Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)

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Determinants Shaping Consumer Choices in Retail Stores

Authors
Vaishali Nikalje1, *, Shanmugam Ramar2, Vineeta Agrawal3
1Senior Assistant Professor, Faculty of Business Management and Commerce, JSPM University, Pune, India
2Associate Professor, Faculty of Business Management and Commerce, JSPM University, Pune, India
3Associate Professor, Faculty of Business Management and Commerce, JSPM University, Pune, India
*Corresponding author. Email: vvn.sbmc@jspmuni.ac.in
Corresponding Author
Vaishali Nikalje
Available Online 3 June 2024.
DOI
10.2991/978-94-6463-433-4_39How to use a DOI?
Keywords
Consumer behavior; Marketing Mix; Retail Outlets; Decision-making
Abstract

Understanding consumer behavior patterns and the factors that influence them may contribute to the revenue generation of a business. The purpose of this study is to identify the variables that influence consumers’ purchasing decisions and how they perceive important elements such as cost, location, promotion, people, process and physical evidence. The present study conducted in Pune, aims to investigate the impact of the 7Ps on the purchasing behavior of consumers who regularly visit retail stores for buying their necessities.

According to the findings, most of the respondents were married, educated women in their 20s and 30s who were employed in public and private sectors. Additionally, it was discovered that Pearson r calculations support the notion that the factors of product, price, place, promotion, people, physical evidence, and process all positively correlate with consumers’ purchasing decisions, thus rejecting all of the null hypotheses.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
3 June 2024
ISBN
978-94-6463-433-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-433-4_39How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Vaishali Nikalje
AU  - Shanmugam Ramar
AU  - Vineeta Agrawal
PY  - 2024
DA  - 2024/06/03
TI  - Determinants Shaping Consumer Choices in Retail Stores
BT  - Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
PB  - Atlantis Press
SP  - 518
EP  - 527
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-433-4_39
DO  - 10.2991/978-94-6463-433-4_39
ID  - Nikalje2024
ER  -