Chapter 1 Introduction

Shopping in Malls has become the latest trend today. They are very popular among people of all age groups. The reasons for their popularity are manifold. To begin with, they sell all kinds of branded goods. People who opt for quality can get good products here without much effort.

Furthermore, these Malls are not crowded and one can shop here with much comfort. Shopping in these spacious places is indeed easy. Although they are crowded sometimes, there is ample space for easy movement which makes shopping fun and a memorable experience. To illustrate, since they are built in a large area they are very spacious. In addition, climbing up and down the stairs can be avoided because of the escalators as well as the lifts. Moreover, the malls not only sell commodities such as garments, gadgets, cosmetics

etc but also sell food items. In addition, there is a food court on the top floor which sells various types of lip smacking food .These food joints are obviously very much in demand by the teenagers.

Organized Retail Industry Organized retailing, in India, refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the publicly traded supermarkets, corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses.

Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 450 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world.

The Project introduces to a detail study which describes the emergence and future of organized retail industry in India, changing preference of Indian consumers in urban areas towards the same. The study depicts the emerging trends in retail sector and investigates the drivers for increasing preference in shopping of Indian urban customers towards organized retail chains and list outs current position of Indian retailers.

Objectives of the Study To study consumer preference for shopping towards organized retail store. To analyze the factors which influence consumers to prefer organized retailing over un organized retailing and vice-versa To identify the problems faced by consumers from organized as well as unorganized retail outlets. To identify the demographic profile of the customers visiting organized retail outlets and unorganized retail outlets To provide suggestions to improve the services provided by the organized and unorganised retailers.

Hypothesis H0. Consumer preference in shopping is slowly changing from unorganised retail towards organised retail sector. H1. Consumer preference in shopping is rigid towards unorganised retail sector.

Need of the Study From the review of literature as well as appearance of organized retail in India there is a need to study shifting preferences of consumers towards various retail formats. Whether there is any relation between the demographic profile of the consumers and preferred retail format and does income besides other family attributes play a role in selection of the retail formats

are some of the questions require a probe in. The problems faced by consumers shopping from organized as well as unorganized retail outlets also need a thorough study.

Research Design The study was Exploratory in nature, followed by Descriptive Study.

Research Methodology Collection of data

SOURCES OF DATA PRIMARY DATA SECONDARY DATA

Primary Data: Primary research (also called field research) involves the collection of data that does not already exist, which is research to collect original data. Primary Research is often undertaken after the researcher has gained some insight into the issue by collecting secondary data. This can be through numerous forms, including questionnaires, direct observation and telephone interviews amongst others. This information may be collected in things like questionnaires and interviews.

Primary data were collected through Questionnaire and through personal interview with the respondents. The questions multiple choice, rating and ranking scale questions, and open ended questions. Open-ended questions were used to probe more deeply into issues of interest which was impossible if the answer had been pre-categorized. These questions provided valuable insights on the problem not previously thought, suggestions were provided by the respondents in their own words which were included in the thesis.

Sampling and Sample Size The respondents were selected randomly but with the help of convenient sampling. The participation was voluntary. When surveying people the approach was interview those who are knowledgeable and who might be able to provide insight concerning the relationship among variables.

Secondary Data: The methodology for collection data with reference to the secondary data was taken from the different published books, journals and relevant company websites.

Scope of the Study This study gives an insight into the changing customer preferences from unorganized retailers to organized retailers in Mumbai region. It also enables us to understand the factors responsible for making a purchase from either of the retail formats. It will further help the

retailers to make an analysis of internal as well as external factors which have an impact on the customers to make a purchase from organized/unorganized retail outlets. By understanding this picture, retailers can focus and devise their strategies to increase their trade and profits. The study can be extended to other cities of Maharashtra and other regions of the country.

Limitations of the Study The sample size was restricted to 30 which is comparatively very less as compared to the entire population of the city/region Few respondents were unwilling to give an accurate response to certain questions and have replied as per their own perception and experience thereby the possibility of personal bias cannot be ruled out completely. The survey has been confined to Mumbai city; whereas other main city of the state has not been concentrated upon .Other Metro cities of the nation were not included due to time constraints.

