Consumer Behavior in Choosing Shopping Malls versus Local Traditional Markets

Abstract

The purpose of this research is to explore the role of the aforementioned factors on consumer behavior and preference towards shopping mall and traditional market in Karachi, Pakistan. As urban shopping malls become increasingly desirable destinations for consumers, the study investigates factors affecting their purchasing choices, including preferences, perceived benefits, and lifestyles. It is not only the case where motivators like personal experience, media influence, and advice from friends drives the consumer behavior. Shopping malls have become the new spaces for consumers, offering product variation, ambience and different kind of facilities like entertainment, convenience, etc, that are explored in the research. It is a quantitative research, conducting primary data collection by using structured Questionnaire from 200 Respondents through random and stratified sampling. Analyzed secondary data, reviewing literature on consumer behavior and market trends. Consumer's Preference, perception of benefits and lifestyle affect consumer’s choice between shopping mall and traditional market, the different trends were observed in shopping mall with respondents. Malls were preferred for their modern environment, product diversity and extra services, while traditional markets continued to attract buyers with their lower prices and specific products. This indicates that a large number of consumers in Pakistan were not satisfied with traditional markets and were gradually switching to modern retail formats, pointing towards the fact that traditional markets need to focus on the quality of service and quality of the shopping experience. The research reveals retail changes to reveal consumer lifestyle effects on buying behaviors thus enabling modern alongside traditional retailers to maintain customer loyalty.