FDI in Multi-Brand Retailing – A Survey of Indian Consumers

Madras University Journal of Business and Finnace, Vol. 01 No. 02, July 2013, pp. 34-45

25 Pages Posted: 10 Feb 2013 Last revised: 2 May 2015

See all articles by Vanita Tripathi

Vanita Tripathi

University of Delhi India - Delhi School of Economics - Department of Commerce

Varun Bhandari

University of Delhi - Department of Commerce

Ritika Seth

Hansraj College, University of Delhi

Date Written: November 4, 2012

Abstract

Retailing is the interface between the producer and the individual consumer buying for personal consumption. As such, retailing is the last link that connects the individual consumer with the manufacturing and distribution chain. This paper examines consumers’ attitudes and perceptions towards FDI in multi-brand retailing in India. For measuring the response of consumers’ towards FDI in multi-brand retailing in India, we have prepared a structured questionnaire based on 32 statements on a one to five scale basis. We have conducted a survey of 160 respondents across a variety of consumers and recorded their response towards the incoming of FDI in Multi – brand retail. A number of statistical techniques namely, Factor analysis, Likert scale, Cross tab analysis, Chi square test and SEM has been used to analyze the responses obtained and to arrive at meaningful conclusions. We find that our data is reliable with a Cronbach’s Alpha of 0.865. The overall results signifies that a majority of the population believes that FDI in multi-brand retailing in India will bring numerous benefits for consumers, farmers and help in generating employment opportunities. At the same time consumers’ perceive several threats of multi brand retailing including loss of business of small vendors. Therefore, it has been found that people are apprehensive about whether the overall economy would be benefited after the coming of FDI in multi-brand retail in India.

Keywords: foreign direct investment (FDI), multi-brand retailing, factor analysis, foreign retail investors, reliability test, Likert scale, structural equation modeling

JEL Classification: F23, D10, F31

Suggested Citation

Tripathi, Vanita and Bhandari, Varun and Seth, Ritika, FDI in Multi-Brand Retailing – A Survey of Indian Consumers (November 4, 2012). Madras University Journal of Business and Finnace, Vol. 01 No. 02, July 2013, pp. 34-45, Available at SSRN: https://ssrn.com/abstract=2214567 or http://dx.doi.org/10.2139/ssrn.2214567

Vanita Tripathi

University of Delhi India - Delhi School of Economics - Department of Commerce ( email )

Department of Commerce
Delhi University
Delhi, 110007
India

HOME PAGE: http://people@du.ac.in~vtripathi/

Varun Bhandari

University of Delhi - Department of Commerce ( email )

University Road
Delhi, 110 007
India

Ritika Seth (Contact Author)

Hansraj College, University of Delhi ( email )

New Delhi, DE
India

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
743
Abstract Views
3,650
rank
37,010
PlumX Metrics