AN INVESTIGATION OF MODERATING ROLE OF ATTITUDE ON CUSTOMER'S PERCEPTION: A CASE OF PAKISTANI RETAIL INDUSTRY.

In the modern era, the organized retailers are growing and replacing unorganized retailers due to the competitive business environment around the globe. Although, the unorganized retailers have more market share than organized retailers regarding the 70% world population geographically residing. The literature lacks empirical evidence on customers' perception of retailers in the context of Pakistani retail industry. Hence, objective of this study is to understand the customers' perception of unorganized retailers for local and international organizations. This research work is an effort to investigate the moderating role of attitude on customers' perception regarding Pakistan's unorganized retailers. Based on the five-Likert scale, the sample-set has been collected through a survey from the customers by convenience sampling techniques. Structure equation modelling (SEM) model is performed in SMART PLS 3.3 for data analysis. The estimated result reveals that services, promotion advertising, positive attitude, and brand have a strong and significant relation with customers' perception, it can modify customer's perception. According to the results, it's a serious issue to divert the customer's attention towards Pakistan's unorganized retailers. It also infers that attitude can divert the customer's perception as a moderator role. [ABSTRACT FROM AUTHOR]