INTRODUCTION:The 1990s have borne witness to dramatic shifts in the marketplace triggered by sharp changes in the lifestyle patterns

of the past and present and the radical revolution in the telecommunication technology. Time tested concepts on Brand loyalty and Mass Marketing, are being turned on their heads as they fail to gauge the Behavior of new generation customers. The behavior is characterized by the uniqueness of individual expectations, the preference for multiple options, propensity to abandon Brand loyalty and switch to competition Brands that give higher (perceived) value. The new breed is even willing to import to satisfy specific requirement. It is difficult to classify this generation by conventional Demographic factors and unless their thought process and buying behavior are fully understood, decisions on product designs and packaging, Branding and Distribution channels are likely to be misplaced. With the inevitability of change looming large over the horizon, Indian companies must learn from their western counterparts; not only to identify the sources, timing and direction of the changes likely to affect India, but also the new competencies and perspective that will enable them to respond to these changes, comprehensively and effectively. Companies offering Product or Services will need to understand this new face of the customers. The changing Demographic profile of the population in terms of education, income, size of family and so on, are important by what will be more substantive in days to come will be the Psychographics of customers that is how they feel, think or behave. Markers will have to constantly monitor and understand the underlying Psychographics to map their respective industries are moving and decide what needs to be done, by way of adding value that motivates customers to buy the companys products and influence the future industry structure. Consumer is the king and hence it is the consumer who determines what a business is, therefore a sound marketing program was started with a careful analysis of the habits, attitudes, motives and needs of consumers. In particular, a marketer should find answer to the following questions: 1.What are the kinds products the customer buys? 2.Why they buy them? 3.How they buy them? When they buy them? 4. Where they buy them? How often they buy them? Our economy gets stronger depending upon the wealth of goods and services produced within the country. A huge number of alternative suppliers are present for almost all the products today: substitute products are available to consumers, who make decision to buy products. Therefore the main objective of the seller is please the consumer at all times. In order to be successful, a seller need to identify the customer, what they buy, when they buy, why they buy and how they buy. A buyer making a purchase of a particular product or a particular brand can be termed as product buying motives and the reason behind the purchase from a particular seller is known as patronage motives When a person gets his pay packet, and if he is educated, along with his wife he prepares a family budget, by appropriating the amount to different needs. It may happen that after a trip to the market, they could have purchased some items, which were not in the budget, and thus there arises a deviation from the budgeted items and expenditure. All these behavioral changes within human beings during the period of purchasing can be termed as buyer behavior.

OBJECTIVE OF RESEARCH: To analyze the buying behavior of customers (with reference to selected products) to identify the Behavior pattern among consumers. To determine the factors that influences the buying behavior of consumers. To map the consumer behavior in different selected retail outlets so as to capture the consumer Preference for these outlets.

Literature Review:-

(1) Spores and Kendall (1986) Abstract: define a consumer decision making (CDM) style as a mental orientation characterizing a consumer's approach to making choices. Broadly speaking, there are 3 types of approaches in studying consumer decision-making styles (2) Korgaokar (1999) Abstract: studies the demographic variables of consumers and results show that age, gender, geographic distribution, income, family, and work can affect consumers online purchasing behaviors. (3) In the extant consumer behavior literature, most studies assume that all consumers approach

shopping with certain decision-making traits that combine to form a consumer's decision-making styles. Academicians and researchers have long been interested in identifying these underlying decision styles of shoppers. For example, consumers are identified as - economic shoppers, personalizing shoppers, ethical shoppers, apathetic shoppers, store loyal shoppers, recreational shoppers, convenience shoppers, price-oriented shoppers, brand loyal shoppers, name-conscious shoppers, problem-solving shoppers, quality shoppers, fashion shoppers, brand conscious shoppers and impulse shoppers. (Ballenger and Korgaonkar 1980; Darden and Reynolds 1971; Stone 1954, Williams, Painter, and Nicholas 1978, Moschis 1976; Stephenson and Willett 1969, Gehrt and Carter 1992, Jacoby and Chestnut 1978, Lumpkin 1985). (cf. Hiu, A.Y. et al., 2001).
(4) Ahlstrom et al. (1992) Abstract: used the CSI to identify the decision-making styles of Korean

students. They confirmed seven of the eight factors using Sproles & Kendalls analytical methods and conceptual framework. The only factor that was not confirmed was novelty fashion consciousnesses. They attributed this to possible links between brand consciousness and fashion consciousnesses among young Korean consumers.
(5) Fan and Xiao (1998) Abstract: used a modified CSI with Chinese students. They clearly identified five dimensions of consumer decision making styles: brand consciousness; time consciousness; price consciousness; quality consciousness; and information utilization. (6) Y. Ramakrishna Prasad (2012) Abstract: The purpose of this study is to identify the purchasing

