Organized retailing has definitely made headway in the society. In order to appeal to all classes of the society, retail stores would have to identify with customer tastes and preferences. The present study deals with the identification of the factors affecting the success of organized retail sector and analyzing their importance. These factors are broadly classified as micro and macro-level factors. The latter includes all the environmental factors that are largely uncontrollable. The micro level factors provide an individualistic point of view, i.e. it includes parameters that may affect customer's perception and purchase behaviour. In other words, it includes those factors that ultimately lead to demand creation. On the basis of literature studied, lists of factors (though the list might not be exhaustive) have been identified and their impact across two different segments of retail (food chains, grocery and vegetables outlets) has been analyzed. It was found from the study, that though there are multitudinous opportunities that are untapped by the retailers, they can be successful by paying more attention towards their customer needs and desires. Today's customer is not just influenced by price and quality. There are many other factors that drive him towards the store. The retailers have to pay attention to these factors i.e. formulating the right marketing strategies in order to tap more customer base and become successful in this competitive environment.

1. Ailwadi L. Kusum & Harlam Bari (2004), “An Empirical Analysis of the determinants of Retail Margins: The Role of Store Brand Share”, Journal of Marketing, Vol. 68, Number 1, pp. 147 - 165.
2. Andrea Guillermo D', Ring Larry J., Aleman Belen Lopez, Stengel Alejandro (2006), “Breaking the myths on emerging consumers in retailing”, International Journal of Retail and Distribution Management, Vol.34, Number 9, pp . 674 - 687.
3. Banerjee Arindam and Banerjee Bibek (2000), “Effective Retail Promotion Management: Use of Point of Sales Information Resources”, Vikalpa, Vol. 25, Number 4, pp. 51-59.
4. Bhattacharyya Ritu (2007), “ Category Management in Indian Retail Business”; Journal of IMS Group, Vol. 4, Number 2, pp. 13-21.
5. Bhardwaj R.K., Makkar Urvashi (2007), “Retail Revolution Emerging Challenges and Issues”; Journal of IMS Group, Vol. 4, Number 2, pp. 9-12.
6. Bhukta Gan (2007), “Optimizing youth employment through FDI in retail in India”, Gitam Institute of Foreign Trade, India; <a href=www.yesweb.org/2006/Publications...2006/ target="_blank">www.yesweb.org/2006/Publications...2006/</a> accessed on 25th December, 2008.
7. Bishnoi Vinod, Kumar Sanjeev, Singh MRP (2007), “A Study Of Consumer's perception and buying pattern in emerging era of organized retailing a case study of select shopping malls”; Pragyaan, IMS Dehradun, Vol. 5, Number 2, pp. 1-10.
8. Budhwar Karnikeya (2005), “ Understanding the Success factors for independent Restaurants in the Delhi/ Gurgaon Region: An Analysis of the Gap between Management Perceptions and Customer Expectations”, Journal of Services Research, Vol. 4, Number 2, pp. 7-44.
9. Burke R. Raymond (2005), “Retail Shoppability: A measure of the World's Best Store”, Retail Industry Leaders Association, pp. 206 - 219.
10. Carpenter M. Jason (2006), “Demographics and patronage motives of supercenter shoppers in the United States”, International Journal of Retail & Distribution Management, Vol. 36, Number 1, pp. 5-16.
11. Chetthamrongchai Paitoon and Davies Gary (2000), “Segmenting the market for food shoppers using attitudes to shopping and to time”, British Food Journal, Vol. 102, Number 2, pp. 81- 101.
12. Dholakia Ruby Roy and Uusitalo Outi (2007), “Switching to Electronic Stores: Consumer Characteristics and the Perception of Shopping Benefits”, International Journal of Retail and Distribution Management, Vol 30, Number 10, pp. 459-69.
13. Dickinson Helen (2005), “India is emerging as real opportunity”, November 16, 2005; Haymart Business Publication Ltd.; <a href=http://www.accessmylibrary.com/article-1G1-138749505/helen-dickinson-retail-india.html target="_blank">http://www.accessmylibrary.com/article-1G1-138749505/helen-dickinson-retail-india.html</a> accessed on 26th December, 2008.