Chapter 2 Review of Literature

Analytical Study of Organized Retail Outlets in Mumbai Metro Division Ch 7 (2013) Slowly and steadily organized retail outlets are capturing the city but still there is an impact of unorganized outlets. Organized retail outlets offer merchandise at cheaper prices and provide a convenient shopping environment, unorganized retailers provide great convenience in the form of cash credit on goods and home-delivery services. To justify this the researcher reviewed the report of AC Nielsen presented in 2007, which focused on the buying behaviours of consumers from organized and unorganized retail outlets, found that while penetration of grocery retailing had occurred much more rapidly in processed, dry, and packaged foods, household products and personal care items, for which supermarkets gain a cost advantage due to economies of scale resulting from centralized procurement and distribution, shoppers still mainly used wet markets and small vegetable stalls, where they got low prices, credit, and personal service, for more frequent purchases of fresh produce . Similarly, such different retail preferences for distinct categories of goods should enable both modern and traditional retail stores in India to thrive. It is estimated that even though the market share of organized retail will grow, the share of unorganized retail will also increase having a corresponding growth in the overall retail sector.

Arun Kumar Singh* and P.K. Agarwal, Study on Shifting Consumer Preferences from Unorganised Retailing vis--vis to Organised Retailing in Noida, 2012. The changes in the consumer behaviour, is bringing about change in retail industry, as India migrates from the unorganized to organized retail. The past 4-5 years have seen increasing activity in retailing. And, various business houses have already made investments in this sector years. And though the retailers will have to face increasingly demanding customers, and intensely competitive rivals, more investments will keep flow in. And the share of organized sector will grow rapidly. Retailing in India is surely poised for a takeoff and will provide many opportunities both to existing players as well as new entrants. The country is witnessing a period of boom in retail trade, mainly on account of a gradual increase in the disposable incomes of the middle and upper-middle class households. More and more corporate houses including large real estate companies are coming into the retail business, directly or indirectly, in the form of mall and shopping center builders and managers.

The customers are attracting towards shopping malls & retail outlets. The shopping malls & retail outlets are targeting to middle class customers because the purchasing power of this class is rapidly growing as well as the class is also growing.

The young generation is fashion & show-off conscious so retail outlets are mainly focused on them.

Most of the family wants to purchase from big showrooms and malls because there are no bargaining system so they have a trust that there is no cheating.

The main strength of most of the retail outlets are providing attractive offers to attract customers.

Big retail stores are running customer loyalty programmes which has increased profits and no. of customers, and increase their switching costs.

Dr. Girish K Nair, Harish K Nair, An Analysis on Customer Perception towards Service Quality Variables in Selected Organised Retail outlets, International Journal of Management and Social Sciences Research (IJMSSR),2013. The customer perception of retail service quality is an important segment to the emerging and the existing retailers in the market. As the study reveals that perception of service quality is influenced by the various natures among various customers, even some of the general factors like Personal interaction, physical aspects are the dimensions on which customer perception remains constant and common to the entire customer on a majority basis. So the retail outlets have to frame their own strategies in order to attract the customers on a longer basis.

Changing Consumer Preferences from Unorganised Retailing towards Organised Retailing: A Study in Jammu, Journal of Emerging Knowledge on Emerging Markets, Vol. 4 [2012], Art. 10 Due to the changing demographics, increase in DINKS families, urbanization, and awareness due to electronic media especially internet the customers have multiple options to choose from modern retail outlets to neighbourhood shops. Majority of the consumers are visiting organized formats for variety, easy availability, cleanliness with additional facility of entertainment for children and convenient parking facility and restaurant etc. In case of unorganized outlets immediacy of the store, credit and bargaining facility balance the tilt.

Unlike higher age groups who prefer to visit Kirana stores, the younger generation has more inclination towards organized retail. Families with annual income less than 4.0 Lakh and having a single bread earner prefer shopping with nearby mom-n-pop stores. Customers with higher qualification were found to be more attracted towards organized retail outlets.

The organized formats have entered into the tier-II cities and other small cities and focusing on the middle class people as it had almost covered the metropolitan cities. Both organized as well as unorganized retailers need to add value added services to make the shopping experience more comfortable and value oriented.

