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| Article Name : | | | EMERGING TRENDS OF ORGANISED RETAILING IN RAYALASEEMA REGION OF ANDHRA PRADESH | | Author Name : | | | G. SomaSekhar , M. Suresh Babu | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-4770 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | Rayalaseema Region is basically backward in development and drought affected area in Andhra Pradesh. Even though backward region but some of the major towns like Ananthapur, Chittoor, Kadapa, Kurnool and Tirupati are showing significant changes in retailing. The present study is an attempt to understand the relation between shopper demographics and factors influencing on their shopping behaviour towards organised retailing. Six factors based key dimensions of store attribute preferences were identified through exploratory factor analysis. Based on these identified factors shoppers of organised retailing preferring shopper interface and enhanced shopping experience as a top priorities. The results highlight that demographic groups were given different perception on six factors of organised retailing. | | Keywords : | | |
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