Objective of this research paper is to understand if mobile and mobile advertising is perceived to be useful by the consumers in the persuasive communication process. Usage of mobile devices and mobile advertising by marketers and advertisers alike is increasing to reach out to their respective...

Celebrity endorsement is a common practice adopted by companies throughout the world. This practice is increasing more and more now even for the technology industry. Companies use celebrity endorsement to influence consumer purchase intention by improving their brand image in the minds of the...

Several past research studies have been done on country of origin and consumer ethnocentrism, however, many issues in this domain still remain unsolved (Dmitrovic & Vida, 2010). One of those issues is the empirical exploration of consumer choices in the emerging markets like Pakistan, where...

This research study aims at learning which type of business models is applicable for online grocery shopping in Pakistan. Qualitative research methodology has been used for the purpose of this research. Through extensive literature review a conceptual framework has been devised. It was found...

This paper aims to introduce readers to the fundamental concepts of income and social class and how they influence consumers' buying decisions and marketing strategies. It attempts to provide an understanding of the theoretical framework used for social classification and the practical...

This research study aims to comprehend the attitude and behavior of Pakistani consumers towards online grocery shopping. Factors identified (quality of product, service quality, guarantee on products, convenience or consumers, cost of services and products, range of products and varieties,...

Packaged food products are now available in supermarkets which has increased consumer choice. In addition, competition between packaged food products has also increased. The consumers decision making process is strongly influenced by product packaging. Thus, the aim of the study is to measure...

While developing countries are increasingly benefitting from the convenience and time savings brought by online shopping, the concept has not gained much popularity in Pakistan. Keeping in view the rise in the number of professional women in Pakistan and their struggle with work-life balance....