tailieunhanh - Influence of merchandising and pricing strategies on consumer buying behaviour – a cross -sectional study of hypermarkets in Bangalore city

This paper, attempts to study empirically the extent to which merchandising and pricing strategies formulated, affect the consumer purchase decisions. A Survey of 366 valid data was examined using PLS-SEM (Partial Least Squares Structural Equating Modelling). | Influence of merchandising and pricing strategies on consumer buying behaviour a cross -sectional study of hypermarkets in Bangalore city International Journal of Management IJM Volume 8 Issue 3 May June 2017 pp. 180 189 Article ID IJM_08_03_020 Available online at http ijm JType IJM amp VType 8 amp IType 3 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication INFLUENCE OF MERCHANDISING AND PRICING STRATEGIES ON CONSUMER BUYING BEHAVIOUR A CROSS -SECTIONAL STUDY OF HYPERMARKETS IN BANGALORE CITY Shilpa Sarvani Ravi and Shikha Bhagat Assistant Professors Faculty of Management Studies PES University Banashankari Bangalore India ABSTRACT India has occupied a third position among emerging and developed nations after China and Brazil in global retail rankings. India has moderate political risk low economic risk and market potential. Country s has quite significant net retail sales are among developed and emerging nations. The global retail business is evolving on a faster phase it is essential for the retailers to opt the appropriate merchandising and pricing strategies in the Indian marketing scenario to avail the sustainable advantage in their market. This paper attempts to study empirically the extent to which merchandising and pricing strategies formulated affect the consumer purchase decisions. A Survey of 366 valid data was examined using PLS-SEM Partial Least Squares Structural Equating Modelling . Results emphasised that the 1 Stock Availability 2 Promotional Signage 3 Standardized Discounts 4 Festival Sale factors have significant relationship with consumer buying behaviour. This paper has implications for both the retailers and the manufactures to take a note of these above variables to formulate their strategies and tactics for delivering value to the consumers in Retail Outlets. Key words PLS-SEM Buying behaviour Merchandising Strategies Pricing .