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Li't o- Co(te(t'

Tit7e Pa8e No

Abstract

Cha9te1 I

1.1 Introduction---------------------------------------------------- 1

1.10 Literature Review-------------------------------------------- 8

1.11 Objectives of the study ------------------------------------- 15

1.12 y!otheses of the study ----------------------------------- 1"

Cha9te1 II

#ethodo$o%y-------------------------------------------------------- 1&

Cha9te1 III

Resu$t --------------------------------------------------------------- 20

Cha9te1 I

'iscussion----------------------------------------------------------- "5

(.1 Li)itations------------------------------------------------------ "&

(.2 I)!$ications----------------------------------------------------- &8

Re-e1e(6e' "*

A99e(di6e' &0



Ab't1a6t

+he !resent study ai)s to ana$y,e the consu)er behavior at )e%astores !reference to

!urchase fro) )e%astores and retai$ors wee$y or )onth$y. It is a$so ai)ed to identify the

!urchase !references that %et inf$uence by !resence of the !roduct at )e%astore. It was

hy!othesi,ed that/ a there is a !ositive re$ationshi! between consu)ers buyin% !reference and

the !resence of !roduct at )e%a store b there is a difference in !urchase !redictabi$ity of the

!roduct that is avai$ab$e at )e%a stores a)on% )a$e and fe)a$e and c there is a difference in

!urchase !redictabi$ity of the !roduct that is avai$ab$e at )e%a stores a)on% !artici!ants of

!osh and $ower c$ass residence areas. orre$ationa$ research desi%n was e)!$oyed and data

fro) a sa)!$e of 180 consu)ers was taen who sho! fro) )e%a stores and retai$er sho!s in

Lahore. 'e)o%ra!hic Infor)ation sheet and #odified version of uster 11- !oint !robabi$ity

sca$e deve$o!ed by uster 31*"" was used to assess de)o%ra!hic infor)ation and !urchase

!redictabi$ity res!ective$y. orre$ation ana$ysis indicated that there was a si%nificant !ositive

re$ationshi! between consu)ers buyin% !reference and the !resence of !roduct at )e%a store.

Inde!endent sa)!$e t-test ana$yses indicated si%nificant difference in !urchase !redictabi$ity

of the !roduct that is avai$ab$e at )e%a stores a)on% )a$e and fe)a$e and a difference in

!urchase !redictabi$ity of the !roduct that is avai$ab$e at )e%a stores a)on% !artici!ants of

!osh and $ower c$ass residence areas. +hese findin%s cou$d i)!$y that every or%ani,ed retai$

sho! needs to be )ore vi%i$ant to )onitor the chan%in% !reference of the consu)ers so that

they can continue to )aintain their custo)er base as )e%astores. ence it is i)!erative that

each or%ani,ed retai$ sho! and )e%astore shou$d )aintain the custo)er database and re%u$ar$y

ana$y,e the) to %et the !references of the custo)ers. 4y offerin% what consu)er wants and

which !roduct and faci$ities )ae the) $oya$.



Cha9te1 I

I(t1odu6tio( a(d Lite1atu1e Re5ie;

3<3 I(t1odu6tio(

owadays !urchasin% trends are chan%in% fro) s)a$$ retai$ stores to )e%a store

and de!art)enta$ stores the buyers are )ovin% to )e%a stores and under%o different

e6!erience and sto! de!endin% on o$d traditiona$ s)a$$ retai$ stores. 7hi$e on the one

other hand these )e%a stores ado!t various strate%ies to offer different e6!erience to the

custo)ers with variety of ran%es in brands si,e and uantity under one roof. 9uccess at

one sta%e does not ensure continued success as custo)er:s e6!ectations differ wide$y.

ence the !resent research is ai) to ana$y,e the buyer behavior at )e%astores in

;aistan !reference to !urchase fro) )e%astores and retai$ors wee$y or )onth$y. It is

a$so ai)ed to identify the !urchase !references that %et inf$uence by distribution of the

!roduct at retai$or and )e%astore.

3<$ Co('ume1' Bu!i(8 Beha5iou1

onsu)ers are the in% it:s the consu)er who decide what to buy and fro)

where therefore in today:s wor$d !urchases by a custo)er is to satisfy his or her needs.

A$$ the behaviora$ activities carried out by a custo)er durin% and after the !urchase of a

!roduct are ter)ed so as <buyer behavior=. onsu)er behaviour can be defined as the

decision-)ain% !rocess and !hysica$ activity invo$ved in acuirin% eva$uatin% usin%

and dis!osin% of %oods and services. +his definition c$ear$y brin%s out that it is not just

the buyin% of %oods>services that receives attention in consu)er behaviour but the

!rocess starts )uch before the %oods have been acuired or bou%ht. A !rocess of buyin%







+he !ersona$ factors such as a%e occu!ation $ifesty$e socia$ and econo)ic status and

the %ender of a consu)er )ay affect the buyin% decisions of the consu)ers individua$$y

or co$$ective$y.

a. A%e factor/ +he a%e factor %reat$y inf$uences the buyin% behaviour. or e6a)!$e

teena%ers !refer trendy c$othes whereas office e6ecutives !refer sober and for)a$

c$othin%.

b. Cender/ +he consu)er behaviour varies across %ender. or e6a)!$e %ir$s !refer

certain fe)inine co$ors such as !in !ur!$e and !each whereas boys %o for b$ue

b$ac and brown.c. @ducation/ i%h$y educated !ersons )ay s!end on boos !ersona$ care !roducts

and so on. 4ut a !erson with $ow or no education )ay s!end $ess on boos and

)ore on !ersona$ %roo)in% !roducts.

d. Inco)e $eve$/ or)a$$y the hi%her the inco)e $eve$ the hi%her is the $eve$ of

s!endin% and vice versa. 4ut this )ay not be the case in deve$o!in% countries

es!ecia$$y in the rura$ areas.

e. 9tatus in the society/ ;ersons enjoyin% hi%her status in the society s!end a %ood

a)ount of )oney on $u6ury ite)s such as $u6ury cars $u6ury watches !re)iu)

brands of c$othin% jewe$$ery and !erfu)es.

3<* P'!6ho7o8i6a7 Fa6to1'

A !erson:s buyin% behaviour is inf$uenced by the !sycho$o%ica$ factors such as the

fo$$owin%/

a. Learnin%/ It refers to chan%es in individua$ behaviour that are caused by

infor)ation and e6!erience. or e6a)!$e when a custo)er buys a new brand of



a!!are$s and is satisfied by its use then they are )ore $ie$y to buy the sa)e

brand the ne6t ti)e. +hrou%h $earnin% !eo!$e acuire be$iefs and attitudes which

in turn inf$uence the buyin% behaviour.

b. Attitude/ It is hu)an tendency to res!ond in a %iven )anner to a !articu$ar

situation or object or idea. onsu)ers )ay deve$o! a !ositive or a ne%ative or a

neutra$ attitude towards certain !roducts or brands which in turn affects their

buyin% behaviour.

c. #otives/ A )otive is the inner drive that )otivates a !erson to act or behave in a

certain )anner. A )areter )ust identify the buyin% )otives of the tar%et

custo)ers and inf$uence the) to act !ositive$y towards the )areted !roducts.d. 4e$iefs/ A be$ief is a descri!tive thou%ht that a !erson ho$ds about certain thin%s.

It )ay be based on now$ed%e o!inion faith trust and confidence. ;eo!$e )ay

ho$d certain be$iefs of certain brands>!roducts. 4e$iefs deve$o! brand i)a%es

which in turn can affect the buyin% behaviour.

3<# So6ia7 Fa6to1'

+he socia$ factors such as reference %rou!s fa)i$y and socia$ status affects the buyin%

behaviour. 9ocia$ factors in turn ref$ect a constant and dyna)ic inf$u6 throu%h which

individua$s $earn different )eanin%s of consu)!tion.

a. Reference %rou!s/ A reference %rou! is a s)a$$ %rou! of !eo!$e such as

co$$ea%ues at wor!$ace c$ub )e)bers friends circ$e nei%hbors fa)i$y

)e)bers and so on.

b. a)i$y/ +he fa)i$y is the )ain reference %rou! that )ay inf$uence the consu)er

behaviour. owadays chi$dren are we$$ infor)ed about %oods and services

throu%h )edia or friends circ$e and other sources. +herefore they inf$uence



considerab$y in the decisions of buyin% both fast )ovin% consu)er %oods and

durab$e ite)s.c. Ro$es and status/ A !erson !erfor)s certain ro$es in a !articu$ar %rou! such as

fa)i$y c$ub or%ani,ation and so on. or e6a)!$e a !erson )ay !erfor) the ro$e

of a vice !resident in a fir) and another !erson )ay !erfor) the ro$e of a

)aretin% )ana%er. +he vice !resident )ay enjoy hi%her status in the

or%ani,ation as co)!ared to the )aretin% )ana%er. ;eo!$e )ay !urchase the

!roducts that confor) to their ro$es and status es!ecia$$y in the case of branded

c$othes $u6ury watches $u6ury cars and so on.

