Sonam Doma Lepcha 20MC204008

“A Study of Consumers Buying Behavior Towards Retail Store in an
area of Namthang Sikkim”
A Dissertation in Partial fulfilment of requirements for the award of degree of
MASTERS OF COMMERCE
SRM University Sikkim
Batch: 2020-2022
Submitted by
Sonam Doma Lepcha
Reg. No. 20MC204008
Under the Guidance of
Dr. Ruchita Sharma
SCHOOL OF MANAGEMENT AND COMMERCE
SRM UNIVERSITY SIKKIM

5TH MILE, TADONG, GANGTOK
SIKKIM- 737102
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ACKNOWLEDGEMENT
During the course of experiment, I gained a life changing experience that somehow
enriched me as a person. Now, I would like to express my gratitude to the people without
whom this project work would never have completed.
Mere words can never suffice to express the sense of my indebtedness and heartfelt
adoration to my Supervisor DrRuchita Sharma, Assistant Professor, Department of
Commerce, SRM University, Sikkim for her invaluable and ceaseless guidance, precious
counsel, profuse help, sustained interest and constant encouragement throughout the course
of experiment and constructive critics during the preparation of manuscript of the thesis
paper which can never be forgotten.
I feel exhilarated by expressing my profound gratitude to all the commerce faculty for
their kind assist to be done this project work.
I cannot but admit that my words fail to express my cordial love and gratitude to my
beloved parents and other family members for their never-ending encouragement during
my study. Sincere thanks to my guide Dr Ruchita Sharmafor her valuable suggestions, co-
operation and encouragement during my study.
I extend my gratefulness towards all the classmates for their kind co-operation and
stimulating suggestions during the course of my study.
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CONTENT
Chapter Title Page no
1 1.1 Introduction 1
1.2 Consumer behavior 1
1.3 History of Retail Industry 2
1.4 Current scenario of retail market 2
1.5 Background of retail industry in India 3
1.6 Current scenario of retail market in India 3-4
1.7 Retailing in North East India 4
1.8 Retailing in Sikkim 5
1.9 Statement of a problem 5
1.10 Objectives of the study 5
1.11 Hypothesis of the studies 5
1.12 Research Design 5
1.13 Period of the study 6
1.14 Universe of the study 6
1.15 Conclusion 6
2 Review of Literature 7-12

2.1 Introduction 12
2.2 Gap in research
3 Consumer shopping behavior
3.1 Introduction 13
3.2 Importance of consumer behavior in day to day life 13
3.3 Motives which influences purchase decision 14
3.4 Consumer decision making process 14
3.5 Approaches to understanding consumer shopping 14
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behavior
3.6 Framework of consumer behavior 15
3.7 conceptual framework of consumer behavior 15
3.8 sources of data 16
3.9 Statistical tools & techniques 16
3.10 Conclusion 16
4 Shopping intention & attitudes of consumers in retail

store
4.1 Introduction 17
4.2 Socio economic factors of the respondent 17
4.3 Age 18
4.4 Gender 18-19
4.5 Marital status 19-21
4.6 Education qualification 21-22
4.7 Monthly income of the family 23-24
4.8 Shopping intention of retail consumers 29-35
4.9 Variation among factors of shopping intention 35-39
4.10 Conclusion 40
5 Findings, Suggestions and Conclusion 41-46

Reference
Appendix
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Chapter 1
INTRODUCTION
1.1 Overview
Retailing is one of the pillars of economy and accounts for about 22% of its GDP. The
recent economic development has taught discipline to the customers in today’s rapidly
changing and digitally connected world. Customer are more value conscious while making
purchase decisions. Shopping is usually a collective act. Retailers are the part of a dynamic
world today. They face more knowledgeable and demanding consumer. The time required
to shop and travel to a particular location are important factor that affect the consumer
decision and satisfaction. In this competitive world, huge retail stores are increasing and
retailer need to know more about customers oriented. Now the consumers are more aware
about demand and it will be the challenging task for the retailer. The retailers are looking
forward to give better consumer value to increase the purchase intention. It is essential for
retailers to use strategy which focus more on satisfying the customer needs. The paper
focus on the key drivers influencing the shopping behavior in retail store. It then gives
methodological aspects with an emphasis on questionnaire, data collection and data
analysis.
In India, retail industry is the second largest industry in world. It provides goods and
services to the larger employment generation and to large number of people from various
strata of the society. In order to understand consumer behavior in this dynamic scenario
retailer needs to focus more in order to satisfy, keeping in view the fast changing lifestyle
of the consumer.
1.2Consumer Behavior
According to Engel, Blackwell, and Mansard“Consumer behaviour is the actions and the
decision processes of people who purchase goods and services for personal consumption”.
Consumer behavior intends consumer’s emotions, attitudes and preference and making
decisions to buy goods and services to satisfy their needs and wants. Understanding
consumer behavior has been important to improve the profitability of an
enterprise.Consumer behaviour signifies the situations such as where consumers buy, when
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consumers buy, what consumers buy and for what reason they buy. It has been important
for retailer to understand the consumer behaviour which exists to meet the demand of the
customer. To understand consumer is the key to develop a successful retail strategy. It is
necessary to understand and be able to satisfy their need the retailer must observe how
customer responds to various marketing and efforts taken by retail organisation.
1.3History of retail industry
The history of retail market has existed since ancient times. Barter was slowly replaced as
a grew with retail trade, which involved the use of currencies. It is assumed that the
concept of buying and selling is born in Asia Minor, which is today’s Turkey around 7th
millennium BCE in ancient Greece. It is suggested that China is rich in early retail sector.
By the 17th century, permanent shops with more regular trading of markets and fairs as the
main retail outlet. Shopkeepers were active in almost every English market town. By the
late 19th century many departmental stores were established in many places, and they
redefined the concept of luxury and service. The term departmental Store was originated in
America. The first Departmental Store was opened in London on Regent Street and Oxford
Street. Before there was major departmental stores which began operations in US Britain
and Europe. Main departmental stores also had dining and tea sections and also offered
treatment areas for ladies.
1.4Current scenario of retail market
The modern retail Industry have seen as having the maximum potential on growth
worldwide. It grew by almost 30% in India and 13% in China and Russia last year. As the
developed markets are becoming mature, retailers are looking forward for the new growth
opportunities in upcoming economies. According to report Brazil has ranked on the top in
terms of market attractiveness, country risk and time pressure. China is at fourth rank while
India is in rank 14th.No doubt that organized retailing in developed world is far ahead than
in India. According to estimates, over 80% of all retail sales in the USA is accounted for
by the organized retailers
1.5Background of Retail industry in India
Retail is India's largest and fastest growing industries. It comprises of organized retail
sector and unorganized sector. In India most of the retail stores are unorganized.The
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change in consumer preferences, organized retail is gradually becoming popular.
Unorganised retailing consists of small and medium grocery store, medicine store,
sabjimandi, kirana stores, etc. more than 90% of retailing falls under unorganised sector.
Retail sector is one of India's fastest growing sectors with a 5% compounded annual
growth rate. The origin of retailing in India has been traced as Kirana stores and mom-and-
pop stores. These stores were used to serve to the local people. Indian retail is expected to
grow 25% annually.
1.6Current scenario of retail market in India
Present scenario of Indian retail industry is growing faster than before.From unorganized
retail there has been a transition to the organized retail that has streamlined the process.
With this we can predict that the Indian retail industry is heading steadily towards a new
era. Indian retail sector has been growing rapidly. The few vital factors would be the
increase in purchasing power of consumers, urbanization and rapidly changing lifestyle of
the consumers.Indian Retail Market is one of the fastest-growing in the world.The Indian
Retail industry is expected to reach Rs.76.87 lakh crore in 2020, says ibef.org report. A
growth and improvement in the consumption pattern of Indians has been noted that has
resulted in the retail sector grow and the sector is expected to record a growth of 1.3 trillion
by 2020. There is a positive impact seen in the section of organized retail.
1.7Retailing in North East India
In North East India the market potential in terms of retail sector is very big. The taste and
fashion is very refined and customers are trendy experimental and are ready to try new
arrivals in a store.To facilitate this growth of retail, many retail realty projects have sprung
up in all major markets of North East India. North East India is being transformed from a
traditional customer base into a fashion conscious, brand-savvy market. Its young
generation is shopping and demanding both fashion and quality along with value for
money spent from retailers. To meet these impossible demands retailers – big and small,
branded and unbranded, regional, national and even international – are gearing up hugely,
and very successfully. To cater to these consumers, retailers need to wake up to the
importance of managing retailing efficiently and effectively. Retail management saves
time and ensures the customers easily locate their desired merchandise and return home
feeling satisfied that they have received what they have paid for. The consumers’
ambitions to reach global standards in lifestyle, coupled with high disposable incomes, are
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aggressively scripting a radical change in the business viability of organised retailing in
North East India.
1.8Retailing in Sikkim
The retail trade in Sikkim State is dominated by the unorganized sector. Especially due to
the geographical location, it poses challenges for the organized sector in expanding the
business. Poor growth in transport and infrastructure are the major concern in the region
for the development of organized retailing in the region. The region is lagging behind in
poor railway transport system causing a high transportation cost. There are ample of
opportunities for the organized sector to grow in the region.
1.9Statement of a problem
The retail industry solely depends on how it performs in the market place at a given point
of time. To know the consumer, the retail industry must understand the behavior of the
consumer. But understanding consumer is complex, as it is related to psychological of
consumers and also depends on various factors which have a direct bearing on consumer
behavior. It is worthwhile to study the consumer behavior in retail stores when they go to
shop for their requirements. Hence an attempt has been made to study the problem faced
by the retailer towards consumer.
1.10Objectives of the study
1. To determine the key drivers influencing shopping behavior in retail stores.
2. To analyze the buying behavior of different consumers group.
1.11 Hypothesis of the study
H0
1. There are no key drivers influencing shopping behavior in retail store.

