AN EMPIRICAL ANALYSIS OF CONSUMER BUYING BEHAVIOR TOWARDS GROCERY SUPERMARKETS IN CHENNAI CITY

Abstract

 The grocery supermarket sector in India has witnessed significant growth due to urbanization, changing lifestyles, and increasing consumer expectations. In the highly competitive retail environment, understanding consumer buying behavior has become essential for attracting and retaining customers. The present study aims to analyze consumer buying behavior towards grocery supermarkets in Chennai City by examining the influence of store attributes, price and promotional factors, product factors, service quality, and technological and convenience factors. A descriptive research design was adopted, and primary data were collected from 180 customers through a structured interview schedule using a five-point Likert scale. The reliability of the instrument was confirmed through Cronbach's Alpha (α = 0.963). Descriptive statistics and Karl Pearson’s Correlation Coefficient were employed for data analysis using SPSS Version 27.