Determinants of shopping behaviour of retail consumers

Abstract

The IndianTretail marketThas emergedTas the mostTdynamic andTfastTpaced industriesTdue to theTentry of severalTnew players. LuxuryTmarket ofTIndia isTexpected toTgrow toTUS$ 30 billionTby theTend of 2018 fromTUS$ 23.8 billionT2017 supportedTby growing exposureTof internationalTbrands amongstTIndian youth andThigher purchasing power of the upper class in tier 2 and 3 cities, according to Assocham. It was projected in the report of IBEF that by the year 2021 traditional retail will hold a major share of 75 per cent, organised retail share will reach 18 per cent and e-commerce retail share will reach 7 per cent of the total retail market.In order to be successful in the business it is necessary to understand the reasons behind the consumers choosing the store. Understanding the needs of the consumer followed by the factors that affect the retail shopper decision-making process is important for the growth of the retail industry. Shopper behavior is a behavior in which they focus on how the individuals make decisions to spend their resources that are available on the consumption related items. The study was conducted among 300 sample respondents in Chennai city. The researcher used Garrett Ranking, Reliability analysis, Factor analysis and ANOVA to interpret the results. From the study regarding the determinants of an ideal shopping mall it is it is identified that the sample group gives more importance to the comforts of mobility and seating and are least bothered about additional facilities like Physical fitness centres, pet attendant centre and Spas. The study has concluded that the sample respondents prefer the usage of technology coupled with comfort.