IMPACT OF SUPERSTORES ON CONSUMER BUYING DECISIONS

Abstract

Purpose: This study is about the impact of superstores on consumer buying decisions and behavior. As customers are the King of every market and organization, every business starts from customer concerns or need and ends with customer satisfaction. What factors affect the buying decision and why they are important are tried to be measured. Research Methodology: The explanatory type of research is selected, as this study will reveal the effects of superstores on consumers buying decision and deductive approach is used as the hypothesis is developed on the base of existing literature and the hypothesis will be proved right in contrast with existing literature. Findings: During this research it was found that superstores can play an important for organizations product, as findings of this research show that consumer’s purchase decision is affected by product placement, promotions, display, price and availability, variety and assortment, atmosphere and environment, facilities and all other (factors. | Research Limitations - There are certain limitations to research, as this research was targeted towards the population of Karachi only. Moreover this research gives answers to a general question that how the purchase decisions are affected by superstores. Practical Implications: The outcomes of the research might help the outlets to resolve their issues in a better manner. The study will facilitate superstore management to understand how purchase decision or buying behavior of consumers is affected. It may also help other competing outlets and managers to position their products better and more specifically. It may help marketers to control factors which influence consumer buying decisions.