INTRODUCTION India started its Retail Journey since ancient time.

In Ancient India there was a concept of weekly HAAT, where all the buyers and sellers gather in a big market for bartering. It takes a pretty long times to and step to shape the modern retail. In between these two concepts (i.e. between ancient retail concept and the modern one there exist modern Grocery/ mom and pop shops or Baniya ki Dukan. Still it is redominating in India So the Indian retail industry is divided into two sectors- organized and unorganized. The Indian retail industry is now beginning to evolve transformation that has swept other large economies. There is a vast change in Indian retail, the liberalization of the consumer goods industry initiated in the mid-80s and accelerated through the 90s has begun to impact the structure and conduct of the retail industry. The concept retail, which includes the shopkeeper to customer interaction, has taken many forms and dimensions, from the traditional retail outlet and street local market shops to upsc. Organized vs. Unorganized Sector: Future of retail sector in India is swerving- on one side organized retail is marching into life of urban consumers, while on the other our own neighborhood Grocery stores are resisting fiercely with their existing strong foothold. India today is at the crossroads with regard to the retail sector. A shift between organized and unorganized retail sector is evident, which has led to a number of speculations on the fate of Indian retail. Unorganized sector cannot ignore. In any newspaper or television channel, we find hordes of news about happening in organized retail sectors, which is indeed fairly real situation. While the role of organized retail sector in growth of economy cannot be denied, but one thing is also of extreme importance that unorganized retail format is a support to a large chunk of population- providing direct employment to 39,500,000 individuals. So there is no way that government or anyone can discount these foundation stone of Indian economy.

Changing landscape of Indian consumerism: The face of Indian consumerism is changing: not Indian consumerism is evolving from Bajaj Scooter family man to Bajaj Pulsar trendy youngster. This changing consumers taste and lifestyle, somewhere automatically give some advantage to organized sector. This makes imperative for unorganized retail sector to restructure itself in order to withstand the increasing competition and to meet consumer expectations by moving with trends. What they can do and what they are doing, some of these issues will be discussed in future parts of article.

Retail Trends in past few years: Before the decade of eighties, India with hundreds of towns and cities was a nation striving for development. The evolution was being witnessed at various levels and the people of the nation were learning to play different roles as businessmen and consumers. The foundation for a strong economy were being laid, youth were beckoning new awareness in all spheres. And this brought in an opportunity for retail industry to flourish. First in the metros and major cities later to impact sub urban and rural market as well. Retailing in India at this stage was completely unorganized and it thrived as separate entities operated by small and medium entrepreneurs in their own territories. There was lack of international exposure and only a few Indian companies explored the retail platform on a larger scale. From overseas only companies like Levi's, Pepe, Marks and Spencer etc. had entered targeting upper middle and rich classes of Indians. However as more than 50 % population was formed by lower and lower middle class people, the market was not completely captured. This was later realized by brands like Big Bazaar and Pantaloons who made their products and services accessible to all classes of people and today the success of these brands proves the potential of Indian retail market. A great shift that ushered in the Indian Retail Revolution was the eruption of Malls across all regional markets. Now at its peak, the mall culture

actually brought in the organized format for retailing in India which was absent earlier. Though malls were also initially planned for the higher strata, they successfully adapted to cater to the larger population of India. And it no wonder, today malls are changing the way common Indians have their shopping experience. However there is still great scope for enhancing Indian mall culture as other than ambience and branding many other aspects of Retail Service remains to be developed on international standards. it is surprise that there was not a single mall in India a decade before and just a few years ago only a handful of them were striving, today there are more than 50 malls across different cities and 2 years from now around 500 malls are predicted to come up. Indeed this shows a very promising trend ahead, however before taking a leap into the future of Retail in India, let's see what the Indian retail Industry is currently occupied with.

