The Impact of Retail Shopping Behaviour Among Middle-Aged Women in Vijayawada

Author

M. Tejaswi, Dr. V. Madhu Latha


Abstract

 Retail shopping dynamics in Tier-2 Indian cities have undergone a significant transformation due to modern commercial developments, evolving consumer lifestyles, and changing household purchasing roles. This study examines retail shopping behaviour among middle-aged women (aged 35–55 years) in Vijayawada, focusing on the key drivers influencing their store choice and purchasing decisions. The study considers In-Store Atmosphere & Visual Merchandising, Product Variety & Quality, Pricing & Promotional Offers, and Sales Staff Interaction & Customer Service as the primary independent variables, while Retail Shopping Behaviour (purchase decisions, store loyalty, and unplanned buying) serves as the outcome variable. A quantitative, descriptive, and cross-sectional design is proposed. Primary data are to be gathered using a structured questionnaire with a five-point Likert scale. The study compares responses across different income groups and employment statuses (working vs. non-working women) to analyze demographic variations in shopping patterns. The findings aim to provide actionable insights for retail managers, mall developers, and marketers operating in regional urban markets.


Keywords

Consumer Behaviour, Middle-Aged Women, Product Quality, Regional Marketing, Retail Atmosphere, Retail Shopping, Store Loyalty, Vijayawada.



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References


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