Abstract:
Retailing market is solely dependent upon the government for the planning of shopping centers,
their design, location and financing for the purchase of necessary assets. The particular study has
focussed upon measuring the behavior of consumers towards retail outlets and two variables of
service quality and organized retailing were found to have an influential impact on consumer
buying behavior with mediating effect of satisfaction. The population included the respondents
from city of Islamabad. The sample size of the respondents was 100 from whom the data was
collected. Data was collected from the sample of individuals from Bahria University which
constituted both teachers and students. Data were also taken from general people in Centaurus as
they are large mall with a variety of people having different experience with the store. Likert
scale was used in the study with end points of 1 as “Strongly disagree” and 5 as “Strongly agree”
.The questionnaire was developed with 14 items initially in order to measure the response of
consumers towards retail outlets. Results were consistent with previous findings and full
mediation has been proved.
