comes to important
visits, merchandise-related store format characteristics had a greater impact on utility formation
than service and convenience-related characteristics.

(Oh & Kwon, 2009) examined the effect of price promotional offers and their receptivity on
consumers' holiday expenditures. The results of the study indicate that price promotions during
the holiday season are extremely beneficial. In addition, when people are aware of how
common price reductions are in stores, they may increase their holiday spending offline.
Similarly, when individuals are sensitive to online price promotions, it can contribute to an
increase in online holiday expenditure.

(J. Prasad, 2010) studied the effect of consumer demographic characteristics on store selection
behaviour towards supermarket in food and grocery retailing. It was found from the study that
age, monthly household income, family size, proximity to store, gender, educational
qualification and occupation of the customers play important role in store selection decision.
The study also concluded that after selecting a particular store format customers take decision
relating to selection of store within that selected retail format by considering time, money and
effort.

(Mortimer & Clarke, 2011) investigated the relationship between gender and perceived
importance of store characteristics. Results of the study indicated substantial statistical
disparities between gender and perceived store attributes. Overall, male grocery customers
considered supermarket store characteristics less important than female customers. The study
also found that age, education level and occupational characteristics influenced perceptions of
pricing, promotions and cleanliness of the retail store outlets.

(Krukowski et al., 2012) analysed the factors influencing food store choice. The study applied
content analysis and constant comparison techniques to identify the factors. Based on the
analysis four themes influencing the store choice were identified, namely, proximity to home
or work place, budgetary concerns and strategies, availability and quality of fruits, vegetables,
and meat, and store features.

(Belwal & Belwal, 2014) studied consumer preference towards hypermarkets. Results of the study
observed that weekly visit to the hypermarket is one of the important aspect of Omani life. It
also highlights that employed and educated consumers prefer to visit hyper market during hot
weather conditions.

(khan & Chawla, 2014) analysed the impact of income on purchase decision from organized and
unorganized retail. The study found that income and product price were the two factors that
have the most direct effect on consumers' purchasing decisions. To investigate this relationship,
two hypotheses were examined. The study reveals a correlation between income and the
frequency of visits to both organised and unorganised retail stores. The results of the test reveal
that there is a correlation between income and amount spent, whereas there is no correlation
between income and amount spent in the case of unorganised retail stores.

(Nilsson et al., 2015) investigated the connection between the form of grocery purchasing,
consumer preference for different store layouts, and demographic characteristics. Five distinct
consumer groups—suburbanites, pedestrians, social shoppers, city dwellers, and flexibles—
have been identified on the basis of their primary and secondary purchasing intentions and
preference for grocery or convenience store shopping. The study found that Suburbanites and
Pedestrians with larger purchasing budgets shop at different stores and exhibit distinct socio-
demographic characteristics. People passing by prefer purchasing at the convenience store.
Urbanites and social shoppers both engage in fill-in buying at a variety of stores. Social
shoppers, on the other hand, are older than the other groups, and they shop alone. Flexibles buy
at both supermarkets and convenience stores for both routine and emergency purchases. The
study's findings contradict the notion that major shopping is conducted in supermarkets and
minor shopping is conducted in convenience stores by demonstrating that many consumers
conduct their major shopping at convenience stores and their minor shopping at supermarkets.

(D. Sharma, 2016) observed the impact of product type and visit frequency on store loyalty.
According to the findings of the study, the typical Indian consumer does not frequently
visit organised stores and prefer to purchase personal care products over groceries or
vegetables. Additionally, neither the nature of the merchandise nor the number of visits affects
store loyalty.

(Chanuvai & Kuvad, 2017) examined consumer attitudes towards shopping malls. The primary
objective of their study was to comprehend the purchasing behaviour of consumers and to
identify the differences in purchasing behaviour by gender. The study demonstrates that
customers in the research area are satisfied with their shopping mall experiences and are
comfortable with one-stop shopping. The study reveals that men and women have identical
shopping experiences, product preferences, and purchasing decisions. Additionally, the paper
concludes that retail malls are the best places to socialise and spend quality time with family.

(Lakshmi et al., 2017) suggest that gender is the most significant factor of all, playing a crucial
role in purchasing decisions. Women were more inwardly focused than males, who should be
more outwardly oriented. Male and female shoppers have distinct characteristics based on their
gender.

(Raina & Kumar, 2017) carried out a research on consumers' perceptions and preferences
regarding various retail formats. The research was conducted by compiling the
opinions/feedback of customers of food and grocery retailing. The study concluded that
residents of Tier 1 cities prefer to do their grocery and food purchasing at organised retail
outlets. This is due to the changing lifestyles and habits of consumers, metropolitan traffic, the
demand for one-stop retail centres, the demand for quality and variety products, and the
introduction of improved connectivity services and contactless payment methods. The study
also revealed that the convenience of purchasing is one of the factors that continues to draw
consumers to neighbourhood kirana stores.

(Volpe et al., 2017) demonstrate that Americans prefer to buy groceries at non-traditional store
formats such as supercentres and large dollar stores. They prefer to spend their money at
supermarkets on the healthiest goods. For low-cost items such as fruits, vegetables, whole
grains, and lean proteins, they prefer drug stores, convenience stores, and small dollar stores.
The study also uncovered the strongest correlations between formats and food selections for
low-income households.

(Guruprasad, 2018) inferred that consumers use debit cards and cash to purchase from
supermarkets. Customers prefer monthly and quarterly visits to the store. They enjoy
purchasing confectionary, foodstuffs, clothing, and office supplies from the store.
(Nair, 2018) observed the relationship between store attributes, satisfaction, patronage-
intention and lifestyle in food and grocery store choice behaviour. Experimentation design was
used to study the relationship between the selected variables. The research identified
satisfaction as a mediator in the relationship between store attributes and patronage intention.

(Koul & Jasrotia, 2019) identified the factors influencing small retailer’s assortment planning
decisions. The study found that small traders plan their product decisions after understanding
the shoppers’ profile and geographic area. The study also considered retail margin and store
design, as an important factor in product planning decisions.

(Page et al., 2019) analysed the influence of middle aisle on basket size, spending, trip time,
and endcap usage. The study compared two supermarkets by considering size, turnover,
location, and store layout. As per the results of the study higher proportion of trips were
observed in the store containing the middle aisle. It is also observed that the except employment
of a middle aisle does not lead to easy store navigation.

(Rani & Ramachandra, 2019) analysed impact of demographic attributes such as age, gender,
income, education, and marital status on purchase value and preference to visit organised retail
stores, as well as the relationship between consumers' demographic attributes and perception
of organised retailing of fresh produce in 7 P’s services marketing mix framework. The findings
of the study shows that there is a significant difference across the demographic attributes
studied in terms of purchase value, preference to visit organised retail stores for buying fresh
produce, and consumer perception of almost all aspects of the services marketing mix.

(Evangelista et al., 2020) determined the combined effects of motivation, store attributes, and
demographic factors on the choice of store format in Vietnam. The results of the study suggest
that utilitarian consumers were more likely to purchase at traditional markets. They emphasise
the importance of purchasing products promptly, locating a good price, at a reasonable price,
with minimal travel time and, consequently, lower travel expenses. Hedonistic consumers were
motivated by positive emotions; they shop to alleviate tension and stay up with the latest
fashions. There were also significant differences in store preference between senior consumers
and those with a higher income.

