An Analytical Study Of Consumer Buying Behaviour And Its Impact On Sales Growth

Abstract

This study examines the relationship between consumer buying behaviour and sales growth in retail establishments across Kichha, Udham Singh Nagar district. The research employs a mixed-methods approach with a sample of 350 consumers and 85 retail outlets to identify key behavioural patterns influencing purchase decisions. The hypothesis proposes that consumer buying behaviour dimensions including product awareness, brand preference, purchase frequency, and pricing sensitivity significantly predict sales growth. Utilising structural equation modelling and regression analysis, results indicate that brand loyalty (β=0.482, p<0.001) and perceived value (β=0.391, p<0.001) are primary predictors of sales increase. The discussion contextualises findings within Indian retail dynamics, where traditional retail still dominates 67% of market share. Conclusions suggest retailers must focus on customer relationship management and value-based pricing strategies to enhance sales performance in tier-2 cities. This research provides actionable insights for retail managers and contributes to understanding consumer behaviour in emerging Indian markets.