| Author | Ahmad, Mohammad Saeed |
| Call Number | AIT RSPR no. SM-95-8 |
| Subject(s) | Marketing--Pakistan--Islamabad--Decision making
|
| Note | A research study submitted in partial fulfillment of the requirement for the degree of Master
of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Behind the visible act of making purchase lies an important purchase decision process
which is made up a set of activities that begin with an identification of an issue and ends with an
action.
The study is carried out by adapting model of consumer purchase decision process. A
survey was conducted in Islamabad to identify the trend of shifting during decision process in
food products and durable products. Biscuit, cake, watch and jewelry are selected to acquire the
trend of information search, decision influencers, and evaluative criteria.
These products are categorized based on the purpose of purchase and consumption pattern.
Biscuit and watch are classified as personal products which are used privately while cake and
jewelry are called gift products which are used publicly.
The foremost point of the study is to know variations in purchase decision process when
there is different class of products The outcomes of the study clearly depict that consumers vary
responding to these product categories in their purchasing decision. Such as career women rely on
TV in privately consumed products while it varies to shop layout as the product category changes
from privately to publicly consumed products. |
| Year | 1995 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark W.
|
| Examination Committee(s) | Hertzberg, Ellen ;Bumbacher, Urs
|
| Scholarship Donor(s) | Government of Pakistan |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1995 |