(Ubba & Sharma, 2020) intended to provide a comprehensive overview of the shopping
preferences of Indian kirana store customers. The main objective of the study was to identify
the Indian consumer's frequency of grocery shopping, shopping company, and preferred
product types in his/her bag, as well as the average monthly expenditure on groceries, and to
examine the store attributes such as convenience, early morning hours of operation, special
offers, credit facilities, etc. as drivers of choosing kirana stores over organised stores. The study
concludes that male consumers prefer to shop at kirana stores whenever they need foodstuffs,
whereas females are more likely to purchase provisions once a month on a regular basis. Males
and females are more inclined to go purchasing with their family than alone. Both male and
female grocery shoppers reported spending more than ₹ 3500 on their purchases. Both male
and female shoppers cited 'reasonable price and exchange policy' and 'convenience' as essential
factors in their decision to shop at kirana stores. The study concludes that there are significant
differences between the preferences of male and female consumers regarding the attributes of
kirana stores.

(Hariprakash et al., 2021) centred on the purchasing frequency of grocery shoppers and the
factors that influence their store choice. The primary motivations for purchasing at a particular
store were determined to be convenience and the availability of fresh products. The study also
reveals that consumers favour unorganised retail establishments to purchase on a weekly basis.

(Hiremath et al., 2023) investigated the impact of consumers demographic profile, geographic
characteristics and psychographic attributes on the selection of retail store format choice
behaviour and also to analysed the mediating role of store image on the store selection
behaviour. Structural equation modelling techniques were employed to validate the different
independent constructs, namely, demographics factors, socio-economic factors, geographic
factors, lifestyle and shopping motives, store image, and a dependent variable store choice
behaviour. The model identified the influence of customers age, educational qualification,
gender, occupational status, proximity to the store, monthly household income and family size
on retail store selection. Additionally, it was also observed that the socio economic and life
style factors of customers impact their shopping decisions. The study also found that the store
image partially mediates between shoppers’ characteristics and store selection decision.

(Bronnenberg et al., 2024) studied the relationship between incremental time and preference
towards grocery items. The new theoretical model of the composition and size of the grocery
shopping basket subject to money and time restrictions was created to investigate the influence
of additional time associated with retirement and unemployment on buying behaviour. The
study concludes that incremental time leads to purchase of variety of products, additional
shopping trips and also prefer time intensive and expensive varieties of products.
 2.4 SHOPPING SATISFACTION AND REVISIT INTENSION

(Bloemer & De Ruyter, 1997) focused on the interaction between store image, customer
satisfaction, and customer loyalty. The study identified two categories of store satisfaction as
antecedents to store loyalty: manifest satisfaction and latent satisfaction. The relationship
between store satisfaction and store loyalty has been shown to depend on the category of
satisfaction. The positive influence of manifest satisfaction on store loyalty is greater than the
positive influence of latent satisfaction. In addition, the study discovered that satisfaction has
a positive effect on store loyalty, whereas involvement and deliberation have negative effects.

(Hutcheson & Moutinho, 1998) observed the causal effect of perception of choice criteria on
perceived satisfaction levels in supermarket. six unique components were identified by factor
analysis and regression. The findings show that a combination of two factors, "quality of
produce and staff" and "occurrence of low prices and the frequency of special promotions,"
were particularly important in determining store choice and were also significantly related to
respondents' levels of satisfaction with their preferred store.

(Sirohi et al., 1998) emphasise the significance of service quality as an extrinsic cue in the
formation of overall merchandise quality perceptions for a supermarket retailer. Service quality
was found to be the most influential factor in the perception of product quality. Service quality
and product quality perceptions influence perceived value for money to a lesser extent than
perceived relative price and sales promotion perceptions. Intentions regarding store loyalty, as
measured by the intent to continue shopping, the intent to increase purchases, and the intent to
recommend the store, are based on the perception of service quality and merchandise quality.
According to the study, when there is a high level of competitor attractiveness, perceived value
plays a significant role in the determination of store loyalty intention.

(Bloemer & Schroder, 2002) identified that consumer relationship propensity, store image, and
positive affect have a positive influence on store satisfaction. Satisfaction has a positive effect
on trust, which leads to commitment and, ultimately, to greater word-of-mouth, purchase
intentions, and price indifference.

(Koo, 2003) analysed the inter relationship among store images, store satisfaction, and store
loyalty. The study highlights that perception towards discount retail store is significantly
 associated with store ambience, staff service, product availability and after sale service.
Results of the study states that customers store loyalty is significantly affected by location of
the store, followed by merchandising and after sales service. Lastly, it also concludes that
satisfaction is not related to customers’ committed store revisiting behaviour.

(Chang et al., 2004) investigated the moderating role of hedonic shopping value in relation to
gender differences in apparel shopping satisfaction. As antecedents of shopping experience
satisfaction, the study identified involvement, variety desire, and the store's physical
environment. The model for female respondents confirmed the mediating role of hedonic
shopping value in relation to shopping satisfaction, whereas the model for male respondents
did not. For women, involvement and variety desire directly influenced shopping experience
satisfaction via hedonic shopping value. As an intervening variable, hedonic shopping value
did not play a role for the male group. The hedonic shopping value of male respondents may
have been too low to function as an intervening variable. This result suggests that male
respondents may have greater utilitarian constructs than hedonic constructs regarding
satisfaction with apparel shopping.

(Carpenter & Fairhurst, 2005a) investigated the impact of utilitarian and hedonic shopping
benefits on customer satisfaction, loyalty, and word-of-mouth communication in a retail-
branded context. According to the findings, both utilitarian and hedonic shopping benefits have
a positive influence on customer satisfaction. In addition, the results indicate that customer
satisfaction is positively related to customer loyalty and word-of-mouth communication.

(Anselmsson, 2006) analysed the factors of customer satisfaction in shopping malls. The study
also examines the relative impact of these sources on the frequency of shopping mall visits.
The study's findings indicate that selection, shopping environment, sales staff, promotional
offers, convenience shopping, store location, merchandising policy, and refreshments
contribute to consumer satisfaction. The results also indicate that store location is the most
significant factor that has a direct impact on frequency of visit.

(Jones et al., 2006a) investigated the intricate interrelationships between satisfaction, hedonic
and utilitarian shopping value, and significant retail outcomes. The study's findings indicate
that both hedonic and utilitarian shopping values have positive effects on satisfaction. It was
found that hedonic shopping value positively influenced positive word of mouth, loyalty, and
repatronage anticipation, but had no significant effect on repatronage intentions. The results
also indicated that utilitarian shopping value had a significant positive influence on both
repatronage intentions and loyalty, but did not have a significant influence on positive word of
mouth and repatronage anticipation. In comparison to utilitarian shopping value, hedonic
shopping value has a greater impact on positive word of mouth and brand loyalty.

(Hart et al., 2007) investigated the impact of shopping experience enjoyment on consumers'
intention to repatronise a regional shopping centre, as well as the effect of gender differences
on shopping enjoyment. The study's findings indicate that shopping experience enjoyment had
a considerable positive impact on consumers' repatronage intentions. In addition, men have a
stronger relationship of delight with repatronage than women do.

(J. S. Prasad & Aryasri, 2008) studied customer relationship marketing practises in the organised
food and grocery retail sector. The study examined the effect of relational marketing on
relationship quality and customer loyalty based on trust, commitment, communication, and
customer satisfaction. The study's findings indicate that customer satisfaction is one of the most
important factors, along with commitment and trust, for sustaining high-quality customer
relationships and loyalty.

