Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Syed Atif Murtaza Qaiser, Lecturer, Department of Marketing
Project Coordinator (External)
Mr. Usman Idrees, Mr. Mudassir Hussain
Client
CarFirst
Committee Member 1
Syed Atif Murtaza Qaiser Visiting Faculty Department of Marketing Institute of Business Administration (IBA), Karachi
Project Type
MBA Research Project
Keywords
https://ir.iba.edu.pk/do/search/?q=CarFirst&start=0&context=8598587&facet=">CarFirst, Used Cars, Karachi, Brand audit, Aaker brand equity model, Market for lemons, Digital Platform
Abstract / Summary
The study was conducted to evaluate CarFirst as a brand and measure its brand equity. To achieve this goal, a complete brand audit was performed which included thorough secondary research. In-depth interviews, focus group, and survey questionnaire were conducted to gather insights from the people who have traded cars in the past or used services of CarFirst. CarFirst has emerged as a major player in the used car market and has completely revamped the process of trading cars. So, the study aims to identify the factors which led to the success of CarFirst and what are the areas that need to be worked upon to give it an edge over competition.
A competitive analysis was conducted to understand the services offered by other major players in the industry such as Vava Cars, Pak Wheels and OLX. Factors were identified that differentiate CarFirst from the existing competition. With technological advancements and increased use of internet, people are shifting towards online buying patterns for convenience. This gives a huge opportunity for players like CarFirst to bring a change in the used car market by providing a platform where people can buy or sell cars online in a hassle-free process. A quantitative and qualitative study was conducted to understand how people perceive CarFirst as a brand. The results showed that people are looking for options that are reliable, convenient, and accessible. So, people will adapt to platforms that address these factors. Respondents that had used CarFirst previously had rated CarFirst well on these metrics, but the brand needs to work on its promotional activities as the brand awareness is low as compared to the competition.
Recommended Citation
Baig, D. A., Khan, O. A., Ali, S. A., Jamil, S. A., & Akhter, U. R. (2022). CarFirst– Brand Audit (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/240
