Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Committee Member 1
Adnan Ahmed, Visiting Faculty, Department of Marketing, Institute of Business Administration, Karachi
MBA Research Project
Abstract / Summary
Shopper’s study is all about understanding your customer base and how they interact with you in-store. For this project we were undertook 2 categories of National Foods Limited – Recipe Mixes and Ketchup and understood how the shoppers behave in-store when facing the aisle. Some of the salient features of this study are:
5S shopper funnel to identify leakages in purchase process. Purely observational based study and conceptual framework. Identifying patterns in shopper’s behavior and providing recommendations to capitalize on the opportunities provided in-store.
Study was purely qualitative and quantitative and was carried out in 20 different LMT outlets in Karachi where 475 observations were taken for Recipe Mixes and 271 for Ketchup category.
Recommendations were then given after doing extensive frequency analysis category wise.
Afreen, Z., Sabzwari, S. B., Ali, B., Imran, A., Anwar, N., & Ali, F. (2020). National Foods Limited shopper's study (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/17
Available for download on Saturday, December 05, 2026
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