This study was conducted for identification of the factors in consumer behaviour in retail buying, to identify the elements of pricing that influenced consumers, and to identify important non-pricing factors with respect to buying of groceries and consumer goods like staples (atta, rice, cooking oil, sugar, and so forth), personal care and toiletries (oil, shampoo, soaps), and fruits&vegetables. These items constitute a major part of the monthly grocery requirements of consumers, which is a part of food&grocery retail. The paper tried to ascertain the dimensions on which consumers can be segmented on the pricing factors. A survey of 450 households in Delhi&Faridabad found three clusters which have different characteristics. The study makes suggestions to retailers on the basis of the findings of the study.

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