Consumer Behaviour towards Marketing Mix in Organized Retail: A Study with reference to Supermarkets in Mangalore
Keywords:
Consumer Behaviour, Retailing, Organized Retail, Marketing Mix, SupermarketsAbstract
Retailing has emerged as one of the vibrant sectors globally. The retail landscape in India is shifting rapidly due to the entry of many foreign and domestic players. The changing consumer behaviour has led to retail transformation of this magnitude. The country is witnessing a paradigm shift in the pattern of retailing from traditional to the most vibrant organized sectors in almost all categories of retails business. In Indian cities like Mangalore the concept of shopping is shifting to hypermarkets, supermarkets, and specialty stores etc. The Marketing Mix strategy of a retail outlet plays an important role in influencing the consumer behavior towards a particular organized retail store. In this regard a study is undertaken to determine the influence of marketing mix in consumer buying behavior towards organized retail in Mangalore City. The main objective of this paper is to study the Consumer Behaviour towards Marketing Mix in Organized Retail in Mangalore City. The data for the study is collected from almost 240 respondents in and around Mangalore city. The data collected has been analyzed by employing Structural Equation Modeling (SEM) technique using Smart PLS 3 and SPSS tool.The results suggests that the Promotional Schemes, Pricing and Process as a marketing mix strategy has very significant impact on buying behaviour. The results also revealed that Product Variety, Physical evidence and Personnel in the outlet plays a significant role in consumer buying behaviour.
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