A STUDY ON AGE BASED CONSUMER BUYING BEHAVIOR TOWARDS ORGANIZED RETAIL STORES IN TIRUCHIRAPPALLI DISTRICT

Abstract

The primary objective of this study is to determine consumer buying behavior in the Tiruchirappalli district, with the frequency of visits in organized retail outlets acting as a moderator. The survey was done across retail store customers to identify behavioral patterns such as why they favor retail stores. Retail stores provide sales discounts, special offers, emotional connections with the store, store ambiance, and other things. A total of 65 customers are chosen and given a questionnaire. The research was conducted on several sociodemographic customer groups. Using SEM analysis, determine the link between customer purchasing behavior and demographic data and mediating factors. The study showed that the consumer's sociodemographic factors had a substantial impact on their purchasing behavior. Along with the mediating factor, the number of visits per month has a substantial influence on customer purchasing behavior. 

Keywords: Brand and Promotion, Customer Buying Pattern, Service Quality, Price and Discount and Store Ambience.