IJMT Volume 3, Issue 8 ISSN: 2249-1058 __________________________________________________________ A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories Indexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A., Open J-Gage, India as well as in Caďell’s DireĐtories of Puďlishing Opportunities, U.S.A. International Journal of Marketing and Technology http://www.ijmra.us 137 August 2013 Consumers shopping Behavior towards Modern Retail outlets-A study Gangadharaiah.D.N.  Dr. H.N. Ramesh  Dr. y. Nagaraju  Dr.Hanumanthappa  Abstract: Consumer is the focal point in the modern marketing system; around him all the strategies are used to get his partnership. Monitoring the customers in the value chain link like retailing has gained more importance in recent years. Retailing is a business area in marketing which interacts with the end users. Success of retailers lay in the capacity of the retailer in understanding and satisfying customers. Therefore, today, modern organized retailers have devised several marketing strategies for acquiring and retaining the customers. The retail customers are broadly divided in to rural and urban customers. In the present paper an attempt is made to understand the perception of urban customers on organized retailing. The study uses various demographic and psychographic variables for analysis. The opinion analysis of the respondents reveal that the urban customers prefer organized retail organizations in place of traditional because of the variables such as, quality, service, location, and ambiance. Key words: Urban, Shopping, Modern, Retail, Gender, Demography.  Research scholar Dept. of PG Studies and Research in Business Administration, Kuvempu University Shankaraghatta, Karnataka  Associate professor, Dept. of PG Studies and Research in Business Administration, Kuvempu University, Shankaraghatta, Karnataka  Associate professor, Dept. of PG Studies and Research in Business Administration, Canara Bank school of Management Studies, Bangalore University Bangalore , Karnataka  Associate professor and Chairman, Dept. of PG Studies and Research in Master of Computer Applications, Bangalore University Bangalore , Karnataka