2. There is no effect on buying behavior of different consumer group.
H1
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1. There is a key drivers influencing shopping behavior in retail store.
2. There is an effect on buying behavior of different consumer group.
1.12Research Design
The Data was collected through a questionnaire (refer Appendix) which was distributed
to customers in an area of Namthang in the month of July 2022.The questionnaire
included Five Likert scales which were continuous and categorical in nature.
The sampling technique was probabilistic. Questionnaire was randomly distributed to

customers over 18 years of age. The number of valid response was143.
Apart from variables like age, gender, income, data on factors influencing shopping
behaviour in the retail store were also included.
1.13Period of the study

The study duration will be from the starting day to the end of research. The study will be
carried out for the period of 1 month.
1.14 Universe of the study

The term universe for the purpose of study consists of consumer behaviour in retail store
and the data will be collected and conducted only in certain area of Sikkim.
1.15 Conclusion
The entire thesis has been presented in six chapters, the description of which was
summarized as under:
Chapter I deals with the introduction of the retail sector, statement of the problem,
objectives of the study, hypotheses, research methodology, and chapter scheme.
Chapter II highlights the Review of Literature on various research studies conducted in
consumer shopping behaviour in conjunction with the present study.
Chapter III deals with glimpses of consumer shopping behaviour.
Chapter IV analyses the shopping intention and attitude of consumers in retail stores.
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Chapter V and Chapter VI summarizes the major findings, suggestions, conclusion and for
further research.
Chapter 2
Review of Literature
2.1 Introduction
Amir and Mishra (2014) in their studies “key drivers influencing shopping behaviour in
retail store”. The paper has found shopping experience, store image and value for money as
three important variables out of which shopping experience emerged as a dominant factor
which influences the consumer’s shopping behaviour in the retail store. Since the research
has established empirical evidences in determining the key drivers which influences the
shopping behaviour of the customers in the retail store, it serves as a foundation for a
deeper probe into the shopping behaviour of the customers in the retail store research
domain in the Indian context.
Behera and Mishra (2017)in their study “The impact on store layout on consumer
shopping behaviour” focused on the layout of a store is an important aspect influencing
consumer buying behaviour and a significant determinant in the formation of a retail
image. Well-designed store layouts are critical because they have a strong influence on in-
store movement designs, shopping environment, shopping behaviour, and operational
productivity.
Bohl (2012) in his report “The Effects of Store Atmosphere on Shopping Behaviour - A
Literature Review”, an insight into how the atmospherics of a retail environment influence
shopping behaviour. It has been shown that environmental cues (music, scent etc.) have an
effect on the emotional state of the consumer, which in turn causes behavioural changes,
both positive (approach, buy more, stay longer etc.) and negative (not approach, buy less,
leave earlier etc.)
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Caruana and Berthon (2000)in their study, “Service Quality and Satisfaction - the
Moderating Role of Value” explained that various studies are available for incorporating
the cost with quality of store attribute. He also pointed out that the store satisfaction,
retention and choice can be explained with the help of important antecedents such as the
value, cost andprice.
D (2010) in his study “A consumer buying behaviour towards retail store in Chennai
district” they found the shopping preferences of the consumer were largely influenced by
reasonable price, quality of the product, good service and easy accessibility to the stores.
Davies and Ward (2002) have examined the physical factors in store environment in
relation to various elements, such as, orienting factors signage, spatial factors and ambient
conditions. The work regarding physicality instore environment focuses on the
“communication” of elements that the consumer digests through a number of sensory
modalities (visual, aural, olfactory, haptic and taste). They concluded that in-store
environment depends on visual merchandising and other in store promotions.
Eckman and Borja (2005)have studied that demographic factors influences consumer
behavior attributes, values and decision making. They found that consumers are more
critical of store image attributes when they have a higher education but that consumers
from different income levels tend to perceive store image similarly.
Eroglue and Machleit (2001)have studied the consumer shopping behaviour and
attempted to examine the factors responsible for consumers’ retail crowding. They
introduced a technique from environmental psychology to examine the crowding in retail
stores. They found that environmental factors with in which the retail stores were mainly
acted as a crowed puller and this led to grouping of consumers in particular retail stores in
a particular time.
Hasan and Mishra (2015) studied key drivers influencing the shopping behavior of the
customers in the retail market. They found that shopping experience store image and value
of money had a significant impact on shopping behavior of the consumer. Better display of
merchandise, keeping the store clean, reducing the billing time can lead to a more
satisfying buying experience.
Hasslinger and Opazo (2007) in their working paper “Consumer Behaviour in Shopping”,
attempted to examine the factors responsible for influencing the behaviour of the
consumers. They have identified price, trust and convenience were important factors. Price
was considered to be the most important factor for a majority of the consumers.
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Furthermore, they have three segments such as high spenders, price easers and bargain
seekers.
Hotniar and Kowanda (2010) in their report “Consumer Shopping Behaviour among
Modern Retail Formats”, identified individuals‟ determinants, such as shopping intention,
attitude towards retail outlet, and shopping habit, plays an important role on consumer
shopping decision. The authors of the study felt that attitude towards retail outlet and
shopping habit influence shopping intention. This implied that retailers should concentrate
on strategies in building consumers‟ positive attitude towards their retail so that consumers
visit their retail in order to make purchase regularly.
Kleinhans (2003) studied store images influence the way in which consumers evaluate and
choose a store. Consumer behavior act as a consumer performs for the purpose of making a
purchase from a store. They identified that store image influence consumer decision
making processes, which result in store choice.
Morales Andrea C (2005) have found that in familiar product categories, greater
congruency between shopping goals and the stores external layout produce higher
perceptions of variety and satisfaction with product choices, whereas in unfamiliar,
categories, congruency decreased perceptions of variety but increase satisfaction.
Moutinho (2006) have studied shopping behaviour of consumers in UK supermarket by

