Preston University Islamabad Campus
Content
Preston University Islamabad Campus
Final Project on Marketing Research
Topic Psychographic Changes creates new
Segments
Submitted To Sir Najeeb
Lecturer of Preston University
Submitted BY Syed Zeeshan Ali
Registration number 1411-310004
BBA G-1-A
(22 August 2014)
Project Information
Project Identifier
Syed Zeeshan Ali
Project Title
Psychographic changes creates new segments
Project Hash tag
#Study Purpose
Start Date
16 July 2014
Lead Institution
Preston University Islamabad
Project Director
Syed Zeeshan Ali
Project Manager
Syed Zeeshan Ali
Contact email
[email protected]
Author
Syed Zeeshan Ali
Project Champ
Sir Najeeb
Access
Preston University Islamabad Library
Date
22 August 2014
End
Date
18 August 2014
Table of Contents
Page
numbers
1.
Acknowledgements
………………………….
2.
Project Summary/ Abstract
……………………………..
3.
Introduction
……………………………………………..
____________
……………………….
____________ ………………………….
4.
Literature reviews
……………………………………..
5.
Methodology
…………………………………….
6.
Findings
……………………………………….
7.
Conclusions
……………………………………….
8.
Recommendation
…………………………………….
9.
Implication for the future
………………………….
10. References
……………………………………………
11.
Appendices
………………………………………
12.
Glossary
………………………………..
Acknowledgement
In the name of Allah, the Most Gracious and the Most Merciful
Alhamdulillah, all praises to Allah for the strengths and His blessing in
completing this Project. Special appreciation goes to my supervisor, Sir Najeeb,
for his supervision and constant support. His invaluable help of constructive
comments and suggestions throughout the experimental and thesis works have
contributed to the success of this research. Not forgotten, my appreciation to my
co-supervisor, Sir Shahid Aijaz for his support and knowledge regarding this
topic.
I would like to express my appreciation to the Dean, of Preston University, Prof.
Abdul Latif Ahmad and also to the for their support and help towards my
postgraduate affairs. My acknowledgement also goes to all the technicians and
office staffs of Preston University for their co-operations.
Sincere thanks to all my friends especially Rohail Shahid, Fatima, and Rawish
Jaleel for their kindness and moral support during my study. Thanks for the
friendship and memories.
Last but not least, my deepest gratitude goes to my beloved parents; Mr. Syed
Asif Ali and Mrs Fareeda Asif and also to my sisters and brothers for their
endless love, prayers and encouragement.
Also to all those persons who indirectly contributed in this research, your
kindness means a lot to me. Thank you very much.
Syed Zeeshan Ali 2014
Project Summary/ Abstract
Since 1991, Pakistan is emerging as a key destination for marketers from
across the globe. However, little work of relevance has been undertaken to
understand the Pakistani Consumers. It is believed that the Pakistani
metropolitan consumers are fairly homogeneous in nature. In this paper, we
report the results of a survey conducted amongst 100 respondents in the twin
metropolitan city of Pakistan. The objective was to segment the metropolitan
consumers on behavioral aspects and to understand their consumption pattern.
The study, designed on the basis of VALS, uses random sampling analysis to
segment the metropolitan consumers into six behavioral categories, namely Well
Settled, Strugglers, Enjoyers, Conservatives, Self Concerned and Realist. The
segments have been profiled in terms of their product ownership, Activities and
Interests, Financial Investment avenues and Media habits. Implications for
marketing and government policy have been discussed. The Pakistan retail
market is the very fast growing sector in the Pakistan economy and offers
tremendous potential to the modern marketer. The predominant factor that can
be attributed to this progressive scenario among other things is the
emergence of youth as a powerful consumer segment. Understanding this
crucial segment in depth and developing specific marketing strategies is
important for business sustainability. By targeting the youth population in India,
retailers will be investing in the future as they will be able to influence and create
loyalty from the start. Marketers would be able to devise more effective
strategies to tap this segment if they were able to get insights into their
psychographic profiles. This paper substantiates this central point with findings
from previous studies on youth and psychographic segmentation.
