How consumer demographics is associated with shopping behaviour? A study on indian consumers Pattanaik Subidita1,*, Assistant Professor, Mishra Bidhu Bhusan2, Professor, Moharana Tapas Ranjan3, Assistant Professor 1(Management), GC.E. Kalahandi, Bhawanipatna, Odisha, India 2(Marketing), Department of Business Administration, Utkal University, Bhubaneswar, Odisha, India 3(Marketing), School of Management Studies, Ravenshaw University, Cuttack, Odisha, India *Corresponding author email id: subiditap@gmail.com
Abstract In recent years, Indian retailing industry has undergone tremendous changes. Indian consumer demographics have been constantly changing too. The purpose of the study is to compose a detailed study of consumer shopping behaviour and its relevance with consumer demographics. A descriptive survey design applying store intercept method was conducted. The results of the study revealed that the format preference is dependent on age, social class and annual income; shopping purpose is dependent on age only; frequency of visit and time spent inside the store is dependent on gender and age, whereas distance travelled is dependent on none of the demographic variables. This comprehensive study will provide insightful information to retailers, mangers and practitioners to develop successful retail marketing strategies. Top Keywords Indian retail, Shopping behaviour, Retail industry, Shopper attributes, Retail consumer demographics, Frequency of store visit, Store intercept. Top |