The organized retailing sector industry of India has become one of the most dynamic industries in the global market with the entry of several new players. Moreover, it accounts for over ten per cent of India’s Gross Domestic Product (GDP) and contributes about eight per cent to the country’s employment, making it the world’s fifth-largest destination in organized retailing sector space. It is imperative that Indian organized retailing sectors and the government make combined efforts. Chanaka Jayewardene and Andrew M. Farrell (2009) conducted a research, the purpose of which was to test a conceptual model of the effects of customer and trained sales person orientation behaviours of individual organized retailing sector employees on individual customers’ perceptions of trained sales person encounter quality, trained sales person quality, value, satisfaction, and behavioural intentions. This study is helpful for marketers and organized retailing sectors to apprehend the trained sales person quality from the customer’s perspective. In the future, there is a need to identify the particular activities among the set of CSR activities, which are most likely to affect the purchase intentions of customers. Dhreeraj’s (2014) paper explores the perceptions of trained sales person quality in the convenience store industry. The study applies the extant trained sales person quality models (Parasuraman, Berry, and Zeithmal, 1988; Dabholkar, Thorpe, and Rentz, 1996) in a c-store context. The study examines the reliability and validity of the trained sales person quality measures in the c-store context and additionally, models the implication of the perceived trained sales person quality on customer satisfaction and patronage intentions therein. This study also examines the most important dimensions of trained sales person in the c-store context. The results suggest that the perceived trained sales person quality positively influences customer satisfaction and patronage intentions in the convenience store industry. Further, the availability of merchandise and courtesy are the strongest determinants of patronage intentions and customer satisfaction. According to G.Raghu and Dr.Radha.S,Consumer behaviour is the one of the significant areas to be focused in today's modern business where there is a need to study the consumption habits. Due to the change in the way the consumer responds to the organized retailing sector marketing activities there is a challenge for marketers to meet their new expectations. The result shows that most of the respondents are female. The customers of Cuppa mostly belong to the age group of 20-30 years. The appearance of the employee is the most important factor among the tangible factors followed by the visual appearance of the outlet. The problem-solving tendency of the employees is also among the most important factors. The café takes care of customer trained sales person by operating at convenient hours. The trained sales person s at the café exceed the customers' expectations. Among the trained sales person quality dimensions, the employee responsiveness contributes maximum to the overall satisfaction of the customer along with quality assurance. Beatson, Amanda T., Lings, Ian, and Gudergan, Siegfried (2008) examined relationship quality as a multidimensional metaconstruct comprising three dimensions: satisfaction, trust, and commitment. The role of relationship quality in its nomological network with trained sales person orientation as an antecedent construct and consumers’ positive behavioural intentions, perceived switching costs, and activism as the consequences was also explored.The organized retailing sector industry of India has become one of the most dynamic industries in the global market with the entry of several new players. Moreover, it accounts for over ten per cent of India’s Gross Domestic Product (GDP) and contributes about eight per cent to the country’s employment, making it the world’s fifth-largest destination in organized retailing sector space. It is imperative that Indian organized retailing sectors and the government make combined efforts. Chanaka Jayewardene and Andrew M. Farrell (2009) conducted a research, the purpose of which was to test a conceptual model of the effects of customer and trained sales person orientation behaviours of individual organized retailing sector employees on individual customers’ perceptions of trained sales person encounter quality, trained sales person quality, value, satisfaction, and behavioural intentions. This study is helpful for marketers and organized retailing sectors to apprehend the trained sales person quality from the customer’s perspective. In the future, there is a need to identify the particular activities among the set of CSR activities, which are most likely to affect the purchase intentions of customers. Dhreeraj’s (2014) paper explores the perceptions of trained sales person quality in the convenience store industry. The study applies the extant trained sales person quality models (Parasuraman, Berry, and Zeithmal, 1988; Dabholkar, Thorpe, and Rentz, 1996) in a c-store context. The study examines the reliability and validity of the trained sales person quality measures in the c-store context and additionally, models the implication of the perceived trained sales person quality on customer satisfaction and patronage intentions therein. This study also examines the most important dimensions of trained sales person in the c-store context. The results suggest that the perceived trained sales person quality positively influences customer satisfaction and patronage intentions in the convenience store industry. Further, the availability of merchandise and courtesy are the strongest determinants of patronage intentions and customer satisfaction. According to G.Raghu and Dr.Radha.S,Consumer behaviour is the one of the significant areas to be focused in today's modern business where there is a need to study the consumption habits. Due to the change in the way the consumer responds to the organized retailing sector marketing activities there is a challenge for marketers to meet their new expectations. The result shows that most of the respondents are female. The customers of Cuppa mostly belong to the age group of 20-30 years. The appearance of the employee is the most important factor among the tangible factors followed by the visual appearance of the outlet. The problem-solving tendency of the employees is also among the most important factors. The café takes care of customer trained sales person by operating at convenient hours. The trained sales person s at the café exceed the customers' expectations. Among the trained sales person quality dimensions, the employee responsiveness contributes maximum to the overall satisfaction of the customer along with quality assurance. Beatson, Amanda T., Lings, Ian, and Gudergan, Siegfried (2008) examined relationship quality as a multidimensional metaconstruct comprising three dimensions: satisfaction, trust, and commitment. The role of relationship quality in its nomological network with trained sales person orientation as an antecedent construct and consumers’ positive behavioural intentions, perceived switching costs, and activism as the consequences was also explored.
Keywords: Retailing, Consumer Behaviour, Delight, Sales force training, organized sector
