Digital marketing Strategies and Consumer Buying Behaviour in the Retail Sector

Abstract

The study investigates the factors influencing consumer buying behaviour of youth in India towards organized retail stores, particularly focusing on supermarkets. The research analyses how various elements such as price, product quality, convenience, brand loyalty, promotional strategies, and social influence shape purchasing decisions. It also examines the impact of demographic factors like age, gender, educational qualification, monthly income, and source of information on consumer preferences. Employing a mixed method approach that includes surveys, interviews, and observations, the study provides comprehensive insight into the shopping habits, perceptions, and motivations of young consumer. The findings aim to help retail marketers and policymakers formulate effective strategies to enhance customer experience, increase brand loyalty, and improve overall satisfaction in the organized retail sector. This research contributes to the broader understanding of youth consumer behaviour and its implications for the evolving supermarket industry in India.

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