A STUDY ON THE INFLUENCE OF SITUATIONAL FACTORS ON THE SHOPPERS’ BEHAVIOUR WITH REFERENCE TO THE SELECTED SHOPPING MALL, BANGALORE

The retail industry is one of the fastest growing industries in India. The success of retail industry solely depends on how it performs in the market place at a given point of time. To entice the consumers, the retail industry must understand the behavior of the consumers. The impact of situational factors on consumer purchasing behaviour has been examined in the past research extensively. There are studies that explored the impact of particular types of situational influences, including store atmospherics, music, colours, scent , store crowding, and merchandising.