Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Jami Moiz

Committee Member 1

Jami Moiz, Assistant Professor, Department of Marketing, Institute of Business Administration (IBA), Karachi

Project Type

MBA Research Project

Keywords">Nestlé, Online shopping, Transaction costs, FMCG, Conservatism, Willingness to buy, Global trend

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.

Available for download on Saturday, December 05, 2026