Buying Behavior of Indian Consumers

Ing. Sanjaye Prassad Gopalswamy Dhanalakshmi

Master's thesis

Abstract:

The aim of the diploma thesis is to explore the buying behavior of Indian consumers, examining the various factors that influence their purchasing decisions. A diploma thesis explores how an individual's life experiences, access to opportunities, and overall well-being influence the purchasing decisions of Indian consumers when it comes to both traditional retail (offline) and online markets. This examines the factors influencing the traditional retail market (sensory marketing and marketing communication) and the online market (new technological developments, online marketing communication, and services). Marketing research will be based on data from two markets (the online market and the offline market). Through a comprehensive review of relevant literature and analysis of primary data and secondary data, this thesis provides insights into the complex and dynamic nature of consumer behavior in India (Tamil Nadu). Proposals and recommendations will help understand the pros and cons of both markets, which will be useful for present and future entrepreneurs in India.

Keywords

Buying behavior of Indian consumers, Online and Offline stores, Retail shopping, online shopping, Consumer Behavior

Language used: English

Date on which the thesis was submitted / produced: 9. 5. 2024

Thesis defence

• Date of defence: 11. 6. 2024
• Supervisor: Ing. Kateřina Matušínská, Ph.D.
• Reader: Ing. Michal Stoklasa, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / field:
Economics and Management / Business Economics and Management