The organised retail in India is not only a shopping destination but a place where people meet up to celebrate occasions and festivals. India is a country having highly complex consumer shopping behaviour due to the multiple level of income groups, cultural differences and other factors. Shopping done from malls/ organised retail stores is not only for the quality product or product variety but also the store attributes which add on to the fun and excitement. Hence in this scenario it is imperative to understand that how different attributes influence the consumer shopping behaviour. In this study consumer shopping behaviour towards Reliance retail is studied in the Kolkata region. A total of 419 customers' data was collected using store intercept method at different retail formats of Reliance retail through questionnaire as a tool. From the data analysis it is evident that each product and store attribute influence the overall shopping experience of the customers differently. Even the demographic and psychographic characteristics influence the customer shopping behaviour in unique manner. The findings of this paper will not only help in understanding the customers' shopping behaviour towards Reliance retail but also will help the industry experts to formulate techniques to better serve the customers.
Volume 12 | 07-Special Issue
Pages: 2283-2289
DOI: 10.5373/JARDCS/V12SP7/20202355