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A study on the impact of buying behavior of youngsters in Chennai city

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Author: 
Dr. Irin Sutha, A.
Abstract: 

The Study was conducted on the impact of Buying Behavior of youngsters in Chennai city, the objective of the study was to find out the level of customer awareness and preference towards malls, and to find out the reasons for visiting the mall and their spending pattern. The need for the study is to analyze the impact of various behavioral changes caused among youngsters in Chennai city due to the recent trend mall and to study the changes in buying behavior of youngsters in Chennai city. And the population of this study is unknown convenient sampling technique is so the Sample Size is 50 used and tools used in the study were Percentage Analysis, Chi-square, and Anova. And major finding of the study is evident that majority of them are salaried person, and the majority of respondents as the monthly income as More than Rs. 25001. And the respondents satisfied with the shopping in malls. From the study it’s suggested that In case of high income people and youngsters, malls have created a high impact of westernization. This indirectly increases their spending pattern. Mainly among the youngsters who regard malls as an entertainment hub with shopping, gaming and movies along with food court facility, this mind set must be changed among the youngsters.

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