(Foscht et al., 2009) examined the rationale behind selecting a particular store format to
purchase a specific product category. In addition, it evaluated the relationship between
customer satisfaction and customer loyalty. The study revealed that consumers place varying
importance on various store attributes. It was also found that customer satisfaction and
recommendation intention vary by store format.

(Theodoridis & Chatzipanagiotou, 2009) analysed the functional relationship between influence of
attributes of store image and customer satisfaction. A multigroup analysis was employed to test
the invariance of structural paths between the two selected constructs for different customers
demographics. After evaluating the customers personal attributes, four specific types of buyers
were identified, namely “Typical, the Unstable, the Social, and the Occasional”. Four types of
buyers consider store attributes as a major drivers of customer satisfaction and the results of
analysis of degree of invariance across the four groups, concludes that only pricing and
product-related qualities as significant.

(Hao-Wei Yang, 2011) compared the department store and hypermarket impact of service
experience on customer retention intent. The study considered three elements of service
experience namely, core service, employee service, and services cape. Core service had the
greatest impact on monetary value in both retail formats, compared to the other two aspects of
service experience. The results of in-depth interviews also suggested that the most alluring
primary services that consumers can receive are luxury gifts of high quality presented in a well-
designed package bearing the department store's credit card. Regarding hypermarkets,
consumers were most interested in price information.

(Kabadayı & Alan, 2012b) attempted to identify the direct effects of customers' emotions,
technology orientation, and revisit intention to customer electronic retailers, as well as the
moderating influence of customers' word-of-mouth intention on their emotions. The study
categorised customers' emotions as either positive or negative, as well as their orientation
towards technology into two categories: consumer innovativeness and technologic product
involvement. Positive emotions and technology orientation were found to have positive effects
and a significant relationship with revisit intention, whereas the relationship between negative
emotions and return intent was not significant. The moderating effect of WOM intention on
positive emotions was significant, whereas its effect on negative emotions was not. 66% of the
variance in the revisit intention to CER was attributed to the proposed relationships, as
indicated by the results.

(Madan & Sharma, 2012) analysed the determinants of customer satisfaction towards organised
retail outlets. The analysis revealed that the majority of visitors were of the younger generation.
Further research advised organised retailers to provide adequate parking facilities in order to
provide consumers with purchasing convenience.

(Rabbanee et al., 2012) studied the effects of store loyalty on shopping mall loyalty. The
primary objective of their paper was to examine the connection between store and retail mall
loyalty. This paper investigates the effects of perceived store value and store relationship
commitment on store loyalty as a precursor to mall loyalty. The study demonstrates that store
loyalty influences shopping mall loyalty under certain conditions and that the geographic
distance between the consumer and the shopping mall moderates this influence. In addition,
the study discovered that distance moderates the relationship between perceived store value
and store loyalty, but not the association between relationship commitment and store loyalty.

(Promniyom et al., 2013) identified the factors influencing the female consumer's
neighbourhood centre repatronage intention and excitement. As the factors effecting the
excitement of a neighbourhood centre, 'variety, ambient, and the design' were considered.
However, the analysis reveals that 'Design' was the most influential factor. Convenience, mall
involvement, and neighbourhood centre excitement were some of the factors that influence
neighbourhood centre repatronage intentions. Mall's excitement was the most effective factor.

(Watanabe et al., 2013) investigated the relationship between supermarket image attributes and
consumer satisfaction. The study categorised attributes into five factors. The variables
"environment" and "promotions" were deemed insignificant in determining customer
satisfaction, whereas the attributes "personnel," "product," and "price" had a positive effect on
satisfaction, with "price" having the strongest impact.

(Zia et al., 2013) analysed the impact of shopping experience in organised retail outlets on
consumers loyalty. According to the study's findings, every aspect of the purchasing experience
considered had a positive impact on customer loyalty in organised retail outlets. The factors
which explain patient explanation and advice from staffs, visible price, product knowledge,
and the quality of the products offered had the least impact on consumer loyalty, whereas
resolving and compensating for problems, enhancing quality, and emphasising customer
satisfaction had the greatest impact on consumer loyalty. The overall findings of the study
indicate that fast and error-free transactions were the most essential aspect of an organised
retail setup that attracts and retains customers.

(Deepa & Chitramani, 2014) explored the influence of loyalty programmes of the food and
grocery retailers on store satisfaction and store loyalty. It also examines the inverse relationship
between store satisfaction and store loyalty on programme loyalty. The study discovered a
positive correlation between programme loyalty, store satisfaction, and store loyalty. However,
there was no direct correlation between programme satisfaction and store loyalty. Programme
loyalty was significantly affected by store loyalty. The positive correlation between store
satisfaction and store loyalty was also supported by the study's findings.

(Demirci Orel & Kara, 2014) analysed the impact of service quality on satisfaction and loyalty.
Customer who had completed their billing were interviewed to obtain data using SSTQUAL
scale. The results of the study highlight that service quality has a positive influence on loyalty
through the customer satisfaction path.

(Mukesh, 2014) made an attempt to study the customer satisfaction and perceptions of
traditional and modern supermarkets. The results of the study indicate that consumers prefer
traditional retail stores that offer a wide selection of products, discounts for bulk purchases,
free home delivery, decent packaging, and superior services. Customers also prefer to visit the
store if it is located nearby, as it is more convenient to visit the store in order to purchase items
that are needed immediately. Traditional retail provides individualised service and credit
facilities for regular consumers. The study also indicates that consumers visit modern retail
stores due to the availability of branded goods and parking. The study also concludes that
consumers prefer traditional stores to modern super markets because super markets require
immediate payment and make the purchase of small items inconvenient.

(Nezakati et al., 2014) investigated the relationship between service quality and customer
satisfaction. Additionally, factors influencing customer repatronage were identified. The study
found that customer satisfaction, perceived value for money, and store image were positively
and significantly associated with hypermarket consumers' repatronage behaviour. Overall,
customer satisfaction played a significantly larger role in determining the consumers'
repatronage intention. Likewise, service quality was demonstrated to be a predictor of
consumer satisfaction.

(Ubeja, 2014) examined the impact of sales promotion mix on customer satisfaction. The
primary objective of the study was to assess the effects of sales promotion mix on customer
satisfaction in retail centres, as well as the variations in these factors based on demographic
variables. The research identified five new factors, including lucky and bumper, frequent and
warranty monetary and quantity benefit, gift and exchange, and discount offers. In addition,
this study indicates that the average customer is not particularly aware of sales promotion,
whereas students are highly aware of all sales promotion combination factors.

(Pattarakitham, 2015) observed the influence of customer interaction, variation, and

convenience on customer satisfaction and revisit intention. The study reveals that convenience
has the greatest effect on customer satisfaction, followed by variety and customer
interaction. In addition, research indicates that convenience and customer satisfaction play a
significant role in determining the likelihood of a customer's revisit intention.

(Sameera P, 2015) studied customer satisfaction in organised retail outlets. The focus of the
study was on the identification of customers' attitudes, behaviours, and perceptions, as well as
the factors that contribute to consumer satisfaction in organised retailing. It was evident from
the study that consumers were pleased with the product selection, price, furniture and fixtures,
technology, product quality, and service provided by organised retail outlets. Freedom to
see and buy, price, home delivery, and an upgraded purchasing process influence their decision
to shop at organised stores.

(Thilina & Liyanage, 2015) focused on the impact of the physical evidence used in
supermarkets on customer store loyalty. Four physical evidence elements, including
supermarket layout, signage, illumination, and signboards, were chosen for the research. The
analysis reveals that supermarket store layout was one of the most influential factors on
consumer visits. The final analysis revealed that the influence of physical evidence increases
the tendency for revisit intention over word-of-mouth recommendation.

