Study On Perception Of Consumers And Their Buying Behaviour Towards Organized Retail Stores

Abstract

The findings elucidate that perception towards organized retail stores is significantly differing among profile of consumers. Promotion, price competitiveness, quality, convenience and product mix have significant and positive influence on buying behaviour of consumers in organized retail stores. Meanwhile, interaction between quality and price competitiveness and interaction between promotion and price competitiveness have significant and positive influence on buying behaviour of consumers in organized retail stores. Thus, all the hypotheses are supported by the findings of this study. Therefore, organized retail stores should open for long duration and give quick and efficient services without errors to their consumers and they must provide sufficient parking space and different payment options to their consumers. Organized retail stores should provide attractive promotional schemes, offers and membership cards to their consumers and they must give pertinent and correct information and gifts to their consumers. Besides, organized retail stores should give range of products and attractive and safe packaging to their consumers and they must give reliable and superior quality of products to their consumers.