Fatima Soomro


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

This research study is conducted with an attempt to focus on online shopping trend among working women and their satisfaction level in Karachi.

The trade patterns has been changed rapidly after the induction of internet in our lives and it has revolutionized the past selling patterns. It plays an important role in the circulation of merchandise, capital and information. The companies that adopt ecommerce technology have an edge over others and reduce their cost of production. So traditional business can also maximize their profits and improve their efficiency.

Online shopping is a part of E-Commerce that enables consumers and businesses to directly buy products and services from a seller (consumer or a business) over the internet without the involvement of an intermediary. In a competitive marketplace where businesses compete for customers; customer satisfaction is seen as a key differentiator. Businesses who succeed in these cut-throat environments are the ones that make customer satisfaction a key element of their business strategy. Satisfaction plays a significant role in how much revenue a customer generates for business. The internet has significantly changed the way the retail business is done in many parts of the globe; now it’s doing the same in developing economies like Pakistan. The trend of online shopping has caught up quite rapidly in Pakistan in the recent years. It has been seen that new online marketplace is expanding and consolidating in the country especially in urban areas and attracts well educated and high income group.

As Pakistan is a new place for e-commerce and after the growth of using plastic money, the ratio of online transactions has risen significantly. Moreover the increase in the use of smart phones and the launch of 3G and 4G mobile spectrums is also expected to give a big boost to online shopping. As there is huge potential for the relatively new, online marketplace in Pakistan, it is necessary to investigate the trend of such new mode of shopping in the various segments of society and in the particular group respectively. Therefore a sampling unit of working women of Karachi is taken in this regard to investigate their trend of online shopping and satisfaction level.

This study is analyzed online shopping trend among working women and their satisfaction level and tried to examine how this segment of society perceive shopping through internet on the basis of attributes associated with this way of purchasing. In this regard the general shopping behavior of working women living in Karachi is evaluated in this study with the help of primary data collected through interviews of focus group based on constructed questionnaire that was also spread through internet.

Based on these analyses, I have attempted the following; first find the genera! trend of buying behavior of working women through internet and second how much they value this mode of purchasing and are satisfied with.

The findings relating to the topic has been highlighted in the detailed research findings section of the research report. Furthermore, some recommendations are also highlighted in the conclusion section of the research report.



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