A STUDY ON CONSUMER BEHAVIOUR AT RELIANCE DIGITAL

This study investigated consumer behavior at Reliance Digital by examining demographic characteristics, purchase frequency, product category preferences, decision drivers, and attitudinal perceptions using a structured survey of 100 customers. Demographically, the sample comprised a predominance of middle income, young adult male consumers who shopped on an occasional or frequent basis and primarily purchased mobile phones. Price and discounts were identified as the most influential factors shaping purchase decisions, while digital communication channels such as SMS/email and social media served as the chief information sources for promotional offers. Positive attitudinal findings highlighted high levels of satisfaction with store environment, staff assistance, product quality, and aftersales service, contributing to strong repeat purchase intentions. Areas for improvement emerged in online shopping smoothness and digital advertising influence, indicating residual friction points in omnichannel integration.