“Impact of New Concept Retail Stores on Consumer Buying Psychology in India”
Oshin Prashar1, Mohit Kumar Ojha2
1Oshin Prashar, Assistant Professor, Department of Fashion Design, Graphic Era Hill University, Dehradun  (Uttarakhand), India.
2Mohit Kumar Ojha, Assistant Professor, Department of Commerce, Graphic Era Deemed to be University, Dehradun  (Uttarakhand), India.
Manuscript received on 15 June 2019 | Revised Manuscript received on 25 June 2019 | Manuscript Published on 02 July 2019 | PP: 101-106 | Volume-8 Issue-4S, April 2019 | Retrieval Number: D10130484S19/19©BEIESP | DOI: 10.35940/ijeat.D1013.0484S19
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Indian retail industry is making rapid strides exhibiting considerable adaptations in customer shopping experience by moving from conventional methods to digitally innovative retail stores. Maximum population in India is either millennials or generation Z that are hypercognitive, integrated with virtual and offline shopping experiences. Considering these statistical facts, major retail giants like Lifestyle by Landmark in DLF Mall of India, Noida and Central by Futuregroup in Aerocity, Delhi introduced new concept stores by 2016. Initially, a drift in consumer behavior was evident as new concept retail stores prompted change in their psychology. This research is the study of- Impact of new concept retail stores on consumer buying psychology in India. An exploratory researchis conducted in the form of questionnaire. The results indicate that visual merchandising in new concept stores have influenced customers on a subconscious level with an urge to explore what is new in the market.
Keywords: Visual Merchandising, Customer Perception, New Concept Retail Stores, Consumer Behavior, Adaptive Indian Retailing.
Scope of the Article: Visual Analytics