Thesis Abstract

Abstract
This thesis investigates the various factors that influence consumer purchasing behavior in the retail industry. The study aims to provide a comprehensive analysis by examining the interplay of internal and external factors that impact consumer decision-making processes. A case study approach is employed to delve into a specific retail setting to gain insights into the complexities of consumer behavior within this industry. The introduction sets the stage by outlining the background of the study, presenting the problem statement, objectives, limitations, scope, significance, and structure of the thesis. The literature review in Chapter Two synthesizes existing research on consumer behavior, highlighting key theories and empirical studies that inform the factors influencing consumer purchasing decisions. This chapter provides a theoretical framework to guide the empirical investigation. Chapter Three details the research methodology, including the research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations of the research process. The empirical findings are presented and discussed in Chapter Four, where the results of the case study are analyzed in relation to the theoretical framework and existing literature. The discussion explores the implications of the findings for the retail industry and offers insights for practitioners. In conclusion, Chapter Five summarizes the key findings of the study, discusses the contributions to the field of consumer behavior research, and suggests avenues for future research. This thesis contributes to a deeper understanding of the factors influencing consumer purchasing behavior in the retail industry, offering valuable insights for retailers and marketers seeking to enhance their strategies and practices to better meet consumer needs and preferences.

Thesis Overview