A STUDY ON CONSUMER BEHAVIOUR TOWARDS ORGANISIED RETAIL OUTLETS WITH REFERENCE TO TIRUCHIRAPPALLI CITY

M. Sharmila, S. Gayathri Devi

Abstract


Today, retailers are increasingly making use of various in-store influencers for converting browsers to spenders. However, success depends on how the customers perceive these influencers.  The phenomenon of impulse purchasing has been studied in consumer research as well as for example in psychology and economics since the 1950s. This study attempted to investigate the relationship of various factors, with impulse buying tendency of consumers in the Organized Retail Sector. This article empirically evaluates the perception of the customers towards various in-store stimuli that is Merchandise, promotion and displays, across stores located in the city. Customers purchase behavior varies with price and availability of products and customers spending pattern shrinks due to poor quality of products.

Keywords


Impulse purchasing, Organized retail, Retail, Consumer behaviour, Instore influence, Consumer research.

References


Agrawal SK. (2014). “A Study of Consumer Buying Behaviour of FMCG Products in Madhya Pradesh”, VSRD International Journal of Business and Management Research, Vol.IV(I), January, pp.11-14.

Yadav K, Ghosh R, and Kulkarni SH. (2013). “Study of the Consumer Behaviour towards FMCG Products in Rural Areas of Ramnagar, Nainital”, ASM’s International Journal of Ongoing Research in Management and IT, pp.1-15.

• Other Bibliography

Kotler P(2006). Marketing Management, Twelfth Edition, Prentice-Hall India, 16 .

Dineshkumar U, Vikkraman P(2012). Customers’ Satisfaction towards Organized Retail Outlets in Erode City. IOSR Journal of Business and Management (IOSRJBM),3(4): 34-40.

Gomathi R, Kishore S, Deepika R(2013). A Study on Customer Satisfaction towards Departmental Stores in Erode City. International Journal of Engineering and Management Research; 3(5): 38-41

Morden A.R.(1991), 'Elements of Marketing', London: D.P. Publication Ltd.

Tiwari, Rupesh kumar (2010) “Understanding the consumer behavior towards shopping malls in Raipur city” IJMS Journal, December

Verma, Sanjeev (2007) “An Exploratory Study of Consumer Preferences for Retail Store Selection in Mumbai” Indian Retail Review Vol, 1 Issue 2, December

CII (2005). Retail Scenario in India, Unlimited Opportunity available at http://www.scribd.com/doc/7121490/Retail-Scenario-in-India-Cii-Report.


Refbacks

  • There are currently no refbacks.


Send mail to ijmss@ijmss.com with questions or comments about this web site. 

International Journal of Management and Social Sciences, All rights reserved.