Organized retailing& Consumer Buying Behavior: A Changed Scenario

Organized retailing& Consumer Buying Behavior: A Changed Scenario

 Jhanvi Khurana

Abstract

The growth of organized retailing has witnessed a paradigm shift in the consumer buying behavior. With the boom in the retail sector, there is a change in the pattern of shopping. Firms are becoming more customer conscious and are gradually moving towards sustainable Marketing. Shoppers are enjoying doing shopping like never before. With increased disposable income and brand infusion, the shoppers are buying more and the shopping behavior has seen a great change. This manuscript attempts to provide insight on the effects of various factors on the changed consumer buying behavior and has also categorized the shoppers based on their lifestyle distinctiveness. Our meta-analysis suggests that there are various categories of consumers as Location conscious, Discount seekers, Price conscious, Mall freekers and Brand conscious consumers. Their shopping pattern differs on the basis of the category in which they lie. This research deploys factor analysis to identify the structure of a set of variables apart from providing a process of data reduction. The primary data constituted of 135 responses through structured undisguised questionnaires. The survey questionnaire constituted of 25 items to capture the psychographic behavior of buyers and thereafter to categorize them based on their perceptions. This research aims to identify the perceptions of buyers with respect to their purchase activities. These variables are thereafter categorized into 5 main factors using Factor Analysis on SPSS.

Keywords: Organized retailing, Buying Behavior, Customer, Lifestyle