INVESTIGATING THE IMPACT OF GENDER ON CONSUMER BUYING BEHAVIOR IN ORGANIZED RETAIL STORES: A STUDY OF TIRUCHIRAPPALLI DISTRICT

Abstract

Across all industries, the Indian retail market is huge. It is increasing in size. Numerous players are exploring this industry, but only a handful have survived and seen success. The retailing sector's position is determined by a variety of variables such as government restrictions, real estate costs, and customer needs. Nonetheless, despite certain obstacles, there has been tremendous development. By seizing existing possibilities, the retail sector in India can overcome the obstacles. The research was carried out in Tiruchirappalli district organized retail outlets with 78 active buyers. The study was conducted using a mediating factor to examine customer purchasing behaviors such as brand marketing, a purpose for visiting, pricing, discount, service quality, and shop ambiance. The customer's degree of satisfaction serves as a moderating influence. Using SEM analysis, female customers are more likely to shop at organized retail outlets than male consumers. Brands, discounts, quality, and the latest trends impacted them. Buyers of all economic levels are gravitating into organized retail establishments for a variety of reasons, including discounts, deals, quality, accessibility, and more. As a result, there is a considerable influence on customer purchasing patterns, with the degree of satisfaction acting as a moderating element.

Keywords: Consumer Buying pattern, satisfaction, brand promotion, service quality, ambiance.