REASONS FOR SELECTING A RETAIL STORE AND THE SATISFACTION LEVEL OF CUSTOMER'S release_4p7u3qzywjbh7oglikuv3ikh24

Abstract

Consumer is the nerve centre around which any business revolves. Same is true in the case of retail business also. Consumer behaviour signifies the totality of consumers decisions with respect to the acquisition, consumption and disposition of goods, services, time and ideas by human decision-making units. Consumer behaviour frequently involves decisions within retailing contexts or with retail phenomena serving as boundary or framing conditions. Introduction: Consumer behaviour is the study of when, why, how and where people do or do not buy products. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyers' decision-making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Consumer behaviour is comparatively a new field of study which evolved just after the second world war. The sellers' market has disappeared and buyers' market has come up. This led to paradigm shift of the manufacturer's attention from product to consumer and specially focused on the consumer behaviour. The evaluation of marketing concept from mere selling concept to consumer-oriented marketing has resulted in buyer behaviour becoming an independent discipline. The growth of consumerism and consumer legislation emphasizes the importance that is given to the consumer. Consumer behaviour is a study of how individuals make decisions to spend their available resources (time, money and effort) or consumption-related aspects. (What they buy? When they buy? How they buy? and so on) Statement of the Problem: The success of retail industry solely depends on how it performs in the market place at a given point of time. The performance, in turn, depends on how efficiently the industry woos the consumers to its basket. To encourage the consumers, the retail industry must understand the behaviour of the consumers. But, understanding consumer behaviour is complex, as it is related to psychology of consumers and also depends on various factors which have a direct bearing on consumer behaviour. This, in turn, led the retailers to revisit their existing marketing strategies and introduce appropriate changes in them in order to get themselves succeeded in the industry and flourish. Hence, it is worthwhile to study the consumer behaviour in retail stores when they go to shop for their requirements. Factors Affecting Store Choice: The different demographic and socioeconomic factor can affect the store choice in two different ways. One is that these factors directly affect the store choice. The other way is that, these affect the shopping basket, and the timing of the shopping trip, and therefore indirectly affect the store choice.  Family size and composition
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