Indian retail industry is the fifth largest industry in the world. The present research is an attempt to identify the consumer buying behaviour toward Modern Retailing among the different age group people. The objective of the research was tounderstand the consumer buying tactics and experience in shopping during the visit at Malls among different age group. The data of 500 respondents from different cities of Gujarat were collected through structured questionnaire and it is found that there is systematic association between the age of the respondents and pattern of shopping at Malls as against mom-&-pop stores.

KEYWORDS: Indian Retail Industry, Gujarat, Modern Retailing, Mom & Pop Stores.