PURCHASE PREDICTABILITY THROUGH PRESENCE OF PRODUCT AT

MEGA STORES

Submitted to: Muhammad Zahid

Submitted by: Toheed Ahmed (72), Hassan Sajid (68) & Hafiz Waqar Ahmad (62)
Session 2012-2016

Institute of Administrative Sciences,

University of the Punjab, Lahore

List of Contents
Title

Page No
Abstract

Chapter I
1.1 Introduction----------------------------------------------------

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

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

15

1.12 Hypotheses of the study -----------------------------------

16

Chapter II
Methodology--------------------------------------------------------

17

Chapter III
Result ---------------------------------------------------------------

20

Chapter IV
Discussion-----------------------------------------------------------

65

4.1 Limitations------------------------------------------------------

67

4.2 Implications-----------------------------------------------------

78

References

69

Appendices

70

Abstract
The present study aims to analyze the consumer behavior at megastores, preference to
purchase from megastores and retailors weekly or monthly. It is also aimed to identify the
purchase preferences that get influence by presence of the product at megastore. It was
hypothesized that: a) there is a positive relationship between consumers buying preference and
the presence of product at mega store, b) there is a difference in purchase predictability of the
product that is available at mega stores among male and female, and c) there is a difference in
purchase predictability of the product that is available at mega stores among participants of
posh and lower class residence areas. Correlational research design was employed and data
from a sample of 180 consumers was taken who shop from mega stores and retailer shops in
Lahore. Demographic Information sheet and Modified version of Juster 11- point probability
scale developed by Juster (1966) was used to assess demographic information, and purchase
predictability respectively. Correlation analysis indicated that there was a significant positive
relationship between consumers buying preference and the presence of product at mega store.
Independent sample t-test analyses indicated significant difference in purchase predictability
of the product that is available at mega stores among male and female, and a difference in
purchase predictability of the product that is available at mega stores among participants of
posh and lower class residence areas. These findings could imply that every organized retail
shop needs to be more vigilant to monitor the changing preference of the consumers so that
they can continue to maintain their customer base as megastores. Hence, it is imperative that
each organized retail shop and megastore should maintain the customer database and regularly
analyze them to get the preferences of the customers. By offering what consumer wants and
which product and facilities make them loyal.

Chapter I
Introduction and Literature Review
1.1 Introduction
Nowadays purchasing trends are changing from small retail stores to mega store
and departmental stores, the buyers are moving to mega stores and undergo different
experience and stop depending on old traditional small retail stores. While on the one
other hand these mega stores adopt various strategies to offer different experience to the
customers with variety of ranges in brands, size and quantity under one roof. Success at
one stage does not ensure continued success, as customers expectations differ widely.
Hence the present research is aim to analyze the buyer behavior at megastores in
Pakistan, preference to purchase from megastores and retailors weekly or monthly. It is
also aimed to identify the purchase preferences that get influence by distribution of the
product at retailor and megastore.
1.2 Consumers Buying Behaviour
Consumers are the king, its the consumer who decide what to buy and from
where, therefore in todays world purchases by a customer is to satisfy his or her needs.
All the behavioral activities carried out by a customer during and after the purchase of a
product are termed so as buyer behavior. Consumer behaviour can be defined as the
decision-making process and physical activity involved in acquiring, evaluating, using
and disposing of goods and services. This definition clearly brings out that it is not just
the buying of goods/services that receives attention in consumer behaviour but, the
process starts much before the goods have been acquired or bought. A process of buying

starts in the minds of the consumer, which leads to the finding of alternatives between
products that can be acquired with their relative advantages and disadvantages. Consumer
is the study of the processes involved when individuals or groups select, purchase, use,
or dispose of products, services, ideas, or experiences to satisfy needs and desires
(Solomon 1995, 7). In the marketing context, the term consumer refers not only to the
act of purchase itself, but also to patterns of aggregate buying which include pre-purchase
and post-purchase activities. Pre-purchase activity might consist of the growing
awareness of a need or want, and a search for and evaluation of information about the
products and brands that might satisfy it. Post-purchase activities include the evaluation
of the purchased item in use and the reduction of any anxiety which accompanies the
purchase of expensive and infrequently-bought items. Each of these has implications for
purchase and repurchase and they are amenable in differing degrees to marketer influence
(Foxall 1987). Engel, et al. (1986, 5) define consumer behaviour as those acts of
individuals directly involved in obtaining, using, and disposing of economic goods and
services, including the decision processes that precede and determine these acts.
1.3 Factors affecting consumer behaviour
All of us are consumers. We consume things of daily use; we also consume and
buy these products according to our needs, preferences and buying power. These can be
Consumable goods, durable goods, specialty goods or, industrial goods. What we buy,
how we buy, where and when we buy, in how much quantity we buy depends on our
perception, self-concept, social and cultural background and our age and family cycle,
our attitudes, beliefs values, motivation, personality, social class and many other factors
that are both internal and external to us. While buying, we also consider whether to buy

or not to buy and, from which source or seller to buy. In some societies there is a lot of
affluence and, these societies can afford to buy in greater quantities and at shorter
intervals. In poor societies, the consumer can barely meet his barest needs. The marketer
therefore tries to understand the needs of different consumers and having understood his
different behaviours which require an in-depth study of their internal and external
environment, they formulate their plans for marketing. Marketers need to have a good
knowledge of the factors affecting the consumer behaviour. In general, the factors that
affect consumer behaviour are:
1.4 Marketing Mix Factors
Each component of the market mix (product, pricing, promotion and place of
distribution) has a direct or indirect impact on the buying process of the consumers.
a. Product: The special characteristics of the product, the physical appearance and
the packaging can influence the buying decision of a consumer.
b. Pricing: The price charged on the product or services consumed by the consumer
affect the buying behaviour of the consumers. Marketers must consider the price
sensitivity of the target customers while fixing prices.
c. Place: The channels of distribution and the place of distribution affect the buying
behaviour of the consumers. The marketers make an attempt to select the right
channel and distribute the products at the right place.
d. Promotion: The variables of promotion mix such as advertising, publicity; public
relations, personal selling and sales promotion affect the buying behaviour of the
consumers. Marketers select the promotion mix after considering the nature of the
target audience.
1.5 Personal Factors

The personal factors such as age, occupation, lifestyle, social and economic status and
the gender of a consumer may affect the buying decisions of the consumers individually
or collectively.
a. Age factor: The age factor greatly influences the buying behaviour. For example,
teenagers prefer trendy clothes, whereas office executives prefer sober and formal
clothing.
b. Gender: The consumer behaviour varies across gender. For example, girls prefer
certain feminine colors such as pink, purple and peach, whereas boys go for blue,
black and brown.
c. Education: Highly educated persons may spend on books, personal care products,
and so on. But a person with low or no education may spend less on books and
more on personal grooming products.
d. Income level: Normally, the higher the income level, the higher is the level of
spending and vice versa. But this may not be the case in developing countries,
especially in the rural areas.
e. Status in the society: Persons enjoying higher status in the society spend a good
amount of money on luxury items such as luxury cars, luxury watches, premium
brands of clothing, jewellery and perfumes.

