Impact of Quality on Customers’ Buying Behaviour towards Point of Purchase Display with reference to Haryana

Dr. Randeep Kaur, Dr. Sunita Sukhija

Retail; Organized; Quality; Purchase; Consumer Behaviour; Buying decision.

The present paper focuses on the impact of quality on customers’ buying behaviour towards point-of-purchase display at various retail outlets in Haryana. Point-of-Purchase Display plays an important role to increase the sale of the retailers. Today customers are rational and prefer quality products at reasonable price. Moreover, due to the emergence of the supermarkets as the dominant retail, the retail industry is experiencing vibrant changes all over the world. Retail industry in India has grown to be more complex and dynamic with an increase rate of speed from unorganized towards being organized. In this research paper data has been collected from 100 respondents and analysed with the help of Statistical Package for the Social Sciences (SPSS) using one way ANOVA and t-test with demographic factors i.e. age-wise, gender-wise, occupation-wise and income-wise. . After analysing the data it was found that, there is neutral relationship in the opinion of different age groups and gender groups over the point-of-purchase display on quality. On the other hand Occupation and income does not have any importance on customers view point regarding ‘quality’. To conclude we can say that point-of-purchase display is not directly related to the quality.

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