Shopping orientation and behavioural patterns of Indian consumers: study of a Tier II city

Retail industry in India is acknowledged as a sunshine sector, and is driven by factors like strong income growth, changing lifestyles and favourable demographic patterns. Having cemented its presence in metros and Tier I cities, retailers are allured by opportunities in Tier II and III cities like low-cost real estate and shifting consumption patterns of consumers who are graduating to affluence and lifestyle purchases. This study is an attempt to explore shopping and purchase behaviour patterns of consumers within organised retail outlets of Allahabad, a Tier II city in India. Variables identified for shopping orientation were treated with Factor Analysis; motivating factors for store selection and purchase patterns on each shopping trip have also been analysed. The findings may offer an opportunity for retailers to formulate effective retail strategies for Tier II and III cities.