An empirical study on factors infleuncing student purchase behaviour in hyper market

Economic growth and emerging trends show that young customers have much brand and fashion awareness which influence them in their purchase behavior at various shopping malls. Literacy rate grew from 12% in 1942 to 74.04% in 2011. India is considered to be the third best nation with regard to higher education system. This study examines how the educational qualification of an individual will have an impact on his or her purchase behavior.

Primary data was collected with the help of structured questionnaire administered to 100 student respondents in shopping malls such as Reliance mart, Spencer and femina shopping mall. This study is a descriptive study and the method of data collection was interview schedule. Various dimensions that are taken into the study are the taste and preference, brand switch over, brand loyalty.Using statistical package for social and science some of the relevant tools were administered such as factor analysis and multiple regression. To check the reliability and validity of the data collected Cronbach's alpha test was administered and the value of Cronbach's alpha is 0.867. It shows that the data have internal consistency.This research infers some understandings about student consumers who will be the major buying force for India in the future.