Indira Management Review

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Retail industry in India has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. It is over 10 per cent of the country’s Gross Domestic Product (GDP) and approx. 8 per cent of the employment. India is the fifth-largest global destination in the retail space in the world. India’s retail market is likely to grow at a Compound Annual Growth Rate (CAGR) of 10 per cent to US$ 1.6 trillion by 2026 from US$ 641 billion in 2016. Various online retailers like Amazon, Flipkart etc. are enticing customers through innovative marketing strategies and services. It is necessary to understand factors that drive Indian millennials to a particular online retailer in India and perceptions of millennials towards these online retailers. The paper studies the same in the Indian context. It is found that millennials are more or less satisfied with the services of selected online retailers. It was also found that four factors where statistically significant for millennials for selecting a particular online retailer.

Keywords

Retailing, Millennials, Service Quality, Perceptions.
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