Saima Munawar

25456

Research Papers: Summary of Basics

1. Effect of Product Packaging on Consumer Buying Decision

Effect of product packaging in consumer buying decision N Ahmad, M Billoo, AA Lakhan - Journal of business strategies,
2012

The main objective of this research was to study the impact of packaging of FMCG products on consumer purchase
decisions. Quantitate research approach was administered through analysis of data of 50 respondents collected through
questionnaires. The empirical study was initiated with six independent variables: color, labeling, convenience, shape,
picture and quality of packaging. However, the final model condensed to two independent variables picture and colors
on the packaging having a positive relationship with purchase decision.

Colour of Packaging
Consumer purchase
decision
Picture on the
packaging

2. Factors that Motivate the Mobile Phone Users to Switch from 2G to 3G

Technologies in Karachi
Raheem, Ahmed and Ahmad, Nawaz and Mujeeb, Mirza and Vishnu, Parmar, Factors that Motivate the Mobile Phone
Users to Switch from 2G to 3G Technologies in Karachi (April 5, 2014). Research Journal of Recent Sciences, 2014.
Available at SSRN: https://ssrn.com/abstract=2432458

The aim of this empirical study is to discover the motivational factors that encourage the users to switch from 2G to 3G
technologies in Karachi. A quantitate research approach is used in the study utilizing data collected from 119 University
students. Independent variable involved in the study are Service Quality, Data Rate, Voice Quality, Video Quality, Mobile
TV, Advance Mobile Banking, Real Time Location Finder, and Verity of Service. In addition, gender, marital status, district
of respondent, profession of respondent, age group, and qualification are the moderators used in this model.

3. Impact of Word of Mouth on Consumer Buying Decision

Impact of word of mouth on consumer buying decision N Ahmad, J Vveinhardt, R Ahmed - European journal of business
and management, 2014

The study has three main objectives: to assess impact of word of mouth (WOM) marketing on individuals’ purchase
decision, the extent to which WOM changes consumer perception and purchase decision, and relative strength of
positive and negative WOM. For the research, a questionnaire was administered in-person to a random sample of 100
Karachiites with significant age variation. Independent variable in the study are type of product, relationship with source
of WOM, nature of WOM and amount of money spent on purchase. WOM that affects purchase decision is the function
of these independent variables. Age,
 4. Impact of stress on job performance: An empirical study of the employees of private
sector universities of Karachi
Impact of stress on job performance: An empirical study of the employees of private sector universities of Karachi,
Pakistan UA Warraich, R Ahmed, N Ahmad, I Khoso - Research Journal of Management Sciences, ISSN, 2014

This quantitate study aims at exploring the underlying factors of stress and relationship between stress and work
performance at private sector universities. Work Load, Role conflict and Inadequate monitory reward are the
independent variables that result in stress which subsequently reduces job performance. This study has utilized first-
hand data from a Stratified sample of 133 Private university teaching faculty.

5. The impact of social media on fashion industry: Empirical investigation from

Karachiites
The impact of social media on fashion industry: Empirical investigation from Karachiites N Ahmad, A Salman, R Ashiq -
Journal of Resources Development and Management, 2015

The objective of this research is to analyze the effectiveness of social media with reference to brand awareness in the
fashion Industry. Data was collected through questionnaires administered on a sample of 130. Where social media was
independent variable X and fashion industry was dependent variable Y. Sub variables of Social media are most visited
websites, frequency of visits, website usage, and effect of social media on fashion industry. In addition, sub variables of
fashion industry are fashion brands on social media, reasons for becoming fan of social media, attractive elements of ad
banners and media. The study deduced a significant relationship between social media and the fashion Industry.

6. Competitive intelligence and marketing effectiveness of organizations: an

investigation from Pakistan
Competitive intelligence and marketing effectiveness of organizations: an investigation from Pakistan R Ahmed, N
Ahmad, I Khoso, K Arif, R Palwishah - European Scientific Journal, 2014

This is a quantitative research and primary data is used for the research The sample size is 322 and constitutes of
professionals only, from the FMCG industry, telecom, banking sector and executive MBA's working in different places.
The sampling technique used is Purposive sampling. a common average of all sub variables is taken to represent
competitive intelligence as a whole. Competitive intelligence has many different forms: technical intelligence,
technological intelligence, market intelligence, strategic intelligence, market opportunities, competitor threats and risks.
the results have shown that 1 0 competitive intelligence is used by organizations in Pakistan to make their marketing
effective.

