A Comparative Study on Consumer Buying Behaviour towards Supermarkets and Local Stores in Mangaluru City

The Indian retail sector has witnessed significant structural changes with the rapid expansion of organized retail formats such as supermarkets, alongside the continued dominance of traditional local stores. Consumer buying behaviour plays a vital role in determining the success and sustainability of these retail formats. This study aims to analyze and compare consumer buying behaviour towards supermarkets and local stores in Mangaluru city. The research focuses on key factors influencing store preference, frequency of visits, price perception, payment methods, and overall satisfaction. Primary data were collected from 106 respondents using a structured questionnaire, and percentage analysis was used for interpretation. The findings reveal that while supermarkets attract consumers through brand variety, organized shopping environments, and promotional offers, local stores continue to be preferred for convenience, accessibility, personalized service, and perceived affordability. The study highlights the growing acceptance of digital payment systems and suggests that modernization of local stores can enhance their competitiveness.