Determinants of consumer buying behavior through convenience stores in Karachi (original) (raw)

This study investigates the factors of consumer buying behavior and analyzing the need satisfaction through convenience stores in Karachi with respect to small stores. This study has tried to investigate the cause and effect on how consumer satisfaction translates into behavioral science in shopping. It will also help determining the importance of satisfaction and trust of a consumer. This will help small stores to adopt and implement these trends for increased sales to small shops in Karachi. It reviews that the environment and ease in buying, display, after sales service and the courtesy displayed by the staff is a key player. The various customers involved in shopping and window-shopping in convenience stores in Karachi. The targeted population collected data randomly. Population size was restricted to 50, The primary data was collected using the likert scale, questionnaire was used. The study is limited to customers in Chase up, Imtiaz Store, Zamzam of Karachi only, due to lack of financial resources and time constraints to the researcher. The study reveals that the customers enjoy shopping in convenience stores which provides them entertainment and security, they also have a level of trust in convenience stores. The research provides managers with guidance on how to generate rough outline of potential marketing activities that can be used to take advantage of capabilities and convert weaknesses and threats. This paper interestingly portrays the effective usage of multi-criteria decision-making and ranking method to help marketing manager predict their marketing trend. JEL: M3, C8, D4