Customer switching to organized retail in semiurban markets: A study in an Indian context

The dynamics of semiurban markets are different from that of urban markets and metropolises. While the larger population, increasing disposable income, and urbanized lifestyle in semiurban markets offer promising opportunities to organized retailers, the ubiquitous presence of small retailers poses a formidable challenge. Based on a constraint- and dedication-based model, this study examines customer switching to organized retail in Indian semiurban markets (a burgeoning market for organized retail). The results show that the extant relationship between customers and small retailers is a formidable challenge for organized retailers. Organized retailers can attract customers based on convenience and quality. Implications for theory and practice are discussed.