Author(s): Chamoli Anjana
Kirana shops are the small scale retail establishments usually found in every neighborhood. Kirana store is one of the type of traditional/ unorganized store which is usually run individually by the owner or their family members. These small scale retail shops serve to the routine requirements of consumers by offering a variety of frequently purchased goods like groceries, household products, personal care products, etc. The primary objective of the study is to assess the preferences of various factors that are considered in selecting to shop in any Kirana shop (namely Product assortment, Offers/ discounts, Credit facility, Shop location, Parking facility, Staff manners, Product exchange, Shop hygiene, Product quality and Home delivery). To infer the outcome, Henry Garrett ranking method was used to rank the 10 selected factors and assess which factor is given the most preference and which is given the least preference by the customers to select a kirana shop to shop. The result of Henry Garret ranking technique indicates that the factor “convenient location” is raked first followed by the factor “product quality”. The average score of the factor “Shop Location” was calculated to be 65.11 and thereby was ranked first by the respondents. As most of the items purchased from Kirana shop are low priced and are frequently purchased products, the customers prefer to buy them without wasting much time and efforts. The factor “product quality” was ranked second by the respondents. Customers always expect good quality products irrespective of the price and place of availability of the product. „Offer/ discounts??? was ranked 9th with an average score of 40.71 and “staff manners” was ranked last with the average score of 33.46. As the products purchased from these Kirana shops are not complex or are non-technical, the customers don???t require any assistance or information from the staff.