3<+ Cu7tu1a7 Fa6to1'

+here is a subt$e inf$uence of cu$tura$ factors on a consu)er:s decision !rocess.

onsu)ers $ive in a co)!$e6 socia$ and cu$tura$ environ)ent. +he ty!es of !roducts and

services they buy can be inf$uenced by the overa$$ cu$tura$ conte6t in which they %row u!

to beco)e individua$s. u$tura$ factors inc$ude race and re$i%ion tradition caste and

)ora$ va$ues. u$ture a$so inc$udes subcu$tures sub-castes re$i%ious sects and $an%ua%es.

3< Retai7 'ho9' a(d me8a 'to1e'

In )aretin% strate%y a)on% a$$ the factors discussed above one of the i)!ortant

decisions re$ates to the distribution or !$ace)ent channe$ that is where and how to offer

!roducts and services for sa$e. 9hou$d the !roducts be so$d throu%h a$$ the retai$ out$ets of

on$y throu%h se$ected onesD 9hou$d the )areter use on$y the e6istin% out$ets which a$so



se$$ co)!etin% brands or shou$d new e6c$usive out$ets se$$in% on$y the )areter:s brands

are createdD Is the $ocation of retai$ out$ets i)!ortant fro) consu)ers: !oint of viewD

Retai$in% is defined as a$$ the activities that invo$ve se$$in% of %oods or services direct$y

to the fina$ consu)er for their !ersona$ non-business use via sho!s )aret door-to-door

se$$in% and )ai$-order or over the internet where the buyer intends to consu)e the

!roduct. Retai$in% can a$so be defined as the activity that ensures that custo)ers derive

)a6i)u) va$ue fro) the buyin% !rocess. A retail store se$$s s)a$$er uantities of

!roducts or services to the %enera$ !ub$ic. A business that o!erates as a retai$ out$et wi$$

ty!ica$$y buy %oods direct$y fro) )anufacturers or who$esa$e su!!$iers at a vo$u)e

discount and wi$$ then )ar the) u! in !rice for sa$e to end consu)ers. +his invo$ves

activities and ste!s needed to !$ace the )erchandise )ade e$sewhere into the hands of

custo)ers or to !rovide services to the custo)ers 3'une et a$. 2002. ;roduct

avai$abi$ity defined as the !robabi$ity of havin% a !roduct in stoc when a custo)er order

arrives 3ho!ra and #eind$ 200& !. &&. It is a ey !erfor)ance driver of custo)er

service. 7hen custo)ers do not find the !roducts avai$ab$e they show various behaviors

$ie switchin% of store brand or variant de$ayin% or even dro!!in% the !urchase 3Eucu

2008. 7ith the sa)e !ers!ective the study conducted by orsten and Cruen 3200F

a!!$ied the five res!onses of buy ite) at another storeB de$ay !urchaseB substitute sa)e

brandB substitute different brandB and do not !urchase ite) when a !roduct is not

avai$ab$e. Eucu 3200( studied the stoc out situations of a retai$ store where in store

)erchandisin% and store attractiveness factors affect consu)ers: brand and store $oya$ty.

9o the avai$abi$ity of the !roduct is a very i)!ortant variab$e in deve$o!in% an overa$$

i)a%e of a store.



+he e)er%ence of )a$$s as an i)!ortant and si%nificant destination or sho!!in%

recreation and socia$i,ation has turned the face of the retai$ industry in ;aistan and )any

other countries. +he consu)er see)s to be under%oin% shift in ter)s of !ersona$ity

buyin% )otives interests attitudes be$iefs and va$ues when he or she is )ain% a shift

fro) %enera$ stores towards sho!!in% )a$$.

3<32 Lite1atu1e Re5ie;

In order to deve$o! a fra)ewor to study consu)er behavior it is he$!fu$ to be%in

by considerin% the $iterature in consu)er research and the different !aradi%)s of thou%ht

that inf$uenced the consu)er behavior a set of di)ensions can be identified in the

$iterature which can be used to characteri,e and differentiate the various !ers!ectives on

consu)er research. 'eter)inants of consu)er buyin% behavior throu%h )e%a-stores

!urchasin% trends are chan%in% fro) s)a$$ retai$ stores to )e%a store and de!art)enta$

stores the buyers are )ovin% to )e%a stores and under%o different e6!erience and sto!

de!endin% on o$d traditiona$ s)a$$ retai$ stores. 7hi$e on the one other hand these )e%a

stores ado!t various strate%ies to offer different e6!erience to the custo)ers with variety

of ran%es in brands si,e and uantity under one roof. Eee!in% in view the current

scenarioB the !resent research ai) to ana$y,e the buyer behavior at )e%astores in

;aistan !reference to !urchase fro) )e%astores and retai$ors and to )ain% wee$y or

)onth$y !urchase. It is a$so ai)ed to identify the !urchase !references that %et inf$uence

by distribution or !$ace)ent of the !roduct at retai$or and )e%astore.

+he !resent wor !resents a review of the $iterature fro) !revious studies. +he

wor hi%h$i%hts the researches that are ai)ed to find out the factors inf$uencin%

consu)er:s behavior. +he $iterature search is focused on a nu)ber of consu)er behavior



to!ics and ter)s in re$ation to the consu)er behaviors and deter)inants. A nu)ber of

e$ectronic databases accessib$e na)e$y 9cience 'irect ;ub#ed and %enera$ searches are

carried out throu%h Coo%$e As evees etc retrieve the )a6i)u) nu)ber of studies.

References re$evant to the to!ic under investi%ation direct$y nown to the author throu%h

reference $ist of fu$$ te6t artic$es not otherwise detected usin% the ear$ier search strate%ies

are a$so inc$uded.

arrie ei$)an 32002 has e6a)ined e6!$ain the consu)er behavior and

!ro)otiona$ strate%ies ado!ted by retai$ers. +hey have e6!$ained that consu)er s!endin%

!attern varies with retai$ for)ats of the retai$ers. A$so researchers have )entioned that

consu)ers se$ect the out$et on the basis of !roduct offerin%s. +he researchers have tried

to e6!$ain the i)!act of in-store free sa)!$es on short and $on%-ter) !urchasin%

behavior. +hey su%%est that the !o!u$ation of in-store sa)!$ers can be divided into three

se%)ents based on their )otives for sa)!$in%/ <Infor)ation 9eeers= <;arty Coers= and

<O!!ortunists= and !ro!ose that short- and $on%-ter) sho!!in% behavior differs across

these three se%)ents !ost-sa)!$e. +hey had conduct an in-store e6!eri)ent and find

su!!ort for their theory and hy!otheses.

A study by hristensen 1*** showed that out sho!!in% is inverse$y re$ated to the

si,e of the town of residence. 9o)e researchers have viewed sho!!in% as a $eisure

activity 3e.%. acson 1**1 ewby 1**F. Other re$evant studies address the interaction

between the !hysica$ infrastructure and consu)ers: choice of retai$ out$ets. ernie 31**&

$ooed at the retai$ chan%es in the Gnited Ein%do) and inc$uded a consideration of the

$o%istica$ conseuences of the deve$o!)ents there.



Eiru! #a$co$) and #oha))ad rafiue said that in an increasin%$y co)!etitive

)aret environ)ent future success for sho!!in% centers wi$$ de!end on effective

)ana%e)ent and )aretin%. 9ho!!ers have a %ood choice of centers a$$ of which can

)eet their needs at a !ractica$ $eve$.

Licht$e #. et a$. investi%ates that it is interestin% to notice that the out$et:s

characteristics have an i)!act on va$ue which in its turn has an i)!act on satisfaction.

+he resu$ts showed what variab$es are to be !rivi$e%ed if one wishes to %ive the out$et its

!ractica$ and>or hedonic va$ue. In the first case the stress has to be !ut on !roduct

avai$abi$ity. +his )eans that when a retai$er considerin% her>his !roduct ran%e wants to

confer a !ractica$ va$ue to the sho!!in% behaviour a$$ she>he has to do is to )ae sure that

her>his !roducts are easi$y avai$ab$e and within easy reach. +he hedonic va$ue is

deter)ined by a co)bination of severa$ variab$es/

at)os!here !eri!hera$ services the store:s e)!$oyees and crowdin%. usto)er

satisfaction wi$$ thus be indirect$y i)!roved. 4y hand$in% these four variab$es the retai$er

wi$$ )ana%e to enhance the hedonic va$ue the consu)er attributes to sho!!in%. Accordin%

to the !ositionin% chosen a fir) wi$$ %ive )ore e)!hasis either to the hedonic va$ue or to

the !ractica$ va$ue and therefore wi$$ act on the )ost re$evant characteristics of the

out$et.

ones !eter and 'avid i$$ier e6a)ined that %overn)ent !$annin% !o$icies affect

retai$ invest)entB deve$o!)ent and $ocation certain$y !ose a )ajor set of cha$$en%es for

the $eadin% retai$ers and for deve$o!ers and !ro!erty co)!anies 9ainsburyHs have ar%ued

that bein% )ore f$e6ib$e in their for)ats a$$ows the) to tae %reater advanta%e of

!$annin% o!!ortunities



4asso jeo and Randy ines said that #a$es fro) the #idwest re!orted hi%her

instances of !ositive sho!!in% e6!eriences at retai$ stores. +hey re!orted that

courteous sa$es associates and attentive )ana%ers enhanced the sho!!in% e6!erience.

