A STUDY ON ECONOMIC BEHAVIOUR, PERCEPTION AND ATTITUDE OF HOUSEHOLDS TOWARDS TRADITIONAL AND MODERN FOOD RETAILING FORMATS IN KOCHI

摘要

Changes in tastes, preferences, lifestyle and changing diet pattern due to rising affluent population are prime factors responsible for emergence of modern retail in India. Primary survey on various socio-economic parameters from 120 randomly selectedhouseholds in Kochi was conducted. Logit model, conjoint analysis and descriptive statistics were used to infer the results. The family income and distance to the nearest modern retail were found to influence the consumers' decision to purchase from modern retails. The high part-worth value for price (less than traditional retails) points to the importance of price competition to attract consumers. Consumers are willing to compromise on quality for the sake of lower price. Factor importance value of modern retail emphasized the need to devise a sale strategy containing two essential ingredients viz. less price than traditional retail and easiness to approach (less than 1 km) to sustain in competitive race of agri-retail business in Kochi.