Some socio-economic aspects of consumers in unorganized markets of Kolkata city, India

Consumers’ perception is defined as the study of how an individual customer, groups of customer select, buy, use, and dispose ideas, goods, and services that cater their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. Rathod et al., (2008), focused on finding the difference of criteria for selection of retail store among customers. Primary data was collected from seven big cities of Gujarat by quota sampling. The findings showed that the choice criteria for selecting a particular retail outlet, in case of multi brand retail outlets differed.