The impact of superstore Environment on consumer buying Behavior: a study of supermarkets in Islamabad

Abstract

The aim of this research was to explore the retail market of Islamabad Pakistan, for that purpose different retails stores based in Islamabad were visited and data were collected. The data which has been used in this research is primary as well as secondary, for the primary data questionnaire have been used and for the secondary data existing Literature has been reviewed. In addition, Microsoft excel software has been used in order to analyze the data and data have been shown in the form of charts and graphs. The environment of superstores has been selected as independent variable however, consumer behaviors has been selected as the dependent variable. However, correlation and regression analysis has been used for the data analysis and, measure the dependency of variables. Finally it has been found that there is the positive correlation between superstore environment and consumer buying behaviors as those superstores which maintained their environment have experienced higher sales.