1.6 Psychological Factors

A persons buying behaviour is influenced by the psychological factors such as the
following:
a. Learning: It refers to changes in individual behaviour that are caused by
information and experience. For example, when a customer buys a new brand of

apparels, and is satisfied by its use, then they are more likely to buy the same
brand the next time. Through learning, people acquire beliefs and attitudes, which
in turn influence the buying behaviour.
b. Attitude: It is human tendency to respond in a given manner to a particular
situation or object or idea. Consumers may develop a positive, or a negative, or a
neutral attitude towards certain products or brands, which in turn affects their
buying behaviour.
c. Motives: A motive is the inner drive that motivates a person to act or behave in a
certain manner. A marketer must identify the buying motives of the target
customers and influence them to act positively towards the marketed products.
d. Beliefs: A belief is a descriptive thought that a person holds about certain things.
It may be based on knowledge, opinion, faith, trust and confidence. People may
hold certain beliefs of certain brands/products. Beliefs develop brand images,
which in turn can affect the buying behaviour.
1.7 Social Factors
The social factors such as reference groups family, and social status affects the buying
behaviour. Social factors in turn reflect a constant and dynamic influx through which
individuals learn different meanings of consumption.
a. Reference groups: A reference group is a small group of people such as
colleagues at workplace, club members, friends circle, neighbors, family
members, and so on.
b. Family: The family is the main reference group that may influence the consumer
behaviour. Nowadays, children are well informed about goods and services
through media or friends circle, and other sources. Therefore, they influence

considerably in the decisions of buying both fast moving consumer goods and
durable items.
c. Roles and status: A person performs certain roles in a particular group such as
family, club, organization, and so on. For example, a person may perform the role
of a vice president in a firm and another person may perform the role of a
marketing manager. The vice president may enjoy higher status in the
organization as compared to the marketing manager. People may purchase the
products that conform to their roles and status, especially in the case of branded
clothes, luxury watches, luxury cars, and so on.
1.8 Cultural Factors
There is a subtle influence of cultural factors on a consumers decision process.
Consumers live in a complex social and cultural environment. The types of products and
services they buy can be influenced by the overall cultural context in which they grow up
to become individuals. Cultural factors include race and religion, tradition, caste and
moral values. Culture also includes subcultures, sub-castes, religious sects and languages.

1.9 Retail shops and mega stores

In marketing strategy among all the factors discussed above one of the important
decisions relates to the distribution or placement channel, that is, where and how to offer
products and services for sale. Should the products be sold through all the retail outlets of
only through selected ones? Should the marketer use only the existing outlets, which also

sell competing brands, or should new exclusive outlets selling only the marketers brands
are created? Is the location of retail outlets important from consumers point of view?
Retailing is defined as all the activities that involve selling of goods or services directly
to the final consumer for their personal, non-business use via shops, market, door-to-door
selling, and mail-order or over the internet where the buyer intends to consume the
product. Retailing can also be defined as the activity that ensures that customers derive
maximum value from the buying process. A retail store sells smaller quantities of
products or services to the general public. A business that operates as a retail outlet will
typically buy goods directly from manufacturers or wholesale suppliers at a volume
discount and will then mark them up in price for sale to end consumers. This involves
activities and steps needed to place the merchandise made elsewhere into the hands of
customers or to provide services to the customers (Dune et al., 2002). Product
availability, defined as the probability of having a product in stock when a customer order
arrives (Chopra and Meindl, 2007, p. 77). It is a key performance driver of customer
service. When customers do not find the products available they show various behaviors
like switching of store, brand or variant, delaying or even dropping the purchase (Kucuk,
2008). With the same perspective the study conducted by , Corsten and Gruen (2003)
applied the five responses of, buy item at another store; delay purchase; substitute same
brand; substitute different brand; and do not purchase item when a product is not
available. Kucuk (2004) studied the stock out situations of a retail store where in store
merchandising and store attractiveness factors affect consumers brand and store loyalty.
So, the availability of the product is a very important variable in developing an overall
image of a store.

The emergence of malls, as an important and significant destination or shopping,

recreation and socialization has turned the face of the retail industry in Pakistan and many
other countries. The consumer seems to be undergoing shift in terms of personality,
buying motives, interests, attitudes, beliefs and values when he or she is making a shift
from general stores towards shopping mall.
1.10 Literature Review
In order to develop a framework to study consumer behavior it is helpful to begin
by considering the literature in consumer research and the different paradigms of thought
that influenced the consumer behavior, a set of dimensions can be identified in the
literature, which can be used to characterize and differentiate, the various perspectives on
consumer research. Determinants of consumer buying behavior through mega-stores
purchasing trends are changing from small retail stores to mega store and departmental
stores, the buyers are moving to mega stores and undergo different experience and stop
depending on old traditional small retail stores. While on the one other hand these mega
stores adopt various strategies to offer different experience to the customers with variety
of ranges in brands, size and quantity under one roof. Keeping in view the current
scenario; the present research aim to analyze the buyer behavior at megastores in
Pakistan, preference to purchase from megastores and retailors and to making weekly or
monthly purchase. It is also aimed to identify the purchase preferences that get influence
by distribution or placement of the product at retailor and megastore.
The present work presents a review of the literature from previous studies. The
work highlights the researches that are aimed to find out the factors influencing
consumers behavior. The literature search is focused on a number of consumer behavior

topics and terms in relation to the consumer behaviors and determinants. A number of
electronic databases accessible namely Science Direct, PubMed and general searches are
carried out through Google, Ask Jevees etc retrieve the maximum number of studies.
References relevant to the topic under investigation directly known to the author through
reference list of full text articles, not otherwise detected using the earlier search strategies
are also included.
Carrie Heilman (2002) has examined explain the consumer behavior and
promotional strategies adopted by retailers. They have explained that consumer spending
pattern varies with retail formats of the retailers. Also researchers have mentioned that
consumers select the outlet on the basis of product offerings. The researchers have tried
to explain the impact of in-store free samples on short and long-term purchasing
behavior. They suggest that the population of in-store samplers can be divided into three
segments based on their motives for sampling: Information Seekers, Party Goers, and
Opportunists, and propose that short- and long-term shopping behavior differs across
these three segments post-sample. They had conduct an in-store experiment and find
support for their theory and hypotheses.
A study by Christensen 1999) showed that out shopping is inversely related to the
size of the town of residence. Some researchers have viewed shopping as a leisure
activity (e.g. Jackson 1991, Newby 1993). Other relevant studies address the interaction
between the physical infrastructure and consumers choice of retail outlets. Fernie (1997)
looked at the retail changes in the United Kingdom and included a consideration of the
logistical consequences of the developments there.

