Consumer Buying Behaviour in Computer Peripherals Brick & Mortar Stores in India
Manu Nanda1, Radhe Shyam Rai2, Dwarika Prasad Uniyal3, Teena Bagga4

1Manu Nanda, Ph.D. Research Scholar, Amity University, Noida (U.P), India.
2Dr. Radhe Shyam Rai, Deputy Director, Research Planning & Statistical Services, Amity University, Noida (U.P), India.
3Dr. Dwarika Prasad Uniyal, Dean Flame University Pune (Maharashtra), India.
4Dr. Teena Bagga, Professor, Amity Business School Amity University, Noida (U.P), India.
Manuscript received on 10 May 2019 | Revised Manuscript received on 19 May 2019 | Manuscript Published on 23 May 2019 | PP: 1531-1542 | Volume-7 Issue-6S5 April 2019 | Retrieval Number: F12720476S319/2019©BEIESP
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Abstract: E-commerce is capturing headlines in India. The Indian customer is now getting comfortable with the shop anything-anywhere-anytime advantage offered by online retail. The social media-powered Indian customersare now also connected to other existing users’,who share their product/brand experiences in real time[10]. This powerful social shopping information is available 24X7. But digging beyond the headlines, the fact remains that independent brick & mortar stores account for over 90% of customer retail business in India. Physical stores in India remain the mainstay of customer value creation as they provide the customer the necessary touch & feel factor. This combined with the interaction with sales staff adds to the Indian customers’ overall brand experience. This overall brand experience helps churn an effective sales revenue at the store. The purpose of this study is to examine consumers’ feedback on brick and mortar computer stores in India and study their buying behaviour. This exploratory study has been done through a structured questionnaire and data collection from 400+ respondents in 6 major metros in India. The research paper focusses on Indian customers’ purchase need, their research before heading to a store, brand consciousness, preference of brick & mortar computer store format, and many in-store factors that influence their buying behaviour.
Keywords: Consumer Behaviour in Computer Stores, Brick and Mortar IT Stores, Computer Peripheral Study India, Computer Peripheral Market in India, in-Store Consumer Behaviour.
Scope of the Article: Computer Architecture and VLSI