term report on buying patterns in gulshan-e-maymar, karachi

7/29/2019 Term Report on Buying Patterns in Gulshan-e-Maymar, Karachi

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I N T R O

S

T E R M P

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StStStSt

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T O P S Y CH O

E CT I O N A

P E R S UBM I

NameNameNameName :::: M u r t a z a M o iM u r t a z a M o iM u r t a z a M o iM u r t a z a M o i

dent IDdent IDdent IDdent ID :::: S P 1 1S P 1 1S P 1 1S P 1 1 ---- M MM MM MM M ---- 0 00 00 00 0

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= = =

S US US US U

Ms. Zeb

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OG Y

S I O N

z F a r o o q u iz F a r o o q u iz F a r o o q u iz F a r o o q u i

0 20 20 20 2

M I T T E D T OM I T T E D T OM I T T E D T OM I T T E D T O

n-Nisa Khan


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=

A REPORT ON

CONSUMER

BUY ING

PATTERNS IN

GULSHAN-E -

MAYMAR , KARACH I


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iR e p o r t o n C o n s u m e r B e h a v i o u r i n G u l s h a n - e - M a y m a r , K a r a c h i

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P r e p a r e d b y M u r t a z a M o i z F a r o o q u i | S P 1 1 - M M - 0 0 0 2

ACKNOWLEDGEMENT

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q= ~= = = ~= = = = jK= j~~jK= j~~jK= j~~jK= j~~= k~k~k~k~= EÎ=EÎ=EÎ=EÎ==

j~~= e~= lFj~~= e~= lFj~~= e~= lFj~~= e~= lF= ~= jK= ^jK= ^jK= ^jK= ^JJJJJJJJe~e~e~e~==== EEEE`bl`bl`bl`blI= j~~= eI= j~~= eI= j~~= eI= j~~= e~=~=~=~= llllFFFF=

~= = = = ~= ~= ~= I==

jK=j~~=o~~=Eq=e~I=j~~FjK=j~~=o~~=Eq=e~I=j~~FjK=j~~=o~~=Eq=e~I=j~~FjK=j~~=o~~=Eq=e~I=j~~F==~==~==j~~=

m= = ~= = d~JJj~~= q= e~I= ~==

jK=jK=jK=jK=j~~=w~=Ewlcc=j~~=w~=Ewlcc=j~~=w~=Ewlcc=j~~=w~=Ewlcc=`~F`~F`~F`~F====~===~=

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iiR e p o r t o n C o n s u m e r B e h a v i o u r i n G u l s h a n - e - M a y m a r , K a r a c h i

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EXECUTIVE SUMMARY

C O N S U M E R P S Y C H O L O G YC O N S U M E R P S Y C H O L O G YC O N S U M E R P S Y C H O L O G YC O N S U M E R P S Y C H O L O G Y T E R M ST E R M ST E R M ST E R M S

D E F I N E DD E F I N E DD E F I N E DD E F I N E D

`=m==~=~=~=~===m==J

~=~==~====~=~==~~=~===

~==I==~==~I=~=~=K=

S E G M E N T A T I O NS E G M E N T A T I O NS E G M E N T A T I O NS E G M E N T A T I O N

_=~_=~_=~_=~I==~====~=~===~==~~I=

I=~I====K=

T A R G E T I N G A U D I E N C ET A R G E T I N G A U D I E N C ET A R G E T I N G A U D I E N C ET A R G E T I N G A U D I E N C E

_= ~= ~I= = = ~= = ~= ~= = ~=

====I=~=====~=~===~=

KK==~==~=~=====~=a~=~=m~m~m~m~JJJJ

I====~=I=~=====~=~=

====~K=

P O S I T I O N I N GP O S I T I O N I N GP O S I T I O N I N GP O S I T I O N I N G

_= _= _= _= I= = ~= = ~= = = ~= = = ~= = =

===I=~==~===~==~~=

==========~=~K=

l==~==I==~=~=~=~===pKqKmKI====~==

=~===~=~===I==~===~=~=

=======~======~=~J

~====~=L====K=


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iiiR e p o r t o n C o n s u m e r B e h a v i o u r i n G u l s h a n - e - M a y m a r , K a r a c h i

