Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Dr. Nasir A. Afghan, Assistant Professor, Department of Management

Committee Member 1

Dr. Nasir Afghan, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Keywords">Marketing strategy, Axe Deodorant, Body Sprays, Grooming habits,

Abstract / Summary

After successfully targeting the Men's grooming category in developed markets, companies especially large Multinational giants have shown keen interest in knowing more about male grooming habits of developing markets. In Pakistan this has been identified as an area with significant potential. Pakistan is country where gender ratio is rightly balance. With total of 90M Men in the country, companies are largely focusing on potential of Men Grooming as a growth driver for the next century. Research has been conducted to identify male grooming habits of Pakistan especially in urban areas.

Available for download on Tuesday, December 31, 2030