A study on Consumers’ Buying Behavior towards Students of Gujarat State

Mall culture is viewed as a substantial change in the life style of Indians, as shopping is considered as an activity of buying things and also viewed as a status symbol. Delhi, Mumbai and Bangalore have received greater commercial and social contributions from malls. The Gujarat region in the state of Gujarat is observing rapid growth of organized retailing or mall culture since almost a decade. Many new players are coming up in the region as they attract them with comfort, entertainment, fashion, food court, window shopping, multiband portfolio, quality, mall essence, expediency, appeal and indulgence. This region is known for its revenue growth which may be on account of regular shopping and high spending patterns of community / public. This paper focuses on the consumer preference towards study on consumers' buying behaviour towards students of Gujarat statein Gujarat. The variables studied includes demographic, frequency, purposes for visiting malls and factors influencing shopping from specific malls. The research design is descriptive and primary data were collected using a questionnaire. The sample consisted of 720 young (Student) respondents and the sampling method was convenience sampling. Various statistical methods / techniques have been used to get an insight into the various factors and spending pattern of the shoppers in the malls.