A Study on Consumer Buying Behaviour in Coimbatore Retail Stores

Consumer buying behaviour is a key factor influencing the performance of retail stores in urban markets like Coimbatore. This study analyzes the purchasing behaviour, preferences, and decision-making patterns of consumers shopping in retail stores in Coimbatore. It particularly examines how demographic factors such as age, income level, education, and social class (middle, upper-middle, and high-income groups) affect buying decisions. The research is based on primary data collected through a structured questionnaire from retail customers, along with supporting secondary data. Statistical tools such as percentage analysis and ranking methods were used for interpretation. The findings indicate that product quality, price, brand reputation, store ambience, and promotional offers significantly influence consumer purchase decisions. Middle-income consumers are more price-conscious, while higher-income consumers show stronger preference for branded products and shopping experience. The study concludes that retailers in Coimbatore must understand varying consumer expectations to develop effective marketing strategies and improve customer satisfaction and loyalty.