An Empirical Study of Consumer Buying Behaviour Towards Organised Retailing

Abstract

The main objective of this study is to examine the consumer buying behaviour and to identify the factors involving in purchase decisions in organized retail sector. In order to establish a structure for consumer behaviour research towards organised retail, it is helpful to begin the study by taking into consideration different models and theories of consumer behaviour given by a number of authors.  Under this article the researcher tried to identify a set of dimensions in the literature which can be used to exemplify and differentiate the various viewpoints on consumer behaviour research. During 1960s the consumer behaviour emerges as a different field of research and was characterized by two different aspects, the positivist and the non-positivist. The positivist model covers the economic, behavioural, cognitive, motivational, attitudinal, qualitative and situational perspectives; these aspects are referred to as the traditional models as they occur before the development of non-positivist models.The positivist factor, which is still the dominant factor, accentuates the dominance of human cause and that there is a single, objective fact that can be exposed by science. This paradigm regards the world as a rational and ordered place with a clearly defined past, present, and future. The assumption of rationalism is therefore fundamental to the traditional perspective.