RELATIONSHIP BETWEEN CUSTOMER BRAND PREFERENCES & DEMOGRAPHIC ATTRIBUTES IN ORGANISED RETAIL – A KOLKATA BASED STUDY
Description
Indian Retail Industry has gone through an astronomical amount of change particularly in the last five to ten years. This huge metamorphosis is distinctly visible once we see the small kiranas gradually getting replaced by huge super markets in the vicinity. This aspect is more visible particularly in the metros and tier one towns with a very huge population base. This study reveals that one of the main reasons for the customers to opt for these organized retail outlets was the availability of all their daily needs under one roof. However, it has also been observed that the brand awareness and associated brand preferences also vary from one customer to the other due to various factors. One of the principal determinants influencing today’s customer to seek for or avoid a particular brand are the demographic factors like - Gender, Age, Marital Status, Occupation, Education, Monthly Income and Family Size. This study has made an endeavor to unearth how these above mentioned factors are influencing the customer brand preferences in some of the prominent retail chains in Kolkata.