14. Egan John (2000), “Drivers to Relational Strategies in Retailing”, International Journal of Retail and Distribution Management, Vol. 28, Number 8, pp. 379 - 386.
15. Fernandes Michael, Gadi Chandrika, Khanna Amit, Mitra Palash and Narayanswamy Subbu (2000); “India's Retail comes of age”, The McKinsey Quarterly , 2000(4): Asia Revalued, pp. 94 - 102.
16. Jain Amit, Rathod.M. Raju (2005), “Distribution and Retailing Trends in Rural Markets A study in villages of Gujarat”, Indian Journal of Marketing, Vol. 35, Number 9, pp. 17-20.
17. Jasola Madhu (2007), “Emerging Trends in Retail Sector”; Journal of IMS Group, Vol. 4, Number 2, pp. 22-28.
18. Joseph Mathew, Soundararajan Nirupama, Gupta Manisha, Sahu Sanghamitra (2008), “Impact of Organized Retailing on the Unorganized Sector”, Indian Council for Research on International Economic Relations, pp. 3-66.
19. Kainth Singh Gursharan, Joshi Divakar (2007), 'Re-Engineering the Supply Chain Management - The Case Study of Jalandhar Malls', Journal of IMS Group, Vol. 4, Number 2.
20. Kaul Subhashini (2007), “Measuring Retail Service Quality: Examining Applicability of International Research Perspectives in India”, Vikalpa, Indian Institute of Management Ahmedabad, Vol. 32, Number 1, pp. 15 - 26.
21. Knee Christopher (2002), “Learning from Experience: five challenges for retailers”, International Journal of Retail and Distribution Management, Vol. 30, Number 11, pp. 518 - 529.
22. Kumar Rupali, Wadhwa Preety (2007), “ Riding the Retail Wave”, Amity Business Review, Vol. 8, Number 1, pp. 67-71.
23. Liu Yuping (2007), “The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty”; Journal of Marketing, Vol. 71, pp. 19-35.
24. Malhotra Khanna Rupa (2007), “Foreign Direct Investment in Retail”; Journal of IMS Group, Vol. 4, Number 2 , pp. 98-102.
25. Moorman Christine, Rust T. Roland (1999), “The Role of Marketing”, Journal of Marketing, Volume 63, (Special issue 1999), pp. 180 - 197.
26. Morrison Gina Paglucia (2007), “Retail Opportunities in the World of Extremes Understanding todays' teens and boomers”; <a href=http://www-935.ibm.com/services/de/bcs/pdf/2007/retail_opportunities_teens_qr.pdf target="_blank">http://www-935.ibm.com/services/de/bcs/pdf/2007/retail_opportunities_teens_qr.pdf</a> accessed on 27th December, 2008.
27. Nambiar Vikram & Anand Vijay (2007), “Indian Food Retail Sector in the Global Scenario”; <a href=http://www.sathguru.com/Note_on_Retail_Industry.pdf target="_blank">http://www.sathguru.com/Note_on_Retail_Industry.pdf</a>, accessed on 27th December, 2008.
28. Nelson A. David (2006), “Small Store Success Strategies”, University of Minnesota, Extension Service, Benton County, MN, pp. 1-22.
29. Pandian Revathi (2007), “The negative effects of Permitting Hypermarkets and FDI in the Retail Sector in India” , JIMS, 8M, pp. 63-64.
30. Parikh Darshan (2006), “Measuring Retail Service Quality: An Empirical Assessment of The Instrument”, Vikalpa, Indian Institute of Management Ahmedabad, Vol. 31, Number 2, pp. 45-55.
31. Porter S. Stephen and Claycomb Cindy (1997), “The influence of brand recognition on retail store image”, Journal of Product & Brand Management, Vol. 6, Number 6 , pp. 373-387.
32. Prakash Monika (2005), “ Service Quality: Revisiting the two factors Theory”, Journal of Services Research, Vol. 5, Number 1, pp. 61-75.
