Abstract:
The project is based upon modern retailing trends and
techniques with special focus on consumer perceptions
and its effects on their buying behavior especially of
private labels. The chosen retail outlet is metro cash
n carry along with other smaller retail outlets in
Islamabad. Private labels are an emerging trend in
many countries of the world. Although previously
viewed as low in quality, private labels by
established and well reputed retail outlets are of
good quality as compared to their branded counterparts
and are lower in price. Price is an important factor
that affects consumer buying behavior and buying
decision along with quality of the product. Since
private labels are emerging as high quality products
with a lower price, they are going to give their
branded counterparts a run for their money.
In Pakistan, the concept of modern retailing is
comparatively new. Although many super markets and
retail outlets are now springing up everywhere. But
none are comparable to International giants like
Tesco, Wal-mart etc. More recently, Metro Cash and
Carry has broken into the retail business in Pakistan
and is a trend setter in that it is the only retail
outlet that deals with bulk-purchase customers. It is
operating on a huge scale and is turning around
retailing trends in Pakistan.
