A Study on Consumer Behaviour towards Organised Retail Stores in Bhopal City

Rakesh  Ranjan; Neeraj Singh

doi:10.69968/ijisem.2025v4i2409-415

Authors

Rakesh Ranjan Research Scholar, Barkatullah University, Bhopal.
Neeraj Singh Director, Maharana Pratap College of Management, Bhopal.

DOI:

https://doi.org/10.69968/ijisem.2025v4i2409-415

Keywords:

Organised Retail, Consumer Behaviour, Promotional Strategies, Shopping Experience, Bhopal

Abstract

Organised retail is considered as a structured format of running any business and retail is also a part of it. This study was designed to understand the consumer behaviour towards organised retail stores in Bhopal, Madhya Pradesh. The study focused on the most popular outlets of organised outlets of Bhopal: D-Mart, V-Mart, and Best Price. This study used a descriptive research design and collected responses from 75 respondents with the help of a structured questionnaire. The primary objectives of the study focused evaluating the factors such as product variety, pricing, store ambience, promotional strategies, and overall shopping experience on consumer satisfaction and purchase behaviour.

The findings reveal that consumers are significantly influenced by store-related attributes and promotional activities, which positively affect both satisfaction levels and the frequency of store visits. The hypothesis testing results confirm that product offerings, service quality, and marketing efforts play a critical role in shaping modern retail experiences. The study concludes that organised retail stores in Bhopal are successfully meeting evolving consumer expectations and contributing to the transformation of urban shopping behaviour.

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