“DON’T KEEP YOUR SHELVES EMPTY” – WHAT HAPPENS WHEN
CUSTOMER’S DESIRED ITEM IS UNAVAILABLE.
AUTHORS
• Veeramani
Siva Sivani Institute of Management
• Jay Ashar
Siva Sivani Institute of Management
Abstract
This study throws light on unavailability of desired items while shopping at organized
retail as a factor for customer switching over to other stores. The unavailability of desired
item in organized retail is compared to the move of switching of store due to
unavailability of desired item in unorganized retail.
Introduction
The nearest restaurant for Prof. PVS Sai, a resident of Vansai Colony is nothing
less than 3 kilometers away. The nearest hospital is atleast 2 kilometers away and so is
the ATM from this resident colony situated on NH7 in Secunderabad. But he need not
worry about getting the routine monthly groceries and other essentials for himself.
Courtesy – Heritage Fresh @ Kompally. And that is not all. He gets AV Birla’s More and
Magna as a choice for Retails Stores. And Reliance Fresh and ITC’s E Coupal are not far
away too. This is the penetration of Organized Retail in India.
Retail started it’s saga in India at a time when you didn’t get any prizes for
guessing India’s strength as IT and ITES and at a time where India’s famous problem of
Population was no more being seen as a problem but rather was started being seen as an
asset to Innovator Marketers who knew the utility of this huge perspective consumer
base. The era is backed by the changing spending trends of an average Indian consumer
due to increase in the disposable income. A study on Indian Organized Retail Industry
concludes the increase of the organized Retail as a percentage of the total market from
2% ...