Does Consumer Confidence Impacts Purchase Decision Making? A Study of Indian Retail Market

The present study has focused on the preference of consumers for organised vs. unorganised retail outlets on the basis of overall confidence the consumer's bears. In second step, the study has taken organised retail organisations and has studied them in the light of confidence level of consumers. The study has included 350 respondents and is done in NCR (National Capital region), India using 5 scale Likert. Overall findings of the study/paper suggest that the organised retail outlets’ are at higher priority for purchase decision making by confident consumers. The study also underscores the necessity for the organised retail organisations studied to take necessary steps to build the confidence level of consumers relating to their specific brand for repeat sales, good word of mouth and to attract more consumers.