Retail Store Perceptions and Buying Behavior of Consumers

Abstract

This paper was deliberated the consumer buying behavior in purview of marketing mix activities in retail outlets in Saudi Arabia. Survey of 150 customers in Al Kharj region was revealed that majority were felt happy to shop at both organized and unorganized retail outlets. It was found that mainly the feel good factors for shopping had influenced more to prefer the both types of retail outlets. However, the sources of information that was influenced the customers was highly balanced due to their tendency to depend on different types of information sources. The buying decisions of customers were observed more routine and their responses were casual to different types of marketing mix activities that were undertaken by the retailers. It was observed that the factors like cheaper prices, bargains, and credits available at both organized and unorganized retail stores were not that much cumbersome factors that were influenced the sample of respondents in this study. Overall, from the perspectives of customers, this study was identified positive results of marketing mix activities undertaken at retail stores in Saudi Arabia.