Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Dr. Muhammad Talha Salam, Visiting Faculty, Department of Marketing

Project Type

MBA Research Project

Abstract / Summary

This research project aimed at understanding the attitudes of Pakistani parents towards learning toys for their children. The study examined how these attitudes vary based on different factors and how they affect purchase intention. Exploratory research was carried out with both qualitative and quantitative methods. The data collection process started with focus groups and in-depth interviews. The interviews and focus groups were combed through NVivo thematic analysis and the emerging themes were used to create a questionnaire that was filled out by 317 participants. After the quantitative analysis on Smart PLS, the influencers that had a positive relationship with parental attitudes towards learning toys in Pakistan were revealed and the positive impact of parental attitudes on purchase intention was also revealed. The findings of this study have the potential to inform the development of educational strategies and marketing tactics by toy sellers such that offerings are presented tailored to the needs and preferences of the Pakistani parents, and their campaigns are designed accordingly.

Available for download on Monday, July 10, 2028