taking into consideration the level of consumer satisfaction, number of visits consumers
made to supermarkets and the amount spent by them in each such visits. The results
showed that the most satisfied and high-spending customers tend to be those who have the
income to take full advantage of the choice and quality offered, other consumers were
more concerned with reasonable price and discounts available and the consumers
satisfaction depended not only of these factors but also linked to store atmosphere.
Paco Underhill (2004)studied consumer shopping behavior in retail stores. He found that
it was the data of the consumer such as time spent by the customer, the language of science
which determines the performance of any retail store. So, he concluded that the retail store
must adopt a mechanism where by data of each consumer recorded everytime he enters and
exists the retail store in order to know the real expectations of the consumers, thereby
fulfilling their expectations.
Prasad and Aryasri (2011)found that demographic factors have a significant influence
on grocery store format choice study and found that small town Indian shoppers out shop
forpleasure and to seek variety and identified that convenience and merchandise
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assortment were the most important factors influencing grocery store choice behaviour.
Thestore convenience and customer service positively influence consumer store choice
study on factors governing consumer choice of supermarkets identified that add-on
benefits, general services, convenience and variety, influenced store choice.
Puccinelli, Goodstein, (2009) in their study “Customer Experience Management in

Retailing: Understanding the Buying Process”, felt that retailers should recognize that
greater understanding of customers can enhance customer satisfaction and retail
performance. They suggested that specific elements of consumer behaviour such as goals,
scheme, information processing, memory, involvement, attitudes, affective processing,
atmospherics, and consumer attributions and choices, play important roles during various
stages of the consumer decision process. They have suggested ways in which retailers can
leverage this understanding of consumer behaviour.
Scott Dawson et.al.(2001) studied consumer behavior in retail store and came out with the
findings that it was the emotions and psychological states of consumer to behave in a
particular manner while shopping in retail store. They also found that the behavior of the
consumer varies in different markets based on their emotions.
Suresh (2003) have studied consumer shopping behaviour and has suggested that it was
the ambience of retail store that help it to success or otherwise. He argued that though
products to be sold by all the retail stores possess the same characteristics, it was the
ambience that discriminates one store from the other. He also sounded that good ambience,
such as proper layout, appropriate display of merchandise, cleanliness, courteous response
of the salesmen and nearness accessible to stores conveniently from all quarters, led to
contribute to the
Thang and Tan (2003) identified that merchandising, accessibility, reputation, in-store
service and atmosphere influence customer preference for a store. Store choice wherein
attributes relating to location, price quality of products, sales personnel attitude and
physical attractiveness formed the basis for development of the scale and found that age
and marital status affect the store choice and time spent on the shopping
activity.Shopping behaviour based on time and shopping attitude can identify different
store preferences for different shopper groups. The distance travelled is positively related
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to satisfaction, which in turn influences behaviour intentions with reference to grocery
store image.
Veerapong Malai (2002) studied on consumer behavior on which they tried and find out
the location of the store influences the consumer behavior in a particular manner.
Venkatrama and Sathish (2012) in their study “Buying behaviour of Consumers and their
Relationship with Retail Outlets in Chennai – An Empirical Study” examined the Buying
behaviour of consumers and their relationship with Retail outlets. Understanding of the
concept buying behaviour of retail consumers various factors on purchase decision process
towards retail outlets.
Chapter 3
CONSUMERSHOPPING BEHAVIOUR - A GLIMPSE
3.1 Introduction
Consumer behaviour is the study of when, why, how and where people do or do not buy
product. It blends elements from psychology, sociology, social anthropology and
economics. It attempts to understand the buyer decision making process, both individually
and in groups. It studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups, and
society in general. In this chapter, the researcher deliberated upon the significance of
understanding consumer behaviour, factors that induces consumers to make buying
decision, determinants of consumer behaviour, criteria for store selection, consumer
shopping behaviour and consumers’ perception towards retail stores.
3.2 Importance of Consumer Behaviourin day to day life

The purpose of studying a discipline is to help oneself to better appreciate its contributions.
The reason to study consumer behaviour is because ofthe role it plays in the lives of
humans. Most of the free time is spent in the market place, shopping or engaging in other
activities. The extra time is usually passed in knowing and thinking about products and
services, discussing with friends about them and watching advertisements related to them.
The usage of them significantly reveals our life styles. All these reasons suggest the need
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for study. However, the purpose may be to attend immediate and tangible reasons.
Consumer behaviour is said to be an applied discipline as some decisions are significantly
affected by their behaviour or expected actions. The two perspectives that seek application
of its knowledge are micro and societal perspectives.
3.3 Motiveswhichinfluence purchase decision

Consumer has a motive for purchasing a particular product. Motive is a strong feeling,
urge, instinct, desire or emotion that makes the buyer to make a decision to buy. Buying
motives thus are defined as those influences or considerations which provide the impulse
to buy, induce action or determine choice in the purchase of goods or service. These
motives are generally controlled by economic, social, psychological influences etc.
3.5Frameworks of Consumer Behaviour–

