Client Name

Dawlance Private Limited

Faculty Advisor

Dr. Farah Naz Baig

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Our project aligns with SBS’s commitment to advanced consumer behavior research by identifying emotional and functional drivers behind appliance upgrades, such as frustration with smoke or noise. Our insights like consumer discomfort with exhaust fans or preference for post-purchase support could be further explored using IBA's Neuro lab biometric tools like GSR or facial coding to test real-time responses to campaign stimuli or in-store demos.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

By focusing on the Dawlance’s built-in kitchen appliance category, this project contributes to technological innovation and modernization of home infrastructure. Dawlance’s investment in locally relevant, user-friendly innovations such as quiet hoods, auto-ignition hobs, and smart customer support systems, reflects a push toward affordable, scalable solutions for emerging urban households. For example, our product development recommendations like hybrid gas-electric hobs address infrastructure gaps (like gas load-shedding), while smart service integration strengthens Pakistan’s innovation ecosystem within home appliances.

NDA

No

Abstract

This project presents a comprehensive analysis of the built-in hoods and hobs category in Pakistan, with a focus on consumer behavior, market dynamics, and strategic positioning for Dawlance. As demand for modern, functional, and aesthetically pleasing kitchen appliances rises due to evolving lifestyles, the study explores key consumer expectations, pain points, and purchase triggers through qualitative research methods including focus groups, in-depth interviews, and retail audits. The findings reveal four core consumer segments; performance-driven users, budget-conscious buyers, referred buyers and research driven decision makers, with preferences for high suction power, noise reduction, safety features, and smooth knob operation. However, major barriers such as affordability, low awareness, and limited retail visibility hinder category growth. While Dawlance faces strong competition and brand disconnect in this segment, it retains an edge through its trusted reputation, after-sales support, and established presence in adjacent categories. The report also offers actionable recommendations such as a tiered product portfolio, feature-led innovation, and an integrated campaign called the “Know the Built-In Difference” to drive awareness and conversion. By aligning its marketing, digital content, and retail strategy with consumer needs, Dawlance can strengthen its position and unlock growth in this emerging category.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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