9i)i$ar$y fe)a$es fro) this !art of the country re!orted hi%her instances of !ositive

sho!!in% e6!erience. A%ain the !ri)ary reason for their !ositive e6!eriences was the

courteous nature of the sa$es associates and the attentiveness of the f$oor-$eve$

)ana%e)ent staff. +en of the 25 res!ondents re!orted havin% ne%ative sho!!in%

e6!eriences at retai$ stores. owever whi$e reasons varied fro) dis!$easure with the

)erchandise to de$ays in de$ivery of %oods none of the res!ondents attributed a ne%ative

e6!erience to rude or inattentive sa$es associate sand )ana%ers. Of the 18 fe)a$es 1"

fro) the @ast re!orted havin% a ne%ative e6!erience at retai$ sho!!in% centers. +he

reasons varied a)on% res!ondents fro) !oor ua$ity )erchandise to de$ays in shi!!in%.

owever 11 of the res!ondents indicated that their ne%ative sho!!in% e6!eriences were

the resu$t of inattentive and rude sa$es associates. +wo of the )en re!orted havin% a

ne%ative sho!!in% e6!erience but they based this on the ua$ity of the !roducts they

received.

4oedar #ia said that retai$ out$ets tend to rese)b$e one another and

offer co)!arab$e !roducts at co)!arab$e !rices thereby $osin% their individua$ !rofi$e. At

the sa)e ti)e consu)er )arets are beco)in% )ore shar!$y se%)ented than ever

before. +he new-ty!e sho!!ers shou$d be attracted by an i)a%e one that is con%ruent

with the consu)er:s se$f-i)a%e. 9ince their de)ands of a retai$ out$et are rather hi%h in

every res!ect the basics 3e.%. service !rice $eve$ !roduct ua$ity and se$ection shou$d



be considered as we$$ as recreationa$ e6!erience offerin% characteristics 3e.%. interior

desi%n aro)a care !roduct shows and nove$ties.

ati)ah Latus,ynsa and 7awr,ynia 32012 conducted a study that contributes

to a dee!er understandin% of the i)!act of different factors on consu)er buyin%

behaviour. It ana$y,ed the re$ationshi! between severa$ inde!endent variab$es such as

cu$tura$ socia$ !ersona$ !sycho$o%ica$ and )aretin% )i6 factors and consu)er

behaviour 3as the de!endent variab$e in the e$ectric a!!$iances )aret. +he findin%s of

the study indicated that overa$$ the set of inde!endent variab$es were wea$y associated

with the de!endent variab$e.

9tavova 9tejsa$ and +oufarova 32008 study was ai)ed to understand the

inf$uence of factors biasin% !urchase decisions connected with )easure)ent of

consu)ers: invo$ve)ent. onsu)!tion e6!enditures are !ur!osefu$$y subdivided

accordin% to the c$assification )ade by the 9tatistica$ Office of the @uro!ean

o))unities. +he !erfor)ed survey showed that the )ost i)!ortant factors biasin%

!urchases of a$$ co))odity %rou!s are !roducts: characteristics and the !erceived ua$ity.

+o%ether with these %oes the factor !rice neverthe$ess for e6a)!$e for the co))odity

%rou! hea$th !rice did not a!!ear in the sca$e of the !erceived i)!ortance at a$$.

einber% 9heff$er #eo$i and Ru))e$ 31*8* considered the socia$ sti)u$ation

!rovided by )a$$s findin% that the )a$$ served as an out$et for socia$ behavior. 4urns and

7arren 31**5 o!ined that since the store )i6 and !roduct offerin%s of )any re%iona$

sho!!in% )a$$s are very si)i$ar often the !ri)ary discri)inator between )any of these

centers is )ere$y $ocation. #ain% the choice to sho! at a re%iona$ sho!!in% )a$$ other

than the one nearest to one:s !$ace of residence therefore does not a!!ear to be a $o%ica$



choice in )any instances. 9uch behavior however a!!ears to be re$ative$y co))on. It

wou$d a!!earB therefore that re%iona$ sho!!in% )a$$ choice )ay not a$ways be based

so$e$y on the offerin%s and $ocation of the avai$ab$e sho!!in% a$ternatives.

Eu)ar ran$in and 9enith 3201( investi%ated interna$ and e6terna$ inf$uences

on consu)ers !urchasin% decisions on cos)etic !roducts in +a)i$nadu and Eera$a. +he

findin%s of the study were %enera$i,ed as fo$$ows/ 9tatistica$$y si%nificant differences

were found in Inco)e $eve$ by the different brand di)ensions $ie socia$ cu$ture and

there is no statistica$$y si%nificant difference in di)ension of ;ersona$ and !sycho$o%ica$.

;ashi%ian and Cou$d 31**8 stated that consu)ers are attracted to buy fro) )a$$s

because of the !resence of we$$-nown brandB ihi$esh 'ho$aia ;iyush Eu)ar 9inha

32005 usto)ers tend to co)e to the stores with a choice set. +his set varies accordin%

to the e6tent of !$annin% that the custo)er undertaes before reachin% the store. 7ith

)ore !$annin% this choice set narrows. 7hi$e buyin% fro) the traditiona$ retai$er stores

the custo)ers carry $ists. +hese $ists in )any cases )ention the brand na)e of the

!roduct. Cenera$$y the retai$er si)!$y fetches the sou%ht brands and co$$ects the) on the

counter ready for ta$$yin% and !ay)ent.

Jibhuti +ya%i and ;andey 3201( revea$ that consu)er behavior is $ar%e$y

affected by !$ace !roduct !rice !hysio$o%ica$ and !sycho$o%ica$ factors. owever effect

of these factors a$so differs fro) !roduct to !roduct. 9udha$ash)i +a)i$adu and

hinnadorai 3201( 9tudy revea$s that the !aca%in% !$ays a )ajor ro$e in the consu)er

decision )ain% !rocess. +he !aca%in% has a %reater inf$uence on the i)!u$se buyin%

behavior.



Rasoo$ Rafiue asee) avaid ajeeb and annan conducted 32012 a study

to find out the effects of advertise)ents on user behavior in Lahore city. +he resu$ts

!ro!osed that !eo!$e chan%e their brand for to try the new brand. Resu$ts are a$so

!ro!osed that consu)er behavior chan%ed by the inco)e and )a$e are )ore $ie the

advertise)ent rather than the fe)a$e. +he behavior of the consu)er can be chan%ed by

the advertise)ent but e6!ensive !roducts and re!etition of advertise)ent cannot be

chan%ed the !urchase decision.

9anjev Jer)a 3200& studied onsu)er ;references for Retai$ 9tore 9e$ection in

#u)bai. +he study was undertaen to understand the factors affectin% consu)er

!references for retai$ store se$ection and deve$o!in% )aretin% strate%ies towards )eetin%

the needs and wants of consu)ers. +he study e6a)ines the $ina%e between consu)er

!references and the i)!ortance of so)e sa$ient store attributes.

Kanua$ 4ashar 4hutoo Ra)ba$a yadav and vira) sin%h 32012 +he di)ensions

factor $ie !ersona$i,ation faci$ities Res!onsiveness $e6ibi$ity ourtesy ;rivi$e%es to

re%u$ar custo)er e)!athy and ;arin% s!ace were e6!$ored in the study and the resu$ts

showed that a$)ost sa)e ty!e of consu)er !erce!tion !ractices ado!ted by bi% ba,aar

and )ore )e%a store.

+he Robert and ohn 32002 e6!$ained )e%a stores as an increasin%$y !o!u$ar

venue used by )areters to bui$d re$ationshi!s with consu)ers. +hey have stated that as

we )ove further into an e6!erience econo)y in the new )i$$enniu) retai$ers are refinin%

the f$a%shi! brand store into new for)s such as the the)ed retai$ brand store. +his new

for) not on$y !ro)otes a )ore en%a%in% e6!erience of the brand:s essence but a$so

satisfies consu)ers $ooin% for entertain)ent a$on%side their sho!!in%.



