Uncovering Consumers in Organized Retail Sector in India.

The purpose of this paper is to promote understanding of types of consumers in India in organized retail sector. The main objective of the study was to identify and categorize the types of consumers visiting the organized retail stores. For collecting the primary data, at each store 30 samples were selected for this purpose based on convenience. The data collection method was an informal interview and discussions with consumers for about 15 to 20 minutes at the exit door of the three identified organized retail stores operating in Ahmadabad .The original identity of the respondents and store is disguised by coding. The findings of the consumers' categories were identified through the conversational interviews. The consumers were then finally categorized based on findings are described as, Economic Consumers, Hedonist Consumers, Moralistic Consumers, Active (Involved) and Inactive Consumers, Definite and Indefinite Consumers, Individualistic Consumers, Recreational Consumers. There was an implicit recognition of qualitative data management as an iterative process. [ABSTRACT FROM AUTHOR]