Analysis Of Factors Influencing Consumer Buying Behaviour In Modern As Well As Conventional Retail Stores

Consumer decision making has long been of interest to researchers. Companies in retail are interested in the study of consumer behavior as it makes them familiar with the emerging needs and desires of their current and prospective buyers. To find out what satisfies customers, marketers must examine the main influences on what, where, when and how customers buy goods and services. By understanding these factors better, marketers are better able to predict how consumers will respond to marketing strategies. Ultimately, this information helps Modern retail malls as well as conventional retail stores to compete more effectively in the marketplace and leads to more satisfied customers.

 The paper highlights the factors that influence consumer buying behaviour in modern retail mall and conventional store and researcher made a comparative analysis of those variables between modern retail format and conventional retail store. The purpose of this research is specifically to analyse and make comparative study of consumer shopping behavior in different retail formats. Consumer shopping behavior presents using shopping intention, attitude towards modern retail outlet or conventional shopping stores and shopping habits.