The basic aim of the research is to examine behavior of consumer and their purchasing decisions on retail marketing in Anantnag town. For fulfilling this study 200 questionnaires were distributed among the respondents for recording their responses accordingly. The objectives of this study is to know the retail marketing factors Influencing public purchasing actions and how the various factors influence their decision making, for accomplish the objectives of this research study. Study has overtaken various statistical tools like mean, percentile method etc. As we know the buying behavior of the consumers varies from person to person as per their perceptions on day to day due to changes on the factors like psychological factor, demographic factors, geographic factors etc. and accordingly consumers react towards the market similarly as per their need, income, attitude, personality, learning etc. To complete the purpose of this study this research study has brought up the questionnaire as mentioned earlier and questions like subsumed there like, does outer appearance of product influences you to make purchase decision? The conclusion is given bottom.
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