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The purpose of this article is to uncover the major factors that organizations consider when opting to add Internet Marketing as a part of their marketing communication mix found in the research. Especially now in Pakistan marketing tools and techniques are becoming either too expensive or just plain monotonous. The Internet as a new media is a perfect opportunity for Multinational and Local Consumer Organizations to exploit this type of tool for reaching their customers. This article will try to understand what exact role Internet Marketing has in affecting the processes, image, and brands of a company learned from the research. We will determine the various aspects that can be measured to see the success or failure of Pakistani Consumer Goods Industry in utilizing this new technique.

This research paper is an attempt to study and identify the factors such Boarding and clearance time, Ease of E-ticketing and luggage capacity and their effect on Customer Preference in the airline service industry of Pakistan. To carry out this research questionnaire survey was conducted on the sample identified through unrestricted non probability sampling technique to generalize the results on the population of the air industry. Regression Analysis and descriptive statistics were applied on the response collected through the questionnaire instrument. Empirical results showed that Boarding /clearance time and Ease of E-ticketing have significant impact on customer preference and positively lead to purchase intention of service offered by the airline companies in the market.

The study was done to find out the relationship that Devaluation and impartial diverse Real Exchange Rate had. The problem was to evaluate the effect of devaluation on economic climate. The Research paper treated two hypotheses, that devaluation was considerably attached to real exchange rate. Since devaluation assessed as potential usage which was not usually assessed therefore the option the information was a limit but the issue was settled by implementing the method to determine potential usage. The information was according to three decades starting from 1979 until 2009, gathered from SBP's, Government Institution of Statistics' website. For the purpose of information selection the research paper was according to two aspects but mostly upon potential usage. Regression research and autocorrelation were done according to the dynamics of the hypotheses and the information. The results revealed that real exchange rate, was considerably and efficiently attached with the research of potential usage and the devaluation in one year may cause the devaluation for straight seven years in a country like Pakistan.

This research studies the relationship between utilitarian, ego defensive, value expressive and knowledge functions on consumer attitude and consequently on the selection of coffee parlor by consumers. Primary data has been collected by using a structured questionnaire designed on the Fishbein model. Regression model was used to test the effect of the four functions on the consumers' choice of coffee parlor. The subjects included in the sample consisted of males in various age groups. The hypotheses assumed that all four functions being stated carry a significant effect on attitude. The statistical test showed that significant valueF (9, 91) (p value)= 0.000, at p < 0.05 so the result is acceptable and there is a relationship between dependent variable i.e. selection of coffee parlor and independent variables i.e. the utilitarian, value expressive, ego defensive and knowledge functions.

The objective of this research paper was to find out that what impact does logo of the company has on the consumer perception. How consumer perceive various logos with varying color, symbols and signs. Authors have used different logos and showed it to consumers. The questionnaire was developed and through stratified random sampling; it was administrated among sample population of 250. Regression analysis was used as statistical tool to analyze the relationship among dependent and independent variable. The findings showed that Consumer perception is significantly affected by logo of the company.

In this research paper major pollution problems faced by Karachi Coastline have been discussed. These are the problems by several reasons e.g., Untreated waste and sewage from factories are drained into the sea as well as oil spills from ships and fishing trawlers transiting the port. The shipping industry, through its discharges, water pollution, and possible leakages and spills, impacts on this environment. Toxic effects either direct or indirect by bio-accumulation of oil, DDT, PCB, and various metals; avoidance reaction by fish and shrimp because of poor water quality, distortion of organisms and reduction in their reproduction because of poor water quality and the fact that parts of the mudflat areas are being covered with oil; and increased erosion because dying mangroves can no longer reinforce the banks with their roots. There are some citizen action groups opposing the progress. These were also discussed and at the end some solutions to the problems were presented. If that plan should be followed the whole outlook of the Karachi can be changed.

Purpose: This paper investigates how brand extension strategy can be used successfully by the companies while launching close brand extensions in the market. What are the antecedents (Mediating variables) of successful brand extension?

Methodology: One independent variable consumer perceived brand concept was used with the dependent variable “Successful brand extension evaluation” with two mediating variables. Real life close brand extension as stimuli was used in this study. Self developed questionnaire was filled by 462 respondents by simple random sampling technique.
Findings: Three hypotheses were tested with multi-mediation test by Preacher and Hayes. All three were accepted with most significant being Parent Brand Conviction and Brand loyalty jointly mediate the relationship between Consumer Perceived Brand Concept and Successful Brand Extension Evaluation for close extension. Methodology: One independent variable consumer perceived brand concept was used with the dependent variable " Successful brand extension evaluation " with two mediating variables. Real life close brand extension as stimuli was used in this study. Self developed questionnaire was filled by 462 respondents by simple random sampling technique. Purpose: This paper investigates how brand extension strategy can be used successfully by the companies while launching close brand extensions in the market. What are the antecedents (Mediating variables) of successful brand extension? Perceived Brand Concept, Close Brand Extension & Multi-Mediation.

