| The retail sector in India is emerging as one of the largest sectors in the economy. India is the fifth largest and preferred retail destination globally. Retail sector is one of the main contributors to the Gross Domestic Product (GDP) of different countries and also one of the biggest employers In India. At present India is witnessing new changes in evolving food shopping which is constructed by retailers to attract the consumers. In this regard, this paper intends to find the factors influencing consumer buying behaviour of food and grocery section of organized retailing in Navsari city. For the fulfilment of the study, 150 respondents were selected as sample size and data were collected through structured questionnaire from both primary and secondary sources. The major findings of the study were that consumers consider availability of products, good shopping experience and good quality of products and affordable price of products etc. as the preferable features of organized retail store. And the major parameters considered by consumers before purchasing food and groceries from organized retail store were reasonable product prices, quality of products, discounts and offers and availability of local brands etc. Also the major constraints faced by consumers while purchasing food and grocery from organized retailers were less number of billing counters, slow billing process, less discounts and offers, poor availability of range and variety of products etc. So it could be concluded that the Indian retail sector is witnessing a tremendous growth but there is an urgent need to focus on the parameters considered by consumers which leads to consumer’s satisfaction and organized retail prosperity.
Keywords: organized retail, food and grocery, buying behaviour, constraints
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