Signs and Symbols in the Retail Landscape: A Semiotic Marketing Perspective on Consumer Behaviour and Purchase Intentions

Abstract

The semiotic marketing system has emerged as the new paradigm of the market in the global economy. These consequences lead to the mechanism of the consumers’ behavior and their purchasing intention in the retail industry. The objective of the research work is based on the study of the association between semiotic marketing and consumers’ behavior and purchasing intention in the retail industry of India. The study’s findings show that purchasing intention and consumer behavior are important factors in the study of semiotic marketing systems. The research work encourages academicians, policymakers, and researchers to research in semiotic marketing system in India.