Kirkup, Malcolm and Mohammad rafique said that in an increasingly competitive

market environment future success for shopping centers will depend on effective
management and marketing. Shoppers have a good choice of centers, all of which can
meet their needs at a practical level.
Lichtle, M.C et al. investigates that it is interesting to notice that the outlets
characteristics have an impact on value, which, in its turn, has an impact on satisfaction.
The results showed what variables are to be privileged if one wishes to give the outlet its
practical and/or hedonic value. In the first case, the stress has to be put on product
availability. This means that when a retailer, considering her/his product range, wants to
confer a practical value to the shopping behaviour all she/he has to do is to make sure that
her/his products are easily available and within easy reach. The hedonic value is
determined by a combination of several variables:
atmosphere, peripheral services, the stores employees and crowding. Customer
satisfaction will thus be indirectly improved. By handling these four variables, the retailer
will manage to enhance the hedonic value the consumer attributes to shopping. According
to the positioning chosen, a firm will give more emphasis either to the hedonic value or to
the practical value, and therefore will act on the most relevant characteristics of the
outlet.
Jones, peter and David Hillier examined that government planning policies affect
retail investment; development and location certainly pose a major set of challenges for
the leading retailers and for developers and property companies Sainsbury's have argued
that being more flexible in their formats allows them to take greater advantage of
planning opportunities

Basso jeo and Randy Hines said that Males from the Midwest reported higher
instances of positive shopping experiences at retail stores. They reported that
courteous sales associates and attentive managers enhanced the shopping experience.
Similarly, females from this part of the country reported higher instances of positive
shopping experience. Again, the primary reason for their positive experiences was the
courteous nature of the sales associates and the attentiveness of the floor-level
management staff. Ten of the 25 respondents reported having negative shopping
experiences at retail stores. However, while reasons varied from displeasure with the
merchandise to delays in delivery of goods, none of the respondents attributed a negative
experience to rude or inattentive sales associate sand managers. Of the 18 females, 16
from the East reported having a negative experience at retail shopping centers. The
reasons varied among respondents from poor quality merchandise to delays in shipping.
However, 11 of the respondents indicated that their negative shopping experiences were
the result of inattentive and rude sales associates. Two of the men reported having a
negative shopping experience but they based this on the quality of the products they
received.
Boedkar, Mika said that retail outlets tend to resemble one another and
offer comparable products at comparable prices, thereby losing their individual profile. At
the same time, consumer markets are becoming more sharply segmented than ever
before. The new-type shoppers should be attracted by an image, one that is congruent
with the consumers self-image. Since their demands of a retail outlet are rather high in
every respect, the basics (e.g. service, price level, product quality and selection) should

be considered as well as recreational, experience offering characteristics (e.g. interior

design, aroma, care, product shows, and novelties).
Fatimah, Latuszynska and Wawrzyniak (2012) conducted a study that contributes
to a deeper understanding of the impact of different factors on consumer buying
behaviour. It analyzed the relationship between several independent variables, such as
cultural, social, personal, psychological and marketing mix factors, and consumer
behaviour (as the dependent variable) in the electric appliances market. The findings of
the study indicated that, overall, the set of independent variables were weakly associated
with the dependent variable.
Stavkova, Stejskal, and Toufarova (2008) study was aimed to understand the
influence of factors biasing purchase decisions connected with measurement of
consumers involvement. Consumption expenditures are purposefully subdivided
according to the classification made by the Statistical Office of the European
Communities. The performed survey showed that the most important factors biasing
purchases of all commodity groups are products characteristics and the perceived quality.
Together with these goes the factor price, nevertheless for example for the commodity
group health price did not appear in the scale of the perceived importance at all.
Feinberg, Sheffler, Meoli and Rummel (1989) considered the social stimulation
provided by malls, finding that the mall served as an outlet for social behavior. Burns and
Warren (1995) opined that since the store mix and product offerings of many regional
shopping malls are very similar, often the primary discriminator between many of these
centers is merely location. Making the choice to shop at a regional shopping mall other
than the one nearest to ones place of residence, therefore, does not appear to be a logical

choice in many instances. Such behavior, however, appears to be relatively common. It

would appear; therefore, that regional shopping mall choice may not always be based
solely on the offerings and location of the available shopping alternatives.
Kumar, Franklin and Senith (2014) investigated internal and external influences
on consumers purchasing decisions on cosmetic products in Tamilnadu and Kerala. The
findings of the study were generalized as follows: Statistically significant differences
were found in Income level by the different brand dimensions like social, culture and
there is no statistically significant difference in dimension of Personal and psychological.
Pashigian and Gould (1998) stated that consumers are attracted to buy from malls
because of the presence of well-known brand; Nikhilesh Dholakia & Piyush Kumar Sinha
(2005) Customers tend to come to the stores with a choice set. This set varies according
to the extent of planning that the customer undertakes before reaching the store. With
more planning, this choice set narrows. While buying from the traditional retailer stores,
the customers carry lists. These lists, in many cases, mention the brand name of the
product. Generally, the retailer simply fetches the sought brands and collects them on the
counter, ready for tallying and payment.
Vibhuti, Tyagi and Pandey (2014) reveal that consumer behavior is largely
affected by place, product, price, physiological and psychological factors. However effect
of these factors also differs from product to product. Sudhalakshmi, TamilNadu and
Chinnadorai (2014) Study reveals that the packaging plays a major role in the consumer
decision making process. The packaging has a greater influence on the impulse buying
behavior.

