Influence of Merchandising and Pricing Strategies on Consumer Buying Behaviour – a Cross-Sectional Study of Hypermarkets in Bangalore City

International Journal of Management, 8(3), pp. 180–189, 2017

10 Pages Posted: 13 Apr 2020

See all articles by Shilpa Sarvani Ravi

Shilpa Sarvani Ravi

Assistant Professors, Faculty of Management Studies, PES University, Banashankari, Bangalore, India

Shikha Bhagat

Assistant Professors, Faculty of Management Studies, PES University, Banashankari, Bangalore, India

Date Written: June 30, 2017

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 emphasized that the

(1) Stock Availability

(2) Promotional Signage

(3) Standardized Discounts

(4) Festival Sale factors have significant relationship with consumer buying behavior.

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.

Keywords: PLS-SEM, Buying Behavior, Merchandising Strategies, Pricing Strategies

Suggested Citation

Ravi, Shilpa Sarvani and Bhagat, Shikha, Influence of Merchandising and Pricing Strategies on Consumer Buying Behaviour – a Cross-Sectional Study of Hypermarkets in Bangalore City (June 30, 2017). International Journal of Management, 8(3), pp. 180–189, 2017 , Available at SSRN: https://ssrn.com/abstract=3555772

Shilpa Sarvani Ravi (Contact Author)

Assistant Professors, Faculty of Management Studies, PES University, Banashankari, Bangalore, India ( email )

Bangalore
India

Shikha Bhagat

Assistant Professors, Faculty of Management Studies, PES University, Banashankari, Bangalore, India ( email )

Bangalore
India

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
22
Abstract Views
86
PlumX Metrics