Antecedents of consumer purchase decision in Pakistan's Retail market with moderating role of perceived risk

Abstract

Purpose This paper aims to determine impact of different factors like CSR, Social media marketing, sales promotion, store environment and perceived value on purchase decision. It also aims to find if perceived risk has any significant moderating effect on these variables. Methodology The population for this research were the retail consumers of Islamabad and Rawalpindi, Pakistan. Quantitative data was collected from 150 consumers through a questionnaire. This data was analyzed in SPSS. Findings The findings showed that CSR had no significant relation with purchase decision. Other independent variables which were Social media marketing, sales promotion, store environment and perceived value had a significant relationship with the dependent variable and perceived risk moderated this relationship. Originality/Value The findings of this study contribute to an understanding of the importance of the selected factors in affecting a consumer’s purchase decision in the retail industry. No prior study has been conducted in Pakistan that determines the impact of these factors on purchase decision. Keywords CSR, Social media marketing, store environment, sales promotion, perceived value, perceived risk, purchase decision, retail, retail market, consumers, Pakistan