Customers’ Perception towards Organized Retail Stores – An Analysis
U. Dineshkumar1 , P. Vikkraman2
1Asst. Professor, Department of Management Studies, Erode Sengunthar Engineering College, Erode, India
2Associate Professor, School of Management Studies, Anna University, Coimbatore Centre, Coimbatore, India.
Abstract: Customer Perception is a significant subject for most marketers. The key pressure in the formation of consumers' future purchase intentions are the significance of customers’ perception, how the perceptions are formed and satisfied and the impacts they have on the success of a business. Satisfied customers are also likely to tell others of their favorable experiences and thus employ positive word of mouth advertising. This article intends on examining customer Perception in the organized retail stores in Coimbatore city. The goal isto identify the determinants of customer Perception in the organized retail stores in Coimbatore city, to identify the attitude and behavior of the customers those who purchase in organized retail stores, and also to study the future prospects of organized retail stores in the city. A total of 200 questionnaires have been randomly distributed to retail customers. The data collected is analyzed using descriptive statistics method, cross table analysis, chi-square test and correlation method (to compare between different means). In order to check the reliability, Cronbach's alpha test is deployed. The outcome of this study put forward that the degree of customer perception is identified in terms of services provided by organized retail stores in the city.
[U. Dineshkumar, P. Vikkraman, Customers’ Perception towards Organized Retail Stores – An Analysis. Life Sci J 2013:10(1):3275-3280]. (ISSN: 1097-8135). http://www.lifesciencesite.com.
Key Words: Word of mouth advertising, Customer Perception, Retail stores, Purchase intentions.