Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Adnan Ahmed, Visiting Faculty, Department of Marketing

Committee Member 1

Adnan Ahmed, Visiting Faculty, Department of Marketing, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Keywords">NFL, Modern trades, Category development, Product development, Shopper’s behavior, Shopper leakage, Brand and basket size

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.

Available for download on Saturday, December 05, 2026