Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Syed Akhtar Mahmud
Project Coordinator (External)
Tabish Rizvi and Faizan Zaheer
Unilever Pakistan Ltd
Committee Member 1
Syed Akhtar Mahmud Visiting Faculty Department of Marketing Institute of Business Administration (IBA), Karachi
MBA Research Project
Abstract / Summary
The purchase intention is an amalgamation of several factors like brand image, product quality, knowledge, and attributes to ascertain the brand's strength. Our research was designed to study whether local entrants like Golden Pearl pose a considerable threat to Lifebuoy or not.
The key findings of this study were:
- In the shampoo category, Lifebuoy has a high TOM (top of mind recall), which places it in a considerably strong position, seemingly having minimal/no threat from the local variants of Golden Pearl Shampoos, namely Set & Touch and Hello Hair.
- The availability of Golden Pearl shampoo variants is very low, which eliminates the threat to Lifebuoy's market share.
- The weighted distribution and the distribution networks of Golden Pearl Shampoo are quite weak, which means that Lifebuoy faces an insignificant threat from them in the near future.
Hence, our research is a quantitative proof of how Lifebuoy has established itself on a firm footing. Local entrants like Golden Pearl do not have strong distribution networks or a strong brand image to threaten Lifebuoy's market share.
Due to certain limitations, our study is primarily quantitative and based in Karachi only. The results of the research prove that:
- Brand Image, Product Quality, Product Knowledge, Product Attributes and Brand Loyalty has positive and significant impact on Purchase intention for Shampoo.
- Competitor’s image has a negative but significant impact on purchase intention for shampoo.
Recommendations were then presented to Unilever, based on the results.
Khan, I. A., Zafar, M. T., Sahar, N., war, R., Zakai, S., & Nadeem, S. (2022). Devise a strategy for lifebuoy to overcome the threat of new entrants without losing the market share (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/247
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