Published Paper Details:

The Indian retail industry is growing in a quicker rate because of growth in the shifting demographics of Indian population and progress in the quality of life of urban people. Indian retail industry consists of both organised and unorganised sectors. Organized retail which now constitutes a small percentage of total retail sectors is growing at a higher rate. Growth opportunity in the retail sectors comes with several challenges. There are instances where retailers have failed to know the market and have to suffer losses and in some case had to shut down their business. Hence retailers need to be watchful and be equipped well for the challenges. Understanding the consumer psychology is important in order to frame better marketing strategies to retain customers and develop in the retail business. There is a need to know as to which shopping variables influence the consumers to visit a particular shop? What attracts customers to a specific store? This study focuses on the influence of shopping variable on the grocery shopper in Dakshina Kannada District, Karnataka, India.