A Study of Factors Affecting Customer Shopping Behavior

Marketers for long have been keen on understanding what drives the purchase behavior of the customers. The retail formats and the product assortments at these retail outlets are continuously changed and upgraded keeping in mind the changing customer tastes and the way they shop. Purchase decisions made by customers are influenced by multiple attributes. These attributes can range from store atmospherics, mood of the customer, product display, money available with the customers, brand name, etc. to name just a few. Fifteen statements related to the purchasing behavior of the customers were framed to study the demographic purchase behavior of the respondents. 113 respondents were reached out in Indore from January to March 2017. Store atmospherics, customer personality, marketing communications, service, retail outlet perceptions, availability of time and display at store are the seven factors which have been found to significantly affect the customer purchase behavior.