Rasool, Rafique, Naseem, Javaid, Najeeb and Hannan conducted (2012) a study
to find out the effects of advertisements on user behavior in Lahore city. The results
proposed that people change their brand for to try the new brand. Results are also
proposed that consumer behavior changed by the income and male are more like the
advertisement rather than the female. The behavior of the consumer can be changed by
the advertisement but expensive products and repetition of advertisement cannot be
changed the purchase decision.
Sanjev Verma (2007) studied Consumer Preferences for Retail Store Selection in
Mumbai. The study was undertaken to understand the factors affecting consumer
preferences for retail store selection and developing marketing strategies towards meeting
the needs and wants of consumers. The study examines the linkage between consumer
preferences and the importance of some salient store attributes.
Zanual Bashar Bhutoo, Rambalak yadav and vikram singh (2012) The dimensions
factor like personalization, facilities, Responsiveness, Flexibility, Courtesy, Privileges to
regular customer empathy and Parking space were explored in the study and the results
showed that almost same type of consumer perception practices adopted by big bazaar
and more mega store.
The Robert and John (2002) explained mega stores as an increasingly popular
venue used by marketers to build relationships with consumers. They have stated that, as
we move further into an experience economy in the new millennium, retailers are refining
the flagship brand store into new forms such as the themed retail brand store. This new
form not only promotes a more engaging experience of the brands essence but also
satisfies consumers looking for entertainment alongside their shopping.

Amine, Abdilmajid and Sandrine cadenate examined that product classes

proposed in a retail outlet do not contribute equally to the variety of store image and
effectiveness from the customers point of view. It also demonstrated the perception of
consumer of the overall store assortment; consumers are highly sensitive in selecting
range of varieties.
All the researches summarized above highlight the different factors that contribute
to customer buying behavior. Product placement is an important factor at present time
and based on the findings of the researches conducted previously the present research is
focused to analyze the buyer behavior at megastores in Pakistan, preference to purchase
from megastores and retailors making weekly or monthly purchase and also to identify
the purchase preferences that get influence by distribution or placement of the product at
retailor and megastore.
1.11 Objectives of the study
To find out the consumer buying behaviour at megastores
To examine buying preference for a product that is only available at megastore
To examine the consumer buying predictability for a product that is only available
at retailer
To find the relationship between consumers buying preference and the presence of
product at mega store.
To find the difference in purchase predictability of the product that is available at
mega stores among male and female and among participants of posh and lower
class residence areas.
1.12 Hypotheses of the study
There is a positive relationship between consumers buying preference and the
presence of product at mega store.

 There is a difference in purchase predictability of the product that is available at

mega stores among male and female.
There is a difference in purchase predictability of the product that is available at
mega stores among participants of posh and lower class residence areas.

Chapter II
Methodology
This chapter discusses the method used to investigate the aims of this research. This
research has been conducted to find out the purchase predictability through presence of
product at mega stores. The study aims to analyze the buyer behavior at megastores in
Pakistan, preference to purchase from megastores and retailors weekly or monthly. It is
also aimed to identify the purchase preferences that get influence by distribution of the
product at retailor and megastore. In this section the research design, procedures and
scale used for data collection are discussed. Which have been used by the researchers for
the purpose of collecting data and analyzing it.
2.1 Research Design
A quantitative research approach has be used in this research study. The research study
will be correlational in nature in which relationship between consumer buying behaviors
and the presence of product at mega store will be found.

Phases
of
researc
h
Data
Collecti
on
Figure 1: Phases of research process

Data
Anlaysis

2.2 Sample
The actual number of population is unintended so the sample will comprise of the 180
consumer those who shop at mega stores and at retailer.
2.3 Research Instruments
2.3.1 Demographic information:
A self-designed demographic information sheet has been used to gather
demographic data. Demographic areas of interest include gender, age, occupation,
education, area of residence, product preference, monthly income, and shopping
preferences.
2.3.2 Measuring Instrument
Modified version of Juster 11- point probability scale developed by Juster (1966)
has been used for data collection to measure the purchase predictability and buying
behavior of the consumers. The scale consisted of three items that contain responses on
an 11-point likert scale. Where 0 No chance, almost no chance indicates the options of
Very slight possibility that is 1 in 100 chances and 10 indicates certain, practically certain
that is 99 chances in 100.
2.3.3 Pilot Study
Prior to large scale data collection, the scale has been administered on 11 individual
for pilot testing and reliability analysis. The Cronbachs alpha value of the scale was
found to be .87. Data analysis of this pilot study was carried out by SPSS version 16.

According to the reliability value obtained in pilot testing, Scale is reliable and
appropriate to use for this current research.
2.3.4 Reliability of the scale
Reliability of the scale
Juster 11-point probability scale

Number of
items
3

Alpha
.87

2.4 Procedure
Ethical approval for the study has been taken from the institute. Following ethical
guidelines, full consent will be gained from the participants prior to undertaking this
research. After the collection of required data, it has been analyzed with the help of
Statistical Package for Social Sciences (SPSS). Subsequently, the analyzed results have
been presented in the form of tables followed by interpretation and graphical display.
Findings have been made on the basis of data analysis.
2.5 Data Analysis
Data analysis was preceded in steps using a variety of statistical methods.
Descriptive analysis was used to calculate the means and standard deviation to provide a
preliminary profile of sample characteristics and inferential statistics was used to find the
relationship and differences stated in hypotheses.

Chapter III
Results
This research has been conducted to find out the purchase predictability through
presence of product at mega stores. The study aims to analyze the buyer behavior at
megastores in Pakistan, preference to purchase from megastores weekly or monthly. It is
also aimed to identify the purchase preferences that get influence by distribution of the
product at retailor and megastore. In this section the research hypothesis was analyzed
using the inferential statistics. The analyses were conducted based on the hypothesis and
results have been presented accordingly.
The descriptive statistics was used to calculate the mean and standard deviation of
the demographic variables and the studied variables. The frequencies along with
percentages at each demographic variables and study variables were computed and pie
and bar charts were formulated for every variable.
The frequency and percentage of demographic variable: age
Categories

Frequency

Percent %

below 18

2.8%

19-24

46

25.6%

25-30

57

31.7%

31-39

49

27.2%

40-49

16

8.9%

50-59

2.2%

above 60

1.7%

Total

180

100.0%

According to the percentage and frequency analysis the maximum sample participants
were age range between 25 to 30 years and counted for the 31 percentage of the sample,
whereas the lowest percentage of the age was among group of age above 60 years.

The bar chart represents the age categories of the sample along with percentages. The
highest bar between the age range 25 to 30 years of age indicate the maximum sample
size of this age range.

The frequency and percentage of demographic variable: gender

Categories

Frequency

Percent %

male

78

43.3%

female

102

56.7%

Total

180

100.0%

According to the percentage and frequency analysis the more sample participants were
female and counted for the 56 percentage of the sample, whereas the malet percentage of
the was 43 percent.