Sequential frameworks, in which the consumer’s behaviour is presented as a series of steps
or stages that generally occur in a particular order, are popular structures for discussing
consumer behaviour, particularly in instructional texts. Adcock et al (2001), in their
introduction to consumer behaviour for marketing practitioners, start their discussion with
a simple seven stages ‘process’ such as: need recognition, choice of involvement level,
identification of alternatives, evaluation of alternatives, decision, action and post-purchase
resolution. These five stage framework were need recognition, pre-purchase activities or
search, evaluation and purchase decision, act of purchase and consumption, and post-
purchase evaluation.
An understanding of consumer behaviour gained through the use of frameworks and
segmentation is used for a variety of purposes in marketing and retail activities. One
particular example is in designing the environment in which the consumer operates to
enhance the consumer experience which in turn should affect behaviour. Before
globalisation introduced in India, there were only limited choices available to consumers to
buy products or avail services. But in the post globalisation era, consumers are flooded
with more number of varieties of products and services. Today the understanding of
consumer behaviour is so complex in nature due to changes in tastes and preferences
taking place every day in the minds of the consumers. The socio-economic factors, rapid
growth in technological advancements influence of media and leading a sophisticated life
style also plays a vital role in influencing the consumer behaviour. All these have led to
understanding of consumer behaviour highly complex and in this respect the retailers have
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to find new, creative and innovative methods and strategies to not only understand the
consumer behaviour but also feed them their requirements in order to sustain them forever.
3.7Sources of data
Primary data will be utilized for the study. Primary data is a type of data that is collected
directly from the main sources through questionnaire, survey, personal interview,
experiments.
3.8Statistical tools and techniques
3.8.1 Descriptive statistics
It is used to describe the basic features of the data in a study. They provide simple
summaries about the sample and the measures.
3.8.2ANNOVA
It is a way to find out if survey or experiment results are significant. It helps to figure out if
it is need to reject the null hypothesis or accept the alternate hypothesis.
3.8.3 MS- Excel

Excel can help recommending and creating pivot table automatically which will help to
summarize, analyse, explore and present data.
3.8.4Two sample t-test
The two-sample t-test (also known as the independent samples t-test) is a method used to
test whether the unknown population means of two groups are equal or not.
3.9 CONCLUSION
In understanding of the glimpses of consumer behaviour, considerable weightage has been

duly given to all the facets of consumer behaviour such as buying motives, determinants of
consumer behaviour process of buying decisions criteria for selection of stores, image
building and perceivable factors consumers duly consider for having retail store loyalty
and affinity. Further, the researcher dealt at length the modem consumer behaviour. These
deliberations will definitely provide valuable inputs to the retailers to understand the
breadth and length of consumer behaviour.
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Chapter 4
SHOPPING INTENTION & ATTITUDE OF CONSUMERS IN

RETAIL STORES
4.1 Introduction
Consumer is the nerve centre around which any business revolves. Same is true in the ease
ofretail business also. In the light ofintense competition due to big corporate entities and
foreign direct investments to foray into retailing sector, conducting business by retail
formats successfully is the herculean task. The one and only way to carry business in these
circumstances for the retail formats is to completely understand the consumer behaviour.
The behaviour of the consumer can be understood only by analysing the shopping intention
and shopping attitude of consumers by employing the appropriate measures of vital
statistics. Hence, in this chapter, basic inputs of consumer behaviour, such as shopping
intention and shopping attitude has been analysed with the help of universally accepted
statistical tools such as Two-sample ‘t’ test, One-way ANOVA. To support the analysis of
consumer behaviour, the influence of demographic factors ofthe consumers on their
behaviour and consumers shopping preferences were also dealt with in this chapter.
4.2 Socio economic factor of the respondent
Demographic factors of the population play a vital role for segmenting the markets for
research purposes. These factors describe population on the basis of its size, distribution
and structure. They influence consumption pattern of the individuals by affecting their
decision making. The segmentation based on demographic factors of any individuals is
useful for the marketers and the manufacturers to produce the required products and also to
alter its appearance, colour and characteristic features. The durability and non-durability
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ofthe products have deep correlation with the nature and characteristic features ofthe
consumers. In particular, gender, age. educational qualification, marital status, occupation,
family income and number of family members are essential to ascertain the need for the
purchase and behavioural aspects towards the particular product in select retail stores. A
brief description of demographic and economic aspects of the consumers is necessary' to
arrive at a decision of how the consumers behave in a particular situation. In this
background, the present research concentrates on the demographic factors of retail
consumers by treating these factors independent throughout this study.
4.3 Age
Age is an important demographic variable and it not only determine an individual’s

physical and mental calibre, but also depicted his or her life experiences. Age has also been
an important consideration in determining an individual promotion, or his failure to receive
it. The predominance of youth population has a great influence on the overall consumer
behaviour.
Table 1: Age profile of Respondents
Age Fre Percent Cum.

Below 18 12 8.39 8.39
18-25 86 60.14 68.53
26-50 38 26.57 95.1
Above 50 7 4.9 100
Total 143 100
Source: Primary data
It has been inferred from the above table and chart that majority (60.14 percent) of
consumers were in the age group of 18-25 years, followed by 26.57 percent of the
consumers were in the age group of 26-50 years, 8.39 percent were in the age group of
Below 18 years and only 4.9 percent of the consumers were in the age group of above 51
years.
Fig:1 Graphical representation for Age group
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4.4Gender
Gender is one of the universally accepted segmentation variables. In every society, males
and females are generally assigned certain characteristics and roles. Males are typically
thought to be independent, aggressive, dominating and self-confident in almost all
societies. They are viewed as the bread-winners. Females, on the other hand, are viewed as
gentle, submissive, tender, compassionate, tactful and talkative Gender has been one of the
socio economic variables which involve roles, responsibilities, constraints, opportunities
and needs of individuals in an economy6 and it plays a vital role in selection of goods in a
particular retail store. As the sample of the study consist of both male and female
respondents, an attempt has been made to find out the difference in consumer behaviour
among the males and females.
Table 1.1 Gender of the Respondent
Gender Fre. Percent Cum.

Male 83 58.04 58.04
Female 60 41.96 100
Total 143 100
The gender-wise classification of the respondents was presented in the above table. It can
be seen that, out of 143 respondents, 83 (58.04 percent) were males and 60 (41.96 percent)
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were females. So it has been inferred that females constitutes a sizeable chunk of the
sample.
Fig: 1.1 Graphical representation of Gender
GENDER
100
80
60
40
20
0
Male Female
4.5Marital Status
In Indian society, marriage is supposed to be a religious obligation. In the social context, it

is the prelude to the family formation, expansion or ever bifurcation. After marriage, there
is a transition in the status of men and women with attendant rights and obligations. It is an
important event in one’s life. It influences the standard of living and also the attitude,
disposition and commitment towards work
Table 1.2 Marital status of the respondent
Marital status Frequency Percent Cum.

Married 52 36.36 36.36
Unmarried 91 63.64 100
Total 143 100
From the above table, it is evident that, out of 143, 52 respondents (36.36 percent) were
married and 91 (63.64 percent) were unmarried. It was inferred from the above analysis
that the majority of the respondents were unmarried.
Fig:1.3 Graphical representation of Marital status
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4.6 Educational Qualification
Education influences the purchasing behaviour of consumers by channelizing and diverting

their income in a right way. It also influences rational thinking in taking purchase
decisions8. Those with a limited education are generally considered at a disadvantage
position not only in earning money but also in spending it wisely.
Table 1.4 Educational qualification of the respondent
Education Qualification Frequency Percent Cum.

