An Emphirical Study On The Influence Of Store Resonance And Shopping Motivation On The Purchase Behaviour Among Supermarket Shoppers In Chennai
The concepts and theories of consumer purchase behaviour have drawn upon various areas such as social psychology,sociology,psychology,economics and cultural anthropology.Shopping is the examining of goods or services from retailers with the objective of purchase at that time. Different people have different perceptions while they go for shopping. Some just love to shop and think that’s the best thing to do, which gives them happiness also. Some just do shopping just to get the necessary items that are their daily use items and don’t find shopping that much fun. Shopping motivation can be described as consumer’s wants and needs as they communicate with the outlets at which to make a purchase.Store resonance is the ultimate relationship between a store and a customer. The proximity of that bond between the store and the customer can be made preciseby using four factors: loyalty, emotional bond, being a member of the store community and active store involvement.This paper aims at store resonance and shopping motives that has an influence over the gender differences of the shoppers and to study the relationship between the store resonance and shopping motives that influence the purchase behaviour of the shoppers. It is identified thatthere is a significant difference between the shopping motivation and store resonance at 1 percent and 5 percent level. Thus it is concluded that with the increase in the store resonance shopping motivation is also increased.