Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Dr. Farah Naz Baig, Assistant Professor, Department of Marketing

Project Coordinator (Internal)

Asad Ilyas

Project Type

MBA Research Project

Keywords" target="_blank">Pakistan E-commerce, Online shopping, Consumers, ANOVA

Abstract / Summary

This report provides a global overview on online shopping; highlighting how online giants have dominated industry dynamics and how technology and evolving consumer lifestyles have facilitated the growth of this phenomenon. It further analyzes how the phenomenon has caught up in Pakistan and how has the scope of online shopping gradually expanded to encompass a broad range of consumers and product categories. The core idea was to deeply analyze and understand the habits, lifestyles and personalities of online shoppers, so exhaustively that the DNA of an online shopper could be decoded so that online shops could benefit from our analysis. This report has been prepared to facilitate; a recent online website in Pakistan, in understanding its core target audience better, and improving its present offerings as per consumer needs and preferences so as to magnify its impact on the consumers, strictly against 4 broad product categories: Grocery, Men's Apparel, Women's apparel and Electronics.

The report employs both Primary and Secondary methods of research; scales, methodologies, models and techniques extracted during the Secondary research were used to map and provide framework for the Primary research. Around 25 research articles ranging from global online shopping industry dynamics to the personality traits of an online shopper were referenced to develop a strong background and basis for further research. Primary research was conducted via 4 Focus groups targeted at different segments of online shoppers; mainly students and young professionals, followed by a survey questionnaire with around 270 respondents. The sampling technique deployed was random stratified proportionate sampling with audience segregated among 21-34-year-old professionals or students. Methods of analysis include regression, correlation, frequency, one-way ANOVA, two-way ANOVA and independent t-tests so that the data can be thoroughly sliced and diced to yield insightful results. For qualitative analysis, text analytics was employed to gauge the overall sentiment of respondents.

In addition to quantitative analysis mentioned above, this report has extended the vast and interesting insights garnered from the qualitative research and mapped it as per McKinsey's framework of 'The Online Shopper Genome' to give shape and closure to the descriptive insights from our focus group respondents. This report identifies and acknowledges some of the inherent limitations of a research-based study; response bias, time constraints and extracting the right insights from the audience, however, the findings of this report can be projected to a larger audience ranging from 21-35 yr. old students and young professionals across urban centers in the country and be used forthe development of the online shopping arena.

Available for download on Tuesday, December 31, 2030