Unveiling the Tapestry: Understanding the Interplay of Psychological and Sociological Factors in Indian Consumer Buying Behaviour.

Consumer behaviour in the Indian retail sector is shaped by intricate psychological and sociological factors, influenced by demographic characteristics symbolically representing the concept of tapestry. This study aims to understand the correlation between these factors and demographic factors, providing an overall understanding of consumer buying behaviour. Data were collected from 428 retail consumers in Pune, India, including 193 males (45.1%) and 235 females (54.9%), using a structured questionnaire. Statistical tools, including correlation, ANOVA, Chi-Square, Mann-Whitney U, and Kruskal-Wallis tests, were employed for data analysis. Results indicate significant differences in attitude and belief (F=1.779, P=0.03), learning (F=3.882, P=0.04) among income groups, and in motivation (F=16.52, P=0.04) and reference group (F=2.12, P=0.04) concerning age groups. Furthermore, perception (P=0.006) and learning (P=0.01) show significant variations with gender. The findings highlight the critical role of demographic factors in shaping consumer decisions, emphasizing the necessity for tailored marketing strategies. This study underscores the importance of integrating psychological and sociological perspectives to develop effective, demographic-specific strategies in the evolving Indian retail landscape. [ABSTRACT FROM AUTHOR]