A department store is a retail establishment which specializes in satisfying a wide range of the customer's personal and residential durable goods product needs; and at the same time offering the customer a choice multiple merchandise lines, at variable price points, in all product categories. Majority of customers of departmental stores are females and most of them belong to the age group of 21-30 years. Majority of customers of departmental stores are graduates and most of them are both students and employed. Besides, majority of customers of departmental stores belong to the monthly income group of Rs.10,000 – Rs.20,000. The results reveal that Kannan store is the most preferred, while, More For You is the least preferred by the customers. There is no significant association between socio-economic characteristics of customers and their preference of departmental stores. It is suggested that the departmental stores put in more efforts in making the advertising media an effective source of information in reaching the customers at large. It is also suggested to the management should appoint more number of skilled sales persons in order to attract customers.
Customer, Departmental Stores, Preference.