The two bars of the bar chart indicating frequency percentage of the gender and the more
sample of the study was comprised of the female.

The frequency and percentage of demographic variable: occupation

Categories

Frequency

Percent %

student

84

46.7%

businessman

18

10.0%

job holder

62

34.4%

other

16

8.9%

Total

180

100.0%

In the occupation category the maximum sample participants were students and the more
sample was between age range 25 to 30 years, whereas only 18 percent was businessman
and again the more participants were job holders similar like age range and a sample
percentage also comprised of other category that include house wives, skilled labor and
any other profession.

The students were maximum among the sample and small percentage was under
the category of business, skilled labor and house wives, whereas a good number of
percentage of the sample was comprised of the job positions.

The frequency and percentage of demographic variable: education

Categories

Frequency

Percent %

below primary

2.8%

3.3%

higher secondary

5.0%

intermediate

5.0%

bachelors

70

38.9%

masters

81

45.0%

Total

180

100.0%

primary to secondary

Regarding education the sample comprised of the maximum sample having education till
16 years categorized as master and small number was comprised of the education below
primary and counted only 3.3 % whereas 5% of the sample was under the category of
secondary and intermediate each and good number of the participants were having
education till bachelors and counted for 38 %.

As the pie chart is indicating the maximum sample participants were having education
till bachelors or master and a very number was under the primary, secondary and
intermediate category.

The longest bar of the sample education at the master category indicate that the most of
the participants were having education till masters and smallest bar of the below primary
category indicating small percentage of the sample participants holding education till or
below primary.
The frequency and percentage of demographic variable: area of residence

Categories

Frequency

Percent %

posh area

108

60.0%

normal area

72

40.0%

Total

180

100.0%

The area of the residence were divided into two category one was posh and other was
normal class that include all the areas that dnt fall under the separate register societies
like DHA, Falcon Complex, Askari and others. According to the analysis the more
participants were from the posh area of residence and computed for 60 percent of the
sample percentage whereas the 40 percent sample was from normal area of the residence
other than the posh area of residence.

The high bar of the posh area residence indicate that the more participants were from the
residents of the posh residence among the sample and rest 40 percent of the sample
participants were the residents of the normal area of residence.

The frequency and percentage of demographic variable: monthly income

Categories

Frequency

Percent %

below 20,000

36

20.0%

20000-40000

36

20.0%

40000-60000

58

32.2%

80000-100000

18

10.0%

100000-150000

32

17.8%

Total

180

100.0%

The monthly income of the participants varied among the sample depending upon the
profession they hold. The maximum participants were having monthly income among the
range of 40k to 60k and it correspondence to the profession category as the most of the

participants were job holders or students and second highest category was of the below
20k or between 40k, whereas depending upon the profession of business 17 percentage of
the participants were having the monthly income under the range of 100k to 150k.

The longest bar of the chart indicate maximum participants under the category of 40 to
60k and lowest among the category of 80 to 100k, whereas the rest three category
distribute the sample almost equally.

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

Categories
weekly

Frequency
33

Percent %
18.3%

twice a month

32

17.8%

monthly

83

46.1%

after a month

32

17.8%

Total

180

100.0%

The frequency and percentage analysis of the frequency of shopping at the mega store
indicated highest percentage of the participant at the response of monthly category. The
80% of the participants shop monthly at megastores.

The long bar of the percentage f the monthly category of the shopping at the megastore
indicating maximum percent of the sample, whereas the rest three categories of the
weekly, twice a week and after a month contribute almost equally to the sample
percentage.

The frequency and percentage of studied variable: You buy products at mega stores

Categories

Frequency

Percent %

often

100

55.6%

sometimes

48

26.7%

rarely

32

17.8%

Total

180

100.0

The frequency of the product buying from megastores of the consumer in this study
sample was highest among the category of the often. The 100 participants out of 180 shop
often from the megastores and 48 participants responded to the category of the sometimes
and only 32 percentage reported rarely category.

None of the participant responded to the category of never, the pie chart indicate the most
of the sample participants shop often at the megastores.

The small number of the participants shop rarely at megastores and highest number shop
often at megastores.

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

Categories

Frequency

Percent %

very often

51

28.3%

often

98

54.4%

sometimes

17

9.4%

rarely

14

7.8%

Total

180

100.0%

To shop from retailer the participants reported also highest percentage at the category of
the often. The total sample reported 54% at the often category and lowest category was at
the rarely category.

The pie chart indicate the maximum number of the participants at the often category. It is
similar to the category of shopping at megastores, the study analysis of the variable

indicate that the maximum number of the consumers shop both at the megastores and at
retailors.

The bar chart also indicates longest bar the category of often at shopping from
retailors shop. And very few of the participants reported for the categories of sometimes
and rarely. The rarely category reported as 7.8% and sometimes reported to be 9.4%.

The frequency and percentage of studied variable: Your purchase preferences get
influence by the presence of product at mega stores

Categories

Frequency

Percent %

very often

18

10.0%

often

97

53.9%

sometimes

31

17.2%

rarely

34

18.9%

Total

180

100.0%

The presence of shopping that gets influence by the presence of the product at the
megastores indicted highest percentage of the responses at the category often again, the
percentage reported to be 53% and it indicate that the presence of the buying get
influence with the presence of the product at megastores. The small percentage of the
participants indicate their responses on the category of the very often that also added to
the category of the often, whereas the 17.2% percentage of the participants reported
sometimes influence on their preference of buying in the case of the presence of the
product at the megastores and 34 % of the participants reported rare influence.

The small percentage of the participants indicate their responses on the category of the
very often that also added to the category of the often, whereas the 17.2% percentage of
the participants reported sometimes influence on their preference of buying in the case of
the presence of the product at the megastores and 34 % of the participants reported rare
influence. The presence of shopping that gets influence by the presence of the product at

the megastores indicted highest percentage of the responses at the category often again,
the percentage reported to be 53% and it indicate that the presence of the buying get
influence with the presence of the product at megastores. The small percentage of the
participants indicate their responses on the category of the very often that also added to
the category of the often, whereas the 17.2% percentage of the participants reported
sometimes influence on their preference of buying in the case of the presence of the
product at the megastores and 34 % of the participants reported rare influence.

