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Item The Investigation of Consumers Attitude towards Purchase of Fake Fast Fashion Products in Pakistan(UMT, Lahore, 2019) Tuba JavedThe 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.Item The impact of social media marketing efforts to influence brand awareness(UMT, Lahore, 2019) Nida MustaqItem The survival strategies for International Franchise retail chains in Emerging markets before collapse(UMT, Lahore, 2019) Ahmad RusalThis 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 growthItem ROLE OF TECHNOLOGY IN PAINT INDUSTRY TO INCREASE THE RETAILER’S SATISFACTION (AN EMPIRICAL STUDY)(UMT, Lahore, 2019) OMAR OBAIDThis 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.Item Running Head(UMT, Lahore, 2019) Abeer ZahidWe 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.