Abstract

Consumers advancing consciousness of product’s brand and label and the resultant transitions in their buying behavior entail the organized retailers to attain the specific needs of the consumers. Subsequently, these transitions are paving the way forward for national and international retailers to expand their retail base in the emerging cities of India. Hence, the primary objective of this paper is to analyze the influence of merchandising and packaging on the buying behavior of consumers. While the secondary objective is to know the factors that influences consumer buying behavior at retail stores in an emerging market. Results obtained in this paper suggest that brand value, social media, private label branding and labelling are major factors that impacts the buying behavior of the consumers.

Keywords: Consumer behavior, Buying behavior, , Branding, Merchandising, Labelling, Organized retail, Emerging city, Emerging economy, india