MKT

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    Effect of Market Orientation on Channel Strategy- An Empirical Analysis of Pesticide Industry
    (UMT,Lahore, 2011) Mobin Ul Haque
    Market orientation literature posits that there exist positive relationship between MO and organization’s performance. Research in market orientation has overlooked the importance of market orientation’s impact on various aspects of marketing strategy especially on distribution channel strategy. Using narver and Slater (1990) framework of measuring MO. Using pesticide industry of Pakistan as a context, the thesis explores the relationship between various constructs of MO with channel strategy. The hypotheses were tested empirically and the results reveal that level MO has a positive relationship with channel strategy. Findings of the thesis are that higher level of MO is associated with low intensity of distribution and selective channel strategy, while at the same time depicting higher channel control. The thesis also find out that there exist a positive relationship between MO and organizational profitability in the Pakistan’s context. The results also suggest that right channel strategy helps organization create differentiation and improve performance in a commodity market.
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    Value Co-Creation:
    (UMT.Lahore, 2016) Amna Tariq
    The concept of service dominant logic has been changed the way in which marketing is understood. Value creation has now transformed and has evolved by shifting its focus towards the customers at their free will by means of different platforms. The study aimed towards looking at what extend does customer resource integration (which can be stated as either operant or operand resources) impacts the customer experiences in a B2C context. However, there are limited service researches which are conducted quantitatively. Consequently, this research will be looking at the travel packages given by travel agents to customers and how the operant resources (co-creation operator and co-creation firm) and operand resources (co-creation space and co-creation tools) impacts customer experiences. The study took data from 215 respondents who had used the services of travel agents and factor analysis was performed to see the validity of operant and operand resources with customer experience and later on reliability was checked to see the consistency of data. Through face analysis score, summated scale was used in multiple regressions. The results indicated that the relative importance of operand resources on customer experience is more than operant resources. The literature explained that both operant and operand resources have an impact on customer experience but in this research operand resources still has more importance on customer experiences and cannot be left behind.
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    The effect of customer behavior on frontline employee’s engagement:
    (UMT.Lahore, 2016) Ayesha ATTA
    This research study increases our knowledge about customer behavior and how frontline employees perceive customer behavior and its effect on engagement at work. Service quality positively related employee engagement. The core purpose of this research study is to measure the relationship between frontline employee engagement and customer behavior (four types of behavior customer participation, complaint behavior, citizenship behavior and misbehavior) in sample of Lahore banking sector. Two hundred and fifty seven customer-facing frontline employees in Lahore completed the survey. Finding shows that some customer behaviors has effect on frontline employee engagement and some behaviors has no effect on customer behavior. Customer participation and customer citizenship has positive and significant effect on frontline employee engagement. Customer misbehavior and customer complaint has no effect on frontline employee engagement. This research study shows customer behavior involvement in frontline employee engagement. So managers should focus on customer’s behavior which effect on employee engagement and which increase employee engagement and try to increase and promote customer those behavior which increase employee engagement Findings highlighted the need for customer behavior intervention to encourage their participation. Implications for practice are also discussed in the manager/supervisor development such as sensitivity training and workplace culture improvement to create the right environment for engagement.
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    Measuring Consumer Based Retailer Equity (CBRE) and its’ Effect on Retail Patronage Behavior
    (UMT.Lahore, 2016) BUSHRA BAIG
    In highly value loaded environment, where retailers are facing cut-throat competition, high retail equity is extremely important in helping influence consumer perceptions along with driving store choicesand patronage to ensure competitive advantage. In this regard, the tremendous evolution in retailing environment, leads to changing shopper’s expectations and preferences, as well as posesa big challenge on retailers to earn customer’s loyalty and patronage. The study therefore,was proposed to develop a model of retail patronage and to empirically investigate the relationship proposed in the model in upscale lifestyle store context.However,the basic premise was to investigate the importance of retailer equity in building consumer patronage behavior.The current study addresses the effect of consumer based retailer equity on fostering retail patronage behavior.In addition to this, the study proposed a conceptual model which incorporates retailer equity dimensions to explore consumer’s retail patronage behavior.Furthermore, the model underpinsthemoderatingeffects of shopping situation and consumer involvement. A mall-intercept survey was undertaken using a systematic sampling of luxury store shoppers of age 18 years and above in Lahore and Multan, metropolitan cities in Pakistan. A survey questionnaire was designedto collect data from various retail stores of ChenOne, Nishat Linen and Ideas. The impact of CBRE on retail patronage behavior was explored using regression analysis. However, the results revealed a significant effect of retailer equity on patronage behavior and proved shopping purpose as a boundary condition in equity – patronage relationship.Finally, the study is aimed to explore CBRE and retail patronagerelationship. In addition to this, it also aims toempirically prove the moderating effects of shopping situation in retailer equity - patronage relationship.
