The retail landscape has undergone a massive transformation to become highly competitive. Retailers for differentiating themselves from their competitors are working creatively to devise competitive strategies so as to influence the perceptions of the consumers towards their stores. The book focuses on the study of consumers and retailers with four objectives driving the study. The first is to comparatively analyse the relationship among competitive strategies of organised and unorganised retail; to explore the relationship between the competitive strategies on the one hand and gender, age and educational qualification of the retailers on the other hand and to study the factors that make an effective supply chain. Second, is to comparatively analyse the competitive strategies among major organised retail players in the value and lifestyle segment; Third, is to comparatively analyse the relationship among attributes determining consumers’ choice between organised and unorganised retail stores; to explore the relationship between the attributes determining consumer choices on the one hand and gender, marital status, family status, age, education, occupation & income of the consumers on the other hand. The aim is to understand the differences between Delhi NCR and Chandigarh Tri-city with respect to these attributes determining consumer choices. Fourth, is to study the impact of organised retail on the unorganised retail sector. The book may be useful for retailers to frame innovative competitive strategies to meet the growing needs and aspirations of their customers. Also, the findings may be beneficial for policy-makers to understand the gravity of the problem and find out ways to mould the perception of the unorganised retailers for the better.