Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Syed Akhtar Mahmud, Visiting Faculty, Department of Marketing

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

Project Type

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.

Available for download on Sunday, July 18, 2027