ANALYSIS OF SUPERMARKET RETAILING AND ITS EFFECTS ON CONSUMER BUYING BEHAVIOR IN KARACHI ALONG WITH THE ACCEPTANCE OF TESCO'S LAUNCH

Abstract

‘urposc: Pakistan, which is a fast growing economy, has seen a few ups and downs in the previous few years, but he consumer spending and purchasing power has experienced a major boost in the last decade. Therefore the nain aim of the research is to discuss the changes that have taken place in the last ten years in Pakistan’s uperiiiarket retail sector and the concept of supermarkets and retail chains. Pakistan has faced some socio- iconomic changes in terms of incomes and an increase in the middle class people’s standard of living. The entry if international supermarkets is continuing and has gained market share in recent years. The purpose is to study he grocery retailing culture of Karachi, analyze the effect of supermarket retailing on consumer buying behavior nd identify consumer behavior towards the launch of an international retailer like Tesco in Karachi. Research Methodology: Quantitative study has been used to gather details on consumer perception towards local upermarkets and to measure the extent of customer satisfaction. This will also include factors that may attract heir attention towards a supermarket. Qualitative analysis has alternatively been done to determine the in depth ttitudes of consumers so that they can express themselves freely. Primary research findings have been co related idth secondary research findings to achieve objectives. I, , findings: The main factors identified through data analysis that affect consumer choices are atmospherics, ionvenience and price. Further discussions with traders suggest that comer shops are having a tough time due to he rapid growth of supermarkets, as a lack of investment does not allow them to offer better services than the jigger retailers. Also, consumer preferences are explained in detail. i Practical Implications: The research may help marketers to determine the factors they need to consider before punching an international retail store and will help them to improve their services which, in this research are acking in today’s supermarkets according to the respondents.