ABSTRACT

This study aims at to examine the “consumer’s buying behaviour of branded grocery products in organized and unorganized sector” in Madurai, a tier II city and also aims to study the changing retail market scenario. The  speed in which the transition takes place from unorganized sector to organized stores, due to increasing self-service and changing consumers behaviour in buying branded grocery items. The growing organised stores such as malls and self serviced stores act as stimulator of buying, by the customers.  In this study the data collected through a questionnaire to know the consumer perception and preference about branded grocery items and also to find out the factors which are forced customers to shift from buying unbranded to branded grocery items and from organised stores.

Keywords: Grocery Products, Buying behaviour, Branded Grocery, Organised stores