Article Published In Vol.3 (Nov-Dec-2015)

Factors that affect the choice of Consumers in selecting Retail Store, for Grocery Shopping

Author : Hassan Zulqarnain, Abaid Ullah Zafar and Mohsin Shahzad

This research aims to analyze factors that are affecting consumers choice of retail store, specifically grocery stores. This article consists of several sections describing the Problem, its background, Research Objectives and Literature Review. The Data & Analysis section describes in detail the variables identified, how they are measured and prepared for analysis. The next section illustrates all the study analysis findings, what we have concluded from our research that how variables under study are related with each other and affect consumers choice of stores. Convenience, variety, product quality, prices and store loyalty were the main factors identified through initial study and literature review as factors affecting consumers choice of retail stores and hence a research framework designed evaluated these factors and how they affect store choice. Survey questionnaire was used for data collection from 150 respondents based on which research analysis has been done.

Keywords: Customer Perception, Retailing, Store Selection, Purchasing Preference