Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Committee Member 1
Jami Moiz, Assistant Professor, Department of Marketing, Institute of Business Administration (IBA), Karachi
MBA Research Project
Abstract / Summary
Based on preliminary research, the trend of e-commerce generally is on the rise in Pakistan especially with the advent of faster internet connections on smartphone devices. In particular, there is also a rise in online grocery shopping. Key statistics of the global and Pakistani e-commerce industry has been shared in the report.
For our study regarding the key barriers and key motivators for online grocery shopping in Pakistan we have adopted the study of Hansen T. who has published the research on “Consumer values, the theory of planned behaviour andonline grocery shopping.” in 2008. The details of this study and other supporting literature is a part of this report.
Nestlé Pakistan also wants to tap on the growing market of online shoppers. Currently, there are very few players that are catering to online grocery shopping in Karachi.
Rashid, M., Amin, M. A., Rauf, M. H., Tariq, R., & Khalid, S. (2020). Nestle - Online retail shopping (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/27
Available for download on Saturday, December 05, 2026