A STUDY ON IMPACT OF CONSUMER BUYING BEHAVIOUR AT SARAVANA SELVARATHINAM

Consumer buying behaviour is a key determinant of retail success in today’s highly competitive market environment. Understanding how and why consumers make purchasing decisions allows retailers to optimize marketing strategies, inventory planning, and customer service initiatives. This study explores the various factors influencing consumer buying behaviour at Saravana Selvarathinam, one of India’s largest and most diverse retail stores. By analyzing key components such as price sensitivity, brand preference, store ambiance, promotional tactics, product variety, and customer service, the study aims to uncover patterns and preferences that guide consumer purchases. A structured quantitative research approach was employed using surveys from customers of different demographics. The data was analyzed using statistical tools, and the findings reveal that pricing strategies, product variety, and in-store experience significantly influence consumer buying decisions. This paper concludes with strategic recommendations for improving the consumer journey at Saravana Selvarathinam. Keywords: Consumer Behaviour, Retail, Price Sensitivity, Promotional Strategy, Store Ambience, Product Variety, Customer Satisfaction, Purchase Intention.