AN INVESTIGATION OF DETERMINANTS OF CUSTOMER’S SHOPPING BEHAVIOR TOWARDS SELECT HYPERMARKET – AN EMPIRICAL STUDY WITH SPECIAL REFERENCE TO SOUTH INDIA

Abstract

In the current global scenario every sector is facing more threats and opportunities. The retail sector is no exception to this, which strives hard to survive the cut throat competition to retain the customers at global levels. Change is the essence of life and hence the study necessitates considering the factors influencing consumers taste and preference towards the retail chain store as a whole. This study majorly concentrates on the factors influencing customers’ shopping behavior towards select hypermarket. This descriptive study is done by means of the primary and secondary sources of data. Questionnaire is a main tool for collecting the primary data. In order to perform this study the sample size considered was 205 respondents and the sampling unit will be the customers who visit select hypermarkets in South India. The tools used for the study are Paired Sample T test, Correlation and Chi Square test. It is found that 68% of the customers are accompanied by family members and 61% of customers purchase decision is made by self. It is also found that among the determinants availability of goods is rated as top influential factor. There is a relationship between income and quality of goods sought, income and frequency of purchase, gender and average amount spent and high positive correlation between size of family and average amount spent.