(Kwon et al., 2016) discovered that perceived resemblance to other consumers had an effect on
shopping centre pleasure. The study emphasises the impact of non-interactive social presence
with other customers on consumer pleasure. The study observed that the mere presence of other
customers can impact customer satisfaction both directly and indirectly when perceived
similarities exist between the consumer and other customers.

(Kesari & Atulkar, 2016) analysed the influence of utilitarian and hedonic shopping values on
satisfaction of mall shoppers. The study demonstrates that both utilitarian and hedonic factors
influence the customer's perception of the mall's value and play a significant role in the
customer's lifestyle. The study considered utilitarian factors such as financial savings, product
customization, selection, and purchasing convenience, as well as hedonic values such as
entertainment, social status, exploration, and attachment to the location. The study found that
convenience influences utilitarian shopping value more positively than other utilitarian factors.
The study concludes that utilitarian factors make shopping more effective, efficient, and utility-
based by providing product selection, savings, and shopping convenience, whereas hedonic
factors make shopping more entertaining, exploratory, and appealing by adding shopping
comfortability, relaxation, enjoyment, and excitement. The study concludes that both
shopping values have positive and significant effects on consumer satisfaction.

(Liu & Lee, 2016) developed an integrated model to examine the relationship between service
quality, price perception of service, word-of-mouth, and revisit intention. The study found a
correlation between service quality and increased price perception of service as a consequence
of an increase in passengers' word-of-mouth, which creates success in this regard by increasing
their revisit intention. There was a positive relationship between service quality and word-of-
mouth, which was mediated by perceived price value.
(Paul et al., 2016) investigated the factors that influence customer satisfaction in small and
large retail stores. Six of the factors, including social desirability, staff friendliness, shopping
economy, shopping ambience, family shopping, and deal proneness, were found to be
significant predictors of consumer satisfaction. The study's findings suggest that shopping
experience, shopping ambience, and family shopping were the three most important factors
influencing consumer satisfaction in large retail outlets. Alternatively, staff friendliness, shop
location, and social desirability were the factors that determine purchasing satisfaction at small
retail outlets/formats. Overall findings also state that, both types of retail formats exhibit similar
levels of deal-seeking propensity and shopping economy.

(Rashmi et al., 2016) determined the factors influencing customer behaviour and the impact of
these factors on loyalty towards shopping malls. To investigate the factors that influence
consumer behaviour, six significant dimensions were chosen. All observed endogenous
variables, including reachability, atmosphere, shopping experience, property management,
promotions, and entertainment, were found to have a positive relationship with the latent
variable service quality, while the latent variables shoppers' shopping behaviour and shoppers'
satisfaction and loyalty had a positive relationship with patient satisfaction. The paper
concludes that the purchasing behaviour of consumers has a positive effect on their gratification
and loyalty.

(Ayuni, 2017) investigated the relationship between mall personality, self-congruity, perceived
quality, shopping value, shopper satisfaction and revisit intention. The study's findings indicate
that mall personality, self-congruence, and perceived quality had a significant impact on
shopping value and customer satisfaction. In addition, the results demonstrate that Mall
Personality is predictive of Self-Congruity and Perceived Quality, whereas Shopping Value
can be used to predict Shopper Satisfaction. Furthermore, Self-Congruity had a substantial
impact on Perceived Quality. Additionally, Mall personality, Self-Congruity, and Perceived
Quality were not reliable predictors of Revisit Intention. Outcome confirms that Shopper
Satisfaction and Shopping Value had a significant impact on the revisit Intention.

(G. Das & Varshneya, 2017) studied the determinants and outcomes of shopping malls. The main
objective of their study was to examine the emotions of consumers in shopping malls. To
examine the emotions of consumers, two variables were chosen: pleasure and arousal.
The research paper contains a conceptual model that considers a few unexamined determinants.
Perceived human and spatial mall congestion, promotional events, co-visitors, and outcomes
including repatronage and positive word-of-mouth of arousal and pleasure are the models'
determinants. The findings of their study show a positive connection between the factors that
influence pleasure and arousal. Positive emotional states that arousal and pleasantness lead to
a positive attitude. Positive attitude ultimately encourages consumers to return to the shopping
centre and to disseminate positive word of mouth.

(Fernandes & Pedroso, 2017) studied the effect of self-checkout quality on customer satisfaction
and repatronage intension. The study discovered that self-checkout characteristics had a
positive effect on customer perceptions of service quality. Customers' evaluations of self-
checkout quality were significantly influenced by the service's speed and perceived simplicity
of use.

(Kamran-Disfani et al., 2017) analysed the relationship between customer satisfaction and
loyalty in two distinct store formats, namely supermarkets and hypermarkets. According to the
findings, store format moderated two relationships: satisfaction to attitudinal loyalty and trust
to attitudinal loyalty. The moderating effect enhances the magnitude of the effect of satisfaction
on attitudinal loyalty in hypermarkets relative to supermarkets, while reducing the impact of
trust on attitudinal loyalty to the point where the link becomes insignificant. In hypermarkets,
satisfaction was found to be solely responsible for enhancing attitude and behaviour loyalty,
whereas in supermarkets, trust plays a crucial mediating role.

(Triki & Hakimi, 2017) aims to determine the influence of consumption experience on the
intention to revisit a Tunisian concept store. The empirical findings demonstrated that both
emotional reactions and social interactions in a Concept Store positively influence the
consumers' intention to revisit.

(Grosso et al., 2018) investigated the impact of store attributes on shoppers’ loyalty. The
objective of the study was to validate the loyalty building model in the Indian retail industry.
The results of the study shows that some of the fundamental loyalty model paths in developed
countries are affirmed in the Indian retail sector. The paths between store loyalty and customer
satisfaction are validated. It was also determined that promotions had no effect on perceived
value and that perceived value has a negligible and negative effect on store loyalty.
(Terblanche, 2018a) found that merchandise assortment, interaction with staff, and the internal
shop environment, as well as customers' in-store emotions, had a strong and significant positive
correlation with cumulative customer satisfaction. Strongly positive correlation exists between
customer satisfaction and future patronage intentions.

(Watanabe et al., 2019) evaluated the influence of culture in terms of individualism and
collectivism, store image and customer satisfaction, on purchase intention at supermarkets. The
study reveals that customer satisfaction and the evaluation of the store's image had a positive
effect on purchase intent. Individualism had a negative effect on consumers' evaluation of the
store's image, while collectivism had a positive effect. However, there was no effect of culture
on purchase intent. The results also revealed that the more individualistic a consumer is, the
more negatively he or she will evaluate the store's image, and the more collectivist a consumer
is, the more positively he or she will evaluate the store's image.

(Errajaa et al., 2022) explored the association between in-store social atmospheres, such as
crowds and staff, satisfaction, intent to return to the store, and word-of-mouth. According to
the study's findings, social atmospherics had a positive effect on satisfaction, relational factors,
and satisfaction mediating effects.

(Faria et al., 2022) analysed the significance of service quality and store design as crucial
factors for promoting differentiation and making consumers feel satisfied and loyal to a retail
brand. The results of the study confirmed that the service quality of retail consumers had a
positive effect on their satisfaction and loyalty to the retail brands. However, store design
moderates the association between consumer satisfaction and loyalty. This result indicates that
store design appreciation is a significant factor in customer satisfaction. Therefore, consumers
with a greater appreciation for store design demonstrate a lower effect of satisfaction on their
retail brand loyalty.

