Volume : 2, Issue : 5, May - 2013

Consumer Purchase Decision Towards Shopping Behavior in Retail Formats in India–An Empirical Study on Hyper–Market in Chennai City

Dr. N. Kathirvel, Mrs. A. Mekala

Abstract :

Modernization of the Indian retail sector will be reflected in rapid growth in sale of supermarket, hypermarket, departmental stores and top of all is Malls. So, the organized retailers are trying innovative models and formats to woo the consumers. The researcher thought it would be best to conduct general and convincing research to understand the effect of business practices adopted by hypermarkets on buying behaviour of consumers. The study is also a systematic analysis of different marketing practices adopted by hypermarkets managers. Objectives of this study, To interpret the predominant factors influencing the consumer purchase decision on hyper–market shopping. Methodology of this study, The researcher has adopted Multi–stage sampling technique to collect the required data. The survey was conducted in Chennai City. The study is based on the primary data. The primary data have been collected from consumers of retail outlets in Chennai city, with the help of an Interview Schedule. Reliability analysis used in this study.Findings in this study, It should also be noted that while a high value for Cronbach’s alpha indicates good internal consistency of the items in the scale, it does not mean that the scale is undimensional. Factor analysis is a method to determine the dimensionality of a scale. Suggested in this study, Hyper markets can increase the number of anches to meet the consumer needs. At present the hyper markets are working in district headquarters only. Conclude in this study, The phenomenon of hyper market became a major marketing event in the city of Chennai. The marketing environment has changed drastically with the emergence of hyper market.