Vol. 12, Special Issue 8 (2023)

Author(s):
Kavita Hurakadli and Gaddi GM

Abstract:
The vegetable retail sector has undergone significant changes in the past few years. The retail sector in India is witnessing a huge variation as modern retail markets such as departmental stores, supermarkets, hypermarkets etc. which provide good shopping experience. This development also increased public interest to shop at the modern market because of the opinion that these markets are neat, clean and practical than traditional retail. This has become a big challenge for traditional retailers. With this view, this study intended to measure the impact of modern retail outlets on the traditional retailer’s using in depth survey method with the help of the structured and systematic questionnaire. The findings of the study revealed that the impact of emergence of modern retail outlets on traditional retailers were decline in sales, reduction in volume of profits, low customer retention and increased operation cost. The reason for decline in sales of traditional retail outlets were increased competition, emergence of online delivery and shifting of consumers towards modern retail outlet. Total physical loss in monetary terms was found to be highest for modern retail outlets than traditional retail outlet due to high prices. The absence of storage and grading facility, higher wastage and failing in assessment of demand were the major constraints faced by the traditional retailers whereas constraints faced by modern retailers were supply default, absence of uniform quality and unsold produce. Despite of all these constraints, traditional retailers can overcome these challenges by emphasizing on quality sourcing of varieties of vegetables, polite behaviour with customers, accepting online payments, correct measurement of weights, home deliveries and cleanliness in the premises, packaging facility and community ties can help differentiate them from modern retailers.