(S. Gibson et al., 2022) discovered that the association between store appearance, pricing,
service quality, omnichannel, and customer satisfaction is mediated by hedonic customer
experience. The relationship between store image, product assortment, pricing, and customer
satisfaction is mediated by utilitarian customer experience. Furthermore, customer satisfaction
influences the likelihood revisit intentions. Overall, the study's findings suggest that
convenience stores may have a stronger hedonic focus to persuade customers to visit their
locations.
(Lawrence & Muathe, 2022) investigated the impact of customer loyalty programmes on their
purchasing behaviour in supermarkets, by considering incentive programmes, point
accumulation programmes, and reward frequency programmes. The study revealed that the
point cumulative programme and the reward method programme had a positive and substantial
impact on consumer purchasing behaviour, the reward frequency had a negative on customer
purchasing behaviour.

(Lembah & Haryanto, 2022) analysed how shop environment influences Hypermart customers'
satisfaction, which leads to repurchase intention and word-of-mouth. The findings of the
research revealed that music had a favourable impact on retail atmosphere and word of mouth.
Furthermore, the shop atmosphere influences consumer satisfaction and repurchase intention.
Following that, consumer satisfaction influences repurchase intention, and repurchase intention
influences word of mouth.

(Yokoyama et al., 2022) evaluated the moderating influence of customers' retail format perceptions
on customer satisfaction using data from Japanese mini-supermarket customers. Results of the study
indicate that, customers' perceptions of retail formats partially influence customer satisfaction. In a
store with elements of several retail formats, consumer perceptions of retail format modify the
link between customer satisfaction and store attributes. The study also discovered that
consumers' perceptions of retail format modify the link between convenience evaluation and
customer satisfaction in terms of the interaction impact.

(Hafidz & Dominicius, 2023) demonstrated the influence of supermarkets on revisit and WOM
intention. Additional factors associated with the variable were observed, such as variable
service quality, price fairness, perceived value, and satisfaction. According to the study's
findings, service quality had a considerable influence on pricing fairness and perceived value.
Satisfaction acts as a mediator between service quality, revisit intention, and WOM intention.
However, satisfaction had little influence on the relationship between price fairness and revisit
intention.

(Moharana & Pattanaik, 2023) investigated the impact of shopping value on shopping satisfaction
and store revisit intention in the post-pandemic era. Furthermore, the study looked at how
customers' COVID-responsible conduct and visit frequency are affected by their shopping
value assessments. According to the study's findings, shopping values had a considerable
influence on shopping satisfaction and store revisit intentions. For regular customers, the
impacts of utilitarian and hedonic value on satisfaction were higher than for infrequent
shoppers. The impacts of utilitarian and hedonic value on satisfaction were greater for regular
customers than for occasional shoppers. While utilitarian value contributes to higher
satisfaction among COVID-responsible buyers, social value is more satisfying among COVID-
non-responsible shoppers. The influence of hedonic and social value on satisfaction had
decreased dramatically from the pre- to post-pandemic period.

(Saman et al., 2023) analysed the atmosphere, quality of store personal, and customer
satisfaction as indicators of repurchase intentions at local convenience stores. According to the
research's findings, store environment, quality of store personal, and customer pleasure all
positively affect patronage intentions. The results also demonstrate that companies may choose
the best operational strategy by considering the aspects that boost patronage intentions in order
to compete with competitors.

2.5 RETAILERS PERCEPTION

(Kathuria & Jain, 2012) analysed the perceptions of unorganised retail outlets towards organised
retail outlets. The study demonstrates that the emergence of organised retail sector had
negatively affected the sales and profitability of the unorganised retail sector. The factors
'Number of products under one roof' and 'Product variety' played a significant role in the
migration of consumers from unorganised retail to organised retail outlets. In addition, the
study revealed that proximity, credit purchases, home delivery, established customer
relationships, and low rent are distinct advantages of unorganised stores.

(Bhirangi & Palkar, 2015) emphasized strategies of unorganised retailers to create value for
customers through service innovation. The study state that organised retailers attempt to attract
consumers by providing a variety assortment, a convenient shopping environment, attractive
prices, high-quality products, discounts, and special offers. It also indicates that in order to gain
a competitive advantage, unorganised retailers had enhanced their customer service, adopted
new technology, and trained their human resources, resulting in improved customer service
and greater customer satisfaction.

(Chinnaraja & Manian, 2015) studied impact of organised retailing on unorganised small traders.
The impact of organised retailing on unorganised minor merchants was studied. The research
was focused on five retail categories: food and grocery items, apparel and accessories,
footwear, pharmaceuticals, and consumer electronics. The results of the study indicate that
after the introduction of organised retail outlets, consumers' purchasing behaviour has changed
significantly.

(Kulshreshtha et al., 2015) observed transformation of Indian retail from unorganized retail to
organized retail. The results also indicate that consumers prefer organised retail formats due to
their convenience and variety. The study also suggest that to protect small retailers, there
should be a liberalisation policy for converting domestic small retailers into organised retail
businesses, so that "Reorganisation of Retail Business" can occur and India can advance in the
retail sector.

(Kakkar, 2016) examined the role of unorganized retail sector in India. The study also observed
the consumer attitudes towards unorganised retail in terms of daily and regular consumption
items. The study revealed that consumers are drawn to unorganised retail outlets by factors
such as product accessibility and purchasing comfort and convenience. In addition, they favour
unorganised retail due to the availability of credit purchase facilities, the ease of product
exchange, the replacement and refund of unwanted products, the availability of home delivery,
and friendly and strong customer relationships. Even after the entrance of organised retail
stores, the study concludes that unorganised retail outlets continue to dominate the Indian
market.

(Chandrashekar, 2016) studied consumer buying behaviour towards organized and

unorganized retail outlets. The study reveals that consumers prefer to visit and shop at
organised retail stores due to the offers, product variety, availability of all products in one
location, and home delivery option. In addition, they favour unorganised retail outlets for their
convenient store location, product availability, friendly atmosphere, home delivery, invoicing
process, and ambience.

(R. J. Rani, 2019) observed the problems in unorganised retail sector. According to the study,
many consumers are attracted to well-organized stores because of their positive public image.
Factors like variety products also attract middle aged and young people.

(Sangvikar et al., 2019) evaluated the effect of malls on the age-old Kirana stores and behaviour
of customers in unorganised retail sector. The study reveals that customers prefer shopping for
groceries in both organised and unorganised grocery stores. Credit purchases, home delivery,
and a friendly environment are the primary draws to the unorganised store. In addition,
customers favour purchasing daily or weekly loose products from unorganised stores and
monthly from organised stores. The study also states that after the emergence of organised
stores, factors such as product display, mass purchase benefits, offers, and discounts have
negatively impacted the sales of unorganised retail outlets.

2.6 IMPACT ON RETAILERS

(Farhangmehr et al., 2000) highlights that the traditional retailers perceive hypermarket
adversely. At the same time, traditional retailers have a highly good self-image, indicating that
they are, to some extent, out of touch with reality.

