Factors Impacting the Buying Behavior of Housewives towards Hypermarkets in Karachi

Abstract

The objective of this research is an effort to understand what are the factors that impact the choice of hypermarkets made by housewives and what do they think about the factors like Convenience level, Store atmosphere, Price and Variety of products, which influence the buying behavior. This research is qualitative in nature and in-depth interview technique is used for the collection of data through respondents and then thematic analyses have been constructed. The results of the study concluded that Convenience level is the most important factor that affects the choice of hypermarkets for the housewives. It is considered as a positive factor for their shopping experience. Some factors within convenience level include parking space available, a well-stated store in terms of prices and category placement so that it saves time and the most important convenience factor due to which housewives are not willing to shift permanently to other store is the location/nearness of the hypermarket to their homes. It is further concluded that the Store atmosphere must be friendly that doesn’t make the customer confuse every time they visit the store. Proper placement of the goods on the aisle, space between them, lightening and the music it is being played all affects the shopping experience of the customer. Prices do affect the way the customer shops but it is not considered a factor that makes the customer shifts their store permanently if it’s not convenient for them. Variety is the least impacting factor that would make the customer shifts their outlet. The housewives generally like hypermarkets as it serves as a one-stop shop for them for all their required items

Keywords: Hyperstar, Buying behavior, Housewives, Convenience Level, Store Atmosphere, Variety of Products