Study of consumer purchase behaviour in the context of organized retail outlets of reliance fresh in delhi

Aparna P. Goyal

The retail 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 retail space. This research focuses on investigating the relationship between employee behavior and consumer purchase intention and to assess the service quality of Reliance Fresh Stores in Delhi/NCR.

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