drivers of apparel consumer in apparel product categories, in the context of the evolving organized retail industry in India. The paper attempts to correlate the distinct store features as perceived by respondents with the true motivations of various consumers in purchasing and patronizing of organized outlets. In the process it provides insight of various attributes influencing the purchasing behaviours of an average Indian consumer. The framework evolved for evaluating effectiveness and impact of different attributes influence the behaviour and a major impact on the overall profitability of the retailing business. Increase in the rate of literacy, growing number of working women, highly disposable income, easy availability of credit at low interest rates and high rate of media penetration along with the assurance of similar quality products with large ambit of price differentiation, painted the Indias dynamic organized retail landscape. Rising interest and growing expansion of organized retail market leading to success of a business, depends solely on consumers urges that there is a need to study their buying behaviour. The study is based on primary data, a total of 178 apparel retail

customer from leading outlets in Hyderabad and Secunderabad are surveyed by using structured questionnaire with mall intercept method. The results reveal that the shoppers do not rate the factors equally, without leaping in the dark, proper emphasis can be given to the factors. The results further prove that the apparel consumers buying behaviour is mostly influenced by the attributes like style > value > diversity > demand > credibility > concern > referral groups. This study contributes information
to both academic and retail managers for their theoretical and practical purposes

(7) Shyamla Devi B & Dr Ravilochanan (1985) Abstract: Organized retailing in departmental store format has caught up with the Indian public in a significant manner. From the days of depending on traditional small retail stores, the buyers have moved to organized retail department store and undergo different experience. The continued patronage to this format of retail business has resulted in a number of corporate entering in to this segment of retail business. With a number of players in the market, differentiation has turned out to be a compulsion rather than the option for these retail stores. While on the one hand these stores adopt various strategies to offer differentiated experience to the customers, how the customers have reacted to this experience is a question warranting analytical study at different points of time. Success at one stage does not ensure continued success, as customers expectations differ widely between two points of time. Hence, a research effort is undertaken with the specific objective of analyzing buyer behavior in different retail outlets. It is also aimed to identify the factors that influence the buying behavior of the customers. With this the status of customer experience in this format of retail business could be assessed, which would also serve the purpose of determining relative strengths of each of the retail stores taken up for the study. (8) Dr Ansir Ali Rajput & Dr Raja Wasif (2012) Abstract: This study focuses on the impact of product price and quality on consumer buying behavior. The broad problem area of the study was the influence of product price and product quality of the consumer buying behavior in Pakistan. Cultural theory of buying behavior was used. Data was collected through selfadministered questionnaires from 100 respondents of the general public of Pakistan, who was involved in the purchasing process. Convenience sampling was for data collection. Correlation and regression analysis were used. The results revealed that there were significant positive relationships found among product price, on the buying behavior and product quality has negative relationship with buying behavior. This study will help Pakistani consumer market to improve pricing and product quality strategies, some more work to be done like after sales services and other variables on buying behavior. Key words Product Price, Product Quality, Buying Behavior, Pakistan.

Research Methodology:-

Research Design The study would be EXPLORATORY in nature and would carried out to identify the factors which formed the basis of Consumer Behavior in organized retail sector and on the basis of these factors a comparative analysis of different category of consumers was done.

Sample Design Random Sampling

Hypothesis Formulation

Null Hypothesis There is no significance difference between buying behavior and age. There is no significance difference between buying behavior and income.

Tools For Data Collection

Primary Data Self Designed Questionnaire using 5 point Likert scale wherein respondents would be asked to indicate the degree of agreement or disagreement to particular statement ranging from strongly disagree to strongly agree.

Secondary Data Detailed review of literature from secondary sources would provide the base for identifying the domain, selection, designing and inclusion of various measuring variables in the questionnaire for the study. Sample Size 200 Tools For Data Analysis: Certain statistical tools like T Test, chi square test, Arithmetic Mean, Standard Deviation, etc. would be used for the purpose of data analysis.

CONCLUSION:This study has examined the influence of product packaging on brand experience. While the main hypothesis was marginally supported by a statistically weak relationship between product packaging and brand experience, the qualitative findings supported the notion of a strong relationship as lower income consumers derive more value, not just from the premium product brands, but also from the use of the packaging for other needs after consuming the product. This was also reiterated by their aversion to packaging that was deemed environmentally hazardous. Furthermore, low-income consumers enjoy a greater brand experience with 'premium' brand products compared to what they perceive to be cheaper' brand products.

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