Assessment of Demographic Impact on Female Psychographics

Abstract

The mall culture that got established since 2011 onwards was something urban India had never witnessed earlier. Retail-real estate synergy had started addressing an uptrend in the metros from 2012 onwards. Even, the consumer perception towards a mall has changed drastically over the past decade; from just considering a mall as an entertainment option to a complete shopping zone. Also, realizing the psychologically involved nature of women in shopping in comparison to their male counterparts, the current study aims at examining the relationship between the demographic variables and psychographic purchase behaviour of females shopping women apparels and accessories in the stores in Delhi malls. This study is based on empirical research conducted through a mall intercept survey in 6 malls in Delhi chosen purposely. It followed multi-stage sampling with a sample size of 100x6=600 female shoppers. The findings of this study are consistent and have been supported by previous studies. It revealed that demographical factors have an impact on the buying pattern of the respondents. The conclusion advocates that there exists a significant relationship between the demographical factors and the psychographic purchase behavior of the female shoppers. However, the relationship between age and psychographic purchase did not reach the level of statistical significance yet, the purchase behaviour varied with age.