What influence consumer buying behaviour towards organised retailing in a growing competitive marketing environment? An exploratory study on the impacting variables of Indian consumers

摘要

The study aims to identify the impact of different constructs viz. marketing mix, service quality and external variables on consumer buying behaviour towards organised retailing in a growing competitive marketing environment. The study has been conducted among 401 respondents and Simple and multiple linear regression methods have been used to test the consistency and impact and the results suggest that: 1) all the variables selected have significant impact over consumer buying behaviour; 2) external variables, followed by marketing mix and service quality variables have high impact; 3) place/distribution, promotion and price variables have high impact, whereas, product variables elicit impact low impact over consumer buying behaviour towards organised retailing in a growing competitive marketing environment.