Business

CHAPTER NO.3

RESEARCH METHOD

3.1. Theoretical Frame Work

AVAILABILITY OF BRANDS

AVAILABILITY OF BRANDS

VALUE ADDED SERVICES

VALUE ADDED SERVICES

QUALITY OF PRODUCT

QUALITY OF PRODUCT

CONSUMER SHOPPING BEHAVIOR

CONSUMER SHOPPING BEHAVIOR

PROMOTIONS &

REWARDS

PROMOTIONS &

REWARDS

SECURITY & PARKING

SECURITY & PARKING

BILLING & COLLECTION

BILLING & COLLECTION

3.2. Research Design

3.1.1. Type and nature of study

The type of the research is Quantitative research. As the purpose of research is to explore the relationship between Availability of goods, services and benefits and Consumer shopping behavior so the nature of this research will be Correlational.

3.1.2. Sampling design

1. Population:

The targeted population for the researchers is all the people who visit Shopping marts in Karachi.

* Sample technique:

The size of the sample will be 120 people and researchers uses simple random and convenient sampling technique.

Researchers collected data by the participants whose age lies in between following intervals;

* Below 20

* 21yrs-40

* 41yrs-60

* 60 Above

3.1.3. Instrument:

The instrument is used by the researchers is Questionaire Likert scale.

3.1.4. Reliability and validity:

Validity:

A tool measure what it suppose to measure.

Contant validity:

Contant validity of tool was ensured by revieing the literature. Items were developed with the understanding of literature review.

Face validity:

Face validity of tool was ensured by experts opinion. Tool was reviewed by teacher and experts from fields.

Reliability:

To ensure the reliability of tool, a pilot study was conducted with sample size that is 10.

3.1.5. Procedure of data collection:

Researchers developed questionnaires for the collection of data. They visit the targeted Shopping mart and also approach to general public and take consent for participation. Researchers will...