UG 33 23.08 23.08
PG 15 10.49 33.57
CLASS 12 20 13.99 47.55
Others 75 52.45 100
Total 143 100
As shown in above table 143 respondents representing 23.08 percent were graduates, 10.49
percent were post graduates, 13.19 percent were from class 12 and 52.45 were others. So, it has
been inferred that majority of the respondents were others and a significant number of
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respondents were also studied up to graduation. The educational qualification scenario of the
respondents was resulted in more influence towards their purchasing decisions in a select a retail
store.
Fig:1.4 Graphical representation of Educational Qualification
Source: primary data
Table 1.5 Occupation of the respondent
Occupation Frequency Percent Cum.
Student 52 36.36 36.36

Government/Private 72 50.35 86.71
Business 11 7.69 94.41
Housewife 8 5.59 100
Total 143 100
The above table indicated that 143 respondents representing a 72 respondent (50.35
percent) were employed in Government/private sector. 11 of the respondents (7.69 percent)
were engaged in business, 8 of the respondents (5.59 percent) were housewives and 52
respondents with a share of (36.36 percent) were belonged to students’ category. So it was
inferred that majority of the respondents were employees.
Fig 1.5 Graphical representation of the respondent
18
4.7 Monthly Income of the Family
Income is generally considered as effective as a segmentation variable when used in

conjunction with other demographic variables. The disposable income is indispensable in
deciding over the issues relating to number of units to be purchased, quality of the goods
considered and frequency of purchase of particular product and a particular retail stores in
which product is to be purchased.
Table 1.6 Family Income of the respondent
Family Income Frequency Percent cum.

Less than 10000 32 22.38 22.38
10001-15000 62 43.36 65.73
15001-20000 23 16.08 81.82
More than 20000 26 18.18 100
Total 143 100
19
The above table revealed that 143 respondents of 62 respondents (43.36 percent) were
earning monthly income between Rs. 10001-15000, 23 respondents (16.08 percent) were
earning the income ranges between Rs. 15001-20000, 26 respondents (18.18 percent) were
earning monthly income ranges more than 20000, 32 respondents (22.38 percent) were
earning lessthan Rs. 10000. So, it has been inferred that majority of the respondents were
earning between Rs. 10001-20000.
Fig 1.6 Graphical representation of Family Income
Table 1.7 Family size of the respondent
Family size Frequency Percent Cum.

only 2 members 2 1.4
2-5 members 64 44.76 1.4
Above 6 members 77 53.85 46.15
Total 143 100 100
The analysis of size of the family of the respondents brings to the light that 143
respondents. 64 respondents (44.76 percent) had the family size consisted of 2-5 members,
77 respondents (53.85 percent) had a family size of more than 6 members and 2
respondents (1.4 percent) had only 2 members in their families. So, it was inferred that
majority of the respondents had above 6 members in their family.
Fig: 1.7 Graphical representation of the family size
20
Table 1.8: Store preferred by the respondent
Store Prefer Frequency Percent Cum.

Departmental Store 8 5.59 5.59
Fair Price Shop 53 37.06 42.66
Grocery Story 82 57.34 100
Total 143 100
The above table and charts revealed that 53 respondents (37.06 percent) of the respondents
have preferred Fair Price Shop for their retail purchase, 82 respondents (57.34 percent) of
the respondents have gone in for Grocery store, 8 respondents (5.59 percent) of the
respondents have chosen departmental store. So it has been inferred that Grocery store has
been the most preferred choice for majority of the respondents when they make retail
purchase decision as the store was situated nearby the residence of the respondents.
21
Fig 1.8: Graphical representation of Store preferred
Table 1.9: Frequently visit store by the respondent

Frequently visit Frequency Percent Cum.
Weekly once 21 14.69
2-3 times a week 41 28.67 14.69
Fornight(15days) 1 0.7 43.36
Whenever needed 80 55.94 44.06
100
Total 143 100
The above table indicated that 21 respondents (14.69percent) of the respondents had the
habit of visiting the retail stores once in a week, 41 respondents (28.67 percent) of the
respondents had their frequency of visiting retail stores 2-3 times a week, 1 respondent
(0.7) percent of the respondents had their frequency of retail stores visit once in fortnight,
80 respondents (55.94 percent) of the respondents had been visiting retail stores whenever
need for retail purchase arises.
Fig 1.9: Graphical representation on Frequently store visit
22
Table 1.10: Items purchased by the respondents
Purchase Frequency Percent Cum.

Jewellery 1 0.7
Household Appliances 55 38.46 0.7
Books & stationaries 14 9.79 39.16
Groceries 73 51.05 48.95
tTotal 143 100 100
The above table clearly indicated that 143 of the respondents have been purchasing
provisions followed by 55 respondents (38.46 percent) of the respondent have been
purchasing household appliances, 14 respondents (9.79 percent) of the respondents have
been purchasing books and stationeries,1 respondent (0.7 percent) of the respondents has
purchased jewellery and 73 respondents (51.05 percent) has been purchasing Groceries
items. So it has been inferred that provisions constitutes a major item of groceries are
purchase for the respondents in retail stores.
23
Fig 1.10: Graphical representation on item purchased
Table 1.11: Information received by the respondents
Information Frequency Freq. Percent Cum.

Family Members 23 16.08 16.08
Friends/Family 5 3.5 19.58
Self-decision 88 61.54 81.12
Advertisement 27 18.88 100
Total 143 100
The above table clearly indicated that values of personal sources of information. From this,
it was seen that self-decision plays a vital role as a source of information about the retail
stores in an area of Namthang. Similarly, friends of the consumers were considered as an
abundant source in getting information about retail stores. The consumers felt that family
members as well as friends were the reliable sources to give authentic information about
the retail stores. So, from the above analysis it was concluded that family and friends were
24
the most important personal sources of information about the retail stores for making
purchase decision.
Fig 1.11: Graphical representation on Information received
4.8 Shopping intention of retail consumer
Shopping intention refers to creation of inclination in the minds of the consumers to

purchase a product in a retail format. Such intention can be created spontaneously or non-
spontaneously the intention to buy a product in a particular type of retail format depend on
the arising of need or desire for a product, knowledge about its availability, reasonable
price of the product, proximity ofits purchase and good after sales service.
Table 2.1 Two-sample t-test for Shopping Intention of Retail Consumer
Group Obs Mean Std. Err. Std. Dev. [95% Conf. Interval]
male 83 4.060241 0.057751 0.526132 3.945357 4.175125

