Anita Chaturvedi, Viveka Nand Singh
Abstract: Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and around 8 per cent of the employment. Retail sector is one of India's fastest growing sectors with a 5 per cent compounded annual growth rate. India's huge middle class base and its untapped retail industry are key attractions for global retail giants planning to enter newer markets. Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is expected to grow 25 per cent annually. It is expected that retail in India could be worth US$ 175-200 billion by 2016. The study focuses on DEHRADUN city and KASHIPUR as it is the industrial capital of UTTARAKHAND, and it portrays cross-sections of the society. Two mega marts, namely, Vishal Mega Mart, and Easy day, were randomly selected for the study. Hundred visiting customers from each mega mart were personally interviewed with the help of a specially structured questionnaire. In this way, 300 customers were interviewed for the study.
Keywords: M.B.O, Hedonic, Hyper market, Supermarket, Discount store