ANALYZING THE IMPACT OF DEMOGRAPHIC AND PROMOTIONAL FACTORS ON CONSUMER BUYING BEHAVIOR IN SHOPPING MALLS: AN ANOVA AND REGRESSION APPROACH

ABSTRACT The present study aimed to investigate the impact of demographic factors and marketing variables on consumer buying behavior in shopping malls located in Lucknow. A sample of 100 respondents was selected using a purposive sampling technique, and data were collected through a structured questionnaire. The research focused on examining the influence of age, gender, income, and education on consumer behavior, alongside the effects of promotional strategies, store ambience, and brand image. The findings revealed significant differences in buying behavior across age groups, gender, and income levels, while education level did not show a notable impact. Younger consumers were more responsive to digital promotions and trends, whereas older shoppers prioritized utility and durability. Gender-based differences indicated that women were more influenced by product variety and social appeal, while men emphasized price and functionality. Income was positively related to brand preference and quality sensitivity. Regression analysis showed that promotional strategies, store ambience, and brand image significantly affected consumer buying behavior. Among these, brand image emerged as the most influential factor, followed by promotional strategies and store ambience. The combined effect of these variables accounted for 52% of the variance in consumer buying behavior, highlighting the importance of integrated marketing strategies in retail environments. The study’s outcomes align with earlier research and offer practical insights for mall managers and marketers aiming to optimize consumer engagement and sales. It also suggests future research should explore additional psychological and situational factors influencing consumer decisions. Keywords: Consumer Buying Behavior, Demographics, Promotional Strategies, Store Ambience, Brand Image, Shopping Malls, Lucknow