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The aim of this study is to understand consumers’ choice and shopping preferences regarding retail format (traditional vs modern markets). Further, this study is conducted to understand the changes that are occurring in the consumers’ behaviour with respect to modern retailing and traditional retailing outlets. It is noted that due to change in demographics, and an increase in families’ income, urbanization, awareness through electronic and internet media has influenced the consumer behaviour to choose from modern retail outlets rather than the neighbourhood stores. Therefore, to empirically testing the phenomenon of retail format choice, a quantitative study is conducted by using a questionnaire. Collected data is analysed by using SPSS. Results has supported that there are fewer factors that favour traditional retailing and fewer which support modern retailing. However, the results show that there are many challenges that exist in modern markets and traditional markets based on consumer preferences. Corresponding author: Syeda Shawana Mahasan Email addresses for the corresponding author: syeda.shawana@lbs.uol.edu.pk First submission received: 18th July 2019 Revised submission received: 20th August 2019 Accepted: 23rd August 2019

Difference between consumer preferences to choose between the traditional retailing and modern retailing