THE STUDY OF CONSUMER BUYING BEHAVIOR RETAIL MARKET IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Consumer buying behavior in the retail market is shaped by a complex interplay of socio-economic, cultural, psychological, and situational factors. This study explores the retail buying behavior of consumers in Madurai, a historically rich and rapidly urbanizing city in Tamil Nadu, with a focus on understanding preferences, decision-making patterns, and influencing determinants in both organized and unorganized retail segments. Primary data were collected through structured questionnaires and personal interviews with a stratified sample of 300 respondents across different age groups, income levels, and educational backgrounds. Secondary data were also reviewed from existing literature, government reports, and industry publications to support the findings. The study is based on primary data collected through structured questionnaires from retail consumers in Madurai. The findings reveal that most consumers prefer weekly shopping and are highly influenced by discounts, product variety, and convenient store locations. Customer satisfaction and perceived value play a significant role in building brand loyalty. The study concludes that understanding consumer behaviour is essential for retailers to design effective marketing strategies and enhance customer retention in the competitive retail market.

References

1. Manish Dubey, Dr. Siddharth Saini, Dr. Srishti Umekar: https://www.researchgate.net/publication/340670262_STUDY_AND_ANALYSIS_OF_CONSUMER_BUYING_BEHAVIOR_IN_RETAIL_MARKET
2. K. Lakshminarayana, A. Samal, P. Rao: https://www.semanticscholar.org/paper/A-STUDY-ON-CONSUMER-BUYING-BEHAVIOR-TOWARDS-AND-IN-Lakshminarayana-Samal/c19cf6e2b395d77401e7da7730a0638bdaa7e344
3.  S. Bagai: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3993626
4. Jainam Dedhia: https://www.scribd.com/document/556790414/Blackbook-Initial-Pages

Keywords

Consumer buying behaviour, retail market, Madurai, purchasing patterns, brand preference, price sensitivity, customer satisfaction, promotional strategies, demographic factors.