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F A S T M O V I N G C O N S U M E RF A S T M O V I N G C O N S U M E RF A S T M O V I N G C O N S U M E RF A S T M O V I N G C O N S U M E R G O O D SG O O D SG O O D SG O O D S ( F M C G )( F M C G )( F M C G )( F M C G )

c~c~c~c~JJJJj=`=dj=`=dj=`=dj=`=d=Ecj`dcj`dcj`dcj`dF====`=m~~=d`=m~~=d`=m~~=d`=m~~=d=E`md`md`md`mdF==

~= =~=~= == ~= ~=~==K=b~= =

J~===~==I=I=~==K=q==

~==~==cj`d===~=~I==~===

~=~I===~=====~==~~K=

cj`d=~= ~= = = I= = ~= ~= = = = = ~= =

~= = = ~= ~K= p= cj`d== = ~= ~I= =~=~I=~==~=~===~==~K=l=

==~=~I=I=J~~=I===~=~=

=~===~K=

C O N S U M E R B E H A V I O U R IC O N S U M E R B E H A V I O U R IC O N S U M E R B E H A V I O U R IC O N S U M E R B E H A V I O U R I N G U L S H A NN G U L S H A NN G U L S H A NN G U L S H A N ----

EEEE ---- M A Y M A RM A Y M A RM A Y M A RM A Y M A R

t======~===I==~=~==

=~===~=====d~JJj~~K=

D E S C R I P T I O N O F S E C T OD E S C R I P T I O N O F S E C T OD E S C R I P T I O N O F S E C T OD E S C R I P T I O N O F S E C T O R SR SR SR S

^I=d~JJj~~=~==~==~=~=~=~~I=f=~=

= = = d~JJj~~= = ~= = = ~= ~==~==~=K=

q=~~==~====f=~=~=~=PIPMM=

E~=~~=I=~=F=


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ivR e p o r t o n C o n s u m e r B e h a v i o u r i n G u l s h a n - e - M a y m a r , K a r a c h i

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SSSSectorectorectorector XXXX

p=u=========j~~I===~==J

= = ~= I= ~~= ~I= ~= = = =

pJp=j~K==

Population

q= ~= =~~=NINQR== ~= p= uK=e=== =

=====r==~=~I=~=~~=

= ==~~= PMIMMM== ~I= ~= ~=~= =~=~=~=~=I========~~J

=K=

Locality

t====~I=======~=r=~=mJ

~=~==~==~I==~==~====~=

=~~=I===~====~===

=p=~=_~=K=

q~= I= == = ~= ~= = = = I== =

==~=====~=~K=

Sector WSector WSector WSector W

p=t==~=~=~=====~===J~==p=uI=~~=~=~=VMM=~====

=~~=~==OMMVI==~=~==~=RB=~~K=

Population

^=f==~=~====~==~==p=uI=

==========I=~====

=~==QMM==SMM=~=~K=


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vR e p o r t o n C o n s u m e r B e h a v i o u r i n G u l s h a n - e - M a y m a r , K a r a c h i

=


Locality

q= ~= = ~= = = ~= = = = ~= = =

====~====I===~I==J

=p=uI====~=~~=~==K=a===

= = = = ~= I= = = = ~= = = ~~=

~= ~= p= u= ~= p= wI= = ~~= ~=~= K=

^~====~==~====QJR===K=

Sector ZSector ZSector ZSector Zm~===~====j~~==I====~J

~==~=~X====~========

==K=

Population

^~= ~= NIPMM= E= = ~= ~~I= = = ~=

~=~==~==~===~=~FK= m===

=========NRIMMM==RRIMMM==J

I===========~~==p=w==

=~~==~=~= E f= ~= = ~= = = = = ~=

~===~~FK=

Locality

^==~======I===~===

===NOMI=NQMI=NSMI=NUMI=OMMI=~=ORM=~=~=~I=J

= = ~= = = ~= = = = ~= ~= =

~==I=~=~==~======I=J

==~~======~=SJT=K=


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viR e p o r t o n C o n s u m e r B e h a v i o u r i n G u l s h a n - e - M a y m a r , K a r a c h i

=


I N A N U T S H E L LI N A N U T S H E L LI N A N U T S H E L LI N A N U T S H E L L

f=~=I==~=~=~=~===~==~===

=~========KK=~====p=u=

~=t====~=====~=~===~I===

p=wI==~=====~=~==~=J

=====~===K==

q~= = = d~JJj~~I== ~= ~= = = = ~=

~==I=~=====~~=~====p=w==~==p=uI=~====p~~I=u=

~=~====p=u=====p=wI=~==

=~~=====~==~~===I==

======~==K=

= =


9/24

1R e p o r t o n C o n s u m e r B e h a v i o u r i n G u l s h a n - e - M a y m a r , K a r a c h i