A)ine Abdi$)ajid and 9andrine cadenate e6a)ined that !roduct c$asses

!ro!osed in a retai$ out$et do not contribute eua$$y to the variety of store i)a%e and

effectiveness fro) the custo)er:s !oint of view. It a$so de)onstrated the !erce!tion of

consu)er of the overa$$ store assort)entB consu)ers are hi%h$y sensitive in se$ectin%

ran%e of varieties.

A$$ the researches su))ari,ed above hi%h$i%ht the different factors that contribute

to custo)er buyin% behavior. ;roduct !$ace)ent is an i)!ortant factor at !resent ti)e

and based on the findin%s of the researches conducted !revious$y the !resent research is

focused to ana$y,e the buyer behavior at )e%astores in ;aistan !reference to !urchase

fro) )e%astores and retai$ors )ain% wee$y or )onth$y !urchase and a$so to identify

the !urchase !references that %et inf$uence by distribution or !$ace)ent of the !roduct at

retai$or and )e%astore.

3<33 Ob)e6ti5e' o- the 'tud!

+o find out the consu)er buyin% behaviour at )e%astores

+o e6a)ine buyin% !reference for a !roduct that is on$y avai$ab$e at )e%astore

+o e6a)ine the consu)er buyin% !redictabi$ity for a !roduct that is on$y avai$ab$e

at retai$er +o find the re$ationshi! between consu)ers buyin% !reference and the !resence of

!roduct at )e%a store. +o find the difference in !urchase !redictabi$ity of the !roduct that is avai$ab$e at

)e%a stores a)on% )a$e and fe)a$e and a)on% !artici!ants of !osh and $ower

c$ass residence areas.

3<3$ H!9othe'e' o- the 'tud!

+here is a !ositive re$ationshi! between consu)ers buyin% !reference and the

!resence of !roduct at )e%a store.



+here is a difference in !urchase !redictabi$ity of the !roduct that is avai$ab$e at

)e%a stores a)on% )a$e and fe)a$e.

+here is a difference in !urchase !redictabi$ity of the !roduct that is avai$ab$e at

)e%a stores a)on% !artici!ants of !osh and $ower c$ass residence areas.



Phasesof

research

DataCollection

DataAnlaysis

Cha9te1 II

Methodo7o8!

+his cha!ter discusses the )ethod used to investi%ate the ai)s of this research. +his

research has been conducted to find out the !urchase !redictabi$ity throu%h !resence of

!roduct at )e%a stores. +he study ai)s to ana$y,e the buyer behavior at )e%astores in

;aistan !reference to !urchase fro) )e%astores and retai$ors wee$y or )onth$y. It is


!roduct at retai$or and )e%astore. In this section the research desi%n !rocedures and

sca$e used for data co$$ection are discussed. 7hich have been used by the researchers for

the !ur!ose of co$$ectin% data and ana$y,in% it.

$<3 Re'ea16h De'i8(

A uantitative research a!!roach has be used in this research study. +he research study

wi$$ be corre$ationa$ in nature in which re$ationshi! between consu)er buyin% behaviors

and the !resence of !roduct at )e%a store wi$$ be found.

Fi8u1e 3: Pha'e' o- 1e'ea16h 91o6e''



$<$ Sam97e

+he actua$ nu)ber of !o!u$ation is unintended so the sa)!$e wi$$ co)!rise of the 180

consu)er those who sho! at )e%a stores and at retai$er.

$<= Re'ea16h I('t1ume(t'

$<=<3 Demo81a9hi6 i(-o1matio(:

A se$f-desi%ned de)o%ra!hic infor)ation sheet has been used to %ather

de)o%ra!hic data. 'e)o%ra!hic areas of interest inc$ude %ender a%e occu!ation

education area of residence !roduct !reference )onth$y inco)e and sho!!in%

!references.

$<=<$ Mea'u1i(8 I('t1ume(t

#odified version of uster 11- !oint !robabi$ity sca$e deve$o!ed by uster 31*""

has been used for data co$$ection to )easure the !urchase !redictabi$ity and buyin%

behavior of the consu)ers. +he sca$e consisted of three ite)s that contain res!onses on

an 11-!oint $iert sca$e. 7here 0 o chance a$)ost no chance indicates the o!tions of

Jery s$i%ht !ossibi$ity that is 1 in 100 chances and 10 indicates certain !ractica$$y certain

that is ** chances in 100.

$<=<= Pi7ot Stud!

;rior to $ar%e sca$e data co$$ection the sca$e has been ad)inistered on 11 individua$

for !i$ot testin% and re$iabi$ity ana$ysis. +he ronbach:s a$!ha va$ue of the sca$e was

found to be .8&. 'ata ana$ysis of this !i$ot study was carried out by 9;99 version 1".



Accordin% to the re$iabi$ity va$ue obtained in !i$ot testin% 9ca$e is re$iab$e and

a!!ro!riate to use for this current research.

$<=<> Re7iabi7it! o- the '6a7e

Re$iabi$ity of the sca$e u)ber of

ite)s

A$!ha

uster 11-!oint !robabi$ity sca$e F .8&

$<> P1o6edu1e

@thica$ a!!rova$ for the study has been taen fro) the institute. o$$owin% ethica$

%uide$ines fu$$ consent wi$$ be %ained fro) the !artici!ants !rior to undertain% this

research. After the co$$ection of reuired data it has been ana$y,ed with the he$! of

9tatistica$ ;aca%e for 9ocia$ 9ciences 39;99. 9ubseuent$y the ana$y,ed resu$ts have

been !resented in the for) of tab$es fo$$owed by inter!retation and %ra!hica$ dis!$ay.

indin%s have been )ade on the basis of data ana$ysis.

$< Data A(a7!'i'

'ata ana$ysis was !receded in ste!s usin% a variety of statistica$ )ethods.

'escri!tive ana$ysis was used to ca$cu$ate the )eans and standard deviation to !rovide a

!re$i)inary !rofi$e of sa)!$e characteristics and inferentia$ statistics was used to find the

re$ationshi! and differences stated in hy!otheses.



Cha9te1 III

Re'u7t'

+his research has been conducted to find out the !urchase !redictabi$ity throu%h

!resence of !roduct at )e%a stores. +he study ai)s to ana$y,e the buyer behavior at

)e%astores in ;aistan !reference to !urchase fro) )e%astores wee$y or )onth$y. It is


!roduct at retai$or and )e%astore. In this section the research hy!othesis was ana$y,ed

usin% the inferentia$ statistics. +he ana$yses were conducted based on the hy!othesis and

resu$ts have been !resented accordin%$y.

+he descri!tive statistics was used to ca$cu$ate the )ean and standard deviation of

the de)o%ra!hic variab$es and the studied variab$es. +he freuencies a$on% with

!ercenta%es at each de)o%ra!hic variab$es and study variab$es were co)!uted and !ie

and bar charts were for)u$ated for every variab$e.

The frequency and percentage of demographic variable: age

ate%ories reuency ;ercent

be$ow 18 5 2.8

1*-2( (" 25."

25-F0 5& F1.&

F1-F* (* 2&.2

(0-(* 1" 8.*50-5* ( 2.2

above "0 F 1.&

+ota$ 180 100.0



Accordin% to the !ercenta%e and freuency ana$ysis the )a6i)u) sa)!$e !artici!ants

were a%e ran%e between 25 to F0 years and counted for the F1 !ercenta%e of the sa)!$e

whereas the $owest !ercenta%e of the a%e was a)on% %rou! of a%e above "0 years.



+he bar chart re!resents the a%e cate%ories of the sa)!$e a$on% with !ercenta%es. +he

hi%hest bar between the a%e ran%e 25 to F0 years of a%e indicate the )a6i)u) sa)!$e

si,e of this a%e ran%e.

The frequency and percentage of demographic variable: gender


)a$e &8 (F.F

fe)a$e 102 5".&

+ota$ 180 100.0



Accordin% to the !ercenta%e and freuency ana$ysis the )ore sa)!$e !artici!ants were

fe)a$e and counted for the 5" !ercenta%e of the sa)!$e whereas the )a$et !ercenta%e of

the was (F !ercent.



+he two bars of the bar chart indicatin% freuency !ercenta%e of the %ender and the )ore

sa)!$e of the study was co)!rised of the fe)a$e.

The frequency and percentage of demographic variable: occupation


student 8( (".& business)an 18 10.0

job ho$der "2 F(.(

other 1" 8.*

+ota$ 180 100.0



In the occu!ation cate%ory the )a6i)u) sa)!$e !artici!ants were students and the )ore

sa)!$e was between a%e ran%e 25 to F0 years whereas on$y 18 !ercent was business)an

and a%ain the )ore !artici!ants were job ho$ders si)i$ar $ie a%e ran%e and a sa)!$e

!ercenta%e a$so co)!rised of other cate%ory that inc$ude house wives si$$ed $abor and

any other !rofession.



