Papers by Marium Mateen Khan
Management Dynamics, 2019
This study tries to measure the impact of celebrity endorsement on purchase intention in Kathman... more This study tries to measure the impact of celebrity endorsement on purchase intention in Kathmandu City. Structured questionnaires were as administered to collect data. 200 samples were taken. Structure Equation Modeling was applied via EFA, CFA and SEM to refine the constructs, to validate the measurement model and to test hypotheses of structural model. This research confirmed that similarity, matching and familiarity of endorser’s are the major factors for increasing purchase intention in Kathmandu City. No support was established for expertise and trustworthiness to enhance purchase intention. This study contributes in marketing research that how celebrity influences purchase intention towards endorsed products or services.
Sukkur IBA Journal of Management and Business
Service failure is a common problem that creates feelings of displeasure and dislike among consum... more Service failure is a common problem that creates feelings of displeasure and dislike among consumers towards the service. Such feelings trigger negative word of mouth (NWOM) and desire to take revenge due to the anger and regret they feel caused by the service failure. However, there seldom any research on these emotional aspects of service failure in Pakistan related to consumers’ motivation regarding such dire actions has been conducted in Pakistani context. This study therefore has examined the effects of negative emotions on the consumer's desire for revenge and spreading of negative word of mouth set off by having a bad experience using the delivery service of foodpanda[1]. The sample size comprised of 280 participants. The questionnaire consisted of four sections based on four constructs. SPSS and SmartPLS softwares were used to test and analyze the validity, reliability, measurement and structural model. The results highlighted that anger and regret had a positive and sig...
Asian Journal of Social Sciences and Management Studies
While developing countries are increasingly benefitting from the convenience and time savings bro... more While developing countries are increasingly benefitting from the convenience and time savings brought by online shopping, the concept has not gained much popularity in Pakistan. Keeping in view the rise in the number of professional women in Pakistan and their struggle with work-life balance. The paper attempts to find out why professional women in Pakistan are not taking advantage of online shopping facility followed by recommendations regarding how online shopping experience can be made better for them. Purposive sampling was used to select 30 professional females for collecting the data. A semi-structured questionnaire comprising of 20 items was used to obtain the data. Grounded theory was used to identify the key factors involved in the online shopping behavior of professional women. The research findings revealed, firstly, that professional women are more likely to purchase online when complete product information in terms of Price, Variants, Mode of Payment and Brand history was provided. Secondly, Seller Credibility was found to be a major factor influencing the online purchase decision. And lastly, Buyers prefer delivery within 3 days to one week along with an exchange/return option to increase their confidence level in online purchases. This research shall help in increasing the online shopping trend in Pakistan which will help professional women in maintaining work-life balance through a suggested online shopping framework.
Journal of e-Learning and Higher Education, Feb 27, 2018
Journal of South African Business Research, Sep 4, 2017
to be "the provision of financial services to low income poor and very poor self-employed people"... more to be "the provision of financial services to low income poor and very poor self-employed people". Microfinance is generally associated with the low income segments of the society and is characterized as supplying loans, savings and other related financial services like insurance to poor
Journal of Internet and e-business Studies
This research study aims to comprehend the attitude and behavior of Pakistani consumers towards o... more This research study aims to comprehend the attitude and behavior of Pakistani consumers towards online grocery shopping. Factors identified (quality of product, service quality, guarantee on products, convenience or consumers, cost of services and products, range of products and varieties, perceived risk, social norms and design or interface of the online platform/website) in this research study can influence customers to switch to online grocery shopping and adopt online shopping as their prime mode of purchase. High perceived risk was observed to be the most important and significant factor in case of online grocery shopping as compared to all other factors. Consumers who are less familiar with technological devices find it difficult to trust today's technology; these include, domestic housewives. Whereas young generation is relatively excited about the emerging medium. Purposive and snowball sampling techniques were used to collect the data using questionnaires. The results show that lack of variety and overpriced products also appeared to be the major factor when choosing online grocery as the prime source of shopping. This research study provides the existing online shopping trends and perception of people towards online grocery shopping. Furthermore, this study provides insights into the future scope of online grocery shopping trends in Karachi, Pakistan.