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INTRODUCTION

P R O B L E M S T A T E M E N TP R O B L E M S T A T E M E N TP R O B L E M S T A T E M E N TP R O B L E M S T A T E M E N T

q===f===`==~==d~JJj~~I=h~~J

K= f= = = I= ~= f= = = = ~= ~= ~= = = =

==~=~==~=~=K==

A B O U T G U L S H A NA B O U T G U L S H A NA B O U T G U L S H A NA B O U T G U L S H A N ---- EEEE ---- M A Y M A R , K A R A C H IM A Y M A R , K A R A C H IM A Y M A R , K A R A C H IM A Y M A R , K A R A C H Id~JJj~~==~=~~===j~~K=q===dJ

~JJj~~= ~= = = ~= NVTM= = = = ~= ~=

~==NVUMK=q=====~===J

=~==W=

^=I== j~J~===h~~=~==~=~=K==PlanningPlanningPlanningPlanning

q==~=~==~I==~======~=~=~=~==~===~~~===

=K==

f= I= d~JJj~~= = ~= = = j~~=~~=~=K=

SpanningSpanningSpanningSpanning

e~===NP=~===~=I=d~JJj~~==~=~=NMOP=~K==


10/24


=


q==~==~====~====~=I= ~= =~I= ~= = ~= ~= =J

I=~=~=====~=~===K==

q=~=====~===~=~J~= = ~= ~= = = = = = = = = =

===~=K=

ApproximityApproximityApproximityApproximity

i~=d~JJj~~===~====p=e~=E~= ~= = h~~= ~= e~~F= = ha^= p= QR= E~=

~==ha^==PPF==h~~K=f==~===J~==

p~=d=L=cK_K=^~=~=~~=NR====b=`J

K=

Why Maymar?Why Maymar?Why Maymar?Why Maymar?

p~I= = ===d~JJj~~I=h~~I= =~= = =

==~I==~==~=====I=

~=d~JJj~~=~==~~====~=

=J=KK===wI===wJfI=wJffI=wJfff=~=wJfsK=

q~===f===~==p=wI=p=u=~=p=tI=~=

~=~====~====~=~===

~~K=

R ER ER ER E A S O N S I T O O K 3 S E C T OA S O N S I T O O K 3 S E C T OA S O N S I T O O K 3 S E C T OA S O N S I T O O K 3 S E C T O R S O N L YR S O N L YR S O N L YR S O N L Y

c=~==~===P==I====J~K=

p=up=up=up=u====r=~=j=r=~I==J==~=~~=QMM=~=~=~=~K=


11/24


=


p=wp=wp=wp=w====j=~=i=j=~I===~==~=~==NOM==ORM=~=~K=

p=tp=tp=tp=t=====b==~==== = = K= b= = c~= o= e= = ~=

======mqs=~~==~=~=K=p=

~=I=~==~=~=~==K=

q==~=====~==I==~==~==j~~K=

M O D E S O F I N F O R M A T I O NM O D E S O F I N F O R M A T I O NM O D E S O F I N F O R M A T I O NM O D E S O F I N F O R M A T I O N C O L L E C T I O NC O L L E C T I O NC O L L E C T I O NC O L L E C T I O N U S E DU S E DU S E DU S E D

f=====~=W=

Personal interactionPersonal interactionPersonal interactionPersonal interaction::::f====~=~I=~=====I=~~=

=~I==j~~==~=h~=_=t~=o~I==h~=

o~=h~~K=

EEEE----SurveySurveySurveySurvey formsformsformsforms ::::f=====~===I=KK=wlcc=`~J

==d~JJj~~I==~=======

~====~~===~K=

I S S U E S I E X P E R I E N C E DI S S U E S I E X P E R I E N C E DI S S U E S I E X P E R I E N C E DI S S U E S I E X P E R I E N C E D

c=~===f======~K=

Incomplete or/and irrelevant survey formIncomplete or/and irrelevant survey formIncomplete or/and irrelevant survey formIncomplete or/and irrelevant survey formcompletioncompletioncompletioncompletion

^~= = = RMM= = f= I= = = = = =

=f======I=====J


12/24


=


~====I=~======I=J

====~=~====~K=

IgnoranceIgnoranceIgnoranceIgnorancep=========J===

=I=~====~=~=~=~==

==~=~=~==K==

Ratio of wasted formsRatio of wasted formsRatio of wasted formsRatio of wasted formsq==f==~===~====~=I==