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    Quantifying Value Co-Creation:
    (UMT.Lahore, 2016-04-02) Muhammad Zeeshan
    Service Dominant Logic of Marketing has changed the way Marketing discipline is being understood today. Value co-creation has become central, and one of the most researched topics among marketing scholars worldwide. Value is believed to be realized by the customers. This study is discussing the relationship between value realization facets and customer experience that emerges from a value co-creation process. With assumptions of a positivist paradigm, this study is responding to the call for quantification of value co-creation concept. This research is answering the question: “What is the relationship between realized value facets (monetary-value, relationship value, and functional-value) and customer experience (experience value) in a B2B context? The chosen context of this study is systems development and implementation in Information and Communication Technology (ICT) industry. Responses are collected from the team members of client organizations (customers) of different ICT Vendors while implementing services by Microsoft, Oracle, and SAP etc. Seven-point likert scale survey instrument was used to record the responses. Sample size is comprised of 212 respondents, who completed the survey. Multivariate data analysis techniques like exploratory factor analysis (EFA), cronbach’s alpha, and linear regressions have been used to analyze the data.
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    Determinants of Consumer Information Adoption in Electronic Word-Of-Mouth (EWOM), A study on social media based consumer review groups
    (UMT.Lahore, 2016-09) Nida Fatima
    Increasing penetration of social media into marketing mix has triggered the investigation of Determinants that Impact EWOM of consumers in social networking sites. A conceptual model has been designed and tested in this study to investigate the factors that lead to the acceptance and adoption of online opinions by customers posted in online communities (groups) created by consumers for consumers on social networking sites. The results confirms that the factors of Connection of Message with User, Latest Information, Reliability of Message and comprehensiveness of Message are constructs of Argument Quality that leads to perceived Information Usefulness and Information Adoption of Electronic word of Mouth posted in online communities (groups) created by consumers for consumers on social networking sites.
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    Effect of Emotional Labor on Customer Satisfaction- The Study of Moderators in Hotel Industry of Pakistan
    (UMT, Lahore, 2016-09-23) Kamran Ghaffar
    Emotional Labor is the foremost focus for both academician and practitioner from the last two decades. It has become mandatory job for service workers to create, sustain and construct progressive emotional state with customer throughout service encounter process. Different emotional labor strategies execute by service worker capitulate diverse outcomes, since customer may perceive them as fake, robotic or sincere. This study is discussing the relationship between emotional labor and customer satisfaction in the context of hotel industry in Pakistan. The contemporary research portrays the effect of emotional labor on customer satisfaction by the role of three key moderators which are self- monitoring, co-worker support and customer satisfaction.
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    Applying Brand Value Co-Creation Framework to Textile Retail Industry
    (UMT,Lahore, 2017) Aamer Faiz
    In this study, brand value co-creation framework proposed by Ramaswamy and Ozcan (2015) is applied in textile retail sector to explore how different dimensions of this framework work in this sector. Further, this study has explored these factors and situations in context of single brand apparel (SBA) outlet. Different dimensions of brand value co-creation like experiencial co-creators, co-creational enterprises, brand capability ecosystems, brand engagement platforms and brand experience domains etc have been discussed in detail to explore how these dimensions collectively play their role towards overall co-creation and development of brand value in textile retail sector. The above discussion emphasizes the idea that brand value co-creation in textile retail sector is dependent on several factors and these factors need to be explored in detail for the understanding of brand value co-creation concept in textile retail industry. Due to limited empirical findings about how brand value is co-created in textile retail industry from a perspective of value co-creation, this study is based on a qualitative, exploratory research strategy. A case study research is used to observe various processes being followed in the firm.
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    Examining the Impact of Types of Dialogues on Customer Experience
    (UMT,Lahore, 2017) Shafqat Hussain
    Service dominant logic has played an important role in understanding the marketing discipline today. Value co-creation of S-D logic has become central and most important research topic among marketing research scholar worldwide. It is believed that value is only realized by the customers. The relationship between types of dialogues and customer experience has been discussed in this study that has emerged from value co-creation. Through positivist paradigm, the concept of value co-creation will be quantifiably checked. In this study, answers the question that “what is the relationship between dialogue (dialogue initiating, dialogue building, dialogue sharing, and dialogue critiquing) and Customer experience in the B2C context?” The context of this study is dialogue between doctors and medical reps of pharmaceutical industry. Responses are gathered from the practitioner doctors (customers) of public and private hospitals. Survey instrument has used five point Likert scale to record the responses. Sample size has 276 respondents who participated in the survey. Data has been analyzed by using multivariate data techniques such as exploratory factor analysis (EFA), Cronbach’s Alpha and multiple regression.
