*Assistant Professor and Research Scholar, Dept. of Commerce and Management, Government First Grade College (Affiliated to University of Mysore), Pandavapura, Mandya Dist., Karnataka
**Associate Professor, Department of Studies in Commerce, University of Mysore, Manasa Gangotri, Mysore, Karnataka
This paper aims to analyse the demographic profile of consumers in modern retail outlets and further examine whether the behavioral characteristics of consumers mediate the relationship between sales promotion, service quality, store environment and individual factors, and buying behavior. In addition, it also finds out the association between the factors related to consumer buying behavior in modern retail outlets. A total of 1105 consumerswere selected in different cities like Bangalore, Mysore, Mangalore, Hubli-Dharwad, Belgum, and Gulbarga in Karnataka region. The study made survey method in order to attain the above objectives. Percentage analysis was carried out to determine the demographic and behavioural characteristics. ANCOVA is used to find out the influence of the independent variable on dependent variable moderated by demographic factors. The results of the study found the demographic characteristics positively influence the consumer buying behaviour. Likewise, different factors like sales promotion, service quality, store environment and individual factors and behavioural characteristics also significantly impact the buying nature.
Consumer buying behaviour, demographic and behavioural characteristics