female 60 4.283333 0.067613 0.523731 4.148039 4.418627
combined 143 4.153846 0.044723 0.534812 4.065437 4.242256
25
-0.22309 0.088985 -0.39901 -0.04717
The above table clearly shows that the mean value of male is 4.060241 and female is
4.283333 and the t value is equal to -2.5071. and p value is 0.0133 and the degree of
freedom is 141 which influenced the shopping intention of consumers in retail store and
does not have difference in gender and nearest to home.
Male 83 3.843373 0.062943 0.573435 3.718161 3.968586
Female 60 3.933333 0.074662 0.578328 3.783935 4.082731
combined 143 3.881119 0.048099 0.575185 3.786035 3.976202
Diff -0.08996 0.097519 -0.28275 0.102829
3.933333 and the t value is equal to -0.9225 and p value is 0.3579 and the degree of
freedom is 141 where gender has differencewhich influenced the shopping intention of
consumers in retail stores.
Male 83 3.710843 0.075757 0.690177 3.560139 3.861548
Female 60 3.5 0.096551 0.747878 3.306803 3.693197
Combined 143 3.622378 0.060208 0.719978 3.503359 3.741397
Diff 0.210843 0.121141 -0.02864 0.450331
The above table clearly shows that the mean value of male is 3.710843 and female is 3.5
and the t value is equal to 1.7405. and p value is 0.0420 and the degree of freedom is 141
which influenced the shopping intention of consumers in retail store.
26
Male 83 3.662651 0.060064 0.547213 3.543163 3.782138
Female 60 3.683333 0.073229 0.567231 3.536802 3.829865
Combined 143 3.671329 0.046312 0.553812 3.579778 3.762879
Diff -0.02068 0.094162 -0.20683 0.165469
freedom is 141 which influenced the shopping intention of consumers in retail store.
Male 83 3.674699 0.068801 0.626808 3.537831 3.811566
female 60 3.65 0.081736 0.633125 3.486446 3.813554
combined 143 3.664336 0.052462 0.627358 3.560628 3.768044
Diff 0.024699 0.106665 -0.18617 0.235568
and the t value is equal to and p value is 0.5914 and the degree of freedom is 141 which
influenced the shopping intention of consumers in retail store.
27
male 83 3.710843 0.069696 0.63496 3.572196 3.849491
female 60 3.833333 0.067926 0.526152 3.697414 3.969253
combined 143 3.762238 0.04958 0.592893 3.664227 3.860248
diff -0.12249 0.100295 -0.32077 0.075786
3.833333 and the t value is equal to -1.2213 and p value is 0.2240 and the degree of
Male 83 3.783133 0.076755 0.699271 3.630442 3.935823
Female 60 3.866667 0.087226 0.675646 3.692129 4.041204
combined 143 3.818182 0.057558 0.688296 3.7044 3.931964
Diff -0.08353 0.116836 -0.31451 0.147443
28
Table 2.8Two-sample t-test for Shopping Intention of Retail Consumer
Group Obs Mean Std. Err. Std. Dev. [95% conf.] Interval
Male 83 3.771084 0.067108 0.6113819 3.637585 3.904583
Female 60 3.85 0.074504 0.5771056 3.700918 3.999082
combined 143 3.804196 0.049878 0.5964536 3.705597 3.902795
Diff -0.07892 0.101212 -0.2790041 0.121173
and the t value is equal to -0.7797 and p value is 0.4369 and the degree of freedom is 141
Male 83 3.819277 0.057227 0.5213626 3.705434 3.93312
Female 60 3.783333 0.075508 0.5848849 3.632242 3.934425
Combined 143 3.804196 0.045759 0.5471918 3.71374 3.894652
Diff 0.035944 0.093003 -0.1479171 0.219805
29
3.783333 and the t value is equal to 0.3865. and value is 0.3499 and the degree of freedom
is 141 which influenced the shopping intention of consumers in retail store.
Male 83 3.831325 0.053717 0.489382 3.724466 3.938185

Female 60 3.833333 0.075788 0.587054 3.681681 3.984986
combined 143 3.832168 0.044368 0.530559 3.744461 3.919874
Diff -0.00201 0.090224 -0.1803743 0.176358
3.833333 and the t value is equal -0.0223 and p value is 0.4911 the degree of freedom is
141 which influenced the shopping intention of consumers in retail store.
Male 83 4.036145 0.043522 0.3965025 3.949566 4.122723
Female 60 4.2 0.061982 0.480113 4.075974 4.324026
Combined 143 4.104895 0.036751 0.4394825 4.032245 4.177546
Diff -0.16386 0.073451 -0.309063 -0.01865
30
and the t value is equal -2.2308and p value is 0.0273 and the degree of freedom is 141
Male 83 3.855422 0.054567 0.497127 3.746871 3.963972
Female 60 4 0.067229 0.520756 3.865475 4.134525
Combined 143 3.916084 0.042682 0.510406 3.831709 4.000459
Diff -0.14458 0.085939 -0.3144729 0.025316
The above table clearly shows that the mean value of male is 3.855422 and female is 4 and
the t value is equal to -1,6823and p value is 0.0474 while and the degree of freedom is 141
which influenced the shopping intention of consumers in retail stores.
Male 83 3.843373 0.052786 0.4809018 3.738366 3.948381
Female 60 3.933333 0.074662 0.578328 3.783935 4.082731
combined 143 3.881119 0.043813 0.5239276 3.794509 3.967729
Diff -0.08996 0.088774 -0.265459 0.085539
31
3.933333 and the t value is equal to 1.0134. and p value is 0.3126 and the degree of
Group Obs Mean Std. Err. Std.Conf. 95% Conf Interval]

Male 83 3.86747 0.053585 0.488179 3.760873 3.974067
Female 60 3.866667 0.073133 0.566484 3.720328 4.013005
Combined 143 3.867133 0.043529 0.520533 3.781084 3.953182
Diff 0.000803 0.088519 -0.1741926 0.175799
3.866667 and the t value is equal to 0,0091 and p value is 0.4964 and the degree of
4.9 VARIATION AMONG FACTORS OF SHOPPING INTENTION
The factors of shopping intention of shoppers in retail stores, such as nearest to home,
discount offers, quality products, store ambiance, attractive display, behaviour of the
salesperson and store are identified by factor analysis, on demographic profile of shoppers
have been analysed to measure their influences.One-way Analysis of Variance (ANOVA)
was applied to find out the influence of independent variables on dependent variables.
respondents.
Table 3.1 Influence of Factors of Shopping Intention of Consumers on Gender
Sum of Mean
Factors Squares df Square F Sig.
Nearest to home Between groups 1.49184149 2 0.745920746 3.13 0.0467
Within groups 33.3333333 140 0.238095238
Discount offers Between groups 0.254195238 3 0.084731746 0.34 0.7959

Within groups 34.5709796 139 0.248712083
Quality Product Between groups 1.39006432 5 0.278012864 1.14 0.3427

Within groups 33.4351105 137 0.244051901
32
Store Ambiance Between groups 0.134138411 2 0.067069205 0.27 0.7633
Within groups 34.6910364 140 0.247793117
Attractive Display Between groups 0.464114917 3 0.154704972 0.63 0.5995

Within groups 34.3610599 139 0.24720187
Packaging Between groups 1.98181858 3 .660606194 2.80 0.0426

Within groups 32.8433562 139 .236283138
Behaviour of
salesperson Between groups 0.708071 3 0.236023814 0.96 0.4128
Within groups 34.1171 139 0.245446787
Store atmosphere Between group 0.37014837 3 0.12338279 0.5 0.6844