(Seiders & Tigert, 2000) focused on the impact of supercenters on traditional food retailers in four
markets to determine the effects of the entrance of Meijer, Wal-Mart, Kmart, and Target
supercenters, consumer surveys were conducted. The findings indicate that supercenters can
acquire 15 to 20 percent of primary consumers and an even higher proportion of secondary
shoppers. In addition, the primary consumers of supercenters, particularly those of Wal-Mart
and Meijer, cited price and choices as the reason for store selection. Traditional supermarket
primary consumers were less inclined to sacrifice locational convenience, and in some
instances, quality and assortment. Wal-Mart is anticipated to continue swiftly gaining market
share at the expense of competitors who do not significantly differentiate themselves. The study
concludes that consumers chose traditional supermarkets for convenience, quality, and service,
and supercenters for price and selection, including food and non-food items.

(Reardon & Hopkins, 2006) studied the impact of supermarket revolution in developing countries.
The study focused on the impact on consumers, producers, processors, and traditional
merchants. According to the findings of the study, consumers benefit from the entrance of super
markets because they have access to a greater variety of products of higher quality at lower
prices. Initially, the food price reductions accrue to the middle-income group; however, as they
expand to the food markets of the urban poor and rural communities, they also impact the food
security of the poor. According to the study, as supermarkets expand and their market share
increases, traditional retailers' market share decreases. The rate of decline in market share is
greatest in large cities while it is more gradual among urban traditional retailers. The expansion
of modern retail creates employment opportunities. Some of the new jobs are simply
replacements for traditional sector jobs. According to the study, supermarkets have direct
effects on food processing and food manufacturing businesses and indirect effects on
producers. The study concludes that the entry supermarket provides opportunities for small
farmers who have access to infrastructure facilities and who own land and non-land assets, but
it will create problems for farmers who cannot afford modern infrastructure and non-land
assets.

(Kalhan, 2007) observed the impact of malls on small shops and hawkers. The study state that
after the introduction of shopping malls, sales of groceries, fruits and vegetables, processed
foods, garments, shoes, electronic and electrical goods had decreased, and only a few small
shops were able to respond to the malls' competitive threat by implementing sales promotion
techniques. The study also reveals that cost prices, operating costs, taxes, selling price, and
advertising were the primary factors contributing to unorganised retailers' competitive
disadvantage.

(Joseph et al., 2008) identified impact of organised retailing on unorganised sector, consumers,
intermediaries and farmers. The study found that unorganised retailers in the vicinity of
organised stores experience a sales and profit decline, and it also predicts that this negative
impact will subside over time. The research indicates that proximity, store image, credit
purchases, loose products, home delivery, shopping hours, and bargaining opportunities will
attract consumers to an organised retail store. The study found that consumers have benefited
from the emergence of organised retail stores in terms of product quality, competitive prices,
fresh inventories, having everything under one roof, branded products, and product variety.
According to the study, producers also benefited from organised retailers' direct procurement.

(V. Kumar et al., 2008) observed the impact of organised retailing on various stakeholders-
such as the farmers, kirana store proprietors, traders, commission agents, employees,
consumers and the national economy. The study state that there will be winners and losers as
a result of the introduction of organised retailing. According to the study, the consumers,
farmers, and national economy will benefit. If producers and processors form sales
cooperatives, their income will increase, and consumers will receive quality goods at attractive
prices. The entire national economy will benefit as a result of increased tax compliance and tax
revenue. The increased productivity will result in better employment and higher wages.
Additionally, the study reveals that organised retailing will have negative effects on kirana
stores, merchants, and commission agents.

(Hervé & Mullet, 2009) studied the impact of age on the perceived importance and interaction of
three factors known to influence people’s clothing purchases including price, durability and
suitability. The results of the study indicate that for younger participants, a low price was a
significant reason to purchase an article of apparel, while for older participants, suitability was
more essential, and for the oldest participants, durability was most important.

(Ailawadi et al., 2010) examined incumbent retailers' responses to Wal-Mart's entry and the
sales impact of these responses. They compiled a unique data set comprised of incumbent
supermarkets, drugstores, and mass merchandisers in the vicinity of seven Wal-Mart entries.
They discovered that incumbents incur significant sales losses as a result of Wal-Mart's entry,
but that incumbent reactions and sales outcomes vary substantially across retail formats, stores,
and categories. In addition, they also discovered that a retailer's sales results were substantially
impacted by its reactions, and that the relationship between reactions and sales results varies
across retail formats.

(Kumari, 2010) examines the impact of corporate retailing on local retailers. The study reveals
that the majority of unorganised retailers are experiencing a decline in sales and revenues,
posing a threat of closure or a significant decline in business. The study also anticipates that
the entrance of corporate retailers into the retail sector would stifle competition, lead to the
closure of neighbourhood markets, and eventually force consumers to rely solely on organised
retailers.

J. Prasad & Aryasri, 2011) studied the effect of shoppers’ demographic, geographic and
psychographic dimensions in terms of format choice behaviour in the fast growing Indian food
and grocery retailing. The findings of the study suggest that shoppers’ age, gender, occupation,
education, monthly household income, family size and distance travelled to store had
significant association with retail format choice decisions. The choice decisions were also
varied among shoppers’ demographic attributes. The findings from shoppers’ psychographic
dimensions like values, lifestyle factors and shopping orientations resulted in segmentation of
food and grocery retail consumers into hedonic, utilitarian, autonomous, conventional and
socialization type.

(Hamil & Antony, 2011) studied the impact of supermarkets on small retailers in terms of profit,
sales and employment opportunities. The study indicates that supermarkets have had a negative
effect on unorganised retail outlets, resulting in the loss of employment in small retail outlets.

(Shmarma et al., 2011) analysed the impact of organised retail on the economy of Punjab. The
main purpose of the study was to check the effect of entry of the organized retail stores on the
unorganized retail. The study reveals that the retail sector in Punjab is undergoing change and
that many organised retailers operate in urban areas. The study also reveals that the presence
of organised retailers has little effect on unorganised retailers and that consumers' consumption
patterns have not changed significantly.

(Singh & Bansal, 2011) identified the impact of organised retail outlets on unorganised retailers.
The purpose of the study was to determine how consumers perceive unorganised and organised
retailers, as well as the impact of the organised retail sector on unorganised retailers. The study
reveals that consumers' perceptions of organised and unorganised retailers differ in terms of
store image, offers and complements, product variety, store ambiance, branded products, credit
facility, and convenience, but there is no difference in terms of perceptions regarding the
availability of fresh products and customer service. It also reveals that unorganised retailers
face intense competition from organised retailers, which has reduced their sales volume,
profits, and employment. The study also indicate that due to the prevalence of organised retail
outlets, operational costs and consumer credit purchases have increased. Due to financial
difficulties, it is difficult for unorganised retailers to implement new retail practises.

(H. Gupta et al., 2012) observed the effect of organized retail on unorganized retail. The study
state that unorganised retailers have been negatively impacted in terms of business volume and
profit. It also indicates that consumers have benefited from the emergence of organised retail
outlets in terms of product quality, price range, one-stop shopping, availability of branded
products, family purchasing, and fresh stock. According to the study, the factors that attract
consumers to organised stores are store location, goodwill, the ability to negotiate, credit
purchases, the availability of home delivery, and operating hours.

(Mukherjee & Goyal, 2012) studied employment conditions in organised and unorganised retail
sector. The study found that, since the organised retail sector is expanding, the quality of
employment and prospective job prospects are greater in the organised sector than in the
unorganised sector. Additionally, the study suggests that the government should prioritise
generating quality employment in the organised sector while minimising the negative impact
on the unorganised sector.