According to the third edition of eBay India census 2010 conducted across 28 states and seven union territories, Indias top five rural e -commerce hubs are Ambalapuzha (Kerala), Sajiyavadar (Gujarat), Adala (Gujarat), Abdalipur (West Bengal) and Kangayampalayam (Tamil Nadu). This means there are two rural e-commerce hubs of Gujarat in top five across India. The survey reveals that Gujarat has emerged as one of the top five online shopping markets in the country. Gujarat is ranked 4th after Maharashtra, Delhi and Tamil Nadu. During the census in 2009, Gujarat was ranked at seventh, from which it has jumped to fourth position. The city of Ahmedabad ranks 7th among top 10 ecommerce hub in the country. eBay India, a 100 per cent subsidiary of eBay Inc one of the leading e-commerce hub in India , has observed a surge in the number of ecommerce hubs in India from 2,500 last year to 3,300 this year. According to the eBay Census Guide 2009 for Indian eCommerce scenario, it has been found that India has over 2,471 eCommerce Hubs. These hubs are the

cities, towns, villages and smaller towns covering the entire length and breadth of the country.Technology or technology related products dominate Indias domestic eCommerce. Whereas, lifestyle product category dominates in the global trade. Technology, being Indias favourite traded vertical category

contributes 44% of totals e-commerce transactions according to the latest eBay Census. Lifestyle category at 35% comes second in popularity for online Indians. For Global Trade, lifestyle is the clear winner at 64% of all transactions followed by Media & Collectibles at 15% each. Elaborating Indias domestic online shopping scenario, South India has the most active buyers at 41% of all transactions, followed by West India at 27%. However, West India has the most active sellers at 46%, followed by North India at 28%. Delhi entrepreneurs sold the most technology gadgets at 46% of all transactions to buyers in India. Lifestyle scored on the Exports front at 67% of all transactions Delhi sells the most musical instruments percussion, brass, synthesizers, and guitars - in the country. In addition to this, Delhi buyers bought the most sunglasses in the country according to the eBay census. Delhi buyers have also bought the most number of high end digital cameras in the country. India is showing tremendous growth in the Ecommerce. Rival tradeindia.com has 700,000 registered buyers and it has the growth rate of 35% every year which is likely to double in the year 2010. Indiamart.com claims revenues of Rs. 38 crores and has a growing rate of 50 every year. It receives around 500,000 enquiries per month. Undoubtedly, with the middle class of 288 million people, online shopping shows unlimited potential in India. The real estate costs are touching the sky. The travel portals' share in the online business contributed to 50% of Rs 4800 crores online market in 2007-08. The travel portal MakeMyTrip.com has attained Rs 1000 crores of turnovers which are around 20% of total e-commerce market in India. Further an annual growth of 65% has been anticipated annually in the travel portals alone.

1) Automobiles: Examples of this category are http://www.indiacar.com/ and http://www.automartindia.com/. On these sites we can buy and sell fourwheelers and two-wheelers, new as well as used vehicles, online. Some of the services they provide are car research and reviews, online evaluation, technical specifications, vehicle insurance, vehicle Finance, dealer locator etc. 2) Stocks and Shares: In India today, we can even deal in stocks and shares through e-Retail. Some of the sites are: http://www.equitymaster.com/ and www.5paisa.com/.Some of the services offered to registered members are: Online buying/selling of stocks and shares; Market analysis and research, company information, comparison of companies, research on Equity and Mutual Funds, tracking Market Trends, Hotline for advice on Risk Management etc.

3) Real estate: Portals like http://www.indiaproperties.com/ facilitate online dealing in real estate. They offer either outright purchase or lease of a property through their portal. They provide information on new properties as well as properties for resale. One can deal directly with developers/builders or through consultant/brokers. Allied services: Housing Finance, Insurance companies, architects & Interior Designers etc.

4) Travel & tourism: India has a rich history and heritage and e-Retail is instrumental, to a large extent, in selling India as a product, encouraging Indians as well as foreigners to see its multifaceted culture and beauty. A major Government of India portal, http://www.tourisminindia.com/, has a vast variety of information for a potential tourist. The tourist destination sites are categorized according to themes like: hill resorts, pilgrimage sites etc. There are also sites that highlight the tourist destinations of a specific region in India, like http://www.incredibleindia.org/, which covers North East India.

5) Gifts: In the bygone days, one had to plan what to gift a loved one, trudge across to your favourite shop, and browse for hours before purchasing a gift. Today there are specific Indian websites making the act of gifting quick and easy to suit ones lifestyle. One such site is http://www.indiangiftsportal.com/. The gifts are categorized as: collectibles like paintings and sculptures, luxury items like leather goods, perfumes, jewellery boxes, etc

6) Hobbies: The most popular hobbies from time immemorial are reading, music and films. On the Indian website http://www.firstandsecond.com/ one can buy more than 300,000 titles of books, cassettes, VCDs and DVDs..

