A Study on Factors Influencing Purchasing Decisions of Customers during Chaos in Organized Retail Stores
Author : Malini BM
Abstract :
From decades understanding the consumer preference and their perception among retail sectors and the availability of various brand will significantly influence the satisfaction level of customers and they prefer repetitive purchase in the same retail stores. The study helps to understand the significant relationship between independent and dependent variables are identified to determine their influence on customer preference to choose a particular retail stores is addressed.
Research Methodology: The study is based on conclusive research design and it is descriptive in nature, wherein, primary data is gathered with the help of structured questionnaire consisting 30 questionnaires that includes all major factors of the variables and demographic factor of the individual respondents.
Sampling and Data Collection: Totally 100 individual customers of retail stores were chosen has respondents and the samples were selected by using the convenient sampling technique.
Results: Major finding of the study is consumer preference of choosing their own retail stores as they are loyal towards retails stores has a significant relationship with the independent variable like brand awareness, perceived quality, brand image, attitude, brand loyalty which influences the individual to prefer the same retail stores.
Keywords :
Customer, Brand Preference, Retail Stores, Service, Awareness.