The main aim and purpose of the study was to determine how visual merchandising influences consumer attention. Visual Merchandising is a technique to visually making the brand attractive and highlights the unique features of the store. Brands hire specialized marketers who focus on visually enhancing the brand and provide them with a good shopping experience in the stores. The study focuses on four important factors of visual merchandising and the hypotheses are based on these i.e. store layout, window display, color & lightning and store interior, and how it influences the attention of consumers. Non probability sampling technique was used to conduct this research and a structured questionnaire was designed to collect responses. 280 individual responses were collected with their contact details to have an authentic individual feedback. Since store layout had a negative but significant impact on gaining consumer attention, the hypothesis for store layout was rejected. The rest of the hypotheses for window display, color and lightning and store interior have been accepted that they have a positive and significant impact on consumer attention. The study concludes that marketers should focus on visual merchandising strategies for attracting customers and increase the footfall of store which may also lead to gain an edge over competitors.

This paper investigates whether brand extension strategy can be used in glocalized markets and what are the antecedents (Mediating and Moderating variables) of successful brand extension. Glocalization has become a serious concern for managers that as have to manage the global brands with local trends and local brands in global trends. Four independent variables were used while the dependent variable was " Successful brand extension evaluation ". A self developed questionnaire was filled by 462 respondents by unrestricted non-random sampling. Hierarchical regression, Single Mediation and Moderation tests were applied on the data. Brand loyalty leads to become Brand evangelist. Brand Evangelist as mediating variable mediates the relationship between Brand Loyalty and Successful Brand Extension Evaluation. Also, Parent Brand Experience in the past significantly moderates the relationship between Marketing Support and Successful Brand Extension Evaluation was accepted with Enhancing Moderation.

This study aims towards identification of the factors responsible for the Brand Switching (MNP) in GSM sector of Pakistan. This study was based on primary data and was designed in a manner that it inferred the current purpose of customer defection and their intention to switch from one service provider to other. Overall 184 responses were collected and data was analyzed by using multiple responses set and Logistics Regression. After analysis, it was found out that the service Quality and Value-Added services are the prime factors that are responsible for the customer defection from one service provider to the other. It was also found out that most of the respondents have either changed their number or have switched from their first network service provider. This result clearly states that there is a vast quantity of customer mix in the Pakistan's GSM sector.

Extant article utilizes the UTAUT Model with Islamic religiosity as a moderator to understand the adoption of SADAD payment system by Saudi banking customers. Islamic religiosity effects the behavior and choices of people. Path analysis performed on 248 respondents' data collected through questionnaires tests the conceptual hypotheses. All hypotheses except H3 was unsupported, which reveals that social influence (SI) had an insignificant relation with behavioral intention (BI). Multi-group analysis was performed on AMOS by dividing respondents into two groups with high and low Islamic religiosity values. Overall, results reveal that religiosity moderates the positive effect of BI on usage behavior (UB). The author found no effect for those with low scores on religiosity values. However, consumers with high score religiosity values have a stronger positive effect between BI and UB. Moreover, the UTAUT + IR explained 80% variance in UB. High religiosity customers find SADAD a better option.

The main purpose of this research was to find the moderation effect of individual-level collectivist values on the antecedents of Brand loyalty (BL). What effect does consumer difference on low or high collectivist values have on the brand loyalty in the fashion apparels? It has been found that both groups of consumers have different choices while buying. To investigate this, Individual Level and three antecedent's promotion (PRO), perceived brand quality (PBQ), and brand trust (BT) were selected to check the effect on Brand Loyalty. The questionnaire was self-developed and distributed online on social networking sites through a non-restricted non-probability sampling technique among 201 Pakistani respondents. Path Analysis and SEM analysis was performed to check the moderation in AMOS. This study has developed and tested the theory by finding that individual-level collectivist values (ILCV) have a significant moderating effect on the relationship between PBQ and BL. The findings reveal that consumers low in ILCV become significantly more loyal to a brand, particularly when PBQ is relatively at high levels. The main contribution of the study is that it presents the validated brand loyalty model with the interaction of ILCV.