7) Matrimony: It is said that marriages are made in heaven, but in the world of E-Retail they are made on marriage portals like http://www.jeevansathi.com/ (meaning life-partner.com in Hindi) and http://www.shaadi.com/ (meaning marriage.com in Hindi).

8) Employment: Two major portals like www.Monsterindia.com and www.naukri.com (meaning job.com in Hindi) are instrumental in providing job seekers with suitable employment at the click of a mouse. They have directories categorized under the headings Employers and Job Seekers. The service for job seekers is free and for Employers they charge a nominal fee.

REVIEW OF LITERATURE

Purohit and kavita according there studies that the traditional retailers are not very much clear about the consequences of the modern retailing the traditional retailers are netural or undecided, modern retailing will cut the profit margin of the traditional retailers; the modern retailing will lead healthy compition in the market, modern retailing will reduce the sales volume of the traditional retailers and traditional retailers should improve customer care services in the era of modern retailing.

Shaoni Shabnam: It is important to highlight that in organized retail, the status of employment is much better than that in unorganized retail. Hence it is definitely desirable that more and more labour gets absorbed in this sector of retail. In the current context, the labour employed in unorganized retail stands unfit for finding employment in organized retail. If appropriate training and skills could be imparted to them, it is possibly feasible to offer better forms of employment to them in the organized retail sector. The status of employment is much better than that in unorganized retail. Hence it is definitely desirable that more and more labour gets absorbed in this sector of retail. In the current context, the labour employed in unorganized retail stands unfit for finding employment in organized retail. If appropriate training and skills could be imparted to them, it is possibly feasible to offer better forms of employment to them in the organized retail sector. Petrovic Dejan (2006) in his study on Analysis of consumer behaviour online explained that the most relevant behavioural characteristics of online consumers and examine the ways they find, compare and evaluate product information. Comparison of the newly collected survey data with the existing consumer behaviour theory resulted in detection of a number of issues related to a specific

consumer group. The purpose of this report is to translate these findings into a set of implementation activities on strategic and technological level. Execution of these recommendations will result in better conversion of visitors into customers and encourage customer loyalty and referrals. The focus group of this study will be young adults aged between eighteen and thirty-four interested in buying a mobile phone or a related product

Meeta Punjabi: According there study they suggest that the development efforts in this area are based on three grounds: First, farmers associated with the modern value chains earn higher returns than selling to the traditional markets. Second, the modern supply chains have specific quality requirements which are easier to meet by the large and medium farmers and the small farmers tend to get left out of these markets. Third, there are several successful examples of linking small farmers to these modern value chains with effort from government agencies, NGOs and development agencies. This knowledge presents strong grounds for a closer look at the emerging sector in India.

Mathew Joseph: Unorganized retailers in the vicinity of organized retailers experienced a decline in their volume of business and profit in the initial years after the entry of large organized retailers. The adverse impact on sales and profit weakens over time. There was no evidence of a decline in overall employment in the unorganized sector as a result of the entry of organized retailers. There is some decline in employment in the North and West regions which, however, also weakens over time. The rate of closure of unorganized retail shops in gross terms is found to be 4.2 per cent per annum which is much lower than the international rate of closure of small businesses. The rate of closure on account of competition from organized retail is lower still at 1.7 per cent per annum. There is competitive response from traditional retailers through improved business practices and technology up gradation.

Usman Ghani 2010 Marketers and researchers have always had interest in the phenomenon of impulse buying since several decades but most of the studies have focused on examining it in the developed countries. This study attempted to investigate the relationship of demographic factors with impulse buying tendency of consumers in the urban areas of Pakistan, a developing country. Results indicate that only age has a significant negative relationship with the impulse buying tendency whereas gender and income are not significantly related to it. The low R2 value suggests that demographic variables only have an indirect effect on impulse buying tendency.

