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The IUP Journal of Marketing Management
A Study of Factors Affecting Customer Shopping Behavior
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Marketers for long have been keen on understanding what drives the purchase behavior of the customers. The retail formats and the product assortments at these retail outlets are continuously changed and upgraded keeping in mind the changing customer tastes and the way they shop. Purchase decisions made by customers are influenced by multiple attributes. These attributes can range from store atmospherics, mood of the customer, product display, money available with the customers, brand name, etc. to name just a few. Fifteen statements related to the purchasing behavior of the customers were framed to study the demographic purchase behavior of the respondents. 113 respondents were reached out in Indore from January to March 2017. Store atmospherics, customer personality, marketing communications, service, retail outlet perceptions, availability of time and display at store are the seven factors which have been found to significantly affect the customer purchase behavior.

 
 
 

Purchases made by customers are triggered by seeing the product and relating the same to the promotional messages to which the customer was previously exposed to. Emotions and feelings play a decisive role in such purchases and marketers tend to exploit this want of the customer for instant gratification. Factors like advertisement of the product, quality, price, time and money available with the shopper, brand name, product displays in store, moods of the customers, crowd in the store, company of the customer with whom he/she is shopping and the variety of products from which a customer has to choose from affect the buying decision of the customers. This paper attempts to study the factors affecting the shopping behavior of the customers.

 
 
 

Marketing Management, Retail formats and the product assortments, Changing customer tastes and the way they Shop,store atmospherics, mood of the customer.Marketing Communications.