Department of Quantitative Methods

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Consumer choice towards modern and traditional stores while buying FMCG
(University of Management and Technology, 2016) Akram, Nazia
There are different kind of features which attract the customers for the decision making of particular store selection such as variety, quality of product, price, discounts and staff behaviour. These factors build an image in the eyes of costumers. The purpose of the study is to find the important factors that attract customers towards the modern stores. For that purpose six important factors are extracted after extensive study of literature that are product variety, store atmosphere, staff courtesy, price structure and location convenience. In this paper logistic regression has been used in order to see the contribution of the mentioned factors to store selection. A total of 300 respondents were sampled from traditional and modern stores using systematic random sampling. Stores in this study is a dichotomous variable with two categories, modern and traditional. Because of this binary nature of the dependent variable logistic regression approach was found appropriate. Of five independent variables used in the study two were found most significantly associated in all models i.e. location and atmosphere. But curtsey factor was appeared insignificant in main logistic model as well as most of the sub models. The findings showed that logistic regression is the most promising tool in providing meaningful interpretations in such type of researches.