The Impact of Demographic Factor on Consumer Buying Behaviour: A Study of Retail Sector in Delhi NCR

The retail sector is growing a faster pace in India due to demographic shift in population and growing middle class.It is an opportunity for both organised and unorganized sectors. The purpose of this article is to study the customer perception and shopping experience about organised and unorganised retailing with special reference to Delhi and NCR and find out whether the preferences for organised and unorganised retailing are dependent or independent demographic characteristics of consumers.The study has used the primary data collected from 200 respondents through survey method using structured questionnaire.Convenient sampling method was used during the collection of data. Chi-square tests and ANOVA have been used to test the hypothesis. The Factor Analysis was carried out to identify major factors in each Unorganised/ Organised retailing which affects the consumer buying behaviour. The factors are quality, price, satisfaction, distance & fast service, schemes & offers, variety.