Consumer Demographics, Retail Store Attributes and Store Choice

The study was conducted to find out the effects that Consumer demographics and store attributes have on consumer choice and to provide an overall understanding of the factors which lead to the grocery consumer’s selection of a particular store in grocery market place of Lahore, Pakistan. The study focuses first on developing a profile of the consumers based on their demographic characteristics and also the type of retail outlet in which they shop. Moreover the study also helps to describe the grocery buying behavior of the consumer and also tried to understand the relationship between demographics and in- store attributes. Additionally, the study also highlighted different store attributes along with the demographics and their combined effect on the behavior of the consumers when choosing a grocery store.

Ms. Shamaila Gull has been working as lecturer at University of the Punjab since 2005. Her specialization is in Marketing. Her several research manuscripts have been published by different international publishers. Second author, Mr. Haroon Saeed has recently graduated from PU and did his final thesis under the supervision of Ms. Shamaila Gull.