author(s)
Ram Milan, Ashish Gupta and Akshat Batra

abstract
Due to the growth of a more organised retail sector, Indian consumers' shopping habits have altered. Shopping nowadays is a pleasure in and of itself rather than merely a means to a goal. Shopping in the mall is now done for several reasons. Shopping in a mall is one of the most common recreational activities nowadays. Small stores are being replaced by shopping complexes all throughout India. The shopping behaviours of organised retail consumers in the Indian state of Uttar Pradesh are investigated in this research. Zones 1, 2, 3, and 4 made up the four divisions of the study area. Residents who visited the designated organised retail outlet in the two cities with the greatest population density in their respective zones were given the chance to complete the survey. 360 legitimate responses were received in total, and these were examined. To help accomplish the research's objective, nine hypotheses were created and tested using IBM SPSS. It was shown that each of the analysed factors had a substantial impact on consumer behaviour in Uttar Pradesh.