(Dash & Chandy, 2013) compared organised and unorganised retail sectors. The primary
objective of this study was to investigate the obstacles and opportunities encountered by
organised and unorganised retailers. According to the findings of the study, organised retailers
view competition from unorganised retailers as their greatest obstacle, followed by competition
from other organised retailers, distribution system issues, internal logistical issues, and
inventory loss. From the perspective of unorganised retailers, competition from organised retail
stores is the greatest obstacle, followed by operation costs, logistical issues, competition
between unorganised retailers, and inefficient distribution channels. The study concludes that
both the organised sector and the unorganised sector view each other as their greatest threat, so
their most significant challenges and opportunities are virtually identical. It implies that
mitigating obstacles and capitalising on opportunities could benefit both sectors.

(Dua & Verma, 2013) analysed the impact of growing organised retail sector on small retail
stores. The study state that after the emergence of large organised retail stores, the sales of
small retail stores had decreased, however, the reliability and trust that consumers had in small
traditional stores will serve as a positive indicator that will help small stores endure in the
market. Customers are drawn to organised retail stores, but the simple accessibility and strong
customer relationships of small retail stores help them compete with organised stores.

(Kalirajan & Singh, 2013) studied the effects of organised stores on local unorganised retail
outlets. Between November 2008 and March 2010, the researcher gathered information from
the National Capital Region and Chennai. The analysis demonstrates that the emergence of
organised retail outlets displaced some unorganised retail outlets, but boosted employment in
urban areas. The displaced unorganised retail establishments, which opened businesses far
from organised retail establishments, had increased their profits. Thus, the cumulative effects
generated a positive social benefit in terms of income and job creation in the affected region.

(Shalla & Singh, 2013) explored the impact of shopping malls on unorganised retail outlets. The
study state that, entry of shopping centres via FDI will have a positive effect on unorganised
retail stores. It will increase the sales, profits, and consumer base of unorganised stores that are
in close proximity to organised retail outlets. In addition, the study indicates that the
introduction of FDI in the retail sector will offer credible benefits and opportunities to both the
organised and unorganised retail sectors.

(VIJ, 2013) identified the impact of organized retail on unorganized retail. The findings of the
study reveal that the unorganised retailers had been negatively impacted in terms of business
and profit volume. Additionally, it reduces employment opportunities in unorganised retail
stores. The factors that attract consumers to unorganised retail establishments are store
location, goodwill, bargaining, credit purchases, the availability of loose items, home delivery,
and convenient store hours. The study also identifies the factors that entice them to shop at
organised retailers. They include the availability of fresh stocks and high-quality goods,
competitive pricing, one-stop buying, the availability of branded goods, and purchasing for the
family.

(Dive & Ambade, 2014) studied the impact of organised retail on unorganised retail. The focus
of the study was to analyse shift in footfall trends and the influence of organised retail on the
unorganised retail sector from a footfall perspective. The study indicates that urban consumers
who currently shop at organised retail stores will be substituted by suburban consumers, while
rural consumers who formerly shopped at local kirana stores have modified their purchasing
habits. Many consumers from rural areas migrated to suburban shopping destinations. The rural
consumers who have relocated to suburban markets will be replaced by consumers from micro
villages, perpetuating the cycle.

(Atham & Priyadharshini, 2014) observed the impact of supermarkets on unorganized retail. The
focus of the study was to know the detrimental effects of supermarkets on small retailers in
terms of decreased sales, profits, and consumer base. The study state that unorganised retail
stores have reduced their workforce and begun employing family members to reduce operating
costs. Another effect identified by the study was a decline in customer loyalty.

(Katsumi, 2014)analysed the effect of large-scale retailers on the price level in Japan using
city-level panel data from 1977 to 1992, a time frame during which the Large-Scale Retail
Store Law imposed stringent entry restrictions. Using fixed effects estimation and instrumental
variable estimation, it was discovered that the presence of large-scale retailers, as measured by
their floor space relative to that of all retailers, had a negative impact on the price index of
agricultural products, mass-produced food products, textiles, and durable goods. The
estimation results indicate that a 10% increase in the relative floor space of large-scale retailers
decreases the price level by approximately 0.3% to 1.3%.

(Yamuna, 2014) made an attempt to study the impact of organized retailers on unorganized
retailing. The study reveals that the compare to unorganised retail outlets consumers prefer to
purchase at organised retail stores, and the factors that attract them are branded products, well-
qualified professional staffs, online and offline purchasing facilities, advertisements, and
special offers. Finally, the study demonstrates that more consumers are shifting from the
unorganised sector to the organised sector.
(S. Bhatnagar, 2015) analysed the challenges faced by unorganised retailing from organised
retailing. The study highlights the following challenges of unorganised retail outlets, namely,
lack of technical development, low store development investments, and limited space. The
study also suggested strategies to be adopted in order to compete with organised retail outlets,
it includes the adoption of modern technology, the creation of a pleasant shopping environment,
the use of various promotional tools, and the hiring of qualified personnel.

(R. K. Yadav & Verma, 2015) reveals that young and high-income consumer preferences for
grocery shopping is progressively shifting from local kirana stores to organised retail outlets.
Comparing organised retail stores to traditional kirana stores in terms of price and purchasing
benefits, the study discovered that customers were more satisfied with organised retail stores.

(Ceasar & Mariappan, 2016) studied the impact of organized retailers on unorganized retailers.
Results of the research states that the unorganised retailers are experiencing declining sales,
profits, and employment. But financial difficulties, adoption of traditional methods, and a lack
of creative and innovative ideas make it difficult for them to implement changes in their
existing retail practises. Unorganised retailers have the least advantage over large organised
retailers in terms of consumers.

(Jayadatta et al., 2016) observed major challenges affecting unorganized retail sector. The
research reveals that the unorganised retail sector in India is experiencing significant growth.
It also states that unorganised retailers struggle with supply chain management, the
incorporation of new technologies, and e-commerce, in addition to obtaining government
approval.

(Mayya, 2016) observed the impact of shopping malls on the unorganized retail sector. The
study states that the unorganised retail sector has been negatively affected after the entry of
shopping malls particularly in terms of sales, profits, and customer count. The study also
reveals that the impact is significant in grocery stores and food processing facilities.

(Vijay, 2016) observed the economic and employment impact of the entry of organized retailers
on unorganized retailers. Four product categories, including apparel and fashion, electronic
products and home appliances, groceries and food items, literature, music, and gifts, were
chosen for the study. The study reveals that despite experiencing financial difficulties, many
unorganised retailers do not experience a decline in sales, a reduction in their staff, or a loss of
consumers. The study found that after the emergence of organised retailers, there had been an
increase in job opportunities in logistics, warehouses, and production activities, as well as a
rise in employment among intermediaries. Customer satisfaction factors for shopping at
organised retailers include the availability of all products under one roof, trained professional
staff, parking facility, product quality and service, a wide selection of products, the availability
of various modes of payment, online and offline purchase options, and a good grievance
redressal system. Customers' considerations for shopping at unorganised retailers include
bargaining power, credit purchase options, refund and return policies, fresh and high-quality
products, home delivery options, and convenient store hours.

(Tiwary & Jha, 2016) observed the difficulties encountered by unorganised retail sector against
organised retail sector. The study reveals that unorganised retailers struggle with obsolete
technology, low investment levels, and the inability to offer deep discounts and promotions.
The purpose of the paper was also to propose various strategies to combat competition from
organised retailers. The suggested strategies include modernising the outlets, adopting
computerised invoicing, promotion techniques, adopting a customer feedback system, and
hiring qualified personnel.

