Study of Factors that Influence Retailers in Product Assortment as Per the Customers Preference of Products, Leading to Improved Retailer Performance for Customer Satisfaction and Retention

Swaroop Mohanty, Biswajit Das, Prashanta Chandra Panda, Priti Ranjan Sahoo and Jayant Kumar Panigrahi

Retailers are staid about how to retain the customers and satisfy them. The digital payment mechanism for the customers is rapidly being adopted. There are a number of online payment options available through the apps on their mobile phones. This new type of trend and approach is revolutionising the buy and sell process of products. The research is undertaken by the author in order to ascertain the factors that drive the retailers across both organised, unorganised and the Online (e-tailing) formats. The research paper also signifies the growth of retailers and the significance of product assortment dynamics used along with the identified interfaces enabling the retailers to satisfy the customer need and retain them; it is also directly linked to their performance in terms of Customer Retention thereby giving an empirical analysis of the Retailers Performance in the two districts of Khurdha and Cuttack in Odisha. The retailers include in the survey are from both the Organised and unorganised ones including the e-tailers also. From each district, 30 Retail Organisations were taken for study. Hence n=60 Retail Organisations. The Primary Data obtained from the survey is used in deriving the outcomes used for the conclusive analysis of the Theoretical Framework. The detailed Literature review has been conducted for determining the principal factors reported in the studies performed earlier. For deriving a conclusive study, a survey and interviews were carried out. The data collected was analysis with SPSS to validate all hypotheses. The study concludes that the Organisational and Technological Interface are the two important constructs for Customer’s preference of Products from Retailers and thereby leading to the Retailers Performance and Customer Satisfaction.

Volume 11 | 11-Special Issue

Pages: 57-64

DOI: 10.5373/JARDCS/V11SP11/20192929