7. Emotional Intelligence and Job Satisfaction among employees of service sector in

Pakistan
Emotional Intelligence and Job Satisfaction among employees of service sector in Pakistan M Ashraf, N Ahmad, O
Shaikh, S Bhatti - Ashraf, Ahmad, Shaikh OA, Bhatti, SR (2014) …, 2014

It is qualitative study based on the primary data collected from a sample of 100 professionals. The results concluded that
there is a strong evidence evidences of direct relationship between job satisfaction and emotional intelligence. As per
the model, Emotional intelligence (EQ) is a function of Intrapersonal, interpersonal, stress management, Adaptability
and general mood. Job satisfaction is a dependent variable in the model being a function of EQ. Age, job experience,
academic qualifications, gender and marital status are independent variable that determine EQ. These demographic
variable had positive relationship with emotional intelligence.
 8. Impact of Social Media on Self-Esteem
Impact of social media on self-esteem, M Jan, S Soomro, N Ahmad – 2017

The aim of the study is to analyze whether high usage of social media results in lower self-esteem amongst youngsters
or not. A mix of qualitative and quantitative approach was used to analyze the data collected from a convenience
sample of 150 students of iOBM was selected. Social media usage is an independent variable, while self-esteem is a
dependent variable in the research.

9. Impacts of Guerrilla advertising on consumer buying behavior

Impacts of Guerrilla advertising on consumer buying behavior, N Ahmad, R Ahmed, M Jahangir, G Moghani… -
Information and Knowledge Management, 2014

This causal research is aimed at understanding the effectiveness of guerrilla marketing in influencing consumers
purchasing decision. In this research, “Guerrilla advertising” is the independent variable with Sub variables of guerrilla
advertising as Marketing activities, Promotional activities, Man vs. information, Annoyance, Low budget ads and
Advertisements. “Consumer buying behavior” is the dependent variable being a function of Guerrilla advertising.
Consumer buying behavior has certain sub variables: Convincing power, Bill boards and Buying behavior. A sample of
size of 200 was selected through convenient sampling. This study followed qualitative approach and deduced the results
through primary data collection.

10.Intentions to Become an Entrepreneur: Survey from University Students of Karachi

The aim of this research is to the discover the main factor of the entrepreneurial intentions of university students of
Karachi. Personal attributes, subjective norms and perceived behavioral control are the independent variables in the
study. These variables are moderated by demographic factors. Moreover, subjective norms influence personal
attributes, and perceived behavioral control. “Entrepreneurial intentions” is a dependent variable in the study. Data for
the study was collected using both primary and secondary sources. Data was collected from convenience sample of 250
students from 14 different universities of Karachi through questionnaires. Secondary source of data was also utilized in
this research.

11.Customer Retention in Fast Food Industry

Customer Retention in Fast Food Industry, UA Warraich, N Ahmad, F Qureshi - Indus Journal of Management Sciences,
2013

The aim of this qualitative research is to examine the impact of service quality on customer retention. Although
secondary data was collected for conceptual model, the results were drawn mainly on the basis of primary data. Service
quality is the independent variable in this study with sub variables tangibility, reliability, responsiveness, assurance, and
empathy. Customer retention is dependent variable in the model. 164 respondents from among Karachi fast food
restaurants customers were selected through convenience sampling method. Multiple Regressions were used as the
statistical tool. Results have shown that there is strong positive relationship between service quality on the customer
retention.

12.An empirical investigation to the factors influencing buying decision of luxury

goods: A study of Y generation
An empirical investigation to the factors influencing buying decision of luxury goods: A study of Y generation, N Ahmad,
M Ashraf, K Shaikh - Global Management Journal for Academic & Corporate …, 2014
This objective of this research is to analyze the underlying factors of consumption of luxury branded goods. Data was
collected from a sample of 70 respondents selected through snowball sampling technique. Independent variables in the
study are personal values, functional values, individual values and social values while the dependent variable is luxury
brand purchase decision.

