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">Uninterruptible Power Supply (UPS), AMS Pakistan, Product launch, 5P model

Abstract / Summary

This research project was undertaken to examine the impact of marketing mix on the sales of UPS (Uninterruptible Power Supply) for AMS Pakistan. Product, price, placement, promotion and packaging were included in the 5P model. The individual impact of each factor of market mix was analyzed for both the customer segments like dealers and individual consumers separately. The research draws attention that each factor of marketing mix has great impact on the product acceptance or sale in the market. Different customer segment has different value proposition in UPS business. Dealers or the retailers want to work on easy credit terms with attractive discount to push the new product in the market. They also want on time delivery of stock at their facility to avoid shortage of goods. On the other hand, final consumer demands a hassle-free product in lowest price. End consumer has great concerns over the warranty claim for the UPS. They want strong support from the company in the event of claiming warranty. A focus group was conducted to recognize the importance of various aspects of marketing and customer need that influence consumer's buying decision. As different customer segments have different value proposition hence different questionnaire was prepared for the given segments. A total of 185 respondent's feedback was taken for analysis of end consumers' value proposition and 30respondents were taken for identifying dealer's value proposition. This study further reveals that product, pricing, placement and promotion are statistically significant while packaging is insignificant in the overall model. It was discovered from the research survey that end consumers use UPS mainly for fans and lighting purpose, thereby their main need is that the product should run smoothly without any interruption. End consumer did not consider packaging as important factor that influence their buying decision for UPS.

Available for download on Tuesday, December 31, 2030