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A Study on Consumer Perception Towards Supermarkets in Tirunelveli, South India

XIBA Business Review

Volume 1 Issue 1

Published: 2015
Author(s) Name: J. Owen Immanuel, R. Sangeetha, N. Pradeep Kumar | Author(s) Affiliation: Asst.Prof.,Xavier Inst.of Business Administration,St.Xavier’s College,Palayankotta,Tamil Nadu,India
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Retail is an emerging sector in India. Marketers work hard to influence the customers by offering them in various ways, at various locations, in various forms resulting in emergence of various retail formats throughout the country. 15 years ago, Super Markets were considered a luxury, but now it is very common in almost every city. Supermarkets have turned out to be a huge hit among middle class families. It is no different in Tirunelveli, a well-known city in Southern Tamil Nadu. This paper aims to understand supermarket consumers in Tirunelveli. The paper focuses on the shopping habits of supermarket consumers especially with regard to buying in supermarkets. It attempts to achieve a better understanding of the perception of the consumers towards supermarkets on the basis of various service quality dimensions.

Keywords: Retail, Customers, Perception, Marketing Strategies, Supermarket

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