26 The share of organised retail is total retail market in India is growing. Many domestic and global players have already entered in this sector. Due to intense competition in this field, it is important to focus on retaining existing consumers. Working out strategies in this direction requires a thorough understanding of the preferences of the consumers on the attributes that are considered of much significance. The present paper attempts to analyze the consumer preferences of the specific attributes of retail stores in the 5 selected cities of Punjab. Factor analysis has been used in identifying the main factors. The factors identified includes availability & variety, ambience, service, price, advertisement, prestige, and quality https://jbrmr.com/details&cid=26 https://jbrmr.com/cdn/article_file/i-4_c-26.pdf Volume 05 Issue 1 4 2010-10-01 2012-02-24 no Organised retail consumer preferences factor analysis principal component method unorganized sector none 600842 37 0 K. C. Mittal PSMS, Punjabi University Anupama Prashar Punjabi University