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    Impact of Social Media Marketing, Price Promotion, Corporate Social Responsibility and Brand Loyalty on Customer Satisfaction in Fast Food Industry in Pakistan
    (UMT, Lahore, 2018) Muddasser Nazir
    This study is aimed at the understanding and finding out about the satisfaction of consumers in the fast food industry set up in Pakistan. Four factors are used to assess what impact they have upon the customer satisfaction of consumers of the fast food industry namely social media marketing; price promotion; corporate social responsibility and brand loyalty. Four hypotheses were formed to assess the impact on customer satisfaction. The data was collected from 322 participants for the sake of this study, out of which 307 responses were used for analysis. The results of the study proved that three of the hypotheses were approved and one of the hypotheses was rejected. Social media marketing, corporate social responsibility and brand loyalty have the direct and significant effect upon the customer satisfaction.
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    Prediction of Nitrotyrosine Sites Based On Composition and Position Based Features
    (UMT, Lahore, 2018) Ahmad Waseem Ghauri
    Closely related to causes of various diseases such as rheumatoid arthritis, septic shock, and coeliac disease; tyrosine nitration is considered as one of the most important post translational modification in proteins. Inside a cell, such modifications occur accurately by the action of sophisticated cellular machinery. This task is accomplished by specific enzymes present in endoplasmic reticulum. The identification of potential tyrosine residues in a protein primary sequence which can be nitrated is a challenging task. To counter the prevailing, laborious and time-consuming experimental approaches, here we introduce a novel computational model. Based on experimentally verified tyrosine nitration sites, they are transformed to their feature vectors.
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    The Investigation of Consumers Attitude towards Purchase of Fake Fast Fashion Products in Pakistan
    (UMT, Lahore, 2019) Tuba Javed
    The aim of this study is to extend the comprehension of luxury fake utilization by utilizing the prospective of attitudes towards fake of luxury fast fashion products. This examination is an interpretative subjective research in which the social and individual implications of fake fast fashion products utilization are investigated.
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    Running Head
    (UMT, Lahore, 2019) Abeer Zahid
    We are living in a world that revolves around social media and where everything is done on the internet. Almost all brands have social media profiles, pages and channels to pursue their marketing and advertising strategies. These social media networks help marketers create and enhance brand awareness and purchase intention of their products and services. In this study, advertisement value on YouTube is being evaluated with the help of four constructs entertainment, informativeness, usefulness, and irritation. This model is proposed by Ducoffe in a few of his studies however, usefulness has never been used in such a model before. Five hypothesis were made and a total of 323 surveys were conducted using the questionnaire consisting of fifteen questions around Lahore, Pakistan as the most common users of YouTube are youngsters, 18-34 years old of age (Dehghani, Niaki, Ramezani, & Sali, 2016). The majority of the respondents were from 21 to 25 of which 54% of the participants were females while 45% were males.
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    The survival strategies for International Franchise retail chains in Emerging markets before collapse
    (UMT, Lahore, 2019) Ahmad Rusal
    This study examined the survival strategies of international retail franchise firms when they face survival issues while operating in the emerging markets. The study investigated why international retail firms enter in the emerging markets with fluctuating and transitioning economies like Pakistan. What challenges do they face in emerging markets and what strategies do they adapt to address the challenges of survival. This is a case based analysis. The case under investigation was METRO-Habib Cash & Carry and its retail franchise chain “freshly by METRO”. Qualitative research was used to conduct this study. For this purpose 18 in-depth interviews of franchisors, franchisees and freshly customers were recorded and transcribed manually. NVIVO 12 was used to conduct analysis. The findings of the research suggest that franchising is a sustainable solution and a right strategy for survival of the firms and a right approach to thwart the challenges posed by competition, address the sustainability issues and to achieve the milestone of organizational growth
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    ROLE OF TECHNOLOGY IN PAINT INDUSTRY TO INCREASE THE RETAILER’S SATISFACTION (AN EMPIRICAL STUDY)
    (UMT, Lahore, 2019) OMAR OBAID
    This study examined the impact of Innovation (tinting machine) on the Satisfaction of Retailers who plays a key role in boosting the sales of a company in the paint industry. In our case, the study was conducted on M/S. Brighto Paints (Pvt) Ltd. Pakistan, who claimed to be the pioneer in Pakistan to bring in the idea of Technological Advancement in the Paint Industry by bringing in the Tinting Machines system directly at their Retailer’s’ outlet. It didn’t only provide a cost-effective business opportunity to lure more and more retailers to start their outlets but also examine the level of impact of innovation, economic values, Convenience benefits, Ease of use, product variety and last but not the least, an increased level of satisfaction offered by M/s bright paints to its retailers. To achieve the objectives of the study, Convenience sampling technique was used to collect data from 108 retailers.
