BRAND BUFFET OR SPECIALTY SELECTION: DECODING AHMEDABAD'S CONSUMER PREFERENCES IN RETAIL STORES

Consumer preferences for brand retail stores hold significant importance for both retailers and consumers alike. Understanding these preferences enables retailers to better cater to the needs and desires of their target audience, ultimately enhancing the overall shopping experience and driving business success. Consumer preferences provide valuable insights into the types of products, services, and experiences that resonate most with shoppers. By analysing consumer preferences, retailers can tailor their product assortments, pricing strategies, and promotional efforts to meet the demands of their target market effectively. Consumer preferences influence purchasing behaviour and brand loyalty. Consumers are more likely to make repeat purchases and become loyal advocates for brands that align with their preferences and values. Therefore, retailers that understand and cater to consumer preferences are better positioned to cultivate brand loyalty and foster long-term customer relationships. This paper explores the consumer preferences for brand retail stores in Ahmedabad, India. The research objectives include analysing the buying behaviour of consumers towards brand stores and examining the association between demographic profiles and their buying behaviour. The study utilizes a sample size of 200 customers from Ahmedabad city to gather insights into consumer preferences. Findings indicate that consumers believe multibrand stores offer a wider variety of products, while they trust the quality of products more when purchasing from standalone brand stores. Additionally, consumers perceive standalone brand stores as providing a better shopping experience with personalized service. Furthermore, demographic profiles such as gender, age, and monthly income are found to be associated with consumer preferences for brand stores.