A Study on Consumers’ Buying Behaviour in Retail Outlet

  • 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: Modern Concept, Retail Consumer culture, Store Attributes, Changing Consumers’ Needs and Expectations.


The retail sector is tending to spread quickly in India over the last few decades. The Indian retail industry is composed of organized and unorganized retail markets. It has experienced high growth over the last few years with a recognizable focus towards organized retailing formats. The industry is shifting towards a modern concept of retailing. As India’s retail industry is combatively expanding itself, great demand for retail outlets is being created. Moreover, easy availability of debit/credit cards has contributed significantly to a strong and growing retail consumer culture in India. Customers are becoming more powerful, more knowledgeable and more sophisticated, and research into modern consumer behavior is increasingly significant for the retailing sector. Store attributes are important to consumers when they make the decision where to shop. Store attributes are presented by retailers according to their specific functional strategies. Store attributes must be offered that are desired by the targeted consumer. The challenge to retailers is to determine which store attributes are relatively more important to the targeted consumer. The face of Indian consumerism is changing: not Indian consumerism is evolving from Bajaj Scooter family man to Bajaj Pulsar trendy youngster. This changing consumer’s taste and lifestyle, somewhere automatically give some advantage to organized sector. This makes imperative for unorganized retail sector to restructure itself in order to withstand the increasing competition and to meet consumer expectations by moving with trends. Hence, the present study focusing on the customers’ buying behaviour in Retail Outlet and findings were by primary and secondary sources of data collections.

Abstract views: 145 times
PDF downloads: 0 times