13.Frozen Food Revolution: Investigating How Availability of Frozen Food Affects

Consumer Buying Behavior
Frozen Food Revolution: Investigating How Availability of Frozen Food Affects Consumer Buying Behavior, A Saifullah, N
Ahmad, R Ahmed, B Khalid - International Journal of Economics, Commerce and …, 2014
This is mixed approach research primarily based on first-hand data. The aim of this study is to explore various aspects of
frozen food and buying behavior. A convenience sample of 100 respondents was selected at different supermarkets in
area of Defense in Karachi. Frozen food is independent variable in the research model whereas buying behavior is the
dependent variable. It was found that the frozen food has a positive impact on buying decision and consumer behavior.

14.Factors Influencing Career Choices

Factors Influencing Career Choices, N Sharif, N Ahmad, SU Sarwar - IBT Journal of Business Studies, 2019

The aim of this research is to explore the roles of influencers in choosing a future career by students in Pakistan. Six
independent variables in the model are mother, father, tutor, future status, future income and making difference in
society which determine career choice decision (dependent variable). Convenience sampling method is used for the
study to select a sample of 167 university students. The results show that among all the independent variables reputable
social status, income, positive influence on the society and father’s influence has positive correlation with career
decision.

15.Antecedents of Trust: A Case study between Karachi and Dubai Facebook Shoppers
Antecedents of Trust: A Case study between Karachi and Dubai Facebook Shoppers, N Ahmad, S Mehboob, FZ
Khaskhelly - International Journal of Experiential Learning & Case …, 2019

The aim of this quantitative study is to ananlyse the difference in trust across Karachi and Dubai on facebook shopping. A
sample of 450 shoppers are selected from the two cities using purposive sampling method. Store Brand Knowledge,
Store Reputation, Perceived Store size, Web Accessibility, Perceived Risk, Individualism, Uncertainty Avoidance,
Interpersonal Trust, and Intention to Purchase are the independent variables on which trust on the shopping website
depend. The trust factors vary greatly across the two cities despite their cultural similarity.
Summary

Research Title Approach Sampling Sample Size Independent Dependent Outcome

Method variable(s) variable(s)
Effect of product packaging in Qualitative Random 50 color, labeling, purchase picture and colors on the
consumer buying decision sampling convenience, decision packaging having a positive
shape, picture relationship with purchase
and quality of decision
packaging
Factors that Motivate the Quantitative Random 119 Service Quality, Intention to
Mobile Phone Users to Switch Data Rate, Voice shift from 2G to
from 2G to 3G Technologies in Quality, Video 3G
Karachi Quality, Mobile
TV, Advance
Mobile Banking,
Real Time
Location Finder,
and Verity of
Service.

Antecedents of Trust: A Case Quantitative purposive 450 Store Brand Trust on online trust factors vary greatly across
study between Karachi and sampling Knowledge, shopping sites the two cities
Dubai Facebook Shoppers Store
Reputation,
Perceived Store
size, Web
Accessibility,
Perceived Risk,
Individualism,
Uncertainty
Avoidance,
Interpersonal
Trust, and
Intention to
Purchase
Factors Influencing Career Qualitative Convenience 167 mother, father, career choice reputable social status, income,
Choices sampling tutor, future decision positive influence on the
status, future society and father’s influence
 income and has positive correlation with
making career decision
difference in
society
Customer Retention in Fast Food Quantitative Convenience 164 Service quality Customer strong positive relationship
Industry sampling variables: retention between service quality on the
tangibility, customer retention.
reliability,
responsiveness,
assurance, and
empathy
An empirical investigation to the Quantitative Snowball 70 personal values, luxury brand
factors influencing buying sampling functional purchase
decision of luxury goods: A study values, decision
of Y generation individual values
and social values
Frozen Food Revolution: Mixed Convenience 100 Frozen Food Buying frozen food has a positive
Investigating How Availability of sampling Behaviour impact on buying decision and
Frozen Food Affects Consumer consumer behavior.
Buying Behavior