An Exploration of Female Shopping Behaviour: A Case Study of City Faisalabad (Pakistan)

Modern day changes in our society are redefining and reshaping family roles. Females are now no more confined to their houses rather they are seen in great number at work and shopping places. They are actively engaged in the shopping activity. This necessitates that behaviour of females which now shop significant part of family shopping should be understood and explored. For this purpose, the study in hand was planned and 130 females belonging to different sections of society were interviewed randomly in Faisalabad city of Pakistan. According to the findings of study, females were engaged in the shopping of wide array of food, clothing and luxurious items from shopping malls, local bazaars and sale points. Many of them were price conscious and bargain with shopkeepers. Overcrowdings and congestion at shopping places, wrong tactics employed by shopkeepers and high prices were found some of the problems encountered by female shoppers.