The Factors Affecting Consumer Store Choice Behavior

ABSTRACT The trend of big multistory buildings, shopping malls and super stores are very much popular around the world. It’s a modernized stage of industrial life cycle. The factors like location of the store, kids play area and parking area is the main focus of this study and its main purpose is to determine their impact on consumer's store choice behavior. In this study we use cross sectional data collection technique because we collected the data once from the primary source. We distributed 400 questionnaires in the selected super marts, plazas and large retail shops situated in Rawalpindi, Pakistan. Out of 400 questionnaires 322 were completed. The questionnaire was designed to measure the strength between dependent variable (consumer's store choice behavior) and independent variables (location of the store, kids play area and parking area). We have developed three hypothesis; location of the store, parking area and kids play area, and these hypotheses were tested for regression analysis by Statistical Packages for Social Sciences (SPSS). After analysis of the results, it was concluded that the consumer's store choice behavior is significantly affected by the location of the store, kids play area and parking area. Hence location of the store, parking area and kids play area are positively contributing and strongly related to the consumer's store choice behavior.