The Impact of Demographic Factor on Consumer Buying Behavior: A Study of Retail Sector in Delhi NCR

Abstract

The retail sector is growing at a faster pace in India due to demographic shift in population and growing middle class. It is an opportunity for both organized and unorganized sector. The purpose of this article is to study the customer perception and shopping experience about organized and unorganized retailing with special reference to Delhi and NCR and find out whether the preferences for organized and unorganized retailing are dependent or independent demographic characteristics of consumers. The study has used the primary data collected from 200 respondents through survey method using structured questionnaire. Convenient sampling method was used during the collection of data. The data was analyzed through techniques such as chi-square tests and ANOVA. The factor analysis was carried out to identify major factors in each Unorganized/ Organized retailing which affects the consumer buying behavior. The factors were: quality, price, satisfaction, distance and fast service, schemes, offers and variety. The importance of these factors differ across different demographic variables such as age, income, education, occupation and gender.

Keywords: Customer Perception, Consumer Buying Behavior, Demographic Factors Organized Retailing, Unorganized Retailing

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