A DETAILED STUDY OF CONSUMER BUYING BEHAVIOR AND BRAND PERCEPTION: FOCUSED CONSUMERS OF NCR- DELHI

Shopping malls in the Indian industry is an upcoming industry worth rupees 17,000 Cr, In NCR (National Capital Regions) will go is the most favorite place for shopping malls, MG(Mehrauli-Gurugram) Road is the place for all famous shopping malls in Gurugram. In NCR, DLF, MGF, JMD, Sahara, and big players are in the reason. On MG Road Gurugram MDF group has two shopping malls in operation MGF Metropolitan mall, MGF Plaza, Sahara Group has its Sahara mall and the BLM group has its City Center. The project involved the study of comparative analysis of consumers' buying behavior and brand perception of consumers regarding the shopping mall on MG Road and Metropolitan mall as a base. Consumer's purchasing power is the main factor, which determines their buying behavior and brand of shopping malls. Shopping malls are places for fun and entertainment, family outing, shopping, and eating. In the shopping mall, each factor is the most dominating factor in daily footfalls. In different shopping malls, consumers of different age groups come and they influence their buying behavior.