Furthermore, personality traits also recognized as five factor model

perception of differentiated product is measured a very significant factor for learning
retail benefaction (Hoch et al., 1999).

purchasing behavior can change quickly which is systematically explained in the
Big five personality traits also recognized as five factor model (FFM) and these
five factors are describe as, Openness to experience describe about the persons
who are inventive, ornaments, and creative. Persons with Conscientiousness
traits intention for accomplish, discipline and prearranged rather than unreliable.
Many people called as chatty, attention seekers and active lies in Extraversion.
Agreeableness shows welcoming, obliging nature, believing and helpful in nature.
Neuroticism denotes person with sensitive in nature, unhappy moods, irritation
and unease. Preceding research found that consumer features such as consumer’s time
of life, life-cycle phase, profession, commercial situation, routine, and
self-concept have impact on customer observation (Kotler et al. 2001).

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profession replicates on purchaser’s financial condition and purchaser’s
financial condition effects store selections. Purchasers with high income occupation,
but busy life style, frequently tend to purchase goods and services from suitability
store due to its “convenience” structures. Although agriculturalists, who have lesser
income but more spare time, may desire to purchase food or desirable product in
the old-style market since they can inexpensively deal with retailers (Minh
Hang, 2004).

additional four factors that also encourage on consumer buying behavior are in
a category of social factors which can describe through reference group,
family, social characters and status. Cultural factors that helps to describe
about individual’s requirement and behavior. Personal factors of an individual
like age, way of life, purchasing power and routine. Psychological factors such
as motivation, perception and learning. These all personality traits and four
other factors have majorly impact on every individual consumer buying behavior which
is enforce him/her to change their perspective.

in considerate purchaser personality and self-concept benefit retailers to clutch
purchaser buying attitude and performance. Character is regularly used in
previous studies to scrutinize purchaser’s perception; perception is applicable
to personality, so self-concept is also a respectable instrument to understand spending
behavior (Minh Hang, 2004).

esteem to emerging countries super market uprising newcomer subsequently
1900’s. (Thomas Reardon & Peter Timmer, 2010) Hypermarket we could
say that a huge space part with the capacity of food and nonfood goods with wide
varieties. First hyper market unfastened in Bruges, Belgium, 1961 (Anne &
Leigh, 2002). Purchasers transformed their shopping routine
over their time period. Partialities in fresh foods, packed goods, domiciliary
and individual care merchandise are considerable associated to age. Store selection
behavior also changes with the phases of household life-cycle (Minh Hang,

selection derives from serviceable measurement is further trending to care
about the store arrangement and the in-store facility (Sinha and Banerjee,
2004). The internal facilities of a store comprise essential service, services cape
and personnel which affect purchaser’s observation and spending intention
(O’Cass and Grace, 2008).

this research described different types of consumer behavior like; 1) Cultural
behavior which includes: Sub Cultural, Social Classes (Upper high, Upper medium,
Upper lower, Medium high, Medium-medium, Medium lower, Lower high, Lower medium
& lower- lower classes) and Cultural trends. 2) Personal consumer behavior
factors like; Life style, Age & way of life and Purchasing power &
Revenue. 3) Social Consumer behavior factors like; Reference groups, Association
groups, Family, Social roles & Status. 4) Psychological consumer factors
like; Motivation, Perception, Learning, Beliefs and attitudes, Personality, Self-concept.
We also discuss buying sources like; Personal, Commercial, Public, Experiential,
etc. Types of sources also discuss some historical past shortly regarding the
transition from old trade to modern trade & old retail to modern retail

also contains sufficient past dependent factor (Consumer behavior) &
independent factors like, (Store environment, Varieties, Quality, Promotion/discounts,
Parking area, Security). As a whole this research report has focused on
different variables in detail which all including in a process of describing
consumer buying behavior on modern trade store.

over the world scholars wrote articles related to consumer buying behavior and
supermarkets or modern retail, in India as well but we cannot see in Pakistan
perspective especially for MTS. We think that ‘Effects of MTS on brand switches
& brand delisting’ and ‘Challenges for MTS to retain every social class’
these areas are needed to be studied.

past decades, there was no concept of buying from super store. People used to
buy specifically cloths from cloths market, groceries from groceries and foods
from foods. But these modern stores have bought a new concept in current era to
buy all things you need from one place. V


1.2 The Problem  

study describing the change in buying behavior of consumer’s behavior from
conventional retail stores to modern trade stores the aspects of this change in
buying behavior of consumers are discount slabs offered on bulk shopping,
availability of all the products of various brands, ease of payment in terms of
plastic money (credit and debit card), fair value of money, increase in
customer income level, desire to try out new products and growing customer
awareness about the product. Attracting the customers from conventional retail
to modern trade stores LMT/IMT due to these factors consumer’s buying behavior are
shifting towards modern trade stores. Having rapid growth in retail industry the
investors are taking interest to invest in modern stores rather than
conventional retail stores. Pakistan’s market is the one of the flourishing segments
in this region.

1.2.1 Purpose

purpose of this study was to describe the relationship between switching consumer
buying behavior from conventional retail stores to modern trade stores. For
that purpose, we used descriptive research method.

1.3 Research Questions

consumer buying behavior is influencing on local retailors?

the operant conditioning theory (positive reinforcement, negative reinforcement
and punishment) have effecting consumer buying behavior?

modern trade stores attract consumers buying behavior?

1.4 Objectives of the Study

describe the modern trade store effects on local retailers.

To describe the effects of operant conditioning
theory on consumer buying behavior.