| Author | Ali, Hasan Asghar |
| Call Number | AIT RSPR no.SM-94-40 |
| Subject(s) | Consumer behavior--Pakistan
|
| Note | A research submitted of the fulfillment of the requirements for the degree of Masters of
Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Purchase pattern of consumers is of interest to producers as well as to the retailers
because it could be of benefit to the person who can capture this pattern tremendously.
Previous studies expose that marketing mix elements such as price cut, and features and
display are the most important factors manipulating the pattern in term of brand choice and
purchase incidence.
The study is created by adapting descriptive and stochastic model of consumer
behavior. A survey was conducted in Lahore (Pakistan) to identify that what are the main
attributes on the basis of which the Pakistani consumers goes. The main point here is that to
identify the purchase pattern in the case of soaps and shampoos of Lever Brother Pakistan
Limited as compared to its competitors, both locally manufactured as well as the imported or
smuggled soaps and shampoos.
The results present that what are the main reasons on the basis of which the consumers
are shifting their loyalties from the soaps and shampoos produced by the Lever Brother
Pakistan Limited to its competitors, which are locally manufactured as well as the imported or
smuggled soaps and shampoos. |
| Year | 1994 |
| 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) | Hertzberg, Ellen; |
| Examination Committee(s) | Swierczek, Fredric William;Johri, Lalit M.; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1994 |