Vivek L. Bartake, Prof.Ashutosh M. Belapure 2013

The Indian retail

industry is now beginning to evolve in the line with the developed markets of the world. It is witnesss big growth with the changing demographics and an improvement in the quality of life of urban people. The growing affluence of Indias consuming class, the emergence of the new breed of entrepreneurs and a flood of imported products in the food and grocery space, has driven the current retail boom in the domestic market. The concept retail which includes the shopkeeper to customer interaction has evolved over time from the traditional retail outlet and street local market shops to upscale multi brand outlets, especially stores or departmental stores. Though it is premature to say that the Indian retail market will replicate the success stories of names such as Wal-Mart stores, Sainsbury and Tesco.

Gupta Himanshu Dubey Neetu and Patani Pawan 2012 Retail is currently the flourishing sector of the Indian economy. This trend is expected to continue for at least the next two three decades, and it is attracting huge attention from all entrepreneurs, business heads, investors as well as real estate owners and

builders. Availability of quality, retail space, wider availability of products and brand communication are some of the factors that are driving the retail in India Retail sector is also supporting to create huge employment while a new form of organized retail sector has emerged within the retail industry and it gave speedy phase to Indian retail sector. The rationale of the study is twofold: First, to examine the nature of changes in the retail sector taking place due to organized form of retailing and implications of shift to this new form of retailing. Secondly, this area has remained largely an unexplored part of research till date especially in the Indian context. The broad objective of the study is to understand consumer behaviour towards organised and unorganised retail stores and to find out the consumers satisfaction level from organised retail stores as well as unorganised retail stores. The perception of the traditional retailers about the modern retailing. The study uses primary data collected through in depth qualitative analysis to represent organized and unorganized retails sectors respectively. Ainin Sulaiman, Noor Ismawati Jaafar and Parveen Kadam 2005 The Internet and E-commerce technologies have fundamentally changed the ways consumers shop and buy goods and services. While the number of Internet users and the expected sales volume worldwide is increasing, the actual number of people who actually transact using the Internet is still vague. What more in a developing country like Malaysia? As such a study on the online purchasing behaviour would indicate and hopefully explain this phenomenon. This study focuses on Internet users working in an urban area. It was found that out of 123 respondents 65.9 % of them have transacted online. They bought air tickets and books as well pay their utility bills online. Guarantee, confidentiality of identity, product information and product variety were among the reasons why these people transacted online.

M. Goksel Akpinar 2009 In this study, the reasons of customer defection of supermarket chains, where a significant part of retail food sales are performed, were analyzed. The data analyzed in this study are collected via face-to-face questionnaires applied to 400 consumers who shop at national and local supermarkets in the centre of Antalya province. It was found out in this study that the change in supermarket choice of consumers in one year of market period is 34.5%. Instability in the product and service quality, high prices and opening of new supermarket closer to the residence of consumers are found out as the primary reasons of change in supermarket choice of consumers. In the study, findings obtained via chi-square analysis revealed that there is a statistical correlation between the number of supermarkets, monthly supermarket expenditure amounts and the rate of change in supermarket choice. HARRY TIMMERMANS, ROB VAN DER HEIJDEN and HANS WESTERVELD 1982 This article reports on an empirical analysis of consumer information and usage fields in the city of Eindhoven. The main purposes of this study are to investigate the distance, sector-al and directional biases of these fields, to analyse whether the degree of biases is related to personal characteristics of consumers and to identify the factors of the basis on which a model which predicts the probability that a shopping centre will be known by consumers can be developed. The findings of the study suggest that strong distance, sectoral and directional biases are present in the information and usage fields of consumers and that no systematic relationships exist between these characteristics of information and usage fields and personal variables of consumers. Finally, the present study suggests that a model which describes the formation of consumer choice sets should include spatial factors such as distance, size, intervening opportunities and direction towards the city centre.

