Volume : 8, Issue : 3, March - 2019

CUSTOMERS' PERCEPTION TOWARDS STRUCTURE AND LAYOUT OF RETAIL STORES IN ERODE DISTRICT

Dr. M. Elayaraja

Abstract :

In the supply chain, the role of retailers has been very significant in carrying the goods from the manufacturers to the consumers. The retailers have direct relationship with the consumers and they act as the intermediaries between manufacturers and consumers. They convey the expectations of the consumers to the manufactures and in turn they transfer the goods from manufacturers to the consumers. In the recent years, the organized retail stores have been gaining momentum. The shopping behaviour of the consumers has turned towards the organized retail stores. This study has made an attempt to examine the consumers’ perception towards structure and layout of the retail stores in Erode. For this purpose, the level of satisfaction of 1000 sample respondents has been assessed and put through analysis using Factor Analysis. The results have revealed that External Infrastructure and Internal Infrastructure have been the major factors influencing the satisfaction of consumers towards structure and lay out of the retail stores.