P. Ravilochanan and B. Shyamala Devi , International Journal of Trade, Economics and Finance, Vol. 3, No. 3, June 2012. Multiple regression analysis revel that income and the young age customers are having a favourable effect on the choice of the retail store, apart from occupation and the adult customers. organized retail stores need to analyze the customer data base thoroughly so as to determine the type of customers who prefer the store and monitor their buying behaviour customer preference at the organized stores, several other items like grocery, books, car, two wheeler, audio system, etc. are not preferred. Among these, the store should rank the item in the order of customer preference and create value addition in such departments.

Study reveals linkage between customers who buy grocery and medicine and then start impressing upon them the value addition created for grocery purchase. A similar approach
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could be taken up for persuading customers to buy other items by highlighting the customer value proposition to wean the customers from the traditional stores and also the other competitor in the organized format. Study also throws light on the fact that gender is a vital factor in the choice of retail trade. While men prefer to save time which is more possible in traditional outlets, women prefer to go to organized retail outlets. The reason is obvious: that women are more choosy, take time to compare various items and also look for others items that are on display this would vary from textiles and garments to shoes, chappals, hand bags, etc.

One more finding of the study is that income and occupation are important factors influencing the choice of stores.

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References

Analytical Study of Organized Retail Outlets in Mumbai Metro Division, Ch 7, 2013. http://shodhganga.inflibnet.ac.in/bitstream/10603/9375/18/18_chapter%207.pdf

Arun Kumar Singh and P.K. Agarwal, Study on Shifting Consumer Preferences from Unorganised Retailing vis--vis to Organised Retailing in Noida, 2012.

http://www.theinternationaljournal.org/ojs/full/vol02no01_rjebs.pdf

Dr. Girish K Nair, Harish K Nair, An Analysis on Customer Perception towards Service Quality Variables in Selected Organised Retail outlets, International Journal of Management and Social Sciences Research (IJMSSR),2013.

http://www.irjcjournals.org/ijmssr/Jan2013/13.pdf

Changing Consumer Preferences from Unorganised Retailing towards Organised Retailing: A Study in Jammu, Journal of Emerging Knowledge on Emerging Markets, Vol. 4 2012.

http://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1098&context=jekem

P. Ravilochanan and B. Shyamala Devi , International Journal of Trade, Economics and Finance,Vol. 3, No. 3, June 2012.

http://www.ijtef.org/papers/201-CF02014.pdf

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Chapter 3 Secondary Data

Organized Retail Industry Organized retailing, in India, refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the publicly traded supermarkets, corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses.

Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 450 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people.

As of 2013, India's retailing industry was essentially owner manned small shops. In 2010, larger format convenience stores and supermarkets accounted for about 4 percent of the industry, and these were present only in large urban centers. India's retail

and logistics industry employs about 40 million Indians (3.3% of Indian population)

Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even

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within the geographic zones. 1.8 million Households in India have an annual income of over 45 lakh (US$71,550.00).

While India presents a large market opportunity given the number and increasing purchasing power of consumers, there are significant challenges as well given that over 90% of trade is conducted through independent local stores.

Challenges Include: Geographically dispersed population Small ticket sizes Complex distribution network Little use of IT systems limitations of mass media Existence of counterfeit goods.

A number of merger and acquisitions have begun in Indian retail market. PWC estimates the multi-brand retail market to grow to $220 billion by 2020.

Notable Indian Retailers

Future Group Mahindra Group Reliance Industries Aditya Birla Group

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Bharti Enterprises, including joint venture with Walmart Fabindia: Textiles, Home furnishings, handloom apparel, jewellery The Bombay Store: Indian Artifacts, Home furnishings, jewellery Shoppers Stop, Crossword, Hyper City, Inorbit Mall

Foreign Companies with Plans to Operate in India Include:

Carrefour Costco Wholesale Tesco

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Growth Drivers for Growing Preference towards Organized Retail Shopping in India. Currently, organized retail is in a nascent stage of growth in India as it just has a 5.9% share in the total India retail trade. However, in recent years, organized retailing has been growing at a robust rate due to rise in the number of shopping malls as well as in the number of organized retail formats.

