Retail Business Transformation and Consumer Experience: An Experimental Perspective

Abstract

Retail has been in long term transformation for more than a couple of decades, worldwide. Retail outlets are not just increasing in number, in country, but at the same time they are more aware and alert about appealing to the most sensitive aspects of consumer buying experience. In a country like ours with rapid urbanization, and transition in lifestyle for middle and upper middle class families, it is quite essential for retailers to rethink the way they operate. In this paper we measure the consumer experience - Proximity, Pricing, Availability of product, and Waiting time - versus the retail store types - Convince store, Discount Store, Super Market, and Local Grocery or Kirana Store. This paper offers models for different retail types with respect to consumer experience variables.