THE CHANGING BUYING BEHAVIOR OF CUSTOMERS IN ORGANIZED RETAIL SECTOR OF PUNE CITY
Journal Title: International Journal of Research in Social Sciences - Year 2012, Vol 2, Issue 1
Abstract
This paper aims to identify the changing buying behavior of customers in organized retail sector. In addition it also assesses the influence of cultural, social, & personal factors on buying behavior of customers. A total of 400 personal surveys were conducted in selected area of Pune City in 2011. Simple percentage and Kolmogorov-Smirnov one sample test analysis was conducted. The results of the study indicate that there is a huge change in buying behavior of customers in organized retail sector in terms of their purchase decisions making, information collection decisions, preference while making purchase decisions, money spending, and loyalty. Main cause of these changes are increase in literacy rate, household income, working women population, nuclear families, changes in life style, and young demographics of customers. Results also point out that there is a significant influence of factors on buying decisions of customers viz… culture, society, family, status in society, role in family, occupation, education, experience, economic status, life style, personality, age and life cycle stage, attitude, and motivation.
Authors and Affiliations
Atul Kumar
Keywords
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