Changing Face of Indian Retail Industry A comparative Study of Organized and ONline Markets in India

Abstract

The current research provides important aspects regarding constituent factors of consumer buying behavior at organized and online markets in India. The identified 10 constituent factors were tested for their influence on the basis of independent variables newlinei.e. Age, Income and Shopping Preference (i.e. organized and online markets). The report mainly consists of six chapters explaining introduction, review of literature, research methodology, results and discussion, summary, conclusion, suggestions and implications of the study. newline newlineConclusions drawn in the light of the formulated objectives for carrying out the present investigation are: newline newlineObjective 1: - To identify the constituent factors of consumer buying behavior towards organized and online markets. newlineFrom the results obtained after performing the factor analysis in current study, there are 10 constituent factors that affect consumer buying behavior towards organized and online markets in India. These factors are named Retailers Sales Motive, Product Accessibility, Retailers Goodwill, Purchase Involvement, Flexible Transaction, Favorable Word of Mouth, Promotion, Value for Money, Sales Assistance and Transparency in Dealing. newline newlineObjective 2: - To study the impact of demographic profile of consumers on their buying behavior at organized and online markets. newlineIn the current study, effects of Age were observed under the factors Retailers Sales Motive, Product Accessibility, Retailers Goodwill, Purchase Involvement, Value for Money, Sales Assistance and Transparency in Dealing towards the consumer buying behavior. Specifically, early and middle (20 to 30 years and 35 to 45 years) age respondents are more focused towards accessing different variety of product; they hold high involvement towards shopping from a particular market and require prompt sales assistances. On the other hand, higher age group (50 to 60 years) respondents are more concerned about name, fame and trust towards a particular retailer. Their buying behavior depends upon value for money and transparency in de