A Study on Customer Profile and Customer Behaviour with Special Reference to Femina, Tiruchirappalli

Abstract

The Indian retail market, which is the fifth largest retail destination globally, has been ranked as the most attractive emerging market for investment in the retail sector by AT Kearney's eighth annual Global Retail Development Index (GRDI), in 2009. India is an attractive emerging retail market: a potential goldmine. According to a research, the share of retail trade in India’s gross domestic product (GDP) was between 8–10 per cent in 2007.   At present, that is 2008 – 2009, the share is 12 per cent, and it will certainly reach 22 percent by 2010.   Though lacs and lacs of retail shops available in India, contributing to its GDP, the movement from unorganized sector to organized sector, causal for competition among them, is inevitable.  The present study reveals that how the factors like price, quality, offers, sales force conduct, shelf arrangement, discounts, packing facilities and customer care, brand choice and availability of a variety of products affect the behaviour of the customers and their level satisfaction at Femina. The research has been conducted with an aim to help the retailer – Femina to adopt suitable strategies to improve their share in the retailing industry.  Though it is newly established in Tiruchirappalli, it has been far and wide welcomed by the public.  The findings of the research prove this truth.  Nearly 125 customers were studies using convenience sampling.  Almost majority of the customers are willing to go for repeat purchases from Femina.