Rehan Lalani


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary


To analyze consumer behavior, their attitudes and perceptions in relation to the selection of the retail outlet for purchasing grocery products and to understand whether convenience stores are preferred over hypermarkets by households for their grocery shopping or vice versa.

To unearth attributes that creates Consumer value proposition when selecting their retail store.

Research Methodology

A comprehensive research was conducted in order to collect primary data from 160 working women and housewives. A structured questionnaire was designed for this purpose, in which the demographic information, consumer buying pattern, their perception towards the type of stores, and the implication of different attributes considered by the audience were gathered.Frequencies and reliability of the data of dependent factors were gathered.In order to examine consumers' choice for purchasing from a hypermarket vis-a-vis a convenience store and factors that contribute to the decision such convenience and monthly house hold income, correlation techniques were applied.Hypothetical testing also revealed a significant relationship between cost, convenience and time with the choice of store.


The research revealed that convenience stores are preferred over hypermarkets for purchasing of monthly groceries.



Available for download on Tuesday, December 31, 2030

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