Within group 34.4550265 139 0.247877888
The ANOVA table revealed that there was a significant difference exist among the gender
of retail consumers and all the factors ofshopping intention (P >0.05). It revealed that
gender influences the shopping intention of consumers in retail stores.
Table 3.2Influence of Factors of Shopping Intention of Consumers on Marital status
Factors SS df MS F Sig.
Between
Nearest to home groups
Within groups 0.04040404 2 0.020202 0.09 0.918
33.0505051 140 0.236075
Between
Discount offers groups
Within groups 0.442664132 3 0.147554711 0.63 0.598
33
32.648245 139 0.23487946
Between
Quality Product groups
Within groups 0.610344042 5 0.122068808 0.51 0.7647
32.480565 137 0.237084416
Between
Store Ambiance groups
Within groups 0.392029539 2 0.19601477 0.84 0.4342
32.6988796 140 0.233563425
Between
Attractive Display groups
Within groups 0.092429828 3 0.030809943 0.13 0.9423
32.9984793 139 0.237399131
Behaviour of Between
salesperson groups
Within groups 2.23211541 3 0.74403847 3.35 0.0209
30.8587937 139 0.22200571
Store atmosphere Between group 1.80302549 3 0.601008498 2.67 0.05
within group 31.2878836 139 0.225092688
The following table indicated the influence of factors of shopping intention on educational
qualification ofthe respondents.
Table 3.3 Influence of Factors of Shopping Intention of Consumers on Educational

Qualification
Factors Ss df Ms F Sig.
Nearest to home Between groups 1.485625 2 0.742813 0.47
Within groups 220.2626 140 1.573304 0.6247
34
Within groups 216.4881 139 1.557468

Within groups 212.8827 137 1.553888
Store Ambiance Between groups 2.040969 2 1.020484 0.65 0.5235

within groups 219.7073 140 1.569338
Within groups 219.8052 139 1.581332
Behaviour of
salesperson Between groups 1.943069 3 0.64769 0.41 0.7464
Within groups 219.8052 139 1.581332
Store atmosphere Between groups 2.12767 3 0.709223 0.45 0.7185
Within groups 219.6206 139 1.580004
gender influences the shopping intention of consumers in retail stores
The following table indicated the influence of factors of shopping intention on occupation
ofthe respondents.
Table 3.4Influence of Factors of Shopping Intention of Consumers on Occupation
Factors SS Df MS F Sig.
Nearest to home Between groups 0.932400932 2 0.466200466 0.73 0.4849
35
Within groups 89.6969697 140 0.640692641

Within groups 88.298357 139 0.635239978

Within groups 90.0953064 137 0.657629974
Store Ambiance Between groups 0.001079313 2 0.000539656 0 0.9992

Within groups 90.6282913 140 0.647344938

Within groups 88.8769446 139 0.639402479
Behaviour of salesperson Between groups 0.480660952 3 0.160220317 0.25 0.8633

Within groups 90.1487097 139 0.648551868
Store atmosphere Between groups 2.79783624 3 0.932612079 1.48 0.2238

Within groups 87.8315344 139 0.631881542
4.10 CONCLUSION
In this chapter, adequate consideration has been given to critically analyse the factors
influencing the shopping intention and shopping attitude of the consumers when they make
buying decision in retail stores. A retailer must understand and know in detail, various
factors that led to shopping intention and shopping attitude of the consumers. Keeping this
36
objective in mind, a threadbare analysis has been done, the result of which, in turn, will
completely equip the retailers to understand and comprehend the shopping intention and
shopping attitude ofthe consumers. This will help him to climb the high ladder in the
market.
CHAPTER 5
37
FINDINGS, SUGGESTIONS AND CONCLUSION
INTRODUCTION
The study was carried out thoroughly to analyse the consumer shopping behaviour in an
area of Namthang South Sikkim. The shopping behaviour was analysed in the light of
shopping preferences, shopping intention, shopping attitude and shopping habit of
consumer towards retail stores. The widely merited and globally accepted sophisticated
statistical tools, such as Two-sample t-test, One-way Analysis of Variance and descriptive
method were used to analyse the shopping behaviour of consumers, which led to a
comprehensive understanding of consumers towards retail stores in Namthang. The results
of analysis were given in the form of findings, and based on these findings; appropriate
suggestions were made for betterment ofretail industry.
FINDINGS OF THE STUDY
The findings arrived as a result of undertaking this study has been summarized in a
capsule form hereunder:
Demographic Factors of the respondents
❖ It can be seen that, out of 143 respondents, 83(58.04 percent) and 60(41.96 percent)
were females.
❖ Majority (60.14 percent) of consumers were in the age group of 18-25 years, followed
by (4.9 percent) ofthe consumers in the age group of above 51 years.
❖ Majority 91(63.64percent) of consumers were unmarried and 52(36.36) percent) were

married.
❖ Educational qualification is concerned, 33 respondents, representing 23.08 percent, were

graduates and 15 of them representing 10.49 percent were post graduate and 75
respondents, representing have studied up to higher secondary level.
❖ As per the respondent occupation record, 72 respondents, representing a share of 350.35

percent were employed in government / private sector, 52(36.36) respondents were
students and 11 respondents (7.69 percent) were engaged in business. The remaining 8 of
the respondents (5.59 percent) were housewives.
38
❖ The income record showed that 32respondents (22,38 percent) were earning monthly
income between less than Rs 10000 and 62 respondents (43.36 percent) were earning
Rs.10, 001-15,000 and 23 respondents (16.08 percent) were earning monthly income
between Rs.15, 001-20,000 and 26 respondents (18.18) were earning more than Rs 20000.
❖ The family size of the respondents consisted of 64 respondents (44.76 percent) had the
family size of 2-5 members and 77respondents (53.85 percent) had the family size of more
than 6 members.
Shopping Preference ofthe Respondents
❖Grocery store has been the most preferred destination for the majority of the respondents
when they make retail purchase decision, as the store was situated nearby the residence
ofthe respondents.
❖ Majority ofthe respondents (55.94 percent) have had the habit of visiting the retail stores
whenever they needed and 28,67 percent of the respondents have had their frequency of
visiting the retail stores 2-3 times a week and 14,69 percent of the respondents have the
habit of visiting retail store once in a week.
❖ As far as, the type of product purchased is concerned, 51.05 percent of the respondents
have been purchasing Grocery items, followed by 38.46 percent of the respondent
household appliances, 9.79 percent of the respondents purchase books and stationaries, and
0.7 percent ofthe respondentsjewellery.
❖Self-decision were the most vital personal sources of information about the retail stores
for making purchase decision.
❖ The shopping behaviour of consumers was influenced by variables, such as ambience,

