Factors Affecting Consumer Buying Behaviour and Consumer Preference Towards Organized Retail Outlets In India

Published in Journal

Journal of Advances and Scholarly Researches in Allied Education [JASRAE] (Vol:15/ Issue: 5) DOI: 10.29070/JASRAE
Authors: Sana Khan*,
Subjects: Multidisciplinary Academic Research

Year: Jul, 2018
Volume: 15 / Issue: 5
Pages: 202 - 211 (10)
Publisher: Ignited Minds Journals
Source:
E-ISSN: 2230-7540
DOI: 10.29070/15/57734
Published URL: http://ipublisher.in/p/57734
Published On: Jul, 2018

Article Details

Factors Affecting Consumer Buying Behaviour and Consumer Preference towards Organized Retail Outlets in India | Original Article

Sana Khan*, in Journal of Advances and Scholarly Researches in Allied Education | Multidisciplinary Academic Research

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ABSTRACT:

Today, retailers are increasingly making use of various in-store influencers for converting browsers to spenders. However, success depends on how the customers perceive these influencers. The phenomenon of purchasing has been studied in consumer research as well as for example in psychology and economics since the 1950s. This study attempted to investigate the relationship of various factors, with buying behaviour of consumers in the Organized Retail Sector of Lucknow City of Uttar Pradesh, India. This article empirically evaluates the perception of the customers towards various in-store stimuli that is merchandise, promotion, displays and ambience, across stores located in Lucknow.