+he students were )a6i)u) a)on% the sa)!$e and s)a$$ !ercenta%e was under

the cate%ory of business si$$ed $abor and house wives whereas a %ood nu)ber of

!ercenta%e of the sa)!$e was co)!rised of the job !ositions.



The frequency and percentage of demographic variable: education


be$ow !ri)ary 5 2.8

!ri)ary to secondary" F.F

hi%her secondary * 5.0

inter)ediate * 5.0 bache$ors &0 F8.*

)asters 81 (5.0

+ota$ 180 100.0

Re%ardin% education the sa)!$e co)!rised of the )a6i)u) sa)!$e havin% education ti$$

1" years cate%ori,ed as )aster and s)a$$ nu)ber was co)!rised of the education be$ow

!ri)ary and counted on$y F.F whereas 5 of the sa)!$e was under the cate%ory of

secondary and inter)ediate each and %ood nu)ber of the !artici!ants were havin%

education ti$$ bache$ors and counted for F8 .



As the !ie chart is indicatin% the )a6i)u) sa)!$e !artici!ants were havin% education

ti$$ bache$ors or )aster and a very nu)ber was under the !ri)ary secondary and

inter)ediate cate%ory.



+he $on%est bar of the sa)!$e education at the )aster cate%ory indicate that the )ost of

the !artici!ants were havin% education ti$$ )asters and s)a$$est bar of the be$ow !ri)ary

cate%ory indicatin% s)a$$ !ercenta%e of the sa)!$e !artici!ants ho$din% education ti$$ or

be$ow !ri)ary.

The frequency and percentage of demographic variable: area of residence


!osh area 108 "0.0

nor)a$ area &2 (0.0

+ota$ 180 100.0





+he hi%h bar of the !osh area residence indicate that the )ore !artici!ants were fro) the

residents of the !osh residence a)on% the sa)!$e and rest (0 !ercent of the sa)!$e

!artici!ants were the residents of the nor)a$ area of residence.

The frequency and percentage of demographic variable: monthly income




be$ow 20000 F" 20.0

20000-(0000 F" 20.0

(0000-"0000 58 F2.2

80000-100000 18 10.0

100000-150000 F2 1&.8

+ota$ 180 100.0

+he )onth$y inco)e of the !artici!ants varied a)on% the sa)!$e de!endin% u!on the

!rofession they ho$d. +he )a6i)u) !artici!ants were havin% )onth$y inco)e a)on% the

ran%e of (0 to "0 and it corres!ondence to the !rofession cate%ory as the )ost of the



!artici!ants were job ho$ders or students and second hi%hest cate%ory was of the be$ow

20 or between (0 whereas de!endin% u!on the !rofession of business 1& !ercenta%e of

the !artici!ants were havin% the )onth$y inco)e under the ran%e of 100 to 150.

+he $on%est bar of the chart indicate )a6i)u) !artici!ants under the cate%ory of (0 to

"0 and $owest a)on% the cate%ory of 80 to 100 whereas the rest three cate%ory

distribute the sa)!$e a$)ost eua$$y.

The frequency and percentage of studied variable: How frequently you shop here




wee$y FF 18.F

twice a )onth F2 1&.8

)onth$y 8F (".1after a )onth F2 1&.8

+ota$ 180 100.0

+he freuency and !ercenta%e ana$ysis of the freuency of sho!!in% at the )e%a store

indicated hi%hest !ercenta%e of the !artici!ant at the res!onse of )onth$y cate%ory. +he

80 of the !artici!ants sho! )onth$y at )e%astores.








often 100 55."

so)eti)es (8 2".&

rare$y F2 1&.8

+ota$ 180 100.0

+he freuency of the !roduct buyin% fro) )e%astores of the consu)er in this study

sa)!$e was hi%hest a)on% the cate%ory of the often. +he 100 !artici!ants out of 180 sho!

often fro) the )e%astores and (8 !artici!ants res!onded to the cate%ory of the so)eti)es

and on$y F2 !ercenta%e re!orted rare$y cate%ory.



one of the !artici!ant res!onded to the cate%ory of never the !ie chart indicate the )ost

of the sa)!$e !artici!ants sho! often at the )e%astores.



+he s)a$$ nu)ber of the !artici!ants sho! rare$y at )e%astores and hi%hest nu)ber sho!

often at )e%astores.

The frequency and percentage of studied variable: You buy products from retailer shops


very often 51 28.Foften *8 5(.(

so)eti)es 1& *.(

rare$y 1( &.8

+ota$ 180 100.0



+o sho! fro) retai$er the !artici!ants re!orted a$so hi%hest !ercenta%e at the cate%ory of

the often. +he tota$ sa)!$e re!orted 5( at the often cate%ory and $owest cate%ory was at

the rare$y cate%ory.

+he !ie chart indicate the )a6i)u) nu)ber of the !artici!ants at the often cate%ory. It is

si)i$ar to the cate%ory of sho!!in% at )e%astores the study ana$ysis of the variab$e





The frequency and percentage of studied variable: Your purchase preferences get

influence by the presence of product at mega stores


very often 18 10.0

often *& 5F.*

so)eti)es F1 1&.2

rare$y F( 18.*

+ota$ 180 100.0

+he !resence of sho!!in% that %ets inf$uence by the !resence of the !roduct at the

)e%astores indicted hi%hest !ercenta%e of the res!onses at the cate%ory often a%ain the

!ercenta%e re!orted to be 5F and it indicate that the !resence of the buyin% %et

inf$uence with the !resence of the !roduct at )e%astores. +he s)a$$ !ercenta%e of the

!artici!ants indicate their res!onses on the cate%ory of the very often that a$so added to

the cate%ory of the often whereas the 1&.2 !ercenta%e of the !artici!ants re!orted

so)eti)es inf$uence on their !reference of buyin% in the case of the !resence of the

!roduct at the )e%astores and F( of the !artici!ants re!orted rare inf$uence.



+he s)a$$ !ercenta%e of the !artici!ants indicate their res!onses on the cate%ory of the

very often that a$so added to the cate%ory of the often whereas the 1&.2 !ercenta%e of

the !artici!ants re!orted so)eti)es inf$uence on their !reference of buyin% in the case of

the !resence of the !roduct at the )e%astores and F( of the !artici!ants re!orted rare

inf$uence. +he !resence of sho!!in% that %ets inf$uence by the !resence of the !roduct at



the )e%astores indicted hi%hest !ercenta%e of the res!onses at the cate%ory often a%ain

the !ercenta%e re!orted to be 5F and it indicate that the !resence of the buyin% %et

inf$uence with the !resence of the !roduct at )e%astores. +he s)a$$ !ercenta%e of the

!artici!ants indicate their res!onses on the cate%ory of the very often that a$so added to

the cate%ory of the often whereas the 1&.2 !ercenta%e of the !artici!ants re!orted

so)eti)es inf$uence on their !reference of buyin% in the case of the !resence of the

!roduct at the )e%astores and F( of the !artici!ants re!orted rare inf$uence.



+he $on% bar of the often res!onse indicatin% )ore !artici!ants res!onses and co)!uted

for the area of )a6i)u) !artici!ants: !references %et inf$uence by the !resence of the

!roduct at )e%astores.

The frequency and percentage of studied variable: You usually buy those products only

from retailer shops that are available at mega stores


very often 1* 10."

often F2 1&.8

so)eti)es 52 28.*

rare$y 1& *.(

never "0 FF.F

+ota$ 180 100.0

+he !artici!ants res!onded hi%h on the res!onse of the cate%ory never on the buyin%

!reference for those !roducts on$y fro) retai$er sho!s that are avai$ab$e at )e%astores.

+he !ercenta%e of the !reference was FF.F whereas the 1* of the !artici!ants

re!orted very often res!onse that indicted that they very often buy those !roducts on$y

fro) retai$er sho!s that are avai$ab$e at )e%a stores. 9o)eti)e res!onse cate%ory was

a$so hi%h res!onded and counted for the !ercenta%e of 28.*. +he *.( of the sa)!$e

counted for the !ercenta%e of rare$y cate%ory on the buyin% !reference for those !roducts

on$y fro) retai$er sho!s that are avai$ab$e at )e%astores.





9o)eti)e res!onse cate%ory was hi%h res!onded and counted for the !ercenta%e of 28.*.

+he *.( of the sa)!$e counted for the !ercenta%e of rare$y cate%ory on the buyin%


+he !artici!ants res!onded hi%h on the res!onse of the cate%ory never on the buyin%


+he !ercenta%e of the !reference was FF.F whereas the 1* of the !artici!ants

re!orted very often res!onse that indicted that they very often buy those !roducts on$y

fro) retai$er sho!s that are avai$ab$e at )e%a stores.