Y. Ramakrishna Prasad 2012 The purpose of this study is to identify the purchasing drivers of apparel consumer in apparel product categories, in the context of the evolving organized retail industry in India. The paper attempts to correlate the distinct store features as perceived by respondents with the true motivations of various consumers in purchasing and patronising of organized outlets. In the process it provides insight of various attributes influencing the purchasing behaviours of an average Indian consumer. The framework evolved for evaluating effectiveness and impact of different attributes influence the behaviour and a major impact on the overall profitability of the retailing business. Increase in the rate of literacy, growing number of working women, highly disposable income, easy availability of credit at low interest rates and high rate of media penetration along with the assurance of similar quality products with large ambit of price differentiation, painted the Indias dynamic organized retail landscape. Rising interest and growing expansion of organized retail market leading to success of a business, depends solely on consumers urges that there is a need to study their buying behaviour. The study is based on primary data, a total of 178 apparel retail customer from leading outlets in Hyderabad and Secunderabad are surveyed by using structured questionnaire with mall intercept method. The results reveal that the shoppers do not rate the factors equally, without leaping in the dark, proper emphasis can be given to the factors. The results further prove that the apparel consumers buying behaviour is mostly influenced by the attributes like style > value > diversity > demand > credibility > concern > referral groups. This study contributes information to both academic and retail managers for their theoretical and practical purposes.

3.1 Need
The need of this research is to identify and get insight into what main factors the online consumer takes into consideration when most he buy products on internet what affects their shopping behaviour, basic need of this research is to find out what are the main factors affect the online consumer when considering and making a purchase over Internet. 3.2 Objective of the study

1. To study the buying behavior of the urban customer. 2. To study the impact E- retailing on the urban customers. 3. To study the attributes that influence consumers preferences towards emerging retail formats.
3.3 Scope of the Study and Methodology 3.3.1 Scope of the study At any given time there are millions of people online and each of them is a potential customer for a company providing online sales. Due to the rapid development of the technologies surrounding the Internet, a company that is interested in selling products from its web site will constantly has to search for an edge in the fierce competition. Since there are so many potential consumers, it is of the out most importance to be able to understand what the consumer wants and needs. The importance of analyzing and identifying factors that influence the consumer when he or she decides to purchase on the Internet is vital. Since the Internet is a new medium for there have been new demands set by the consumer. That is why it is crucial for the online retailers to know what influences 35the online consumer. Analyzing consumer behaviour is not a new phenomenon. The renowned marketing expert Philip Kotler has published several works on the topic of consumer behaviour theories. These theories have been used for many years not only to understand the consumer, but also create a marketing strategy that will attract the consumer efficiently Hence, understanding and identifying the consumer is closely related to the directions a company will take with their marketing strategy. These theories can also be applied to identify the online consumer and to create certain consumer segments. However, some distinctions must still be made when considering traditional consumer behaviour and online consumer behaviour. Since online retailing is a new retailing medium and online consumer behaviour is diverse from traditional consumer behaviour, one must identify what influences the online consumer. Analyzing the process that the online consumer goes through when deciding and making a purchase over the Internet, shows some factors that consumers consider these factors need to be identified and taken into account by online retailers in order to satisfy consumer demands and compete in the online market. 3.3.2Research Methodology

Data for this study was collected by means of a Survey conducted in Lovely Professional University. The sample size was 100. .The Questionnaire (shown in Annexure) was used mainly to test the model proposed for Attitude towards online shopping. The type of research was both exploratory as well as Descriptive. Likert five point scales ranging from Strongly Agree to strongly disagree was used as a basis of Questions. We took around eleven different factors by studying the existing models of consumer attitudes that play an important role in online purchase, and then proposed a model leading to online

36shopping. This model was then tested in our research by the mode of factor analysis inSPSS. 3.3.3Research Strategy When collecting data to approach the purpose of a research there are two ways in whichthe data can be collected. In order to acquire a General knowledge about the topic, secondary data is primarily used and is one of the ways by which data can be collected. The second way to collect data is the primary data collection. Usually when a study is Conducted, secondary data is not sufficient enough and needs to be completed with primary data which is collected by the research. 3.3.4Descriptive Research Method We will conduct our research in order to collect primary data and reach the objective of the Dissertation. We will also be discussing which different types of Methodologies that were used. Since our research is of descriptive character our primary intention was to collect secondary data and analyze it. By doing so we found the factors Price, Trust and Convenience. We then collected primary data through a survey. The main purpose of the survey was to collect data about Online Consumer Behaviour and the significance of the established factors, Price, Trust, and Convenience In order to be able to find and establish Online Consumer Segments, Consumer Traits and Online Behaviour had to be identified. The segments were used in order to further