Determinants of Consumer Buying Behaviour and its Effect on Buying Intention: Evidence from Indian Organised Sports Retail
Keywords:
Sports, Retail, Buying-Behaviour, Consumer, Promotional-tools, SweepstakesAbstract
Impetus for this study came from the fact that there has been a rising trend of wearing sportswear in daily life besides sports. Sports is a necessary element for maintaining life in a healthier and more balanced way. Developments in technology have raised expectations from sportswear. Individuals expect not only durability, design and being fashionable, but also demand performance and clothing comfort. Objective was to understand the determinants of consumer buying behavior with regard to sports wear and its impact on buying intention particularly in India context as not many studies have been done in India.. Theoretical framework was derived from secondary study of published researches on. .A random sample of 207 respondents within the city of Bangalore was considered to gather data and the data so collected was analyzed using SPSS and excel. Study validates a comprehensive approach to explain factors influencing consumer purchase. An in depth analysis is done on how promotional tools and price influence the buying intention of the consumer. However it was found that factors such as exchange policy, experiential zones, sweepstakes or contests had a greater influence on people.
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