Transformation of Retail Shopping Preferences Among the Customers of Sylhet City: A Survey Study

Abstract

The introduction of retail chain stores in Sylhet has offered a new type of shopping experience for the customers of Sylhet city. The structured system of shopping in these stores has been quite different from the traditional ‘Bazaar’ based one in terms of shopping environment, customer involvement, available choices, pricing and mostly customer value. The study examined the perceived difference in shopping experience among the customers of chain stores in Sylhet city through survey. The aim of the study is to identify the underlying reasons behind the transformation of retail shopping preferences among these customers which is causing them to choose chain stores over the traditional markets for shopping. The study also suggest for some strategies to attract and retain customers to the chain stores on the context of locality and customer expectations.

Keywords: Retail shopping, Transformation, Preference, Retail chain stores.