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Title: The Factors Effecting Consumer Store Choice Behaviour

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Title:
The Factors Effecting Consumer Store Choice Behaviour
Author Name:
Khurram Latif Bhatti, Dr. Seemab Latif
Abstract:
The trend of big multi stories buildings, shopping malls and super stores are very much popular around the world. It’s a modernized stage of industrial life cycle. The factors like location of the store, kids play area and parking area is the main focus of this study and its main purpose is to determine their impact on consumer store choice behavior. In this study we use cross sectional data collection technique because we collected the data once from the primary source. We distributed 400 questioners in the selected super marts, plazas and large retail shops situated in Rawalpindi, Pakistan. Out of 400 questioners 322 were completed. The questioners are designed to measure the strength between dependent variable (consumer store choice behavior) and independent variables (location of the store, kids play area and parking area). We developed three hypothesis location of the store, parking area and kids play area, and regression analysis was tested by Statistical Packages for Social Sciences (SPSS) software for these hypotheses. It originated that consumer store choice behavior (dependent variable) is significantly related to the location of the store, kids play area and parking area (independent variables). Hence location of the store, parking area and kids play area (independent variables) is positively contributing and strongly related to the consumer store choice behavior (dependent variable).
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