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    Online Shopping Behaviour
    (UMT, Lahore, 2020) Asim Elahi Mangat
    Identification of factors affecting the purchase decision of online buyers in Pakistan is an important question. The emerging trend of online shopping around the globe, although the term E-commerce is not new to the western world but its trends have entered the Asian market just a decade ago. Pakistan is also heading towards the horizon of the latest technology. People are now more aware of their access to a wider and broader market which is available at their single click. The access of internet has allowed the people to communicate with each other round the clock. People can exchange their pictures, videos and ideas on several social media platforms like Facebook, twitter and Instagram. Besides commination, the internet has opened several gateways for small and large businesses across the world. Several platforms have been setup for B2B transactions which has enabled the businesses to reach the markets of other regions and it has also made the trade easier (Baubonienė & Gulevičiūtė, 2015). Internet shopping has been widely accepted across the world and it is becoming more and more popular among youth of developed and developing countries. This is mainly because it provides more ease and comfort to buyers in busy and hectic life schedule. Another most important reason is behind the growing trend of online shopping is the access to a lot of information, variety and choices (Verma & Jain, 2015). The study was conducted to monitor the online market’s aspects in Pakistan so it proved to be important as it explored some unfolded trends, factors and important aspects of the Pakistan’s market and the behavior of Pakistani online purchasers.
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    The Role of Social Media Videos in Tourist’s Destination Selection
    (UMT, Lahore, 2020-09-26) Asim Sultan
    Neuromarketing is an emerging subject within the domain of marketing. Neuromarketing uses the tools of Neuroscience to study and understand marketing issues. This paper presents a comprehensive study on the application of Neuromarketing by using a commercial and easy to use EEG device called ‘Emotiv Insight’. This study evaluates the effectiveness of two types of social media videos used for destination image development, Induced/commercial oriented content and Organic content (where content is made by without commercial interest such as Vlogs classified as UGC-User Generated Content). Experimental research using ‘Emotiv EEG’ in a controlled environment conducted with a total of 30 Participants (20 males, 10 females), age range 18 to 26.
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    FACTORS MODERATING RELATION OF ONLINE BUYERS AND SELLERS DURING COVID-19 PANDEMIC
    (UMT, Lahore, 2021-08-25) Rabia Shafqat
    This study aims to explore the key determinants of Consumer Behavior and investigate its impact on Online Shopping and moderated by Pandemic Fear. Moreover, to fill the theoretical mechanism that highlighted and fill the gaps in online shopping. The research employed SPSS/PROCESS and follows a cross-sectional research design. Data from 221 Consumers were collected using a convenience sampling technique from the Population of Pakistan. This study highlights the Consumer Behavior strongly impacted on online shopping. Last, study is showing Pandemic fear significant role play among consumer behavior and online shopping except perceived value and Trust. This study gives extensive knowledge in Pandemic fear and online shopping. Study highlights the gaps and provides insight to the managers, policymakers, and practitioners of online shopping in such environment. Current study fulfills the need to explore Consumer behavior in developing economies like Pakistan. These studies are critical in developing countries, where alarming situations have arisen about the environment and poorly implemented government regulations.
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    Empirical Investigation of Social Media Marketing Activities on Online Buying Behavior with Mediation of Fashion Consciousness and Moderation of Digital Fashion Influencer
    (UMT, Lahore, 2023) Maroof Hamid
    Social media helps individuals and companies to develop pages on its platforms to upsurge and attain opportunities of business, it also facilities the online events. The study empirically investigates how social media marketing activities (SMMA) affect online buying behavior through mediation of fashion consciousness and moderation of digital fashion influencer. To investigate the impact of variables, data was collected from 504 respondents through personal visits and structured questionnaire by online. Firstly, SPSS is used for descriptive statistics. Secondly, SamrtPLS-4 is used for inferential statistics and hypotheses tests. Findings suggest the direct effects, indirect effect of SMMMA on online buying behavior through fashion consciousness and moderations of digital fashion influencer. Results show significance among direct relationships and indirect relationship (Mediation). Furthermore, results show insignificance for the moderation among relations. Findings purposed the significance and insignificance of pre-determined variables, while the implication based on these empirical results will help apparel sector of Pakistan to select effective online marketing strategies to engage online customers at optimal level for profit maximization.