The frequency and percentage of studied variable: It influences your purchase

preference if the product is not available at mega stores


very often 1* 10."

often F2 1&.8

so)eti)es && (2.8

rare$y 18 10.0

never F( 18.*

+ota$ 180 100.0

+he inf$uence on !urchase !reference if the !roduct is not avai$ab$e at )e%a stores

re!orted by the !artici!ants hi%hest at so)eti)es and co)!uted for the !ercenta%e of

(2. +he !artici!ants a$so re!orted for never and often cate%ories. It indicate that the

!reference of the )ost of the !artici!ants %et inf$uence so)eti)es for !roduct that are

not avai$ab$e at )e%a stores. +he 18 of the !artici!ants re!orted rare$y for the res!onse

and 1* of the res!ondents res!onded for the very often res!onse. +he freuency

!ercenta%e indicates !reference inf$uence in case of the !roducts non avai$abi$ity at )e%a

stores.



+he !ercenta%e of (2 was re!orted for the inf$uence on !urchase !reference if the

!roduct is not avai$ab$e at )e%a stores. ;ercenta%e re!orted by the !artici!ants hi%hest at

so)eti)es. +he !artici!ants a$so re!orted for never and often cate%ories. It indicate that

the !reference of the )ost of the !artici!ants %et inf$uence so)eti)es for !roduct that

are not avai$ab$e at )e%a stores. +he 18 of the !artici!ants re!orted rare$y for the



res!onse and 1* of the res!ondents res!onded for the very often res!onse.



+he !artici!ants re!orted for never and often cate%ories. It indicate that the !reference of

the )ost of the !artici!ants %et inf$uence so)eti)es for !roduct that are not avai$ab$e at

)e%a stores. +he 18 of the !artici!ants re!orted rare$y for the res!onse and 1* of the

res!ondents res!onded for the very often res!onse. +he !ercenta%e of (2 was re!orted

for the inf$uence on !urchase !reference if the !roduct is not avai$ab$e at )e%a stores.

;ercenta%e re!orted by the !artici!ants hi%hest at so)eti)es.

The frequency and percentage of studied variable: Considering the product is available

at mega store and at retailer shop too what are the prospects that you personally will buy

at least one pack of the product sometime within the next two weeks or so


air$y %ood !ossibi$ity (8 2".&

Cood !ossibi$ity 5( F0.0

;robab$e (" 25."

Jery !robab$y F2 1&.8

+ota$ 180 100.0

+he !artici!ants res!onded on the cate%ory of %ood !ossibi$ity for considerin% the

!roduct is avai$ab$e at )e%a store and at retai$er sho! too what are the !ros!ects that you

!ersona$$y wi$$ buy at $east one !ac of the !roduct so)eti)e within the ne6t two wees

or so the !ercenta%e re!orted F0 and freuency counted as 5(. +he fair %ood !ossibi$ity

was re!orted by (8 !artici!ants and re!orted for 2".&. +he 1&.8 of the !artici!ants



res!onded for the very !robab$y cate%ory. +he (" !artici!ants res!onded for the !robab$e

cate%ory. +he freuency ana$yses indicated that consu)er buy !roduct fro) retai$or and

)e%astore both.

+he !ercenta%e re!orted F0 and freuency counted as 5( for the !artici!ants res!onse

on the cate%ory of %ood !ossibi$ity for considerin% the !roduct is avai$ab$e at )e%a store

and at retai$er sho! too what are the !ros!ects that you !ersona$$y wi$$ buy at $east one

!ac of the !roduct so)eti)e within the ne6t two wees or so the !ercenta%e re!orted

F0 and freuency counted as 5(. +he fair %ood !ossibi$ity was re!orted by (8



!artici!ants and re!orted for 2".&. +he 1&.8 of the !artici!ants res!onded for the

very !robab$y cate%ory. +he (" !artici!ants res!onded for the !robab$e cate%ory.

The frequency and percentage of studied variable: Considering the product is available

at mega store only and not at retailer shop what are the prospects that you personally

will buy at least one pack of the product sometime within the next two weeks or so




9$i%ht !ossibi$ity 1" 8.*

9o)e !ossibi$ity F2 1&.8

air !ossibi$ity "F F5.0

air$y %ood !ossibi$ity "* F8.F

+ota$ 180 100.0

+he hi%hest res!onse was ca$cu$ate for the air$y %ood !ossibi$ity onsiderin% the

!roduct is avai$ab$e at )e%a store on$y and not at retai$er sho! what are the !ros!ects that

you !ersona$$y wi$$ buy at $east one !ac of the !roduct so)eti)e within the ne6t two

wees or so. +he !ercenta%e was ca$cu$ated as F8.F and freuency was "*.





+he hi%hest res!onse was ca$cu$ate for the air$y %ood !ossibi$ity considerin% the !roduct

is avai$ab$e at )e%a store on$y and not at retai$er sho! what are the !ros!ects that you


or so. +he !ercenta%e was ca$cu$ated as F8.F and freuency was "*. +he fair !ossibi$ity

was a$so hi%h re!orted by the !artici!ants whereas the $ess res!onded for the cate%ory of

s$i%ht !ossibi$ity. +he resu$ts indicate that considerin% the !roduct is avai$ab$e at )e%a

store on$y and not at retai$er sho! what are the !ros!ects that you !ersona$$y wi$$ buy at

$east one !ac of the !roduct so)eti)e within the ne6t two wees or so fair$y !ossibi$ity

was hi%hest rated by the res!ondents.





+he res!onse rate on considerin% the !roduct is not avai$ab$e at )e%a store but avai$ab$e

at retai$er sho! on$y what are the !ros!ects that you !ersona$$y wi$$ buy at $east one !ac

of the !roduct so)eti)e within the ne6t two wees or so was founded hi%hest on fair

!ossibi$ity and re!orted F".1. 9o)e !ossibi$ity cate%ory was rated at the !ercenta%e of

2&.2. 9$i%ht !ossibi$ity was rated at the !ercenta%e of 2".&. Lowest res!onse rate was

founded at the cate%ory of Jery s$i%ht !ossibi$ity. +he !ercenta%e of the Jery s$i%ht

!ossibi$ity was ca$cu$ated as 10.



9o)e !ossibi$ity cate%ory was rated at the !ercenta%e of 2&.2. 9$i%ht !ossibi$ity was

rated at the !ercenta%e of 2".&. Lowest res!onse rate was founded at the cate%ory of

Jery s$i%ht !ossibi$ity. +he !ercenta%e of the Jery s$i%ht !ossibi$ity was ca$cu$ated as

10. +he res!onse rate on considerin% the !roduct is not avai$ab$e at )e%a store but

avai$ab$e at retai$er sho! on$y what are the !ros!ects that you !ersona$$y wi$$ buy at $east

one !ac of the !roduct so)eti)e within the ne6t two wees or so was founded hi%hest

on fair !ossibi$ity and re!orted F".1.



orre$ationa$ ana$ysis was conducted to find out the re$ationshi! between de)o%ra!hic

and considerin% the !roduct is avai$ab$e at )e%a store and at retai$er sho! too what are

the !ros!ects that you !ersona$$y wi$$ buy at $east one !ac of the !roduct so)eti)e

within the ne6t two wees or so.

Correlations

age gender occupation education areaofresidence monthlyincome jps1

age Pearson Correlation1 -.036 .714** -.143 .004 .16* .!1**

"ig. #!-tailed$ .633 .000 .0 .%% .0!7 .001

gender Pearson Correlation

-.036 1 -.007 -.0& -.110 .0!% -.01!

"ig. #!-tailed$ .633 .%!6 .!& .14! .703 .&73

occupation Pearson Correlation.714** -.007 1 -.103 -.063 .00! .16%*

"ig. #!-tailed$ .000 .%!6 .170 .400 .%7% .0!4

education Pearson Correlation-.143 -.0& -.103 1 .0! -.070 -.046

"ig. #!-tailed$ .0 .!& .170 .743 .34% .3&

areaofresidence Pearson Correlation .004 -.110 -.063 .0! 1 .!%!** .314**

"ig. #!-tailed$ .%% .14! .400 .743 .000 .000

monthlyincome Pearson Correlation.16* .0!% .00! -.070 .!%!** 1 .61**

"ig. #!-tailed$ .0!7 .703 .%7% .34% .000 .000

jps1 Pearson Correlation.!1** -.01! .16%* -.046 .314** .61** 1

"ig. #!-tailed$ .001 .&73 .0!4 .3& .000 .000

**. Correlation is significant at the 0.01 le'el #!-tailed$.

*. Correlation is significant at the 0.0 le'el #!-tailed$.



+he ana$ysis indicated that the a%e was associated with !ros!ects that you !ersona$$y wi$$

buy at $east one !ac of the !roduct so)eti)e within the ne6t two wees or so

considerin% the !roduct is avai$ab$e at )e%a store and at retai$er sho!. Cender was not

associated with !ros!ects that you !ersona$$y wi$$ buy at $east one !ac of the !roduct

so)eti)e within the ne6t two wees or so considerin% the !roduct is avai$ab$e at )e%a

store and at retai$er sho!.

