Consumer Buying Behaviour In Fmcg Segment And Its Impact On Retail Sector

Abstract

The goal of this research is to investigate the relationship between Customers choice of traditional Kirana shops vs modern organised retailer in Mall and Super store environment. The objective of this study is to analyze consumer shopping behavior in different retail format. Consumer shopping behavior includes attitudes towards modern retail stores and traditional stores, intention and shopping habits. Data was collected by visiting different retail formats like hyper markets, discount stores, department stores and small Kirana stores. The researchers were intended to know the opinion of consumers after opening of modern retail in their vicinity. Thus it had been used Structured Questionnaire by using Likert Test scale and Convenient sampling methods were used. After collecting the data, researcher used percentage method for basic analysis, Kruskal wallis test and Spearman rank co-relations for testing the hypothesis. The result indicate, the economic growth, changing lifestyles, urbanization, womens participation in economic activities and the spread of IT are the some of the key factors for the growth of the retail sector in India. With Liberalization, Privatization, Globalization and modernization, a modern competitive business is based on understanding the mind of the consumer