An Empirical Study of Organised Retailing Strategies in developing customer loyalty, changing purchase decision and developing satisfaction in Consumer of Indian Sub-ContinentDownload PDF
The objective is to examine the consumer buying behaviour and to identify the factors involving in purchasing decision in organized retail sector. In addition, the study also attempted to examine the relationship between those factors with customer satisfaction and loyalty. By examining these factors, the empirical study would shed light on the different market strategies that could be adopted by the major players in penetrating Indian organized retail sector. In order to examine these factors, the study first undertake a review of the existing literature on various factors that affect consumer buying decision and its strength of relationship in predicting customer loyalty and satisfaction. The descriptive cross sectional design was conducted to identify the factors using structured questionnaire with five point likert scale format. The data was collected among 91 consumers in XX. Reliability and validity of the data was ensured at every stage and cronbach’s alpha value was 0.75. The descriptive statistics, one-way ANOVA, regression analysis was used to identify the consumer preference and analyse the retail marketing strategies. P <0.05 was considered significant. The findings of the study indicated that consumer demographics especially age, income, occupation significantly influence purchasing decision. The findings further support that the marketing strategies of retailers are an important tool for enhancing the retail business values and sales. This study indicates that service and quality play an important role in the organised retailing sector.
Keywords: Consumer purchasing behaviour, customer satisfaction, loyalty, customer retention, consumer demographics