THE REASON FOR EMERGENCE AND INCREASING PREFERENCE OF SUPERMARKET IN KARACHI

Abstract

Purpose: This research study evaluated the awareness of shopping behavior and its relationship with supermarkets in Karachi. Through Quantitative research design and method. This research will provide a detailed understanding about the cause and impact relationship between the variable of customer loyalty, shopping atmosphere, and discount price and shopping enjoyment. Methodology:The philosophy of this research study is post positivist and the approach followed in this research is deductive approach. The research is classified as descriptive research.The questionnaire is distributed in the supermarket for collecting data by post and other ways, through random sampling in order to observe behavior of women. Primary Data is gathered through survey method whereas Secondary data is collected through related articles & books and through online research journals. Finding:Regression analysis is use to find the massive buying behavior of consumer in super markets. The R square value shows the accuracy and the variance of dependent variable explained by the independent variable. The analysis shows R Square value that is 0.78 indicating the massive buying behavior depending on discount price, Store Atmosphere, enviromnent and shopping enjoyment. In other word the massive buying behavior in supermarkets is depending 78% on these factors.To check the reliability Cronbach Alpha is used and validity is assessed through expert opinions in this research. Close ended Questionnaire were made finding the factors and determinants of consumer behavior in supermarkel.The role of study is to find the consumer buying behavior in super market and factors that affect consumer in supermarket of Pakistan. Further research can be done by taking different variables so as to identify why people prefer buying from supermarket.