A Study of Emerging Pattern and Consumer Purchase Behaviour in Organized Retail Outlets – with Special Reference to Madurai District

  • R Menaka Assistant professor, Department of Management Studies (DDE), Madurai Kamaraj University, Madurai
  • I Siva Shobana Research Scholar, Department of Management Studies, Madurai Kamaraj University, Madurai
Keywords: Store Image, Choice Behaviour, Marketing Strategies, Level of Interest, Communication, Growing Need and Driving Force of Indian Retail Sector


The retailing business is greatly affected by the patronage behaviour orientations of shoppers. One important factor affecting consumer choice is the store image, an image shaped by store attributes. Due to the rapid growth of store brand market shares, researchers have looked into different influential factors, attempting to find out the reasons behind the success of these store products. There is a growing need to evaluate the drivers of retail store choice behavior in the Indian context. The study of consumer helps the retail outlets to improve the marketing strategies by understanding, how consumers consider different attributes and make purchase decision that differ among various retail outlets, based on the level of importance and interest. Retail is currently the flourishing sector of the Indian economy. This trend is expected to continue for at least the next two-three decades, and it is attracting huge attention from all entrepreneurs, business heads, investors as well as real estate owners and builders. Availability of quality, retail space, wider availability of products and brand communication are some of the factors that are driving the retail in India Retail sector is also supporting to create huge employment while a new form of organized retail sector has emerged within the retail industry and it gave speedy phase to Indian retail sector. Hence, the present study focuses on emerging pattern and the consumer buying/purchasing behaviour towards organized retail outlets with special reference to Madurai district. Study based on both primary and secondary sources of data collections.

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