Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Dr. Saima Husain
Project Coordinator (External)
Ahmed Ali Siddiqui
Committee Member 1
Dr. Saima Husain Assistant Professor and Director QEC Department of Marketing Institute of Business Administration (IBA), Karachi
MBA Research Project
Market Penetration, Banking Behavior & Needs, Millennial & Gen Z, Meezan Bank, Customer Base, New Product Ideas
Abstract / Summary
This project aims to answer questions regarding the banking behavior and needs of the late Millennial and Gen Z market segment in order for Meezan Bank to cater to this growing customer base through its deposit accounts, credit accounts and cards. This study aims to recommend new product ideas to Meezan Bank based on insights gathered through primary research.
A hybrid form of study was chosen which was divided over two phases. The first phase was qualitative where focus groups and in-depth interviews were conducted. The second phase was quantitative, where a survey was conducted based on a questionnaire developed from the insights gathered in the first phase of the primary research.
Finally, based on the survey results and other insights gathered, new products and service ideas were proposed to Meezan Bank to cater to the late Millennial and Gen Z market segment.
Kashif, A., Tabassum, D., Mushtaq, G., Siddiqui, M. A., Mushtaq, M. T., & Janjua, S. (2021). Penetrating the millennial and gen z market segment (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/258
Available for download on Thursday, July 15, 2027
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