Publication

Abstract : The retail industry is witnessing huge changes in the business model through the adoption of technological advancement as well as different convenience factors by the customers. This study focuses on the shift of customers from unorganised sector to organised sector in the retail industry and the factors which fuel the shift. The study was conducted using Questionnaire distribution in different retail stores organised and unorganised and collected data from around 208 customers. The study employed a multinomial logistic regression model to explain the model with the dependent variable as the willingness to Shift from Unorganised to Organised sector. We club different factors and created three major variables namely Purchase convenience, Purchase transaction, and Technology factors. In the study, we identify and speculate different technological impacts on the shift as well as the cross-interaction of technical factors with service and convenience factors. The research is concluded with a positive note that the technology and digitalisation as well as transaction variables fuel the shifting process of customers from Unorganised to Organised firms in retail.