The long bar of the often response indicating more participants responses and computed
for the area of maximum participants preferences get influence by the presence of the
product at megastores.
The frequency and percentage of studied variable: You usually buy those products only
from retailer shops that are available at mega stores

Categories

Frequency

Percent %

very often

19

10.6%

often

32

17.8%

sometimes

52

28.9%

rarely

17

9.4%

never

60

33.3%

Total

180

100.0%

The participants responded high on the response of the category never on the buying
preference for those products only from retailer shops that are available at megastores.
The percentage of the preference was 33.3%, whereas the 19% of the participants
reported very often response that indicted that they very often buy those products only
from retailer shops that are available at mega stores. Sometime response category was
also high responded and counted for the percentage of 28.9. The 9.4 % of the sample
counted for the percentage of rarely category on the buying preference for those products
only from retailer shops that are available at megastores.

The participants responded high on the response of the category never on the buying
preference for those products only from retailer shops that are available at megastores.
The percentage of the preference was 33.3%, whereas the 19% of the participants
reported very often response that indicted that they very often buy those products only
from retailer shops that are available at mega stores. Sometime response category was
also high responded and counted for the percentage of 28.9. The 9.4 % of the sample
counted for the percentage of rarely category on the buying preference for those products
only from retailer shops that are available at megastores.

Sometime response category was high responded and counted for the percentage of 28.9.
The 9.4 % of the sample counted for the percentage of rarely category on the buying
preference for those products only from retailer shops that are available at megastores.
The participants responded high on the response of the category never on the buying
preference for those products only from retailer shops that are available at megastores.
The percentage of the preference was 33.3%, whereas the 19% of the participants
reported very often response that indicted that they very often buy those products only
from retailer shops that are available at mega stores.

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

preference if the product is not available at mega stores

Categories

Frequency

Percent %

very often

19

10.6%

often

32

17.8%

sometimes

77

42.8%

rarely

18

10.0%

never

34

18.9%

Total

180

100.0%

The influence on purchase preference if the product is not available at mega stores
reported by the participants highest at sometimes and computed for the percentage of
42%. The participants also reported for never and often categories. It indicate that the
preference of the most of the participants get influence sometimes for product that are
not available at mega stores. The 18 % of the participants reported rarely for the response
and 19% of the respondents responded for the very often response. The frequency
percentage indicates preference influence in case of the products non availability at mega
stores.

The percentage of 42% was reported for the influence on purchase preference if the
product is not available at mega stores. Percentage reported by the participants highest at
sometimes. The participants also reported for never and often categories. It indicate that
the preference of the most of the participants get influence sometimes for product that
are not available at mega stores. The 18 % of the participants reported rarely for the

response and 19% of the respondents responded for the very often response.

The participants reported for never and often categories. It indicate that the preference of
the most of the participants get influence sometimes for product that are not available at
mega stores. The 18 % of the participants reported rarely for the response and 19% of the
respondents responded for the very often response. The percentage of 42% was reported
for the influence on purchase preference if the product is not available at mega stores.
Percentage reported by the participants highest at sometimes.

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

Categories

Frequency

Percent %

Fairly good possibility

48

26.7%

Good possibility

54

30.0%

Probable

46

25.6%

Very probably

32

17.8%

Total

180

100.0%

The participants responded on the category of good possibility for 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, the percentage reported 30% and frequency counted as 54. The fair good possibility
was reported by 48 participants and reported for 26.7%. The 17.8% of the participants

responded for the very probably category. The 46 participants responded for the probable
category. The frequency analyses indicated that consumer buy product from retailor and
megastore both.

The percentage reported 30% and frequency counted as 54 for the participants response
on the category of good possibility for 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, the percentage reported
30% and frequency counted as 54. The fair good possibility was reported by 48

participants and reported for 26.7%. The 17.8% of the participants responded for the
very probably category. The 46 participants responded for the probable category.

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

Categories

Frequency

Percent %

Slight possibility

16

8.9%

Some possibility

32

17.8%

Fair possibility

63

35.0%

Fairly good possibility

69

38.3%

Total

180

100.0%

The highest response was calculate for the Fairly good possibility 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. The percentage was calculated as 38.3% and frequency was 69.

The highest response was calculate for the Fairly good possibility 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. The percentage was calculated as 38.3% and frequency was 69. The fair possibility
was also high reported by the participants, whereas the less responded for the category of
slight possibility. The results indicate that 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 fairly possibility
was highest rated by the respondents.

The frequency and percentage of studied variable: Considering the product is not
available at mega store but available at retailer shop only what are the prospects that
you personally will buy at least one pack of the product sometime within the next two
weeks or so?

Categories

Frequency

Percent %

Very slight possibility

18

10.0%

Slight possibility

48

26.7%

Some possibility

49

27.2%

Fair possibility

65

36.1%

Total

180

100.0%

The response rate on considering the product is not available at mega store but available
at retailer shop only what are the prospects that you personally will buy at least one pack
of the product sometime within the next two weeks or so was founded highest on fair
possibility and reported 36.1%. Some possibility category was rated at the percentage of
27.2%. Slight possibility was rated at the percentage of 26.7%. Lowest response rate was
founded at the category of Very slight possibility. The percentage of the Very slight
possibility was calculated as 10%.

The response rate on considering the product is not available at mega store but available
at retailer shop only what are the prospects that you personally will buy at least one pack
of the product sometime within the next two weeks or so was founded highest on fair
possibility and reported 36.1%. Some possibility category was rated at the percentage of
27.2%. Slight possibility was rated at the percentage of 26.7%. Lowest response rate was
founded at the category of Very slight possibility. The percentage of the Very slight
possibility was calculated as 10%.

Some possibility category was rated at the percentage of 27.2%. Slight possibility was
rated at the percentage of 26.7%. Lowest response rate was founded at the category of
Very slight possibility. The percentage of the Very slight possibility was calculated as
10%. The response rate on considering the product is not available at mega store but
available at retailer shop only what are the prospects that you personally will buy at least
one pack of the product sometime within the next two weeks or so was founded highest
on fair possibility and reported 36.1%.

Correlational analysis was conducted to find out the relationship between demographic
and 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.