Journal of Southeast Asian Research
Background of Study Advertising is one of the key components of marketing mix of an organization ... more Background of Study Advertising is one of the key components of marketing mix of an organization and largely trusted to be the most important factor in establishing the brand as well as the corporate image of the company. Both these factors, as believed generally, increase the sales and profit of a brand. Advertising is considered important not only for building market share for a new brand but also as a kind of 'maintenance cost' for the upkeep of market share of established brands (Dhalla, 1978). Sales people in their forced pursuit for making their sales numbers
Journal of Internet and e-business Studies
and Saad Rafiq. Distributed under Creative Commons CC-BY 4.0 Background of the Study Traditionall... more and Saad Rafiq. Distributed under Creative Commons CC-BY 4.0 Background of the Study Traditionally it is believed and practiced that a fancy store will attract more consumers and hence will generate more sales. However, in the current era, even the concept of having a retail store chain has come under scrutiny. The world is moving towards digital space and the new markets exist online. Ecommerce market has expanded over the past years (Statistica, 2016; U.S. Census Bureau News, 2016).
Journal of Southeast Asian Research, 2017
This research aims at identifying the approaches used by microfinance banks in managing credit ri... more This research aims at identifying the approaches used by microfinance banks in managing credit risk. Furthermore, it aims at examining the applicability of introducing the element of consultancy (consultant) in the equation to reduce credit risk. Primary data were used, which were collected through structured closed-ended questionnaires and semi-structured interviews. Purposive sampling was used to select credit officer and loan officer from each of the sampled bank. 6 Interviews were also conducted from manager and higher level management regarding the applicability of consultancy concept. The analysis of the data revealed that, 85.7% respondents agree that they use five Cs’ of credit risk to analyze the borrower situation before lending loan to them, while 76.2% respondents agreed that the microfinance banks are harmed when borrowers fail to repay loans because of over indebtedness, poor client understanding, and other such issues. The acceptability of consultancy concept was aske...
Journal of Entrepreneurship Education, 2020
Purpose: Framework of experiential project-based 4-Year BS Entrepreneurship Program is provided t... more Purpose: Framework of experiential project-based 4-Year BS Entrepreneurship Program is provided to cover the educational, value creation and strategic management gaps that has been caused due to lack of several parameters, such as the balance between passive & active teaching methodology, theoretical & applied knowledge, commercial & academic interests of students, conventional & unconventional business knowledge and specialized & generalized domains in programs. Design: A matrix approach has been used to design the framework for experiential project-based entrepreneurship program structure to simultaneously fill the gaps identified in various entrepreneurship education literature and entrepreneurship practice to cater on-going requirements of learning and surviving in real world. Conceptual Findings: Through rigorous restructuring of educational program nature, it is understood that educational programs can be made flexible and productive through simultaneous conceptual working by ...
Market Forces, 2016
The research is aimed at exploring the factors and attributes of a smartphone that influence cons... more The research is aimed at exploring the factors and attributes of a smartphone that influence consumers to opt fora particular brand from amongst a wide variety of smartphones along with the investigation of consumer behavior towards those factors and attributes. For this research two factors have been selected which include; the brand image and the brand features. The basic interest of the researcher in this study is to look into the significance of the factors and attributes that are perceived as important by the consumers when they think of purchasing a smartphone. A structured questionnaire was used for the data collection purpose. Data was collected from 300 respondents residing in various areas of Karachi. The research findings revealed that the consumers give preference to brand image over features of a smartphone. Consumers see a smartphone as a part of their personality that enhances their status and self-image in their own eyes as well as in the eyes of their peers. Keyword...
Microeconomics: Intertemporal Consumer Choice & Savings eJournal, 2016
Since competition is getting intense in all consumable products in Pakistan, physical attributes ... more Since competition is getting intense in all consumable products in Pakistan, physical attributes of products now lack sustainability because they can be copied easily. What the firms now require is to create differentiation not only on physical attributes rather it should touch the psychology of the customers. We investigate the effects of psychological factors like customers’ nostalgic attachment, advertisements, quality and prices on consumer preferences of soft drinks brands. Data has been collected from 300 respondents at five shopping malls of Karachi through mall intercept method. Structural equation modeling (SEM) was used to test the developed model. The testing was done in two stages. Firstly, CFA of all the variables including the dependent variable consumer brand preference was tested individually and then CFA for overall model was tested. The results indicated that the overall model was significant. The results indicated that price was a significant predictor for consume...
IO: Empirical Studies of Firms & Markets eJournal, 2017
This research study aims at learning which type of business models is applicable for online groce... more This research study aims at learning which type of business models is applicable for online grocery shopping in Pakistan. Qualitative research methodology has been used for the purpose of this research. Through extensive literature review a conceptual framework has been devised. It was found that there are four types of online shopping models. Out of these four any one of the business models can be used by a startup firm depending on the resources and expertise available to them. It is concluded that, Startups like Cart.pk, RashanLelo, AaramShop.pk, and Taza Mart entered the Pakistan market with considerable experience and distinctive business model. Though in Pakistan none of them has emerged as the clear winner but these startups have surely made their presence felt. Reason being, all the ventures are of already established players, with good budgets, strong sense of consumer habits and also the goodwill of their Parent company. Different models discussed in this paper lend an und...