discounts, impact of advertisement, reasonable price, store atmosphere variety of products.
❖ The consumer shopping behaviour model revealed that, the shopping behaviour of the
consumers was influenced by the factors of shopping intention and habits.
39
1.15 Limitation of the study
 The retail stores are huge so the study will be conducted only in certain area.
Hence, the result from the study may or may not be applicable to other districts.
 Time is limited so it will not be possible to contact more number of respondents.
 This study does not include entire universe, as the nature and size of universe are
extremely wide.
 There is no effect on consumer buying behaviour on store services.
SUGGESTIONS
A suggestion has been made for retailers to set up as many retail outlets in nearby places.
So, that consumer can have easy accessibility. But in this respect the performance
ofGrocery stores was comparatively better than other stores.
As most of the respondents have expressed that they used to get information about
retailers only through self- decision. So, retailers must tap all other sources of
communication, to spread information about their outlets to the consumers.
The respondents who visit the retail stores were in the age of 29-50. Hence, adequate
promotional measures shall be taken by the retailers to attract youth population.
Most of the respondents felt that discounts and offers were the tactics adopted by the
retailers to sell the products of sub-standard quality. Hence, an effort should be made by
retailers to dispel this misconception from the minds of consumers.
40
Chapter VI
CONCLUSION
The retail industry in India is in booming stage. There is a lot of untapped potential in this
sector, due to the fact that, the needs and wants of consumers are increasing manifold day-
by-day. But, in order to tap the retail market to their full potential, the retailers must
understand and recognize consumer behaviour. In this direction, a holistic effort has been
made in this study to analyse and interpret the retail shopping consumer's behavioural
pattern. As observed in this study, the shopping preferences of the consumer were largely
influenced by reasonable price, quality of the product, good service and easy accessibility
to the stores. Moreover, it has been inferred through this study, that the shopping intention
of the consumers were mainly triggered by advertising and sales promotional measures. In
the same pattern, the shopping habits of the consumers were governed by (actors such as
price consciousness, utility of products, store loyalty and value for money spent by the
consumers. Based on these observations, appropriate findings and suggestions were
tendered by the researcher in this study. These findings and suggestions will serve as an
eye-opener for the retailers and will help the retailers to get an endeavour success in their
domain on their successful implementation.
SCOPE FOR FURTHER RESEARCH
The following areas worth considering for undertaking research in retail industry in India.
Research can be done exclusively for analysing the consumer behaviour in shopping malls.
Research can be undertaken to strengthen and brush visual merchandising in retail formats.
Research can be carried out for analysing the factors influencing loyalty amongst the
consumers towards retail stores. Research can be performed for comparing stores in retail
formats to study the impact ofstores made in the minds of consumers.
41
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Appendix
Consumer buying behaviour towards retail store in an area of Namthang

Sikkim
Name of respondent: ________________________________________
1. Gender:
o Male
o Female
2. Age:
o Below 18 years
o 18-28 years
o 29-50years
o Above 51 years
3. Marital Status:
o Married
o unmarried
4. Educational Qualification:
o Under Graduation
o Post- Graduation
o +2
o others
5. Occupation:
44
o Student
o Government / Private
o Businessman/Businesswomen
o Housewife
6. Family Monthly Income:
o Less than Rs. 10,000/-

o Rs. 10,001 -Rs. 15,000/
o Rs. 15,001 -Rs.20,000/-
o Rs.20,001 - Rs.25,000/-
o More than Rs. 25,000/-
7. Family Size:
o Only 2 Members
o 2-5 Members
o Above 6 Members
8. What type ofstore do you prefer?
o Kirana Store
o Departmental store
o Fair price shop
o Grocery store
9. When do you frequently visit a retail store?
o Weekly Once
o 2 - 3 times a Week
o Fortnight (15days)
o Monthly Once
o Whenever Needed
10. What type of product do you like to purchase from a retail store?
o Jewellery
o Household Appliances
o Books & Stationeries
45
o Grocery
o Others (Please specify)
11. Area of Residence
o Urban
o Rural
o Semi- urban
12.Sources of Information
o Family members
o Friends / Relatives
o Self -decision
o Advertisements (eg: Facebook, Instagram, website etc.)
13.Factors Influencing Shopping Intention of Retail Shoppers
Strongly Agree (5) Agree (4) Neutral (3) Disagree (2) Strongly Disagree (1)
S.no Description 5 4 3 2 1
1 Nearest to home/workplace
2 Discount offers regarding product
3 Availability of all brands
4 Quality product at reasonable price
5 Store ambiance and decoration
6 Trendy products in the store
7 Attractive Display of the product
8 Behaviour of sales person
9 Your income status affects my
buying behaviour
10 Various schemes like (buy 1 get 1
free)
11 Packaging of the product
12 Standard ofliving has a role to play
in buying products.
13 Popularity of product
46
14 Store atmosphere and decoration
14. State your level of satisfaction
Highly Satisfied (5) Satisfied (4) Neutral (3) Dissatisfied (2) Highly Dissatisfied (1)
s.no Description 5 4 3 2 1
I Quality product
ii Discount and offers
iii Quality and service
iv Reasonable price
V Availability of the product
vi Store ambience
47

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“A Study of Consumers Buying Behavior Towards Retail Store in an

area of Namthang Sikkim”

A Dissertation in Partial fulfilment of requirements for the award of degree of

SRM University Sikkim

Sonam Doma Lepcha

Reg. No. 20MC204008

Under the Guidance of

Dr. Ruchita Sharma

SCHOOL OF MANAGEMENT AND COMMERCE

SRM UNIVERSITY SIKKIM

Chapter Title Page no

2 Review of Literature 7-12

3 Consumer shopping behavior

4 Shopping intention & attitudes of consumers in retail

5 Findings, Suggestions and Conclusion 41-46

1.3History of retail industry

1.4Current scenario of retail market

1.5Background of Retail industry in India

1.6Current scenario of retail market in India

1.7Retailing in North East India

1.10Objectives of the study

1. To determine the key drivers influencing shopping behavior in retail stores.

2. To analyze the buying behavior of different consumers group.

1.11 Hypothesis of the study

1. There are no key drivers influencing shopping behavior in retail store.

The sampling technique was probabilistic. Questionnaire was randomly distributed to

1.13Period of the study

1.14 Universe of the study

Moutinho (2006) have studied shopping behaviour of consumers in UK supermarket by

Puccinelli, Goodstein, (2009) in their study “Customer Experience Management in

3.2 Importance of Consumer Behaviourin day to day life

3.3 Motiveswhichinfluence purchase decision

3.5Frameworks of Consumer Behaviour–

3.8.3 MS- Excel

3.8.4Two sample t-test

In understanding of the glimpses of consumer behaviour, considerable weightage has been

SHOPPING INTENTION & ATTITUDE OF CONSUMERS IN

4.2 Socio economic factor of the respondent

Age is an important demographic variable and it not only determine an individual’s

Table 1: Age profile of Respondents

Age Fre Percent Cum.

Fig:1 Graphical representation for Age group

Table 1.1 Gender of the Respondent

Gender Fre. Percent Cum.

Fig: 1.1 Graphical representation of Gender

Source: Primary data

In Indian society, marriage is supposed to be a religious obligation. In the social context, it

Table 1.2 Marital status of the respondent

Marital status Frequency Percent Cum.

Fig:1.3 Graphical representation of Marital status

4.6 Educational Qualification

Education influences the purchasing behaviour of consumers by channelizing and diverting

Table 1.4 Educational qualification of the respondent

Education Qualification Frequency Percent Cum.

Total 143 100

Fig:1.4 Graphical representation of Educational Qualification

Source: primary data

Table 1.5 Occupation of the respondent

Occupation Frequency Percent Cum.

Student 52 36.36 36.36

Total 143 100

Fig 1.5 Graphical representation of the respondent

4.7 Monthly Income of the Family

Income is generally considered as effective as a segmentation variable when used in