Correlations
age gender occupation education areaofresidence monthlyincome jps1
age

Pearson Correlation

Sig. (2-tailed)
gender

Pearson Correlation

Sig. (2-tailed)
occupation

Pearson Correlation

Sig. (2-tailed)
education

Pearson Correlation

Sig. (2-tailed)
areaofresidence Pearson Correlation

Sig. (2-tailed)
monthlyincome

Pearson Correlation

Sig. (2-tailed)
jps1

Pearson Correlation

Sig. (2-tailed)

-.036

.714**

-.143

.004

.165* .251**

.633

.000

.055

.959

.027 .001

-.007

-.085

-.110

.029 -.012

.926

.258

.142

.703 .873

-.103

-.063

.002 .169*

.170

.400

.979 .024

.025

-.070 -.046

.743

.349 .538

.292** .314**

-.036
.633
.714**

-.007

.000

.926

-.143

-.085

-.103

.055

.258

.170

.004

-.110

-.063

.025

.959

.142

.400

.743

.165*

.029

.002

-.070

.292**

1 .651**

.027

.703

.979

.349

.000

.000

.251**

-.012

.169*

-.046

.314**

.651**

.001

.873

.024

.538

.000

.000

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

.000 .000

The analysis indicated that the age was associated with prospects that you personally will
buy at least one pack of the product sometime within the next two weeks or so
considering the product is available at mega store and at retailer shop. Gender was not
associated with prospects that you personally will buy at least one pack of the product
sometime within the next two weeks or so considering the product is available at mega
store and at retailer shop.
Occupation was found to be also associated with prospects that you personally will buy at
least one pack of the product sometime within the next two weeks or so considering the
product is available at mega store and at retailer shop, whereas the education was not
associated at all.
Area of residence and monthly income was associated with prospects that you personally
will buy at least one pack of the product sometime within the next two weeks or so
considering the product is available at mega store and at retailer shop. The correlational
were found to be significant at .05, .01 and .001.

Correlations
age gender occupation education areaofresidence monthlyincome jps2
age

Pearson Correlation

Sig. (2-tailed)
gender

Pearson Correlation
Sig. (2-tailed)

occupation

Pearson Correlation
Sig. (2-tailed)

education

Pearson Correlation
Sig. (2-tailed)

areaofresidence Pearson Correlation

Sig. (2-tailed)
monthlyincome

Pearson Correlation
Sig. (2-tailed)

jps2

Pearson Correlation

Sig. (2-tailed)

-.036

.714**

-.143

.004

.165* .195**

.633

.000

.055

.959

.027

-.007

-.085

-.110

.029 -.197**

.926

.258

.142

.703

.008

-.103

-.063

.002

.128

.170

.400

.979

.088

.025

-.070

.027

.743

.349

.720

-.036
.633

.009

.714**

-.007

.000

.926

-.143

-.085

-.103

.055

.258

.170

.004

-.110

-.063

.025

.959

.142

.400

.743

.165*

.029

.002

-.070

.292**

1 .499**

.027

.703

.979

.349

.000

.000

.195** -.197**

.128

.027

.628**

.499**

.088

.720

.000

.000

.009

.008

.292** .628**
.000

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

The analysis indicated that the age was associated with prospects that you personally will
buy at least one pack of the product sometime within the next two weeks or so
considering the product is available at mega store only and not at retailer shop, whereas
the education and occupation was not associated at all.

.000

Gender, Area of residence and monthly income was associated with prospects that you
personally will buy at least one pack of the product sometime within the next two weeks
or so considering the product is available at mega store only and not at retailer shop. The
correlational were found to be significant at .05, .01 and .001.

Correlations
age gender occupation education areaofresidence monthlyincome jps3
age

Pearson Correlation

Sig. (2-tailed)
gender

Pearson Correlation

Sig. (2-tailed)
occupation

Pearson Correlation

Sig. (2-tailed)
education

Pearson Correlation

Sig. (2-tailed)
areaofresidence Pearson Correlation

Sig. (2-tailed)
monthlyincome

Pearson Correlation

Sig. (2-tailed)
jps3

Pearson Correlation

Sig. (2-tailed)

-.036

.714**

-.143

.004

.165* .225**

.633

.000

.055

.959

.027

-.007

-.085

-.110

.029 -.458**

.926

.258

.142

.703

-.103

-.063

.170

.400

.979

.009

.025

-.070

.035

.743

.349

.638

-.036
.633

.002

.000

.714**

-.007

.000

.926

-.143

-.085

-.103

.055

.258

.170

.004

-.110

-.063

.025

.959

.142

.400

.743

.165*

.029

.002

-.070

.292**

1 .369**

.027

.703

.979

.349

.000

.000

.225** -.458**

.194**

.035

.299**

.369**

.009

.638

.000

.000

.002

.000

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

.002 .194**

.292** .299**
.000

.000

The analysis indicated that the age, Gender, occupation, Area of residence and monthly
income was associated with the prospects that you personally will buy at least one pack
of the product sometime within the next two weeks or so considering the product is not
available at mega store but available at retailer shop only, whereas the education was not
associated at all. The correlational were found to be significant at .05, .01 and .001.
For the first hypotheses of the study Pearson correlational was conducted and the results
of the study are shown in the table below.
Table 3.1
Correlation of consumers buying preference and the presence of product at mega store
Variable

1. buypre

.194*

2. promega

Note: (N=100) buypre = buying preference; promega = presence of product at mega store
*p<.05
The results revealed significant Positive relationship between consumers buying
preference and the presence of product at mega store, the results showed that the presence
of the product at megastores increases the purchase preference of the consumers.
The second hypothesis was analyzed by independent sample t-test to find the difference
in purchase predictability of the product that is available at mega stores among male and
female.
The result of the analysis has been presented in table 3.2.
Table 3.2

Independent sample t-test to find the difference in purchase predictability of the product
that is available at mega stores among male and female
Variable

SD

1. Male

4.232

.750

2. Female

3.859

1.076

An independent-samples t-test was conducted to compare purchase predictability

of the product that is available at mega stores among male and female. There was a
significant difference in the scores for male (M=4.2, SD=.75) and female (M=3.85,
SD=1.07); t (98) =2.03, p = 0.04.
The third hypothesis was analyzed by 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. The result of the analysis has been presented in
table 3.3.

Table 3.3
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
Variable

SD

1. Posh

3.541

.905

2. Lower
class

4.769

.426

An independent-samples t-test was conducted to compare purchase predictability

of the product that is available at mega stores among participants of posh and lower class
residence areas. There was a significant difference in the scores for participants from
posh area (M=3.54, SD=.90) and lower class residence areas (M=4.76, SD=.426); t (91)
=9.103, p = 0.00.
The responses of the participants at each individual item were analyzed by pie
charts that have been placed at appendices.
3.1Summary of the Findings
The major findings of the study were as follows:

There was a positive relationship between consumers buying preference and

the presence of product at mega store.

There was a difference in purchase predictability of the product that is
available at mega stores among male and female.

There was a difference in purchase predictability of the product that is

available at mega stores among participants of posh and lower class residence
areas.

