This research paper is an attempt to examine the impact of store location and demographics in student buying behavior in Bangalore. The primary objective of the study is to identify the influence of store location in the process of final purchasing decision of students with particular reference. A questionnaire was developed for 50 respondents in and around Bangalore between the age group 18–26 to measure the construct and its dimensions. Different brands such as Shoppers Stop, Pantaloons, MAX, and Westside were the major retail stores preferred by the consumers and hence they were thrown light upon in the questionnaire. However, the respondents also had an option of “other” in case their preferences varied. While shopping from a mall or retail store there lies various attributes that is impacts the buying behavior which includes basic amenities like product specification, availability of alternative options, food court, adequate parking area for cars and even the minutest of details such as the fragrance lingering around, store lighting, surrounding of the mall or retail stores.
Basic Amenities, Purchase Decision, Store Location
