KEY DRIVERS & FACTORS INFLUENCING ORGANIZED RETAIL SECTOR IN KERALA

Retail sector in India has emerged as one of the most vibrant and fast growing industry. In global retail industry ranking, India holds 5th position. Among Retail Industry, organized retail market holds 9 % of total market share .Kerala being one of the highest consumer markets in the country the future for retail growth has a strong pathway to establish further. The key objective of this study is to examine the organized retail industry in Kerala. The paper identifies the key growth drivers, the factors affecting organized retail business and to study the SWOT. The Study has been carried out among 50 store managers working with various organized retail stores in grocery business like Future - Bigbazar, Aditya Birla – More, Spencers, Nilgiris and Reliance Fresh. The findings of the study shows that economic growth, infrastructure and brand attachment & loyalty of consumers are the major drivers of organized retail in Kerala. The study examines that remuneration, retail store location, management intervention and career progress plays a major role in organized retail sector which leads to increased productivity, retention, commitment and profitability.