INFLUENCE OF MERCHANDISING AND PRICING STRATEGIES ON CONSUMER BUYING BEHAVIOUR – A CROSS -SECTIONAL STUDY OF HYPERMARKETS IN BANGALORE CITY

India has occupied a third position among emerging and developed nations after China and Brazil in global retail rankings. India has moderate political risk, low economic risk and market potential. Country's has quite significant net retail sales are among developed and emerging nations. The global retail business is evolving on a faster phase, it is essential for the retailers to opt the appropriate merchandising and pricing strategies in the Indian marketing scenario to avail the sustainable advantage in their market. This paper, attempts to study empirically the extent to which merchandising and pricing strategies formulated, affect the consumer purchase decisions. A Survey of 366 valid data was examined using PLS-SEM (Partial Least Squares Structural Equating Modelling). Results emphasised that the (1) Stock Availability (2) Promotional Signage (3) Standardized Discounts (4) Festival Sale factors have significant relationship with consumer buying behaviour. This paper has implications for both the retailers and the manufactures to take a note of these above variables, to formulate their strategies and tactics for delivering value to the consumers in Retail Outlets.