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VOL. 13, ISSUE 2 (2026)
Tradition meets trend: Understanding consumer buying behaviour in Chennai’s evolving marketplace
Authors
Dr. S Jansirani, A Venkatesh
Abstract
This study examines
consumer buying behaviour in Chennai, a culturally rooted yet digitally
advancing metropolitan market. The paper explores how traditional values,
price-value sensitivity, digital convenience, social media influence, and brand
trust shape purchase intention among urban consumers. Using a descriptive and
causal research design, the study proposes a survey of 250 respondents from
Chennai. Data are analysed through factor analysis, correlation, multiple
regression, chi-square, z-test, ANOVA, and structural equation modelling. The
illustrative results indicate that digital convenience, price-value perception,
and brand trust are the strongest predictors of purchase intention, while
cultural attachment continues to influence product choice, store preference,
and brand loyalty. Hybrid shopping behaviour emerges as a dominant pattern,
suggesting that Chennai consumers do not simply shift from offline to online
platforms but combine both according to convenience, trust, product type, and
perceived value. The study offers implications for retailers, digital
marketers, and local brands.
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Pages:498-503
How to cite this article:
Dr. S Jansirani, A Venkatesh "Tradition meets trend: Understanding consumer buying behaviour in Chennai’s evolving marketplace". International Journal of Multidisciplinary Research and Development, Vol 13, Issue 2, 2026, Pages 498-503
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