A STUDY ON FACTORS INFLUENCING THE CONSUMER BUYING BEHAVIOR WITH REFERENCE TO ORGANIZED APPAREL RETAIL OUTLETS

Abstract

The Indian Retail sector has come off age and has gone through major transformation over the last decade with a noticeable shift towards organized retailing. Modern retail formats, such as hypermarkets, superstores, supermarkets, discount and convenience stores are widely present in the developed world, whereas such forms of retail outlets have only just begun to spread to developing countries in recent years in Bangalore. Organized retail provides consumers with a wider choice of products, lower prices, and a pleasant shopping environment. Store atmospherics plays an important role in choice of the stores. The objective of this study is to identify the store related factors that have an influence on the consumers’ decision process. Structured questionnaires were administered for a sample size of 400 customers who visited the shopping mall. There are several dimensions in a retail store.Hence,PL-SEM model has been used and three factors have been identified from the factor loadings analysis. The three factors under different parameters are-External Cues, Atmospherics and Merchandise.