Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award



Dr. Asim Shabbir, Assistant Professor and Program Coordinator MS Marketing, Department of Marketing, Institute of Business Administration (IBA), Karachi

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The aim of this research is to determine how consumer’s preferences and buying behavior are influenced by various factors, specifically the interaction of psychological and social factors with the marketing mix, as observed through eye-tracking.

As a result of the geo-political conflict in the Middle East in the Gaza strip, there was a massive movement around the world to boycott brands and products of companies that were directly or indirectly supporting the cause of the conflict. The movement also gained momentum in Pakistan with consumers actively participating in the boycott of imported products. This study investigates the impact of the social boycott of products of international companies and brands in Pakistan on consumer’s buying decisions.

More specifically the research analyzes the consumer’s response to the social dilemma in the context of grocery shopping. It also examines how other factors such as brand loyalty, product attributes, etc., in conjunction with the social boycott take precedence over others during consumer’s decision-making process.

In conclusion, our research provides a comprehensive understanding of consumer behavior in grocery shopping, highlighting the complexity of consumer decision-making processes. The findings reveal that consumers' purchasing decisions are influenced by a blend of habitual shopping patterns, brand loyalty, socio-political movements, pricing strategies, and marketing tactics. The study emphasizes the importance of considering a variety of factors, including emotional connections, family influences, and personal priorities, in understanding consumer behavior.

The qualitative approach, combining eye-tracking technology observations with in-depth interviews, allowed for a rich and nuanced exploration of the shopper journey. The identified themes illustrate the diverse and multifaceted nature of consumer behavior, offering valuable insights for academia and practical applications in the retail industry.

Overall, our study significantly contributes to the field of consumer behavior and neuromarketing, providing key insights into the factors that influence grocery shopping decisions and highlighting the need for retailers to adopt a holistic approach in their marketing strategies to cater to the varied preferences and priorities of consumers.


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