DETERMINANTS OF IMPULSIVE BUYING FOR CLOTHING IN PAKISTAN (Published)
This study aims to examine the impact of promotional approach, attractive display of product, in store environment, price reduction on impulse buying behavior. The paper uses primary data. The source of the data is questionnaire which is filled by the respondent. Target population of the research study is those people who are coming for shopping in malls, retail stores in Pakistan. There is positive relationship between dependent variable with independent variable. Null hypothesis is accepted and alternative is rejected. The study only focuses on the quantitative research. The research study focused only for impulsive buying for clothing but many other things can be considered.
Keywords: Attractive Display Of Product, Impulse Buying Behavior, In-Store Environment, Pakistan, Price Reduction, Promotional Approach
IMPACT OF CUSTOMER SATISFACTION ON BRAND LOYALTY- AN EMPIRICAL ANALYSIS OF HOME APPLIANCES IN PAKISTAN (Published)
Customer satisfaction and brand loyalty have been addressed as marketing goals for many companies. Marketing professionals consider loyalty to be a multidimensional phenomenon. Despite the findings of many researches that satisfaction has a significant favorable impact on brand loyalty and a true re-purchase behavior of same brand leads to long term business profits. Therefore, this study investigated the impact of customer satisfaction on brand loyalty for durable goods. The author used primary data in this study and for this purpose a survey has been conducted through a structured questionnaire. The view of 300 middle class households or business people were recorded. Our study results show that the customer satisfaction has significant factor that affect brand loyalty.
Keywords: Customer Satisfaction, Pakistan, brand loyalty, home appliances