Prof. Ravi Nagaich

Dr. A.C Shukla

Sarthak Nagori

Abstract

Indian Retail sector had emerged as one of the most dynamic and fast-paced industries, according to the report Indian retail sector had recovered 85% of the pre-covid revenue by the end of year 2020. Since the pandemic, intense competition has been increasing in almost every sector to gain market share and to fulfill the astonishing demands of the consumer. The present study is an attempt to rigorously examine the consumer gratification level of two big Indian Retail Organizations which are namely ABC supermarket and XYZ supermarket. A comparative study was performed on the basis of various social factors that had more impacted the consumer perspectives, which is necessary to succeed in the retail market. This paper is an attempt to analyze and compare the consumer gratification index of ABC and XYZ, based on various social factors. The primary data was collected from the consumers of different organizations, with the help of structured questionnaires. Data were statistically analyzed and examined with the help of software named as IBM SPSS. The major findings of the study is that ABC’s gratification level among consumers is 3.7686 on a scale of 5, which is slightly more than that of XYZ’s gratification level of 3.2793 on scale of 5, which inherently shows ABC’s services are more favourable by customers.

Keywords- Retail, ABC, XYZ, Consumer Gratification, SPSS