This study investigates the relationship between brand image, brand awareness, brand satisfaction, brand trust, attitudinal, and behavioural loyalty of domestic Chinese Smartphone brands among young consumers and determines the mediating effects of brand trust. This study also investigates gender differences. Only a few studies in previous literature related to Chinese Smartphone brands and their loyalty towards their domestic brands, therefore this study contributes to the literature. Survey questionnaires were collected from 188 full-time young students in a public university in Wuhan, China. The Partial Least Squares Structural Equation Modelling was employed in the data analysis. The findings revealed significant relationships between brand image and brand trust, brand satisfaction, and brand trust, brand trust, and (attitudinal & behavioural loyalty) except for brand awareness. Also, brand trust found to mediate the relationship between brand image and (attitudinal & behavioural loyalty) and brand satisfaction and (attitudinal & behavioural loyalty), but our finding suggests that brand trust failed to mediate in the relationship between brand awareness and (attitudinal and behavioural loyalty). The findings revealed that impact of brand awareness on brand trust found to be insignificant in both gender (male & female), impact of brand Image found to be significant in male but insignificant in female group. Impact of brand satisfaction on brand trust found to be significant in both genders, but impact is higher in male than female gender. Also, the study found that male user is more concerned about behavioural loyalty while female more concerned about attitudinal loyalty. This study suggests that domestic brands are lacking in creating awareness, so domestic brands need to focus on their marketing strategies and advertisements plans and also makes the strategies that can attract both male and female gender and entertain their concerns as well. This study further suggests that marketers and managers of domestic brands keep their eye open on international competing brands and modified their strategies to achieve effectiveness and efficiency so that local brands can have sustainable growth and competitive edge in the industry.

This research study is an effort to explore the difference in the understanding of marketers and non-marketers about their perception, awareness, knowledge, attitude and behavior about the subliminal messages in advertising. To serve the objective of comparative analysis conceptual model was developed for both groups which involved Perception, Awareness and Knowledge relationship with attitude, then relationship of attitude on Behavior towards the brand. Three commercials were selected which had embedded subliminal messages and respondents viewed the advertisements before filling out questionnaires to identify their level of awareness and the degree of knowledge about the type of subliminal content embedded in the ads. For each group total of 140 participants gave their responses. Structural Equation modeling was performed to test the hypothesized relationship between variables. Results of Path analysis show that only one factors for marketers, such that Knowledge about subliminal messages had significant positive effect on attitude towards subliminal Ads. Also marketers' attitude towards subliminal ads was negatively significant on behavior towards brand. For non-marketers, no support for any of the hypotheses found. Overall results reveal that both the marketing and non-marketing professionals view and perceive the subliminal messages embedded in the ads with a statistically significant difference.

As environmental awareness increases, consumers tend to focus more on environmental friendly products. The literature on green consumption has recently focused on the Asian markets, in particular, the populous country of the world 'china'. Despite many efforts by the marketers to promote the environmental awareness among Chinese consumers and their buying behavior towards the green products are not yet completely understood. This paper examines the green purchase behavior of Chinese consumers using theory of planned behavior. In this attempt, a conceptual model is developed to study the effects of the standard 'theory of planned behavior' predictors; attitudes, subjective norms and perceived behavioral control (PBC) on green buying behavior. In addition, the role of gender and price transparency in the relationship between green purchase intention and behavior are also examined. Surveys were collected from 370 young full-time students; structural equation modeling (SEM) has been used to analyze the data. The result showed a significant correlation among between the attitudes, subjective norms, perceived behavioral control (PBC), green purchase intention (GPI), and green purchase behavior (GPB). This empirical study contributed to the current state of knowledge by showing that gender also plays a role in the purchase intention, and price transparency also has a moderate influence. The study concluded with a discussion of the results and provided theoretical, administrative, and research implications for giving awareness of the green products in China. Young Chinese Consumer Decision Making in Buying Green Products 600 Keywords: buying green products, theory of planned behavior, young consumers, price transparency, green purchase intention, green purchase behavior, subject norms, pro-environmental behavior.

Citation:

This research applies an extended theory of planned behavior (TPB) to empirically investigate consumers’ intentions in Pakistan to purchase energy-efficient appliances (EEAs). Most developing countries face energy crises. As a result, many countries consider EEAs to be part of the solution to energy-related problems and teach sustainable consumption behavior to consumers. Previous studies have neglected developing countries in this context, yet developing markets have great potential for EEA adoption. To understand EEA adoption, we incorporated such variables as warm glow benefits, utilitarian environmental benefits, normative beliefs, and moral obligations as antecedents to TPB variables. The moderating effect of eco-literacy between attitude, subjective norms, perceived behavioral control (PBC), and purchase intention toward EEAs are also examined. Data was gathered through a survey questionnaire from 673 Pakistani consumers to empirically test the proposed hypotheses. The results reveal that utilitarian environmental benefits and warm glow benefits significantly influence attitudes toward EEAs. The findings also show a positive effect of normative beliefs on subjective norms. The interaction effect of eco-literacy positively influences the relationship between attitude and purchase intention, with similar results for subjective norms and purchase intention. However, no significant moderating effect of eco-literacy is found between PBC and purchase intention. Furthermore, we performed multi-group analysis to explore significant group differences by utilizing socio-demographic variables such as gender, age, education, and income. The results show significant group differences, with females’ purchasing behavior, younger consumers, and educated consumers being more readily influenced. Finally, insights for policymakers, suggestions and future directions are discussed.