Occu!ation was found to be a$so associated with !ros!ects that you !ersona$$y wi$$ buy at

$east one !ac of the !roduct so)eti)e within the ne6t two wees or so considerin% the

!roduct is avai$ab$e at )e%a store and at retai$er sho! whereas the education was not

associated at a$$.

Area of residence and )onth$y inco)e was associated with !ros!ects that you !ersona$$y

wi$$ buy at $east one !ac of the !roduct so)eti)e within the ne6t two wees or so

considerin% the !roduct is avai$ab$e at )e%a store and at retai$er sho!. +he corre$ationa$

were found to be si%nificant at .05 .01 and .001.



Correlations

age gender occupation education areaofresidence monthlyincome jps!

age Pearson Correlation1 -.036 .714** -.143 .004 .16* .1%*

"ig. #!-tailed$ .633 .000 .0 .%% .0!7 .00%

gender Pearson Correlation-.036 1 -.007 -.0& -.110 .0!% -.1%7*

"ig. #!-tailed$ .633 .%!6 .!& .14! .703 .00&

occupation Pearson Correlation.714** -.007 1 -.103 -.063 .00! .1!&

"ig. #!-tailed$ .000 .%!6 .170 .400 .%7% .0&&

education Pearson Correlation-.143 -.0& -.103 1 .0! -.070 .0!7

"ig. #!-tailed$ .0 .!& .170 .743 .34% .7!0

areaofresidence Pearson Correlation.004 -.110 -.063 .0! 1 .!%!** .6!&*

"ig. #!-tailed$ .%% .14! .400 .743 .000 .000

monthlyincome Pearson Correlation.16* .0!% .00! -.070 .!%!** 1 .4%%*

"ig. #!-tailed$ .0!7 .703 .%7% .34% .000 .000

jps! Pearson Correlation.1%** -.1%7** .1!& .0!7 .6!&** .4%%** 1

"ig. #!-tailed$ .00% .00& .0&& .7!0 .000 .000



+he ana$ysis indicated that the a%e was associated with !ros!ects that you !ersona$$y wi$$

buy at $east one !ac of the !roduct so)eti)e within the ne6t two wees or so

considerin% the !roduct is avai$ab$e at )e%a store on$y and not at retai$er sho! whereas

the education and occu!ation was not associated at a$$.



Cender Area of residence and )onth$y inco)e was associated with !ros!ects that you


or so considerin% the !roduct is avai$ab$e at )e%a store on$y and not at retai$er sho!. +he

corre$ationa$ were found to be si%nificant at .05 .01 and .001.

Correlations

age gender occupation education areaofresidence monthlyincome jps3

age Pearson Correlation1 -.036 .714** -.143 .004 .16* .!!

"ig. #!-tailed$ .633 .000 .0 .%% .0!7 .00

gender Pearson Correlation -.036 1 -.007 -.0& -.110 .0!% -.4&

"ig. #!-tailed$ .633 .%!6 .!& .14! .703 .00

occupation Pearson Correlation.714** -.007 1 -.103 -.063 .00! .1%4

"ig. #!-tailed$ .000 .%!6 .170 .400 .%7% .00

education Pearson Correlation-.143 -.0& -.103 1 .0! -.070 .03

"ig. #!-tailed$ .0 .!& .170 .743 .34% .63

areaofresidence Pearson Correlation.004 -.110 -.063 .0! 1 .!%!** .!%%

"ig. #!-tailed$ .%% .14! .400 .743 .000 .00

monthlyincome Pearson Correlation.16* .0!% .00! -.070 .!%!** 1 .36%

"ig. #!-tailed$ .0!7 .703 .%7% .34% .000 .00

jps3 Pearson Correlation.!!** -.4&** .1%4** .03 .!%%** .36%**

"ig. #!-tailed$ .00! .000 .00% .63& .000 .000





+he ana$ysis indicated that the a%e Cender occu!ation Area of residence and )onth$y

inco)e was associated with the !ros!ects that you !ersona$$y wi$$ buy at $east one !ac

of the !roduct so)eti)e within the ne6t two wees or so considerin% the !roduct is not

avai$ab$e at )e%a store but avai$ab$e at retai$er sho! on$y whereas the education was not

associated at a$$. +he corre$ationa$ were found to be si%nificant at .05 .01 and .001.

or the first hy!otheses of the study ;earson corre$ationa$ was conducted and the resu$ts

of the study are shown in the tab$e be$ow.

+ab$e F.1

Correlation of consumers buying preference and the presence of product at mega store

Jariab$e 1 2

1. buy!re - .1*(M

2. !ro)e%a -

!ote: 3N100 buy!re N buyin% !referenceB !ro)e%a N !resence of !roduct at )e%a store

M!.05

+he resu$ts revea$ed si%nificant ;ositive re$ationshi! between consu)ers buyin%

!reference and the !resence of !roduct at )e%a store the resu$ts showed that the !resence

of the !roduct at )e%astores increases the !urchase !reference of the consu)ers.

+he second hy!othesis was ana$y,ed by inde!endent sa)!$e t-test to find the difference

in !urchase !redictabi$ity of the !roduct that is avai$ab$e at )e%a stores a)on% )a$e and

fe)a$e.

+he resu$t of the ana$ysis has been !resented in tab$e F.2.

+ab$e F.2



Independent sample t"test to find the difference in purchase predictability of the product

that is available at mega stores among male and female

Jariab$e # 9'

1. #a$e (.2F2 .&50

2. e)a$e F.85* 1.0&"

An inde!endent-sa)!$es t-test was conducted to co)!are !urchase !redictabi$ity

of the !roduct that is avai$ab$e at )e%a stores a)on% )a$e and fe)a$e. +here was a

si%nificant difference in the scores for )a$e 3#N(.2 9'N.&5 and fe)a$e 3#NF.85

9'N1.0&B t 3*8 N2.0F ! N 0.0(.

+he third hy!othesis was ana$y,ed by inde!endent sa)!$e t-test to find the difference in

!urchase !redictabi$ity of the !roduct that is avai$ab$e at )e%a stores a)on% !artici!ants

of !osh and $ower c$ass residence areas. +he resu$t of the ana$ysis has been !resented in

tab$e F.F.



+ab$e F.F

Independent sample t"test to find the difference in purchase predictability of the product

that is available at mega stores among participants of posh and lower class residence

areas

Jariab$e # 9'

1. ;osh F.5(1 .*05

2. Lower

c$ass

(.&"* .(2"

An inde!endent-sa)!$es t-test was conducted to co)!are !urchase !redictabi$ity

of the !roduct that is avai$ab$e at )e%a stores a)on% !artici!ants of !osh and $ower c$ass

residence areas. +here was a si%nificant difference in the scores for !artici!ants fro)

!osh area 3#NF.5( 9'N.*0 and $ower c$ass residence areas 3#N(.&" 9'N.(2"B t 3*1

N*.10F ! N 0.00.

+he res!onses of the !artici!ants at each individua$ ite) were ana$y,ed by !ie

charts that have been !$aced at a!!endices.

=<3Summa1! o- the Fi(di(8'

+he )ajor findin%s of the study were as fo$$ows/

• +here was a !ositive re$ationshi! between consu)ers buyin% !reference and

the !resence of !roduct at )e%a store. +here was a difference in !urchase !redictabi$ity of the !roduct that is

avai$ab$e at )e%a stores a)on% )a$e and fe)a$e.



• +here was a difference in !urchase !redictabi$ity of the !roduct that is

avai$ab$e at )e%a stores a)on% !artici!ants of !osh and $ower c$ass residence

areas.





wou$d a!!earB therefore that re%iona$ sho!!in% )a$$ choice )ay not a$ways be based

so$e$y on the offerin%s and $ocation of the avai$ab$e sho!!in% a$ternatives.

+he resu$t of the !resent a$so revea$ed a si%nificant difference in the scores for

)a$e and fe)a$e. ;ashi%ian and Cou$d 31**8 stated that consu)ers are attracted to buy

fro) )a$$s because of the !resence of we$$-nown brandB ihi$esh 'ho$aia ;iyush

Eu)ar 9inha 32005 usto)ers tend to co)e to the stores with a choice set. +his set

varies accordin% to the e6tent of !$annin% that the custo)er undertaes before reachin%

the store. 7ith )ore !$annin% this choice set narrows. 7hi$e buyin% fro) the traditiona$

retai$er stores the custo)ers carry $ists. +hese $ists in )any cases )ention the brand

na)e of the !roduct. Cenera$$y the retai$er si)!$y fetches the sou%ht brands and co$$ects

the) on the counter ready for ta$$yin% and !ay)ent.

Licht$e #. et a$. investi%ates that it is interestin% to notice that the out$et:s

characteristics have an i)!act on va$ue which in its turn has an i)!act on satisfaction.

