A Study on Consumer Buying Behaviour Towards Retail Stores in Salem District

The rapid transformation of the retail landscape in India has significantly altered the dynamics of consumer purchasing decisions. Organized retail chains, hypermarkets, and supermarkets have emerged as dominant players even in Tier-II cities like Salem, competing with long-established local independent retailers. This study investigates the key determinants of consumer buying behavior towards retail stores in Salem District, Tamil Nadu, India. A structured questionnaire survey was conducted with 300 respondents selected through stratified random sampling. The study examines the influence of store attributes-including store ambiance, product variety, pricing strategies, staff behavior, location convenience, brand reputation, digital payment facilities, and after-sales service-on consumer purchasing decisions. Descriptive statistics, one-way ANOVA, and chi-square tests were employed for data analysis. Findings reveal that digital payment ease, competitive pricing, and store ambiance are the most significant determinants of consumer preference for organized retail formats. A statistically significant association was found between gender and retail format preference (χ² = 14.23, p < 0.05). Income level was found to significantly influence overall buying behavior (F = 7.84, p < 0.001). The study offers actionable insights for retail store managers and policy makers to enhance consumer experience in the Salem retail market.