MKTG: Marketing Mix Decisions (Topic), 2016
The research is aimed at exploring the factors and attributes of a smartphone that influence cons... more The research is aimed at exploring the factors and attributes of a smartphone that influence consumers to opt for a particular brand from amongst a wide variety of smartphones along with the investigation of consumer behavior towards those factors and attributes. For this research two factors have been selected which include; the brand image and the brand features. The basic interest of the researcher in this study is to look into the significance of the factors and attributes that are perceived as important by the consumers when they think of purchasing a smartphone. A structured questionnaire was used for the data collection purpose. Data was collected from 300 respondents residing in various areas of Karachi. The research findings revealed that the consumers give preference to brand image over features of a smartphone. Consumers see a smartphone as a part of their personality that enhances their status and self-image in their own eyes as well as in the eyes of their peers.
Behavioral Marketing eJournal, 2019
Due to cluttering in advertisements, firms are unable to communicate effectively with potential c... more Due to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived quality and brand loyalty on consumer purchase intentions. This study also examines the mediating role of perceived quality in brand loyalty and purchase intentions. A total of 800 questionnaires were distributed to young adult consumers out of which 560 usable responses were received. After preliminary statistical analysis, the Smart PLS software was used for estimating the measurement and structural models. The results suggest that three aspects of celebrity endorsement (i.e. celebrity attractiveness, credibility and product match-up) promote purchase intentions. Brand loyalty and perceived quality also promote purchase intentions. Moreover, perceived quality affects brand loyalty, while brand ...
Several past research studies have been done on country of origin and consumer ethnocentrism, how... more Several past research studies have been done on country of origin and consumer ethnocentrism, however, many issues in this domain still remain unsolved (Dmitrovic & Vida, 2010). One of those issues is the empirical exploration of consumer choices in the emerging markets like Pakistan, where consumers even after having high levels of consumer ethnocentrism still prefer to opt for imported/foreign products, especially when the target audience is of young individuals. This research study focuses on the domestic consumption behavior of Pakistani consumers. The research was based on mixed methodology. For study-1, purposive sampling of 453 samples was done and data was collected using questionnaire based on 5 points Likert scale. Data analysis was done using SPSS and AMOS. For study-2, 5 in-depth interviews were conducted. Overall model analysis resulted in dropping of 1 construct. Hypotheses linked with remaining constructs were tested. Out of three remaining hypotheses, one alternate h...
Due to cluttering in advertisements, firms are unable to communicate effectively with potential c... more Due to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived quality and brand loyalty on consumer purchase intentions. This study also examines the mediating role of perceived quality in brand loyalty and purchase intentions. A total of 800 questionnaires were distributed to young adult consumers out of which 560 useable responses were received. After preliminary statistical analysis, the Smart PLS software was used for estimating the measurement and structural models. The results suggest that three aspects of celebrity endorsement (i.e. celebrity attractiveness, credibility and product match-up) promote purchase intentions. Brand loyalty and perceived quality also promote purchase intentions. Moreover, perceived quality affects brand loyalty, while brand...
This paper aims to introduce readers to the fundamental concepts of income and social class and h... more This paper aims to introduce readers to the fundamental concepts of income and social class and how they influence consumers’ buying decisions and marketing strategies. It attempts to provide an understanding of the theoretical framework used for social classification and the practical implications of these classifications in the marketplace, with particular reference to developing and emerging economies. The paper also allows readers to gain familiarity with the tools and processes currently used by marketing professionals for analysing market opportunities in terms of income and social class, and help develop a customer-centric marketing approach based on attractiveness of social class as opposed to transaction-oriented marketing focussing on income only.
In the present competitive era, it has become difficult for organizations to attract and retain t... more In the present competitive era, it has become difficult for organizations to attract and retain talented employees. In view of this constraint many organizations have adopted the employer branding concept in organizations. However, it has been found that multinationals and large business entities practice employer branding but it is not being practiced in SMEs in Pakistan. Thus, SMEs in Pakistan are not able to operate at full capacity due to lack of talented workforce. Past studies despite the importance of employer branding have used it in large industries. Moreover, these studies have examined the consequences of employer branding and have not adequately examined the mediating roles of personal organization and recruitment. This study has examined the effect of employer branding on organizational identification, personal organization, recruitment and satisfaction. Additionally, this study has also examined the mediating roles of personal organization and recruitment. The sample s...
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Papers by Marium Mateen Khan