Consumer behaviour plays a significant role in determining purchasing decisions in the retail sector. Grocery stores represent one of the most frequently visited retail outlets where consumers make routine purchasing decisions based on various factors such as price, product availability, store atmosphere, and promotional strategies. Understanding these behavioural factors helps retailers improve customer satisfaction and increase sales performance. The present study aims to analyze consumer behaviour towards grocery stores and identify the major factors influencing purchasing decisions. Primary data was collected through a structured questionnaire distributed among 150 respondents. Secondary data was collected from academic journals, retail reports, and marketing publications. Statistical tools such as percentage analysis and correlation analysis were used to interpret the data. The findings indicate that price sensitivity, product quality, store convenience, promotional offers, and customer service significantly influence consumer purchasing behaviour. Consumers prefer grocery stores that provide competitive pricing, wide product variety, and convenient store layouts. Additionally, loyalty programs and discounts play an important role in attracting repeat customers. The study concludes that grocery retailers should focus on improving store experience, maintaining product quality, and offering attractive promotional strategies to retain customers in the competitive retail environment.