EXAMINING INFLUENCES OF SHOPPING AND CONVENIENCE GOODS ON PATRONAGE OF CONSUMERS: A STUDY OF URBAN RETAIL FORMATS

Abstract

Indian retail has traditionally been an unorganized sector, where retailers lacked the means as well as the will to develop or expand. Retail could also never enjoy the support of the Indian consumer, who is famous for being miserly and who treats shopping as a form of leisure, enjoying the thrill of discovering bargains and discount deals in his own time. The western attitude of splurging, indulging and shop-till-you drop has slowly entered the country and led to organized retailing. The present study made a segregated analysis of consumers of urban retail formats with reference to socio, economic and demographic characteristics (gender, age, education, occupation, income and marital status) and has used ANOVA analysis to know the significant differences among consumers’ buying behavior of shopping and convenience goods from different retail formats.