A Study on Analysis of Key Influential Factors towards customer purchasing behaviour patterns
Keywords:
Customer Purchasing Behaviour, Consumer Behaviour, Retail Industry, Descriptive Statistics, Correlation Analysis, Regression Analysis, Customer Satisfaction.Abstract
Customer purchasing behaviour is a critical aspect of retail marketing, as it enables organizations to understand consumer preferences and develop effective business strategies. The study focuses on factors such as product quality, price, promotional offers, brand image, store ambience, and customer service,
The study adopts a descriptive and correlational research design. Primary data were collected from 100 customers of using a structured questionnaire based on a five-point Likert scale. Convenience sampling was employed for selecting the respondents. The collected data were analyzed using descriptive statistics, Pearson's correlation analysis, and simple linear regression analysis to examine the relationships among the study variables and test the proposed hypothesis. The findings indicate that the selected factors have a positive and statistically significant influence on customer purchasing behaviour. The correlation analysis revealed significant positive relationships between the independent variables and customer purchasing behaviour, while the regression analysis confirmed that these factors significantly predict customers' purchasing decisions.
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