Customers Buying Experience of Short Expiry Products from Supermarkets: An Evidence from 5 Supermarkets of Pakistan

In recent years there has been rapid growth of supermarket chains like Imtiaz, Naheed, Metro and Hyperstar in Pakistan. Selling of expired products is one the major issues among customers who mostly buy the food products from supermarkets. In this report, We set out to investigate customer experienced about short expiry products. A questionnaire is distributed to 120 customers in which 100 are selected for the study. From the analysis and results it can be understand that about 56% were female and 44% were male respondents who mostly go for food shopping from supermarkets respectively. Some Factors affecting customers buying decision from supermarkets are product quality, product price, store environment, discount rate and product availability. By applying hypothesis on these factors, we conclude that all the factors are affecting buying decisioon. On investigation about expereince of buying expiry product, 27% respondents reavealled that they have sometime expeirenced buying short expiry products. The results are very significant for product suppliers, supermarket owners and most importantly to authorities. Keywords: Customers experience, short expiry, super markets