Customer Preference Towards The Purchase In Super Markets With Special Reference To Aditya Birla Retail Ltd (More Super Market) At Chennai

Abstract

At present retail stores facing more competition in retailing business. Good store design increase the visiting of more customers in to the store and increase the store goodwill, and price also plays major factor to use the customer giving preference and selection of the store. And as industry research has shown, there is much need to know the customer expectations, customer preferences and their store choices (features) and in this marketing project, we will find out solutions to identify the customer preference which will getting more customers and getting more profits. The survey is being conducted for the ADITYA BIRLA RETAIL LTD more supermarket based in CHENNAI city, to find out the customer preferences in choosing more supermarket. It is required to find out the preferences based on certain aspects (price, income, quality, satisfaction level of customers). The researcher has used factor analysis, ANOVA , t-test and regression analysis to interpret the study. This study focuses on analyzing the consumer's preferences of the specific attributes of retail store in Chennai, ADITYA BIRLA RETAIL LTD. The study starts with reviewing the earlier works in this area.