• Md. Abdur Rashid
• Nilakshi Roy Medhi

Abstract : Understanding Consumer Behaviour is a never-ending concept for the marketer across the globe. Knowing Consumer behaviour - their buying motive, psychological and physiological needs and wants are complex. That is because Consumer behaviour is the primary drive of purchase decision. Marketers need to collect an in depth information about the Consumer motive to offer innovative products and create effective marketing communications. This will create a lasting impression for their brand and stores. In this day and age, buying motives is the integration of retailer value and buying decision. Based on a literature review, two different types or factors of Consumer buying motives is identified namely product buying motives and patronage buying motives. In this context, the present study tries to throw light on consumer buying motive towards traditional stores and shopping Malls. The present study is particularly based on primary data which is collected with the help of purposive sampling technique from 400 consumers in Guwahati city. A structured questionnaire and personal interview method is used to gain insight in respect to Consumer behaviour of buying motives. The study is confined to descriptive in nature and limited to only traditional stores and shopping Malls.

Keywords: Consumer Behaviour, Buying Motive, Traditional Stores, Shopping Malls

"CONSUMER BUYING MOTIVE TOWARDS TRADITIONAL STORES AND SHOPPING MALLS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.266-274, June 2019, Available :http://www.jetir.org/papers/JETIR1907B99.pdf

"CONSUMER BUYING MOTIVE TOWARDS TRADITIONAL STORES AND SHOPPING MALLS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp266-274, June 2019, Available at : http://www.jetir.org/papers/JETIR1907B99.pdf