A Study of Consumer Behaviour in Malls with reference to Marathwada Region

Abstract

Indian economy is undergoing through major structural changes. There are changes in newlinesocio-economic and cultural factors. The awareness among the population is also enhanced and newlinethere is major shift in their preferences. This has led to revolt in the retail industry. The Indian newlineretail industry is one of the major contributors to the country s Gross Domestic Product (GDP) newlineand the total employment. Indian retail business is highly dominated by unorganized retailer newlinesector. The organized retail sector has only a meager share of eight percent to the in general retail newlineactivities in the country and is penetrating at higher rate to increase its share. Food and grocery newlinesegment has the largest share in the unorganized retail where as in organized retail it is the newlinesecond largest part. newlineIndia is the second biggest populated country in the world. Its market is considered as one newlineof the biggest in the world. The journey of organized retail stores began from the metro cities in newlineIndia but now organized retail stores are piercing in smaller cities, towns where the growth rate newlineis expected to be high. newlineMany corporate houses have realized that there is a vast opportunity in organized retail newlinesector and have started entering this sector with more innovations. Speedy economics newlinedevelopment has positively has positively influenced the international retailing companies about newlinethe business prospects in India, so many foreign company are also attracted towards this sector in newlineIndia. newlineOrganized formats of retailing such as malls, hypermarkets, supermarkets, convenience newlinestores are emerging in India. The growth of organized retail is simultaneous to changing newlineconsumer s wants, needs, attitude and behavior. Competition in the organized retail sector has newlineenforced many organized retailers in India to adopt customer centric approach. Consumer newlinesatisfactions and their satisfaction is utmost necessary for delivering quality service and newlineachieving customer satisfaction. newlineABSTRACT newlineI newlineThe specific purpose of this research is to gain insights into sign of organized retailing newlineactivities in India. To study the pattern of consumer behaviour, researcher decided to do a newlinesurvey on consumers of Shopping Malls. Consumer behaviour obviously refers to the newlinebehaviour of consumers in deciding what to buy or what not to buy, whether to use or not to use, newlinewhether to keep it or not to keep the products, which satisfy their needs and wants. Consumer newlinebehaviour also refers to the use of available resources like time, money and efforts on newlineconsumption items. newline