Impact of Demographic Factors on Store Selection: An Insight in Pakistani Society

Retailing is a specialized marketing activity. The ultimate objective of all the marketing efforts is to reach the end consumers with the product and service of their need with a reasonable price which they could easily afford. Retailing supplements the attainment of this objective. Due to the increase in the disposable income along with the technological developments the retail sector is eventually consolidating and the new retail formats are emerging. In this paper, researchers attempt to examine the effect of demographic factors on consumption behavior. Marketers have always been interested in examining the demographic factors. Marketing researchers extensively use the demographic information. Factors like age, household size, gender, income level and social class are considered to be good predictors of consumer buying behavior.