Abstract
The objective of this paper to study the consumer Buying Behaviour in D Mart shopping Mall functioning at Guntur, Andhra Pradesh, India. The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. It accounts for over 10 percent of the country’s Gross Domestic Product (GDP) and around 8 percent of the employment. In this regard primary data was collected from the 120 respondents who are the shopping/customers of D Mart shopping Mall of Guntur city through a structured questionnaire to study the buying behavior of customer. Data was tabulated and analyzed to achieve the objective of the study.
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