INFLUENCE OF MARKETING ANALYTICS ON CONSUMER BEHAVIOUR AND RETAIL STRATEGY IN LULU MALL PALAKKAD: A STUDY SUPPORTING SDG 8 AND SDG 9

Authors:

Dr. GOWRISHANKKAR V

Associate Professor, Department of Management Studies, Nehru institute of Technology, Coimbatore, Tamil Nadu.

Ms. NANDHANA M  

Student of II MBA, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu.

ABSTRACT 

This study examines the impact of marketing analytics on consumer behavior and retail strategy in Lulu Mall, Palakkad. With the rapid growth of organized retail and data-driven decision- making, marketing analytics has become a critical tool for understanding customer preferences and improving business performance. The study adopts an analytical research approach using primary data collected from 200 respondents through structured questionnaires. Statistical tools such as correlation, regression, chi-square, and one-way ANOVA are employed to analyze the data. The findings reveal that marketing analytics significantly influences consumer purchase decisions through personalized promotions, digital marketing strategies, and loyalty programs. Additionally, retail strategies such as store layout and promotional activities are found to have a strong impact on customer preference and satisfaction. The study also highlights the role of analytics in supporting sustainable development goals, particularly economic growth and innovation. The research contributes to bridging the gap between marketing analytics, consumer behaviour, and retail strategy in a tier-2 city context. The findings provide practical implications for retailers to enhance customer engagement and improve operational efficiency through data- driven strategies.

Keywords:

Marketing Analytics, Consumer Behavior, Retail Strategy, Lulu Mall, Data Analytics, SDG 8, SDG 9