145 In India, as well as many other countries, retailing is often looked upon as a petty merchant activity and a low priority area on policy circles. Organized retailing is looked as a consumerist luxury. But the truth is that retail not only has an economic affect but also a social one. The retail revolution has set its foot on the Indian soil. It has created serious excitement among the Indian consumers and the entrepreneurs. Statistics reveal that the amount of FDI into the retail sector is huge and is expected to increase more. Every other day there is news of a new company investing in the retail sector in India. The retail stocks have become the darling of the stock market. This paper reviewed various literatures to understand the factors affecting shopping behavior in organized retail outlets. It investigates the reasons for growth in the organized retail sector. Here an attempt has been made to find the important variables, which affect the consumer’s mindset while choosing a retail outlet. There would be several factors but which of these are the most important ones are to be decided. Again the reasons for growth of organized retailing in India have been studied. A comparative analysis has been made between different age groups. It has been done to study the behavior of these groups and their reaction patterns to a set of similar variables. https://jbrmr.com/details&cid=145 https://jbrmr.com/cdn/article_file/i-6_c-145.pdf Volume 04 Issue 1 6 2009-10-01 2013-09-09 no Cultural proximity Per capita outlets Market intelligence. none 559562 60 0 Jogendra Kumar Nayak KIIT School of Management, Bhubaneswar,