The key factors of growth of organized retail in modern India are discussed bellow.

Rising Disposable Income of Indian Middle-Class The Indian middle-class can be categorized into seekers and strivers, which is the consuming class and the prime target segment for retailers in India. In 2012, these two categories together constituted around 7% of total households in India but accounted for 20% of the disposable income.

By 2015, the middle class is expected to constitute around 25% of total households and account for 44% of the total disposable income, and by 2025, the respective figures are likely to go up to 46% and 58%. The Indian middle-class population and their growing disposable income levels will drive the future growth of organized retail in India.

Changing Consumer Preferences and Shopping Habits The prime reason for a paradigm shift in the shopping attitude of the Indian consumer is the change in their preferences and tastes. Due to the increasing use of IT and telecom, Indian

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consumers have become aware of brands and shops for lifestyle and value brands according to the need and occasion. Consumers will continue to drive the growth in the organized retail by expanding the market and compelling retailers to widen their offerings in terms of brands and in terms of variety.

The spending on essential commodities has been steadily falling over the years, whereas the consumption of discretionary products has been growing at a healthy pace. If the composition of Potential future credit exposure (PFCE) is studied, one can notice that the share of food, beverages and tobacco in the total PFCE has declined, On the other hand, the share of communication, entertainment, personal care consumption has been rising over the years. Changes in lifestyle have brought about a paradigm shift in consumption, which will undoubtedly continue to drive retail growth in segments like beauty, healthcare, telecom, and entertainment.

Moreover, the rising reach of media coverage is increasing consumer awareness about products, their prices and services, which is likely to further encourage growth in the organized retail segment.

Changing Demographics India is one of the youngest and largest consumer markets in the world with a median age of around 25 years, which is the lowest as compared with other countries. According to estimates, Indias median age would be 28 by 2020.
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It is expected that over 53% of the population will be under the age of 30 by 2020, which means that the potential for the Indian retail segment will be enormous. Another plus about this population is that they will be more dynamic than the previous generations because their consumption is driven by wants rather than needs. Thus, the organized retailing, which thrives on lifestyle products, is expected to receive a boost because of the young population by 2020.

Increase in Working Population India is the second-largest country in the world in terms of population, and is the largest consumer markets in the world owing to its favorable demographics.

In 2011 Indias working population (in the 15-49 years age group) constituted around 56% of the population Further, the increase in the number of working women has fuelled the growth in sales of discretionary items. There has been a 22% increase in the number of working women in the last decade.

Spurt in Urbanization Historically cities and towns have been the driving force of overall economic and social development. Currently over 377 million people of India reside in cities and towns, which translates to around 32% of the total population.

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The rapid growth in urbanization has facilitated organized retailing in India, and has caused the speedy migration of population into major tier I and tier II cities, which have a significant share in the retail sales of the country.

Migration to cities and towns grows rapidly in anticipation of higher income opportunities provided by these epicenters. Moreover, the continuous development in urban areas has invariably attracted substantial inflows of capital both from domestic and foreign investments have led to the transition of urban areas. As the Indian organized retail is mainly concentrated in the urban areas, its growth (urban areas) is imperative for the organized retail in the country.

Notably, the urban areas are Indias growth centers and they are growing rapidly over the last couple of years as compared to the world average as well countries like Brazil, the US and UK among others. This would undeniably emerge as the Indias largest market for organized retail, and therefore the challenge for the retail players to leverage the full potential of flourishing urban areas.

Furthermore, due to the rapid infrastructure development in major tier I, II and III cities, many rural inhabitants are attracted to cities, which increase the urban per capita income and in turn offers unbound opportunities for the organized retail segment. Increased globalization has also played a big role in the development of urban areas.

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Rise in Monthly Per capita Consumption expenditure (MPCE) level in Urban Areas The aggregate urban consumption in India has been growing steadily over the past few years as the economy has been continuously flourishing during this period, owing to a rise in urban population as well as a rapid per capita income growth.

