523 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. https://jbrmr.com/details&cid=523 https://jbrmr.com/cdn/article_file/2019-09-29-09-24-55-AM.pdf Volume 14 Issue 01 43 2019-10-01 2019-09-29 no Traditional retailing modern retailing consumer preferences none 586251 195 3 Shaheera Amin Department of Business Administration University of Sahiwal, Sahiwal, Pakistan Syeda Shawana Mahasan Department of Management Sciences University of Lahore, Pakpattan Campus Pakistan