Abstract:
Retailing involves selling goods to the customer directly in which they sell all types of
products under one roof. The customer can be the influencer, the consumer or both. The
reason of this study is to develop a marketing plan that will shift the mindset of the
people in Islamabad towards organized retailing. The purpose behind developing a
marketing plan for Al-Fatah is for the purpose of making the general public aware of the
experience and benefit of organized retailing other than just its monetary value. Study
shows consumer behavior, their decision making approach along with the company’s
details and overall offering and its contribution towards social responsibilities. Then what
is the reason behind the unacceptance of small retailing. To know about the current
situation of the retail industry in Pakistan, the process of external and internal
environment which affect retailing, followed by the marketing strategies for the store, Al-
Fatah andfor the promotional purpose to attract the general public. The store’s advantages
and its different offerings and what strengths they have that can take competitive
advantages over its rivalries.
The research methodology used in this research is qualitative which includes interviews
from customers and collection of data through observation. This study shows that if a
better strategy is used,the retailer can get effective outcomes.
Research Limitation:We have very limited time period provided by ouruniversity; Al-
Fatah’s manager gave us information which is more of Lahore’s consumer behavior.
