• Dr. U Ravi Kumar

Urban Indian Shoppers today are witnessing a rapid change in the shopping options available to them. Today’s consumers don’t want to waste their time by buying fruits and vegetables in Raithu Bazaars, provisions in general/ kirana stores and household items in some other shops. Rather they want to reduce the risk and time by purchasing all items under a single roof. From “Serviced Retailing”, where the costumer approaches the retailer and asks for specific item which the retailer fetches from behind the counter, the urban Indian consumers are slowly switching to “Self Service” models of retailing. At the same time, the conventional/unorganized stores are also trying their best to retain their customers by offering them merchandise of good quality at discount rates. The present study was conducted in Guntur and Krishna districts of Andhra Pradesh. The present study aims at evaluating the impact of Purpose of Visiting Organised Retail Stores on the Time Spent by Customers in the Stores. The study also aims at studying the effect of Factors Motivating customers to shop in the Organised Retail Stores on the Frequency of Visit to stores and also studying the effect of Feeling of Shopping Pleasure & Socialisation and Frequently Purchased items on the Time Spent by customers in the Organised Retail Stores.A sample of 500 respondents was selected by using Stratified Random Sampling Method and the data was collected with the help of a structured questionnaire. The findings of the study reveal that there was no association between the amount of time the respondents spend in the stores and their motive of experiencing Shopping Pleasure & Socialisation in case of Organised Retail Stores. The amount of time customers spend in the organized retail stores and the Purpose of visiting them have association. The ‘Factors Motivating respondents to prefer shopping in the Organised Retail Stores’ was not a significantly influencing factor on their ‘Frequency of Visit to Organised Retail Stores. The study also reveals that there is no association between the factors ‘Frequency of Visit’ and the ‘Factors Motivated Respondents to Prefer to Shop in Organised Retail Stores. ‘The amount of Time Spent’ in the stores Shopping Behaviour was not significantly impacted by ‘The Purpose of Visiting the stores’ and the ‘feeling of Shopping Pleasure & Social Interaction’, where as the factor ‘Frequently Purchased items’ had significant impact.

Consumer behaviour, Shopping Motives, Shopping behaviour, Organized Retail Stores & Frequency of visit.

"A Study on the Effect of Consumers’ Shopping Motives on their Shopping/ Buying Behaviour with reference to Organized Retail Stores", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 7, page no.705-715, July-2018, Available :http://www.jetir.org/papers/JETIR1807996.pdf

"A Study on the Effect of Consumers’ Shopping Motives on their Shopping/ Buying Behaviour with reference to Organized Retail Stores", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 7, page no. pp705-715, July-2018, Available at : http://www.jetir.org/papers/JETIR1807996.pdf