Consumer Demographics and Modern Formats of Retailing: A Cross-Sectional Study of Impulse Buying and Reasons for Visit Mart in Karachi Pakistan

Abstract

The purpose of this study is to investigate the effect of important demographic factors on impulse buying behavior of consumer’s secondly, the reasons for visiting the departmental stores. The study also examined to understand the major reason(s) that encourage people to visit departmental stores in Karachi. Stratified random sampling was used to select 20 outlets of different chain of departmental stores since the population is homogeneous and classify in different districts of Karachi. 232 respondents were chosen through non-probability convenience sampling for the survey to be carried out via closed-ended and structured questionnaires.Various outlets of Karachi’s different departmental store chains were shortlisted so as to gather data from real-time shoppers. For deriving findings,statistical methods such as frequency, chi-square test and simple descriptive techniques were used through SPSS 20.0. The study shows that demographic factors like income and gender have insignificant links with reasons to visit departmental stores while factors like age have significant links with reasons to visit departmental stores. We further concluded that assortment is the key driver of departmental stores followed by discount, convenience and store atmosphere as per our research findings.

DOI: 10.7176/EJBM/11-16-10

Publication date:June 30^th 2019