Chapter IV
Discussion
The present research aimed to analyze the buyer behavior at megastores in
Pakistan, preference to purchase from megastores weekly or monthly. It is also aimed to
identify the purchase preferences that get influence by distribution of the product at
retailor and megastore. The analyses were conducted based on the hypothesis and results
revealed significant Positive relationship between consumers buying preference and the
presence of product at mega store, the results showed that the presence of the product at
megastores increases the purchase preference of the consumers. The result of the present
study is parallel to the previous literature and is supported by the work of Fatimah,
Latuszynska and Wawrzyniak (2012) that contributes to a deeper understanding of the
impact of different factors on consumer buying behaviour. It analyzed the relationship
between several independent variables, such as cultural, social, personal, psychological
and marketing mix factors, and consumer behaviour (as the dependent variable) in the
electric appliances market. The findings of the study indicated that, overall, the set of
independent variables were weakly associated with the dependent variable.
Feinberg, Sheffler, Meoli and Rummel (1989) considered the social stimulation
provided by malls, finding that the mall served as an outlet for social behavior. Burns and
Warren (1995) opined that since the store mix and product offerings of many regional
shopping malls are very similar, often the primary discriminator between many of these
centers is merely location. Making the choice to shop at a regional shopping mall other
than the one nearest to ones place of residence, therefore, does not appear to be a logical
choice in many instances. Such behavior, however, appears to be relatively common. It

would appear; therefore, that regional shopping mall choice may not always be based
solely on the offerings and location of the available shopping alternatives.
The result of the present also revealed a significant difference in the scores for
male and female. Pashigian and Gould (1998) stated that consumers are attracted to buy
from malls because of the presence of well-known brand; Nikhilesh Dholakia & Piyush
Kumar Sinha (2005) Customers tend to come to the stores with a choice set. This set
varies according to the extent of planning that the customer undertakes before reaching
the store. With more planning, this choice set narrows. While buying from the traditional
retailer stores, the customers carry lists. These lists, in many cases, mention the brand
name of the product. Generally, the retailer simply fetches the sought brands and collects
them on the counter, ready for tallying and payment.
Lichtle, M.C et al. investigates that it is interesting to notice that the outlets
characteristics have an impact on value, which, in its turn, has an impact on satisfaction.
The results showed what variables are to be privileged if one wishes to give the outlet its
practical and/or hedonic value. In the first case, the stress has to be put on product
availability. This means that when a retailer, considering her/his product range, wants to
confer a practical value to the shopping behaviour all she/he has to do is to make sure that
her/his products are easily available and within easy reach. The hedonic value is
determined by a combination of several variables:
atmosphere, peripheral services, the stores employees and crowding. Customer
satisfaction will thus be indirectly improved. By handling these four variables, the retailer
will manage to enhance the hedonic value the consumer attributes to shopping. According
to the positioning chosen, a firm will give more emphasis either to the hedonic value or to

the practical value, and therefore will act on the most relevant characteristics of the
outlet.
The significant difference in the scores for participants from posh area and lower
class residence areas in purchase predictability support the previous findings of the
studies as a study by Christensen 1999) showed that out shopping is inversely related to
the size of the town of residence. Some researchers have viewed shopping as a leisure
activity (e.g. Jackson 1991, Newby 1993). Other relevant studies address the interaction
between the physical infrastructure and consumers choice of retail outlets. Fernie (1997)
looked at the retail changes in the United Kingdom and included a consideration of the
logistical consequences of the developments there.
4.1 Limitations
Several limitations have been noted in the present study:

The present study included only participant from Lahore and students as sample
population to accommodate for time, economy and ease in data collection.

The sample size was limited at 100 and a larger sample size would be required to
improve accuracy and generalize the results.

The situation in which the respondents filled the questionnaires was online that may
interfere their true responses.

The sample was taken only from one city (Lahore) so it is not possible to generalized
results of this study to entire population.

4.2 Implications
It should be noted that this study could be applied in various organizational settings. The
findings of the research can help the shops to suitably design their business strategies to
address this segment of consumers with a specific focus. This finding could imply that every
organized retail shop needs to be more vigilant to monitor the changing preference of the
consumers so that they can continue to maintain their customer base as megastores. Hence, it
is imperative that each organized retail shop and megastore should maintain the customer
database and regularly analyze them to get the preferences of the customers. By offering what
consumer wants and which product and facilities make them loyal.

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Appendices

We (Toheed Ahmad, Hassan Sajid and Hafiz Waqar Ahmad) are students of BS (Hons)
at Institute of Administrative Sciences, University of the Punjab, Lahore. We are
conducting a research on consumer behavior and in that we need your responses on few
questions. We shall be obliged for your kind participation.
Demographic Form
Age
Less than 18 years
19-24years
25-30 years
31-39 years
40-49years
50-59years
Above years of age
Gender
Male
Female
Occupation
Studen Businessman
t

Job holder

Education:
Less than Primary
Primary to middle
Higher secondary school
Intermediate
Bachelors
Masters
Post graduate
Above
Area of Residence: ____________________________________
Monthly income per month:
Less than 20,000
20,000 - 40,000
40,000 - 60,000
60,000 - 80,000
80,000 - 100,000
100,000 - 150,000
150,000 - 200,000

200,000 - 300,000
How frequently you shop here:
weekly
twice a month
monthly
You buy products at mega stores:
very often
Often
1
2

after a month almost

Sometimes
3

Rarely
4

Never
5

You buy products from retailer shops:

very often
Often
Sometimes
1
2
3

Rarely
4

Never
5

Your purchase preferences get influence by the presence of product at mega stores:
very often
Often
Sometimes
Rarely
Never
1
2
3
4
5
You usually buy those products only from retailer shops that are available at mega stores:
very often
Often
Sometimes
Rarely
Never
1
2
3
4
5
It influences your purchase preference if the product is not available at mega stores:
very often
Often
Sometimes
Rarely
Never
1
2
3
4
5

Juster 11-Point Probability Scale

Consider one product of your choice and answer the three statements below based on the
0 to 10 rating scale mentioned below.

0
1
2
3
4
5
6
7
8
9
10

Justers 11-point probability scale

No chance, almost no chance
[1 in 100]
Very slight possibility
[1 chance in 10]
Slight possibility
[2 chances in 10]
Some possibility
[3 chances in 10]
Fair possibility
[4 chances in 10]
Fairly good possibility
[5 chances in 10]
Good possibility
[6 chances in 10]
Probable
[7 chances in 10]
Very probably
[8 chances in 10]
Almost sure
[9 chances in 10]
Certain, practically certain
[99 chances in 100]

1. 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? ----------------------------2. 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? ----------------------------3. Considering the product is not available at mega store but available at retailer
shop only what are the prospects that you personally will buy at least one pack of
the product sometime within the next two weeks or so? -----------------------------