Shift in Buying Behavior from Kiryana Stores to Hypermarts: A Case Study of Consumers in Karachi

Abstract

This research explains the shift of consumers from Kiryana stores to hypermarts and the main factors that have influenced the shift within our society. Our study is confined to Hypermarts in Karachi which include Carrefour (Hyperstar), Metro, Chase up, Naheed and Imtiaz.  Our target respondents’ fall between the age group of 20-60 years and their income bracket starts from 50,000. The main aim of this study is to help entrepreneurs or companies to invest wisely by understanding the demand of consumers and which factors are the most important in consumers’ minds and to think where to distribute products for high profits and it will also help to fill the gap between research in academia and industry practices. The factors which we studied in depth and their impact on buying behavior of consumer are price, convenience, quality, information accessibility, environment and social status. Price, convenience and quality have positive impact on consumers buying behavior through which we can conclude that if consumers in Karachi get their products of high quality, deals and discounts in prices and with convenience other factors environment, information accessibility and social status are secondary to them.

Keywords: Consumer Buying Behavior, Hypermarts, Kiryana Stores, Retail Marketing, Consumer Preferences, Value for Money, Karachi