Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award



Yasmin Zafar, Assistant Professor, Department of Marketing

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The discussion in this research indicates that there are several factors that affect consumer behavior of brown durables in Karachi through focus groups. On the other hand, the interviews of Daraz employees also shared the factors for change in consumer behavior.

The findings from the responses of focus group have revealed that the most important factors that are considered while making purchases of brown durables are price, quality, convenience, and contactless delivery. The customers usually prefer to buy brown durables at low prices while also ensuring that product quality remains high, followed by contactless delivery due to online payment. Furthermore, the responses from Daraz employees have revealed that Covid-19 pandemic has affected the behavior of consumers where they bought products aggressively due to lack of product availability.

Lastly, promotions on e-commerce platforms have led to a change in consumer behavior pertaining to Karachi.


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Available for download on Sunday, June 16, 2030

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