In FY07-08, Average MPCE level of urban area was Rs 1472, while in FY09-10 Average MPCE level had risen up 34% to Rs 1984 and in FY11-12 Average MPCE level had raised more to 2401.68. As per NSS (national Sample Survey) reports

The NSS report clearly suggested that the consumption pattern in urban areas differed from the rural areas. While the food items constituted 52.2% of the rural areas consumption in FY12 and the non-food items accounted for the remaining share, in the urban areas, the share of food items in consumption was 38.4% and the non-food items accounted for the rest.

Organized Retail Concentration in Tier II and III Cities Initially the retail revolution began in the big tier I cities in India; however, as tier I cities are relatively saturated now, retailers, especially value retailers, are finding their way to smaller tier II and tier III cities as well. The changing landscape of the Indian retail segment and the increasing competition has also forced retailers to tap growth opportunities in tier II and III cities in India.

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Internet Drives Awareness and Online Purchases There has been a substantial increase in the number of Indians who use the Internet and a concomitant increase in the number of online purchases. Indians have started using the Internet not only for increasing awareness but also to shop online, which has opened a whole new channel of retailing in the Indian retail scenario.

Online retailing offers consumers the convenience of ordering merchandise to their doorstep. Recently, Future Group, which owns Pantaloon, has initiated a measure to capitalize on the online opportunity through futurebazaar.com. A similar venture flipkart.com is also proving the new channel to be highly viable, especially since it eliminates the biggest cost of the physical store.

Easy Credit Availability a Boon for Organized Retail The higher penetration of credit cards in India has also boosted the growth of the organized retail sector; in fact, the young populations increasing fancy for plastic money has further fuelled their purchasing power. Even though the organized retail sector is at a nascent stage (constituted 6.9% of the total retail industry in 2012), it is growing at a rapid pace.

Moreover, the spurt in issuance of credit cards and loans by both Indian as well as foreign banks has further boosted the segments growth. According to the RBI, as on FY11, the total number of outstanding credit and debit cards in India was 24.7 million and 137.8 million respectively.

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Organised Retail Chains in Mumbai (Island city)

Island City zone of Mumbai encompasses all of South Mumbai, Worli to Nariman Point, as well as Prabhadevi, Dadar and Mahim. The major micro-markets covered in the Island City are Nariman Point, Worli-Prabhadevi, Lower Parel and Haji Ali-Kemps Corner. Some of the major malls in the zone include High Street Phoenix located at Lower Parel and Atria Mall located at Worli.

Since the Island City is considered to be a fairly up market residential area, there are a large number of national and international brands present here. Two out of the three major highstreets that were covered in this study are present in this zone, further enhancing this zone's exclusive status.

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Crossroads, the first mall in the country, located at Haji Ali was shut down and bought by the Future Group in 2006 to convert it into office space with some amount of retail space as well. The initially unorganised retail space has now been organised and is referred to as SoBo (South Bombay) Central Mall, having a built up area of 0.1 mn. sq.ft. This name of the retail space was given as recently as 2009. Currently, there is just a fraction of the space that is used commercially, with the majority comprising retail space.

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This zone saw the development of a new mall called Palladium, which is the newest part of the High Street Phoenix Mall at Lower Parel. It is referred to as Phase 3, came into operation in 2009 and has a built up area of approximately 0.2 mn. sq.ft.

The Island City only accounts for 15 percent of the major operational malls in Mumbai with a total built up area of 1.3 mn. sq.ft. As mentioned earlier, owing to the large volume of organised retail in this zone, there is a lack of dependence on mall space. Furthermore, the average mall vacancy is only 4 percent since there are only 5 major malls in the Island City. With a smaller number of malls in the zone, it is unlikely that any of them would operate without full capacity.

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Reasons for Popularity of Malls and Rising Preference for Shopping towards Organized Retail Chains in Mumbai.

People visit the mall due to convenience of shopping, eating and entertainment, time saving followed by seating facilities while shopping with relaxation. The researches taken place by experts also found out that it is status symbol and location convenience due to which the respondents visit the malls.

People prefer to shop from mall due to other facilities competitive prices of goods provides festival offers quality of customer services availability of all the facilities under one roof facility of payment through credit cards .

There is another area which have made popular in the recent times and that is recreation facilities and children amusement. Due to the vast facilities people are diverting towards Shopping.