33. Prakash Neetu (2007), “Retailing Revolution in India- an Overview”, The Management Accountant, Vol.42, Number 10, pp. 764-66.
34. Prasad Ch. J. S., Reddy D. Raghunatha (2007); “A study on the role of Demographic and psychographic dynamics in food and grocery retailing”; Vision, MDI Gurgaon, Vol. 11, Number 4 , pp. 21-30.
35. Pressey Andrew D., Mathews Brian P. (2000), “Barriers to relationship marketing in consumer retailing”, Journal of Service Marketing, Vol. 14, Number 3 , pp. 272 - 286.
36. Rao, SRS (2006), “Organized Retail Sector in India, Growth and Impact on the Economy”, The Journal of Indian Management and Strategy, JIMS, Vol. 2.
37. Rishi Bikram Jit (2007), “Retailing and Behavioural Patterns of The India Consumer”; Pragyaan, IMS Dehradun, Vol. 5, Number 2, pp. 11-15.
38. Sandhu Ramneet, Pandey K.K. (2007), “India's Surging Retail Sector Broad Perspective”; Pragyaan, IMS Dehradun, Vol. 5, Number 2, pp. 36-41.
39. Sengupta Rika and Fernando Rajiv (2007), 'The Bharti Wal Mart Retail Joint Venture', ICMR Business Updates, pp. 7-9.
40. Sharma Ajay (2007), “Future of Retailing in India”; Pragyaan, IMS Dehradun, Vol. 5, Number 2, pp. 48-52.
41. Shukla Ashok, Jain Vishal (2007), “Paradigm shift of India Retailing: A Global Perspective”; Journal of IMS Group, Vol. 4 , Number 2, pp. 29-36.
42. Sinha Kumar Piyush and Banerjee Arindam (2004), “Store choice behaviour in an evolving market”, International Journal of Retail & Distribution Management, Vol. 32, Number 10, pp. 482 - 494.
43. Sinha Kumar Piyush, Mathew Elizabeth, Kansal Ankur (2007), “Format Choice of Food and Grocery Retailer”, Indian Institute of Ahmedabad, India, W.P. No. 2007-07-04.
44. Sridhar G. (2005), “Segmentation using attitude change Theories”, Indian Journal of Marketing, Vol. 35, Number 9, pp. 11-18.
45. Srivastava Ruchi and Srivasatava Binkey (2007), “Retail its Global Perspective”, Synergy, I.T.S. Journal of I.T. & Management, Vol. 5, Number 2, pp. 108-115.
46. Swar Narayan Biranchi (2007), “Challenges and Opportunities of Organized Retailing in India”; Journal of IMS Group, Vol. 4 , Number 2.
47. Tamilarasan R. (2007), “Retail Service A Customer Service”, SRM Management Digest, Vol. 5, pp. 51-54.
48. Thomas George, Singh Kumar Shiv, Upadhyay Yogesh (2007), “Do People Differ in Their Preferences Regarding Restaurant? An Exploratory Study”, Vision : The Journal of Business Perspective, MDI, Gurgaon, Vol. 11 , Number 2, pp. 7-22.
49. Uusitalo Outi (2001), “Consumer Perceptions of Grocery Retail Formats and Brands”, International Journal of Retail and Distribution Management, Vol. 29 , Number 5 , pp. 214 - 225.
50. Varshney Sanjeev and Goyal Anita (2005), “A Review and Extension of the Outshopping Paradigm to the Indian Context”, Asia Pacific Journal of Marketing and Logistics, Vol. 17, Number 4, pp. 30-62.
51. Vyas H. Preeta (2007), “Sales Promotion Practices in Apparel Sector and Challenges Ahead”, Research Publication, Indian Institute of Ahmedabad, India, W.P. No. 2007-11-02, pp 1-13.
52. Wagner Tillmann (2007), “Shopping motivation revised: A means-end chain analytical perspective”, International Journal of Retail and Distribution Management, Vol. 35, Number 7, pp. 569 - 582.