STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS MULTIBRAND OUTLETS VIS THE SPECIALTY SHOWROOMS

The level of competitiveness in the industry is enhancing on a continuous basis, more so because of the volatile and a highly complex business environment, both at the domestic and international level. Business survival depends upon only one aspect ‘‘Competitive edge’’ (Khazmi, 1985). In order to get a competitive edge in any business it is very important to satisfy the needs of the customers, as we believe the customer is the king of the market. This study makes an attempt to know the changes in the retail market and buying motives of the buyers. This research focuses on the effect of advertisements and different promotional tools being adopted by the different players in the retail sector both in specialty stores and multi-brand outlets. The study is conducted by using the survey method by administering a structured questionnaire to the target customers and also engaging in a semi-structured personal interview. It is proposed that a sample of 970 randomly selected target consumers may be approached for the purpose of collecting primary data.