Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Yasmin Zafar, Assistant Professor Department: Marketing

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas, Salma Mirza

Committee Member 1

Yasmeen Zaffar, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Keywords">Market awareness and acceptability, Chip based card, Smart card, Magnetic strip card

Abstract / Summary

The purpose behind the formulation of this report was to gauge the market awareness and acceptability of chip based cards in the Pakistani market. With technology slowly but surely creeping in, the question came to mind if the market is ready for smart card introduction. Will the added security and integrations features of smart cards be enough to create a need for these kind of products. In this research we have tried to measure as accurately as possible the readiness of Chip based cards in the current market. This report analyzes the market at three different levels; customer level, issuer level and the intermediary level to better understand the acceptability of this product. This report also looks at the features which attracts the customer to this product, while at the same time discusses in detail the factors hindering the emergence of chip based cards in Pakistan. This insight was gathered by the help of surveys, in-depth interviews and focus groups at different market levels. Furthermore the report provides the recommendations and the concept testing details of Chip Cards in Pakistan, which would be extremely useful for anyone trying to understand the dynamics of the card market. This study will also help NIFT to determine a suitable time for bringing this technology to Pakistan and also give them details to as to why, where and how should this product be placed.

Available for download on Tuesday, December 31, 2030