Title: What influence consumer buying behaviour towards organised retailing in a growing competitive marketing environment? An exploratory study on the impacting variables of Indian consumers
Authors: A.M. Sakkthivel; S. Porkodi
Department of Business Administration, Sur University College, P.O. Box 440, Sur, P C 411, Sultanate of Oman
Department of Business Studies, Higher College of Technology, Muscat, P C 133, Sultanate of Oman
Abstract: The study aims to identify the impact of different constructs viz. marketing mix, service quality and external variables on consumer buying behaviour towards organised retailing in a growing competitive marketing environment. The study has been conducted among 401 respondents and simple and multiple linear regression methods have been used to test the consistency and impact and the results suggest that: 1) all the variables selected have significant impact over consumer buying behaviour; 2) external variables, followed by marketing mix and service quality variables have high impact; 3) place/distribution, promotion and price variables have high impact, whereas, product variables elicit impact low impact over consumer buying behaviour towards organised retailing in a growing competitive marketing environment.
Keywords: marketing mix variables; service quality variables; external variables; organised retailing; competitive marketing; linear regression modelling; consumer buying behaviour; consumer behaviour; price variables; product variables; promotion.
Int. J. of Electronic Finance, 2013 Vol.7, No.3/4, pp.281 - 298
Submission date: 18 Jun 2013
Date of acceptance: 23 Oct 2013
Available online: 09 Jan 2014