ORGANIZED RETAIL AND NEIGHBORHOOD KIRANA STORES: A CASE STUDY OF ALIGARH DIVISION, UTTAR PRADESH

Abstract

RetailTradeinIndiaisdominated byunorganized storesand91 per centoftheretailtradeismadeupof Kiranastores,streethawkers,hole-in-the-wall shopsandroadsidepeddlers.Customerspreferthetraditional retail(Kirana)storesbecauseofproximitytotheirhomes,convenienttimings,closeacquaintancewiththe shop keeper,availability ofcreditetc.However,today, consumers wantpleasantshoppingexperience over proximityand convenience,  resulting in the paradigm shift in the preferences of customers from unorganizedto organized retailing. Thegrowth and transformation of retailmarketinIndia,ononesidecreating abettershopping experienceandotherside,itiscreating alotofpressureonunorganized retailers.The present study aims tounderstand theperceptionofsmallkiranashops inrelationto theimpactthey canhave andthesecond is findthe effectontheiremploymentwith the increasing numberofcorporateretail chainstoresintheform oforganised retailstoresincorrespondinggrocerysegment.Thestudywas carriedoutin themarketofAligarh division andresponseswerecollectedfrom smallneighbourhoodkiranashops.Multivariatestatisticaltechniqueswereusedtoanalyzethedatacollectedwiththehelp ofastructuredquestionnaireTheresultofthestudyshowsthatsmallneighbourhoodkiranashop ownerperceivedthattheirprofitisnegativelyaffected,theiroperationalcostis increasedtomeetthe higherservicequalityexpectationofthecustomerbuttheresultdonotshowsignificantnegative impactontheiremploymentduetogrowthofcorporateretailstores.