Final Project on Marketing Research
Topic Psychographic Changes creates new
Segments
Submitted To Sir Najeeb
Lecturer of Preston University
Submitted BY Syed Zeeshan Ali
Registration number 1411-310004
BBA G-1-A
(22 August 2014)
Project Information
Project Identifier
Syed Zeeshan Ali
Project Title
Psychographic changes creates new segments
Project Hash tag
#Study Purpose
Start Date
16 July 2014
Lead Institution
Preston University Islamabad
Project Director
Syed Zeeshan Ali
Project Manager
Syed Zeeshan Ali
Contact email
[email protected]
Author
Syed Zeeshan Ali
Project Champ
Sir Najeeb
Access
Preston University Islamabad Library
Date
22 August 2014
End
Date
18 August 2014
Table of Contents
Page
numbers
1.
Acknowledgements
………………………….
2.
Project Summary/ Abstract
……………………………..
3.
Introduction
……………………………………………..
____________
……………………….
____________ ………………………….
4.
Literature reviews
……………………………………..
5.
Methodology
…………………………………….
6.
Findings
……………………………………….
7.
Conclusions
……………………………………….
8.
Recommendation
…………………………………….
9.
Implication for the future
………………………….
10. References
……………………………………………
11.
Appendices
………………………………………
12.
Glossary
………………………………..
Acknowledgement
In the name of Allah, the Most Gracious and the Most Merciful
Alhamdulillah, all praises to Allah for the strengths and His blessing in
completing this Project. Special appreciation goes to my supervisor, Sir Najeeb,
for his supervision and constant support. His invaluable help of constructive
comments and suggestions throughout the experimental and thesis works have
contributed to the success of this research. Not forgotten, my appreciation to my
co-supervisor, Sir Shahid Aijaz for his support and knowledge regarding this
topic.
I would like to express my appreciation to the Dean, of Preston University, Prof.
Abdul Latif Ahmad and also to the for their support and help towards my
postgraduate affairs. My acknowledgement also goes to all the technicians and
office staffs of Preston University for their co-operations.
Sincere thanks to all my friends especially Rohail Shahid, Fatima, and Rawish
Jaleel for their kindness and moral support during my study. Thanks for the
friendship and memories.
Last but not least, my deepest gratitude goes to my beloved parents; Mr. Syed
Asif Ali and Mrs Fareeda Asif and also to my sisters and brothers for their
endless love, prayers and encouragement.
Also to all those persons who indirectly contributed in this research, your
kindness means a lot to me. Thank you very much.
Syed Zeeshan Ali 2014
Project Summary/ Abstract
Since 1991, Pakistan is emerging as a key destination for marketers from
across the globe. However, little work of relevance has been undertaken to
understand the Pakistani Consumers. It is believed that the Pakistani
metropolitan consumers are fairly homogeneous in nature. In this paper, we
report the results of a survey conducted amongst 100 respondents in the twin
metropolitan city of Pakistan. The objective was to segment the metropolitan
consumers on behavioral aspects and to understand their consumption pattern.
The study, designed on the basis of VALS, uses random sampling analysis to
segment the metropolitan consumers into six behavioral categories, namely Well
Settled, Strugglers, Enjoyers, Conservatives, Self Concerned and Realist. The
segments have been profiled in terms of their product ownership, Activities and
Interests, Financial Investment avenues and Media habits. Implications for
marketing and government policy have been discussed. The Pakistan retail
market is the very fast growing sector in the Pakistan economy and offers
tremendous potential to the modern marketer. The predominant factor that can
be attributed to this progressive scenario among other things is the
emergence of youth as a powerful consumer segment. Understanding this
crucial segment in depth and developing specific marketing strategies is
important for business sustainability. By targeting the youth population in India,
retailers will be investing in the future as they will be able to influence and create
loyalty from the start. Marketers would be able to devise more effective
strategies to tap this segment if they were able to get insights into their
psychographic profiles. This paper substantiates this central point with findings
from previous studies on youth and psychographic segmentation.
