Understanding the Perceptions and Challenges of Local Merchants in the Phase of Gaint Retails Competition with Special Reference to Krishnagiri

The growing presence of large retail chains has increasingly challenged local merchants, particularly in popular district like Krishnagiri. This study seeks to understand the perceptions of these local merchants as they navigate the pressures of competition from giant retailers. It examines key socioeconomic factors such as years in business, level of investment, average daily sales, profit margins, and ownership of retail space, which influence merchants' ability to adapt to the changing retail environment. A survey of local retailers in Krishnagiri was conducted, and the data was analyzed using a chi-square test to determine the relationship between these variables and merchants' perceptions of competitive threats. The study also uncovers critical challenges faced by smaller merchants, including price undercutting, customer retention difficulties, and limited access to efficient supply chains. It emphasizes the need for tailored interventions that support local businesses in competing with large retailers. By focusing on Krishnagiri's unique retail landscape, the research offers practical insights for policymakers and business leaders to foster a more balanced and competitive retail ecosystem.