Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Syed Atif Murtaza Qaiser, Lecturer, Department of Marketing, Institute of Business Administration (IBA), Karachi

Project Coordinator (External)

Ammad Maqbool - GM Retail Khaadi

Client

Khaadi

Committee Member 1

Syed Atif Murtaza Qaiser, Supervisor, Department of Marketing

Committee Member 2

Dr. Irum Saba, Associate Professor, Program Director MS-IBF

Project Type

MBA Research Project

Keywords

Retail Strategy, Retail Mix, Customer Experience, Customer Loyalty, Store Layout

Abstract / Summary

The main objective of this research project was to evaluate the effectiveness of Khaadi's retail mix elements—Product, Price, Layout, and Customer Service—on enhancing customer experience and loyalty. The analysis was done to identify strengths and areas for improvement within Khaadi's retail strategy to support the company's goal of moving to an experience store model across its network. In-depth interviews with Khaadi’s Senior Management and Store Managers were conducted to gather insights into the strategic and operational considerations behind the retail mix elements. The interviews were transcribed, coded, and thematically analyzed to complement and deepen the understanding gained from quantitative data. Utilizing customer survey data, we conducted extensive statistical analyses, including multiple regression and ANOVA, to quantify the impact of each retail mix element on customer experience and loyalty. This approach allowed us to assess the relative influence of different factors within the fashion retail environment. Some key findings were that after-sales service is the most important driver of customer loyalty, emphasizing the importance of strong post-purchase support. Product selection also plays a significant role in fostering loyalty, indicating that a diverse assortment is essential. Additionally, store layout and ambiance have a greater impact on customer experience, suggesting that these elements are key to creating a memorable shopping environment. Finally, the overall quality of customer service, including knowledgeable and helpful staff, enhances both customer experience and loyalty, with a slightly stronger impact on experience. This research provides Khaadi with actionable insights into how its retail mix can be optimized to improve customer satisfaction and loyalty. Implementing the recommended changes will not only enhance the overall shopping experience of customers but also instill loyalty which will result in repeat purchases and increase in long term brand equity.

Download

Available for download on Friday, October 30, 2026

Share

COinS