+he resu$ts showed what variab$es are to be !rivi$e%ed if one wishes to %ive the out$et its

!ractica$ and>or hedonic va$ue. In the first case the stress has to be !ut on !roduct

avai$abi$ity. +his )eans that when a retai$er considerin% her>his !roduct ran%e wants to

confer a !ractica$ va$ue to the sho!!in% behaviour a$$ she>he has to do is to )ae sure that

her>his !roducts are easi$y avai$ab$e and within easy reach. +he hedonic va$ue is

deter)ined by a co)bination of severa$ variab$es/

at)os!here !eri!hera$ services the store:s e)!$oyees and crowdin%. usto)er

satisfaction wi$$ thus be indirect$y i)!roved. 4y hand$in% these four variab$es the retai$er

wi$$ )ana%e to enhance the hedonic va$ue the consu)er attributes to sho!!in%. Accordin%

to the !ositionin% chosen a fir) wi$$ %ive )ore e)!hasis either to the hedonic va$ue or to



the !ractica$ va$ue and therefore wi$$ act on the )ost re$evant characteristics of the

out$et.

+he si%nificant difference in the scores for !artici!ants fro) !osh area and $ower

c$ass residence areas in !urchase !redictabi$ity su!!ort the !revious findin%s of the

studies as a study by hristensen 1*** showed that out sho!!in% is inverse$y re$ated to

the si,e of the town of residence. 9o)e researchers have viewed sho!!in% as a $eisure

activity 3e.%. acson 1**1 ewby 1**F. Other re$evant studies address the interaction

between the !hysica$ infrastructure and consu)ers: choice of retai$ out$ets. ernie 31**&

$ooed at the retai$ chan%es in the Gnited Ein%do) and inc$uded a consideration of the

$o%istica$ conseuences of the deve$o!)ents there.

><3 Limitatio('

9evera$ $i)itations have been noted in the !resent study/

• +he !resent study inc$uded on$y !artici!ant fro) Lahore and students as sa)!$e

!o!u$ation to acco))odate for ti)e econo)y and ease in data co$$ection.

• +he sa)!$e si,e was $i)ited at 100 and a $ar%er sa)!$e si,e wou$d be reuired to

i)!rove accuracy and %enera$i,e the resu$ts.

• +he situation in which the res!ondents fi$$ed the uestionnaires was on$ine that )ay

interfere their true res!onses.

• +he sa)!$e was taen on$y fro) one city 3Lahore so it is not !ossib$e to %enera$i,ed

resu$ts of this study to entire !o!u$ation.



><$ Im97i6atio('

It shou$d be noted that this study cou$d be a!!$ied in various or%ani,ationa$ settin%s. +he

findin%s of the research can he$! the sho!s to suitab$y desi%n their business strate%ies to

address this se%)ent of consu)ers with a s!ecific focus. +his findin% cou$d i)!$y that every

or%ani,ed retai$ sho! needs to be )ore vi%i$ant to )onitor the chan%in% !reference of the

consu)ers so that they can continue to )aintain their custo)er base as )e%astores. ence it

is i)!erative that each or%ani,ed retai$ sho! and )e%astore shou$d )aintain the custo)er

database and re%u$ar$y ana$y,e the) to %et the !references of the custo)ers. 4y offerin% what

consu)er wants and which !roduct and faci$ities )ae the) $oya$.



Re-e1e(6e'

Arnau$d @. . ;rice L.L. Kinhan C. #. 32002 onsu)ers ew Por P/ #c

$rawHillHigher %ducation&

4itner #. . 31**2 9ervices ca!es/ +he i)!act of !hysica$ surroundin%s on custo)ers

and e)!$oyees. 'ournal of #arketing 5" A!ri$ 5&-&1.".

ronin . and +ay$or 9. 31**2.#easurin% service ua$ity/ a ree6a)ination and

e6tension 'ournal of #arketing () u$y 55 Q"8.

'abho$ar ; A +hor!e ' I and Rent, O 31**" <A #easure of 9ervice ua$ity for

retai$ 9tores/ 9ca$e 'eve$o!)ent and Ja$idation 'ournal of the *cademy of

#arketing +cienceJo$. 2(.

einbur% R. A. de Ruyter E. 31**5.onsu)er-defined service ua$ity in internationa$retai$in%.

Total ,uality #anagement- " 31.

in$and #a$co$) Eiru!<@$ectronic footfa$$ )onitorin%/ e6!eriences a)on% GE c$othin%

)u$ti!$es= 'e!art)ent of o))erce +he 4ir)in%ha) 4usiness 9choo$

Gniversity of 4ir)in%ha) @d%baston 4ir)in%ha) GE.

Chobadian A. 9!e$$er 9. ones #. 31**(.9ervice ua$ity/ conce!ts and )ode$s.

International 'ournal of ,uality . /eliability #anagement- 00 3* (F-"".10.

Cronroos . 31*8(.A service ua$ity )ode$ and its )aretin% i)!$ications. ourna$ of

The *cademy of #arketing +cience- 12 31 7inter F"Q((.

;atrice ottet et.a$ <+he ro$e of va$ue in services/ a study in a retai$ environ)ent=.

Gniversity of Rei)s IG+ de +royes +royes rance.



A99e(di6e'



7e 3+oheed Ah)ad assan 9ajid and afi, 7aar Ah)ad are students of 49 3ons

at Institute of Ad)inistrative 9ciences Gniversity of the ;unjab Lahore. 7e are

conductin% a research on consu)er behavior and in that we need your res!onses on few

uestions. 7e sha$$ be ob$i%ed for your ind !artici!ation.

Demo81a9hi6 Fo1m

A8e

Less than 18 years

1*-2(years

25-F0 years

F1-F* years

(0-(*years

50-5*yearsAbove years of a%e

Ge(de1

#a$e e)a$e

O66u9atio(

9tuden

t

4usiness)an ob ho$der

Edu6atio(:

Less than ;ri)ary;ri)ary to )idd$e

i%her secondary schoo$

Inter)ediate

4ache$ors

#asters

;ost %raduate

Above

A1ea o- Re'ide(6e:

Mo(th7! i(6ome 9e1 mo(th:Less than 20000

20000 - (0000

(0000 - "0000

"0000 - 80000

80000 - 100000

100000 - 150000

150000 - 200000



200000 - F00000

ow freuent$y you sho! here/

Pou buy !roducts at )e%a stores/

very often

1

Often

2

9o)eti)es

F

Rare$y

(

ever

5

Pou buy !roducts fro) retai$er sho!s/

very often

1

Often

2

9o)eti)es

F

Rare$y

(

ever

5

Pour !urchase !references %et inf$uence by the !resence of !roduct at )e%a stores/very often

1

Often

2

9o)eti)es

F

Rare$y

(

ever

5

Pou usua$$y buy those !roducts on$y fro) retai$er sho!s that are avai$ab$e at )e%a stores/

very often

1

Often

2

9o)eti)es

F

Rare$y

(

ever

5

It inf$uences your !urchase !reference if the !roduct is not avai$ab$e at )e%a stores/

very often

1

Often

2

9o)eti)es

F

Rare$y

(

ever

5

wee$y twice a )onth )onth$y after a )onth a$)ost



u'te1 334Poi(t P1obabi7it! S6a7e

onsider one !roduct of your choice and answer the three state)ents be$ow based on the

0 to 10 ratin% sca$e )entioned be$ow.

u'te1' 3349oi(t 91obabi7it! '6a7e

2 o chance a$)ost no chance 3 i( 322

3 Jery s$i%ht !ossibi$ity 3 6ha(6e i( 32

$ 9$i%ht !ossibi$ity $ 6ha(6e' i( 32

= 9o)e !ossibi$ity = 6ha(6e' i( 32

> air !ossibi$ity > 6ha(6e' i( 32

air$y %ood !ossibi$ity 6ha(6e' i( 32

* Cood !ossibi$ity * 6ha(6e' i( 32

# ;robab$e # 6ha(6e' i( 32

+ Jery !robab$y + 6ha(6e' i( 32 A$)ost sure 6ha(6e' i( 32

32 ertain !ractica$$y certain 6ha(6e' i( 322

1. onsiderin% the !roduct is avai$ab$e at )e%a store and at retai$er sho! too what

are the !ros!ects that you !ersona$$y wi$$ buy at $east one !ac of the !roduct

so)eti)e within the ne6t two wees or soD -----------------------------2. onsiderin% the !roduct is avai$ab$e at )e%a store on$y and not at retai$er sho!

what are the !ros!ects that you !ersona$$y wi$$ buy at $east one !ac of the

!roduct so)eti)e within the ne6t two wees or soD -----------------------------

F. onsiderin% the !roduct is not avai$ab$e at )e%a store but avai$ab$e at retai$er

sho! on$y what are the !ros!ects that you !ersona$$y wi$$ buy at $east one !ac of

the !roduct so)eti)e within the ne6t two wees or soD -----------------------------



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