Title: Customer perception towards Patanjali megastore and Kirana store - a comparative study

Authors: Noopur Saxena; Shreya Gupta; Aastha Gautam

Addresses: VSBS, Vivekananda Institute of Professional Studies, GGSIPU, AU-Block, Pitampura, New Delhi-110034, India ' VSBS, Vivekananda Institute of Professional Studies, GGSIPU, AU-Block, Pitampura, New Delhi-110034, India ' VSBS, Vivekananda Institute of Professional Studies, GGSIPU, AU-Block, Pitampura, New Delhi-110034, India

Abstract: In India and across the world the ideas of herbal and pure products are gaining importance. Patanjali because of its herbal nature, fine quality and rational price is giving tough competition to its counterpart MNCs and unorganised retailers. With the view of promoting organised sector retailing, Patanjali has opened Patanjali megastores, Patanjali Chikitsalaya and Arogya Kendra. But because of the availability of Patanjali products at nearby Kirana and other stores, the preference of the customers towards megastore is less. This study makes a comparative analysis between Patanjali megastore and Kirana store, to identify the factors which act as a hindrance in the growth of Patanjali megastore in Delhi and examined the impact of demographic variables. 152 respondents were surveyed. Independent T-test and ANOVA were used for data analysis. The findings may help the megastores and policy makers in better understanding customer requirements and help in formulation of suitable growth strategies.

Keywords: Patanjali megastore; Kirana store; unorganised retailers; organised sector; customer perception.

DOI: 10.1504/IJPSPM.2020.110133

International Journal of Public Sector Performance Management, 2020 Vol.6 No.5, pp.622 - 631

Received: 14 Mar 2019
Accepted: 10 May 2019
Published online: 07 Oct 2020 *

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