Name: Venkatesha Prasanna P K
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 420-428
DOI: https://doi.org/10.5281/zenodo.20699783

The present study titled “A Study on Consumer Awareness and Buying Behaviour of Retail Consumers in Madikeri City, Karnataka” aims to examine the relationship between consumer awareness and buying behaviour in the retail market. The primary objective of the study is to assess the level of consumer awareness among retail consumers and to analyse its impact on their buying behaviour. The study also investigates whether there is a significant relationship between consumer awareness and buying behaviour. A descriptive research design was adopted for the study. Primary data was collected from 60 respondents in Madikeri City using a structured questionnaire. Simple random sampling technique was used for selecting the
sample. The collected data was analysed using percentage method and Chi-square test to test the formulated hypothesis. The main hypothesis of the study states that there is no significant relationship between consumer awareness and buying behaviour of retail consumers. The Chi-square test results revealed that the calculated value (χ² = 13.36) is greater than the table value (9.488) at a 5% level of significance with 4 degrees of freedom. Hence, the null hypothesis was rejected and the alternative hypothesis was accepted, indicating a significant relationship between consumer awareness and buying behaviour. The study concludes that higher consumer awareness leads to more rational and informed buying decisions, with quality being the most influential factor. The findings suggest the need for enhanced consumer awareness programs and improved retail communication strategies to support better consumer decision-making in Madikeri City.