A Study on Consumer Perception and Preferences Towards Unorganized Retail in Ballia

Abstract

This study explores consumer behavior towards unorganised retail in Ballia, Uttar Pradesh. Despite the rise of organised retail, unorganised retail formats—like kirana shops, street stalls, and convenience stores—continue to dominate the Indian retail landscape. The research identifies key factors influencing consumer preferences, including proximity, pricing, product variety, and service experience. A structured questionnaire was used to collect responses from 110 individuals. Findings reveal a strong inclination towards unorganised retail due to familiarity, affordability, and accessibility.