Impact of Retail Marketing in Buying Behaviour of Households

  • R Menaka Assistant Professor, Department of Management Studies (DDE), Madurai Kamaraj University, Madurai
  • Sudeep B Chandramana Research Scholar, Department of Management Studies (DDE), Madurai Kamaraj University, Madurai
Keywords: GDP, Consumers’ Taste & Preferences, Behaviour to Necessity, Heterogeneity and Consumer Buying Behaviour


Indian retailing is at all-time growth today. The industry is flooded with footfalls of foreign retail giants; in this situation the discussion is open on the survival of Kirana stores (unorganized retailers) in India. Retailing in India is one of the pillars of its economy and accounts for 14 to 15percent of its GDP. The customer taste is also changing according to the change in whole retailing environment. Consumer behaviour is a complex, dynamic, multidimensional process, and all marketing decisions are based on assumptions about consumer behaviour. Consumer research takes places at every phase of utilization process, before the purchase, during the purchase and after the purchase. It is concerned with learning the specific meanings that products hold for consumers. Understanding the consumer attitude is an important part of the marketing process to realize the challenges faced by marketers in comprehending the consumer’s mind. Marketing stars with the needs of the customer and ends with his satisfaction. When everything revolves round the customer, then the study of consumer behavior becomes a necessity. It starts with the buying of goods can be bought individually, or in groups. The heterogeneity among people makes understanding consumer behaviour a challenging task to marketers. Hence marketers felt the need to obtain an in-depth knowledge of consumers buying behaviour. The main aim of this present study focusing on the Impact of Retail Marketing in Buying Behaviour of Consumers towards Households and study based on both primary and secondary sources of data collections.

Abstract views: 127 times
PDF downloads: 0 times