Client Name

Mondelez International Ltd

Faculty Advisor

Ms. Rakhshanda Mustafa

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

The thought leadership area of Behavioral Studies directly aligns with our ELP, which focused on understanding the psychological drivers behind online snack purchases for Mondelez Pakistan. Using theories like the Theory of Planned Behavior, Impulse Buying Theory, and the Technology Acceptance Model, we explored how emotional triggers, peer influence, and perceived ease of use affect Gen Z’s buying behavior. Our insights revealed that trust, intuitive UX, and culturally relevant content drive impulse purchases and loyalty. These findings shaped our recommendations—like personalized promotions and gifting features—ensuring they aligned with real consumer behavior. This integration of theory and practice highlights the core role of behavioral studies in shaping digital strategy.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

The selected Sustainable Development Goal (SDG) Industry, Innovation, and Infrastructure aligns closely with our ELP, which focused on strengthening Mondelez Pakistan’s e-commerce presence. Our project addressed key challenges in Pakistan’s digital retail infrastructure, such as low platform trust, delivery inefficiencies, and poor user experience. By proposing innovative solutions—like q-commerce integration, mobile-first UX, and digital gifting—we supported the development of smarter, more inclusive digital systems. These strategies promote innovation within the FMCG industry and enhance access to modern infrastructure for both businesses and consumers. Thus, our ELP contributes to SDG 9 by advocating for digitally driven growth and resilient commerce frameworks.

NDA

No

Abstract

This Experiential Learning Project (ELP) aims to devise strategic solutions for improving Mondelez Pakistan’s e-commerce performance, addressing the company’s current low contribution of digital channels to overall sales. While Mondelez enjoys a market-leading position in traditional retail within the chocolate confectionery segment, its underperformance in the rapidly growing e-commerce segment presents a critical growth limitation. The project’s primary objective is to inform key recommendations for Mondelez, which can accelerate its e-commerce trajectory and strengthen its market competitiveness in Pakistan’s evolving retail environment.

The research method was mixed, incorporating both secondary and primary research. Secondary data was gathered from industry reports, market studies, and scholarly literature to establish a comprehensive understanding of the e-commerce landscape in Pakistan, consumer behavior trends, and online grocery retail dynamics. Primary research involved conducting focus group discussions (FGDs) with Gen Z university students and deploying a Google Forms-based quantitative survey with over 200 respondents, targeting young digital consumers.

Key findings revealed a strong opportunity to leverage impulsive snack-buying behavior among Gen Z and millennials, who show high responsiveness to flash discounts, personalized product recommendations, and culturally resonant digital content. However, several challenges were also identified, including low trust in online platforms, dissatisfaction with delivery experiences, and a lack of engaging packaging or user-friendly platform design. Trust, user experience (UX), and localized emotional storytelling emerged as critical drivers of conversion and loyalty.

Based on these insights, the project delivers key strategic recommendations. These include adopting a 360° omnipresent digital campaign, forming partnerships with q-commerce platforms for rapid delivery and platform-based deals, deploying bundled offers to drive average order value, and initiating micro-influencer marketing to build authentic reach and reach the target audience. Additionally, an enhanced focus on seasonal gifting products, localized packaging aesthetics, and a mobile-first approach is proposed to boost engagement and sales.

The implications of this study are highly relevant to both industry practitioners and scholars. The findings reinforce the importance of consumer trust, UX optimization, and behavioral insight in e-commerce strategy, especially within emerging markets like Pakistan. Furthermore, the project aligns with Sustainable Development Goal (SDG) 9: Industry, Innovation and Infrastructure, as it advocates for improved digital commerce frameworks. It also contributes to Behavioral Studies within IBA’s Thought Leadership areas, analyzing how emotional triggers and platform experiences shape digital buying behaviors. By diagnosing key pain points and behavioral drivers, the project contributes actionable strategies for Mondelez and sheds light on broader trends shaping digital commerce in the country.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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