The impact of price and status consciousness on the tendency to shop at a modern retail store

This research on the Indian retail customers makes an attempt to delve into their mind on the lines of their status consciousness and effect of price. With the growing presence of the retail sector in India and many new players coming to the front, the study comes at an apt timing. The growth potential for the retail sector is huge but the question arises: is the average Indian buyer ready for transforming from the traditional Kirana shopping to retail? Here the two factors that seem to be primarily influencing the tendency of a customer to shop at a modern retail store are effect of price and status consciousness. The study intended to prove that status consciousness is positively related while price consciousness is negatively related to the tendency of an individual to shop at a modern retail store. The data was collected through mall intercept and online interviews. The results were not significant to draw conclusions on the hypothesis. The study does not find support for its hypothesis but still the study is significant as by not finding support for its hypothesis it opens up lot of thoughts and questions on the modern retail store customer.