Identification and analysis of the reason(s) of sales shift from general to modern trade
Master of Business Administration Executive
Faculty / School
Faculty of Business Administration (FBA)
Year of Award
MBA Executive Research Project
Sales shift -- General | Sales -- Modern | Analysis and Reasonning
In recent times, there has been a boom of retailers that follow the modern trade(local or international) business model. Owing to this boom, a large number of consumers in the country especially in urban metropolis have made the switch from traditional retailers such as kiryana shops to local modern trade (LMT) retailers. This study was conducted with an objective of understanding the reasons behind this consumer switch. The study was conducted in December 2015 in Karachi at three LMT outlets (Imtiaz, Chase up, and Naheed). Data were collected from 150 respondents using consecutive sampling at these outlets. A descriptive analysis of the data demonstrated that a large number of people preferred LMTs because of product quality, diversity of product mix, discounts offered, security protocols, and credit-card machine availability. The study has numerous implications for both traditional and LMT retailers; traditional retailers need to capitalize on their convenient locations and make upgradations in their layout and offerings to capture the consumer demand again. LMTs need to improve their positioning by positioning themselves as electronic appliances sellers as well as grocery sellers, and LMTs can further sustain the existing demand by expanding their presence online as well.
Iqbal, M. (2018). Identification and analysis of the reason(s) of sales shift from general to modern trade (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-emba/96
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