TITLE OF THE SYNOPSIS

CONSUMER BUYING BEHAVIOUR AT

SHOPPING STORES

INTRODUCTION OF THE PROJECT

Consumer decision making has long been of interest to researchers.
Companies in retail are interested in the study of consumer behavior as it
makes them familiar with the emerging needs and desires of their
current and prospective buyers. To find out what satisfies customers,
marketers must examine the main influences on what, where, when and
how customers buy goods and services. By understanding these
factors better, marketers are better able to predict how consumers will
respond to marketing strategies. Ultimately, this information helps
Modern retail malls as well as conventional retail stores to compete
more effectively in the marketplace and leads to more satisfied
customers.
Retail is currently the booming sector of the Indian economy. From
the

analysis

demographic

and interpretation
factors

like

it

income,

can

be

concluded

occupation

etc.

are

that

it

major

influencers and therefore impart a major effect on consumer buying

behaviour whether the consumer does shopping from a modern
retail format or buys goods from a conventional store.

Researcher

also comes to a conclusion that family is the main influencer in

country like India where joint family system is an important
societal feature.

OBJECTIVE OF THE STUDY

The objectives of this study are:
1.The factors affecting the buying behavior of the customers while
visiting big retail malls or conventional stores.
2. The level of satisfaction of the customers with the offerings and
attributes offered to them.
3. The stimuli that attracts a prospective buyer towards a retail store
or a super market.

RESEARCH METHODOLOGY
Primary sources
Looking into the objectives and information needed, I have chosen
following two methods as per the response of the subject: Schedules
Personal Interview.
Scheduler Method
Schedules will be fill in by the respondents.
Personal Interview Method
To take personal interview wherever it will be essential.
Secondary sources
Information was collected from secondary sources such as Magazines,
newspapers, books, Internet etc.
Sample size:
The sample size shorted out from the population (universe set) is 100 nos.
to draw the conclusion of the study.
Sampling Technique : The Project will be non-probability sampling.
Research Type : The project will be Exploratory research type.
Tools for analysis
Bar chart (Bar charts will be used for comparing two or more
values that will be taken over time or on different conditions,
usually on small data set )
Pie-chart (Circular chart divided in to sectors, illustrating relative
magnitudes or frequencies)
Reference

 http://www.ijird.com/index.php/ijird/article/viewFile/36236/29363
Kothari C.R., Research Methodology Methods & Techniques,
Second Edition, New

Delhi:New Age International publisher,

2004, PP. 1-2.

Rajasekar

S.,

Research

Philominathan

and

methodology

Chinnathambi,
retrieved

(2006).
from

http://arxiv.org/pdf/physics/0601009.pdf
Goulding,
paradigms

C.

(1999),

Consumer

and methodological

Journal of Marketing, Vol. 33, Issue 9/10.

www.google.co.in

research,

interpretive

ambiguities, European