Malls for the purpose of shopping various products, one can shop for hours in air-conditioned premises. Shopping Malls are getting more and more popularity mainly among teenage youth. Modern generation slowly is drifting towards malls due to time constrains.

The past survey undertaken by experts also throws light on the fact that shoppers do not shop exclusively at the organized or the unorganized outlets.

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They shop at both outlets and the share of spending varies from product to product. Even those who were interviewed by past researchers at organized outlets, declared that 43-46 per cent of their spending on vegetables, fruit, non-staple food items, cooking oil and other packaged food items was from unorganized outlets. On the whole, the shoppers at organized outlets make their spending on food and grocery, and textiles and clothing at unorganized outlets.

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Chapter 4 Questionnaire
Questionnaire has been chosen as medium for secondary data with an objective to extract first hand information from respondents in order to study consumers preference of shopping towards organized retail sector in Mumbai (island city). Age: Gender: Income: 1. Factors which influence you to prefer organized retail outlet: Occupation: Qualification:

Factors

Strongly Agree

Agree

Neither agree Disagree nor Disagree

Strongly Disagree

Quality of products Immediacy of the store Status Relations with the shopkeeper Choice/Variety of Brands Easy availability of products Supportive sales personnel Proper packaging of products Product Bundling Offers Proper shelf display of the

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products Cleanliness of the Store Billing Duration Shopping Environment Entertainment for children Credit Availability Bargain Facility Proper parking facility Easy replacement of defected products

2. Factors which influence you to prefer unorganized retail outlet:

Factors

Strongly Agree

Agree

Neither agree Disagree nor Disagree

Strongly Disagree

Quality of products Immediacy of the store Status Relations with the shopkeeper Choice/Variety of Brands Easy availability of products Supportive sales personnel

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Proper packaging of products Product Bundling Offers Proper shelf display of the products Cleanliness of the Store Billing Duration Shopping Environment Entertainment for children Credit Availability Bargain Facility Proper parking facility Easy replacement of defected

products

3. What is your Age and how frequently you visit to unorganized retail Store? Age Unorganized Retail Outlet (Kirana outlets) Weekly Below 25 years 26-40 41-60 Above 60 Years Monthly Quarterly Half yearly Yearly

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4. What is your Age and how frequently you visit to organized retail Store? Age organized Retail Outlet Weekly Below 25 years 26-40 41-60 Above 60 Years Monthly Quarterly Half yearly Yearly

5. Income and frequency of visits for shopping needs in organized retail Outlet?

Yearly household income

Frequency of visits in Organized Retail Outlet Weekly Monthly Quarterly Half yearly Yearly

Less than 1.5 Lakhs 1.5 lakhs-4 Lakh More than 4 Lakh-8 Lakh More than 8 Lakhs

6. Income and frequency of visits for shopping needs in unorganized retail Outlet Yearly household income Frequency of visits in Unorganized Retail Outlet Weekly Less than 1.5Lakhs 1.5 lakhs-4 Lakh Monthly Quarterly Half yearly Yearly

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More than 4 Lakh-8 Lakh More than 8Lakhs

7. Education level and the type of store visited for Shopping Needs Educational Qualifications Below metric Undergraduate Graduate Post graduate Organized Unorganised Both

8. Occupation and type of store preferred for shopping needs Occupation Business Government Service Private service Students Homemaker Any other Organised Unorganised Both

9. Family size and type of store visited Number of members in the family Less than 4
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Organized

Unorganized

Both

5-8 9-10 Above 10

10. Number of working members in a family and type of store preferred Number of working members in the family 1 2-4 More than 4 Organized Unorganized Both

11. Problems faced by consumers at Organized Retail outlets (1-Least 2-mediocre 3most) Problems faced by consumer Inconvenient location Long queue for billing Non cooperative attitude of sales personnel No Home delivery Improper space management Poor after sales service Selling of counterfeiter products Unavailability of goods Average Score

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12. Problems faced by consumers at Unorganized Retail outlets (1-Least 2-mediocre 3most) Problems faced by consumer Unhygienic Conditions of the store Improper parking facility Improper shelf space Unavailability of branded items Unavailability of desirable products Selling of counterfeiter products Lack of knowledge of Retailers Billing Problems Average Score

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