Impact of organized retailing on consumer buying behavior in Islamabad

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.