ABSTRACT
This study explores consumer buying behavior towards departmental stores in Imphal city, aiming to help retailers better understand and capture their target consumers. The research type is qualitative in nature, as the aim was to uncover underlying consumer motivations regarding departmental stores in the Imphal area of Manipur. A sample of 105 respondents was analyzed using statistical tools including percentage analysis, rank analysis, and Likert scale. The results indicate that consumers prefer stores offering a variety of quality-maintained products, with discounts and special offers also playing a significant role in attracting customers. This study underscores the importance of continued analysis and assessment of consumer behavior and satisfaction in ensuring the long-term success of businesses