(Shanmuganandavadivel, 2016) observed the impact of mega shopping complexes on small

retail business sector. They assert that mega shopping centres have a negative effect on the
growth and development of small traditional stores. It was found from the study that in order
to compete with mega retailers, retail merchants are selling branded, high-quality products at
reasonable prices.

(R. K. Yadav et al., 2016)investigated the effect of organised retail on kirana outlets. According
to the study's findings, small kirana store owners have an unfavourable attitude towards
organised retailing. They claim that the entrance of organised retail stores has raised their
operational expenditures. According to the findings, the presence of large organised retail
shops has a detrimental influence on the volume of business and profitability of small kirana
businesses located near large organised retail outlets. Furthermore, the study found that the
expansion of corporate retail outlets had no substantial detrimental impact on employment.

(Ganesh & Chalam, 2017) examined the impact of Organised Food & Grocery Retailing on the
store operations of Traditional Retail (Kirana) stores in the cities of Vijayawada and Guntur in
the CRDA region of the Indian state of Andhra Pradesh. According to the study traditional
Retail (Kirana) Store Operations, including Store Sales, Store Profits, Customer Visits, and
Employee Strength, had decreased due to Organised Retail Stores in Both Cities. For its
survival and sustainability in the context of the emergence of organised merchandising, the
study indicates that the unorganised sector must take into account the changing requirements
and preferences of consumers.

(Nagpal & Sinha, 2017) studied challenges encountered by Indian organized retail outlets. The
study found that the organised retailers view unorganised retailers as their primary competitor.
Other significant obstacles include a lack of adoption of modern technology, shifting consumer
preferences, supply chain management, high operating costs, lack of logistic facilities and
infrastructure, lack of professionally trained employees, and price sensitivity. Online
commerce, land acquisition, rental and lease prices, power supply, and multiculturalism were
regarded as moderate challenge. Government FDI regulations were viewed as causing the least
difficulty for organised retailers due to the complexity of the tax structure.

(R. K. Yadav et al., 2017) studied impact of organised retailing on grocery retail suppliers. The
main objective of the study was to analyse the suppliers' perspectives on profitability,
employment, and mutual competition. The perceived benefit of the suppliers was the dependent
variable, while the perceived decline in profits of the suppliers, the perceived dread of
employment, and the perceived improvement in operational efficiency were independent
variables. The results of the study indicate that the perceived benefit of organised retailers had
a negative effect on perceived margin decline and perceived dread among suppliers. In
addition, the study reveals that manufacturers and suppliers had benefited from the introduction
of organised retail stores.

(Mathews, 2018) analysed the impact of shopping malls on small retail outlets. The results of
the study reveal that shopping malls had a negative effect on small traditional kirana stores.
Numerous small keepers experienced a precipitous decline in their savings.

(Setani et al., 2018) analysed the impact of the establishment of large-scale retail stores on the
closure of existing retail stores (clothing and groceries) and sales in Osaka and Hyogo
prefectures. The analysis revealed that the establishment of large-scale retail stores had a
negative effect on the survival probability and sales of existing retail stores. In addition, the
study confirms that the effect of opening large-scale retail stores varies by period (short or long
term), store distance, and sales floor space.
(Sivanesan & Johns, 2019) analysed the impact of organized retailing on unorganized retail sector.
The study state that unorganised stores located near organised retailers have been negatively
impacted in terms of their business volume and profits, as well as increased operational
expenditures, and many retailers have been forced to close their retail locations. According to
the research, unorganised retailers believe that discounts, offers, the benefits of economies of
scale, the availability of a broad variety of products, and the selection of branded products
attract more consumers to organised stores, resulting in a negative effect on unorganised retail
stores. The study also state that the unorganised retailers have begun utilising modern
technology, modernised stores, and enhanced product and service quality to retain existing
consumers. In addition, they also strengthen their competitive strength by providing credit
purchase options, bargaining flexibility, offering unsecured products, and operating at
convenient hours.

(Swarnalakshmi & Supraja, 2023) investigated the effect of supermarkets on street vendors. The
primary objective of the research was to learn about the issues that street sellers confront as a
result of supermarkets. The data indicate that the proliferation of supermarkets has an impact
on the sales of street vendors at the level of their consumption. It also indicates that location
was one of the most important aspects that buyers consider when making a purchase. According
to the report, excessively long working hours for salespeople, poor safety and security
conditions in their employment, were a significant concern for local street vendors.

2.7 RESEARCH GAP

The current retail environment is undergoing unprecedented change. Almost every facet of
retail has undergone transformation, influencing the shift from conventional in-store buying
methods to the contemporary model of large-scale retail outlets. The development of these
large-scale retail outlets in recent years has been highly dynamic due to their effective
integration of supply, proximity, and service. Consumers are increasingly favouring
supermarkets and hypermarkets over other commercial models, leading to the progressive
decline of small retail stores. There are numerous elements that entice consumers to visit retail
stores. After conducting a comprehensive review of the relevant literature, it is evident that the
majority of studies on consumer perceptions about small and large retail outlets have focused
on crucial aspects of consumer perception such as, variety, parking space, proximity, price,
shopping environment, product availability and quality, availability of home delivery,
trustworthy salespeople, bulk purchase, new product launches, shelf display, convenient
payment and delivery options, brands, one stop purchasing. But it is evident from the review
that there is hardly a study that focused on all the elements of a retail stores in order to determine
the specific criteria that draw customers to both large-scale retail outlets and small retail
businesses. There is a research opportunity to conduct a comprehensive study that encapsulates
the whole spectrum of marketing mix including factors under product mix, price mix, place
mix, promotion mix, process mix, people mix and physical evidence mix which has not been
considered in any of the previous attempts made in the Indian and overseas countries.

Prior to this, scholars have concentrated on evaluating the effects of shopping values on
customer satisfaction (Allard et al., 2009; Atulkar & Kesari, 2017a, 2017b; Babin et al., 1994; Bloemer
& Schroder, 2002; Roy, 1994; Wakefield & Baker, 1998b), loyalty (Carpenter, 2008; Dick & Basu, 1994;
Rayburn & Voss, 2013; Sirohi et al., 1998; Thaichon et al., 2016; Thilina & Liyanage, 2015), repurchase
intentions (Hart et al., 2007; Kabadayı & Alan, 2012a; Lembah & Haryanto, 2022; Moharana &
Pattanaik, 2023; Swinyard, 1993; Zeithaml, 1988) and customer preferences mostly in the USA,
European countries metro cities of India but a very little attention has given on the impact of
factors influencing consumers perception on shopping satisfaction, word of mouth and revisit
intension by considering WOM (Word of Mouth) as a mediating variable.
The reviewed studies have examined the impact of large-scale retail outlets on several aspects
of small retailers, including business volume, profits, operational expenditures, savings,
customer visits, employee strength, taxes, selling price, and advertising. An opportunity exists
to investigate the impact of large-scale retail outlets on service expectation, sales of different
categories of products, customer base along with sales turnover and employment, and store
operation
Again, it is also evident from the literature reviewed that only a handful of earlier studies
examined the small traders perception towards large-scale retail outlets. Hence, present study
can be considered as an attempt to bridge this gap. Also, in the studies reviewed, the perception
and impact have been dealt with in a fragmented manner, hence failing to present a complete
and coherent understanding of the impact of large-scale retail outlets on small traders and
coping strategies applied to face the competition from large-scale retail outlets.
An opportunity to delve deeper into the subject matter can be found in a thorough and holistic
study that amalgamates all significant dimension of the impact of large-scale retail outlets on
consumers and small traders in the Indian context specially in tier II city, Dakshina Kannada.