Mathew Joseph and Manisha Gupta_September 2008: The Indian retail sector is booming and modernizing rapidly in line with Indias economic growth. In this review the author talked about the impact of organized retailing on traditional retailing. With the increase in number of various formats for shopping like malls, departmental stores, hypermarkets etc the Indian consumers preferences are changing towards and thats the reason foreign investors like the king of retail Wal-Mart also came into the Indian retail ground in collaboration with Bharti. There is a huge untapped market is present in India right now which contains a number of opportunities for retailers.

Sen-2000: Store Image and Consumer Shopping Habits: Indian Context: In India, some empirical studies provide important information about consumer behavior and its responses to the development of organized retail. Economical and social changes are major contributors for a growing fragmentation of consumers into multiple segments with different values and buying priorities. Consumers have become more pragmatic, educated and demanding, learning how to manage money and time more efficiently. The focus on low prices was gradually replaced by a value for money perspective. The study developed by ETIG (Economic Times Intelligence Group, 2002) confirms these tendencies. Concerning food, the most important attribute mentioned was quality, followed by price. Indian consumer has different reasons for preferring different store formats, either modern or traditional; Sen (2000) confirms this in the study undertaken in Indian context. He confirms that in the case of hypermarkets, the main motives for preferences, in decreasing order are low prices, the possibility of buying everything in the same place and the general appearance of the store. Several investigations emphasize the possible coexistence of different store formats (Chandrasekhar, 2001) and others point out the relationship between the type of store and the type of products. These studies show that, while specialized and traditional stores are preferred for fresh products, hypermarkets are preferred for shopping in general, and also for frozen food, groceries and beverages. The purchase of perishables in hypermarkets is reduced.

Radhakrishnan, 2003: Traditional Retailers Perceptions about Organized RetailAs already mentioned, organized retail has deeply changed the Indian commercial structure. However, it is not exclusively responsible, as other changes (economical, social and cultural ones) have occurred simultaneously. Concerning the more direct effects of organized retail on different types of commerce, it is possible to verify that the major impact is felt on traditional retail and, in particular, on the food sector. The impact of organized retail is also significant on other types of retail, namely toys, stationery goods and household appliances; moreover, it is probable that competition gets more intense in other sectors, such as clothing and furniture.

RNCOS (March 15, 2009/24-7 press releases): Increasing trend of organized retailing will drive the growth of convenience-store industry in the world. By 2011, Asia remains the fastest growing convenience store market in the world as the major Asian retail markets registered explosive growth in opening up of new convenience store. Changing consumer preferences, lifestyle and rising income level, which is heavily influenced by economic growth, remains the major driving force for c-store industry in the Asian region. As per "Global Convenience Store Market Analysis".

Ramanathan & hari(2011) observed from their study that due to the recent changes in theDemographic system of consumers, and the awareness of quality conscious consumption,Consumers preferred to buy different products both from the organized and unorganized retailers.

Joseph, Soundararajan, Gupta, & Sahu, (2008) concluded that unorganized retailers in the locality of organized retailers were adversely affected in terms of their volume of business and profit. According to him with the emergence of organized outlets consumers gained through the availability of better quality products, lower prices, one-stop shopping, choice of additional brands and products, family shopping, and fresh stocks. According to report of ICRIERorganized and unorganized retail not only coexist but also grow substantially. The reasonbehind that the retail sector is gradually growing on an overall basis hence the benefit of this growth goes to both the sectors.

Kearney, (2006) found that traditional markets are transforming themselves in new formats such as departmental stores, hypermarkets, supermarkets and specialty stores.

Martineau, (1958) first time used the concept of store image. This store image was partly based on functional attributes and partly on psychological attributes. In functional attributes he included variety of commodities, layout, location, price value relation, and service that consumers could independently compare with other stores. Whereas in psychological attributes attractiveness and lavishness symbolized special attributes of that store.

Munjal,Kumar, & Narwal, (2011) through their research concluded that the kirana shops being affected by malls is only a myth. He further concluded that in spite of the available opportunities to the organized retail to grow in India these kirana shops also were benefited from this growing economy.

Sivaraman.P, (2011) from his study concluded that the impact of organized retailers was clearly visible on the business of unorganized retailers in terms of sales, profit and employment. Due to their financial infirmity these small retailers continuously struggled to introduce changes in their existing retail practices. Some kind of intervention was required frothier future existence.

Ali, Kapoor., & Moorthy, (2010) in their study indicated that consumers shopping behavior was influenced by their income and educational level while gender and age had no significant impact on their behavior. While Dodge, Robert, Summer, & Harry, (1969)and Aaker, Jones, David, & Morgan, (1971) concluded that consumers socio economic back ground, their personality, and past purchase experience were those factors upon which the customers decision lied. Nair & Nair, (2013) in their study revealed that the perception of service quality was influenced by various natures among various customers and some of the general factors like personal interaction, physical aspects on which customer perception remained constant and common.Singh & Agarwal, (2012) revealed that customers preferences for grocery shopping were gradually shifting from local kirana stores to organized convenience stores. Brand choice and credit card facilities were the main determinants which influenced preferences from kirana to organized retail. Payment through credit cards increased purchases from organized retail store. Sinha & Banerjee, (2004) in their study concluded that store convenience and customer services positively influenced consumers store selection. Gupta, (2012) concluded in her study that store attributes like convenient operating hours andaccessibility were the factors which lead to customer loyalty and not store appearance. Similarly, product attributes like freshness of the product and availability of products range according to the pocket were major determinant of loyalty. It was also evident that even today Kiranas are preferred by customers because of various reasons viz. convenient location, home delivery, personal relations with shopkeeper, giving products on credit, payment in installments.Srivastava, (2012) in his study showed that the overall customers perception across urban andSuburban was not varied. The customers were ready to pay higher prices for branded goods across the urban and suburban areas. They gave priority to purchase grocery from nearby shops while for purchasing of apparel they liked to travel some distance. The outcomes of the study showed that the exposure of marketing strategy through electronic and print media made the customers more choosey and knowledgeable. Whereas Solagaard & Hansen, (2003) identified several store attributes that were considered important for the consumers evaluation of stores. These attributes were merchandise, assortment, merchandise quality, personnel, store layout, accessibility, cleanliness and atmosphere