~==~==~=~=f====~=~==

===~~==~=======~=

===RMM=I===NPU====~I==

= I= RS= = EQMBF= = I= EPNKOBF= = QQ= = = =

=~=EOUKUBF==PU====I===~=~=

~==~==~L===~=~=I==~=

====PSO=K=

O R I G I N A T I O NO R I G I N A T I O NO R I G I N A T I O NO R I G I N A T I O N

p= = = I= =~= = = = ~= ~= = ~= ~=

~K=f=~=~==~=PMB===~=~~==NMMIMMM= E==

~=====~=FI====~=~=K=

q= = ~= ~= = ~I= = ~= = = = = =

~=~=~=~==~===~~~====K=

d=~~=~=~==~I=I=I=~=~=~=

~I=K==~====J~======

K=


13/24


=


f=~====~===I=~=~~===

===~=~====~====~==

==~=~~K=

DemarcationDemarcationDemarcationDemarcation ofofofof businessesbusinessesbusinessesbusinesses

eI==~=~~===~==I==f===

=~==K=

Sector X

p=u===~===~~==j~~==~=K==

Buying patternsp~I===~=====p=u=====

~==ppppJJJJp=j~p=j~p=j~p= j~= =~== = = I==f=

~======~=~=I==j=`~J

=K=

m====~=~==~=~I== =p=a=

~=`~===~I=~===~=~=NQKNB=

==K=

Characteristics e===I=f===~=====~=~=

==I==~===~=======~=~J

K=

p=====~I====~==~=I==I======I==~====

p~~K=


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=


q= ~= = = ~= = = = = ~= = = ~= I==I========~===

~K=

q=J=~====~==~JJ===I==~==c~===p~=K=

c=~=========~====

~=~=W=

prmbo=prmbo=prmbo=prmbo=jôqpjôqpjôqpjôqp=

`^qbdlov= = mbo`bkq^dbpG=

= `=~= = SKT=

= d= = NOKN=

= `= = RKQ=

= eLa~=~= = NRKR=

= a~== = VKQ=

= p~= = TKO=

= j= = VKO=

= e~~=f= = UKQ=

= l=j~== OSKQ=

q~===~===~====p=u=

klqbklqbklqbklqbW=W=W=W= ==~I==~I==~I==~I= =~= = = ~I==~===~I==~===~I==~===~I==~==~==~==~=JJJJ

~= à~= à~= à~= à= ~= asa~= asa~= asa~= asaI=I=I=I= ~I= ~I= = ~= = ~~I= ~I= = ~= = ~~I= ~I= = ~= = ~~I= ~I= = ~= = ~= I=I=I=I= ~=~=~=~=

~=====~K~=====~K~=====~K~=====~K=


15/24

R e p o r t o n C o n s u m e

P r e p a r e d b y M

q=~=~~ = = = = = = = = = =

=p=uI=~= ===~ = =

K=

f~=~== = = = = = = =

~I=== = = = = = = = = =

I=~==== = = = =

Description of Self

c= ~= = ~ = = = =

j~j~j~j~==d~JJj~

q= ~= = = = = = = = = = =

J~=== = =

VB

UB

OSB

_= = = = =_= = = = =_= = = = =_= = = = =

r B e h a v i o u r i n G u l s h a n - e - M a y

r t a z a M o i z F a r o o q u i | S P 1 1 - M

GGGG=m~=~m~=~m~=~m~=~

= = =~====~== = = =

= =~=~=~=I== == = ==jI=`=~ = =

= = ====~====d~

= = =====j~~I=== = =

= = = = = ===~=~K=

ervice Marts

= = = = ~I= = ~= = = =

~K=

= = = = = ~= = = ~= ~= = =

= = = ~=~~~=X=

UBNOB

SB

NRB

VBB

= ~=~==p =~=~==p =~=~==p =~=~==p =

=

=

7a r , K a r a c h i

=

M - 0 0 0 2

=

~~~~=~~~~=

= = = = = = = = = ===

=~=~=X== =~=~=

= = = = = = = = = = JJj~~=~=

= = = = = = = = = ===J

= = ~= p= p=p=p=p=p=p=p=

= = = = = = = = = = ~= = J

=

= = = = =u= = = =u= = = =u= = = =u

=^

~

~~

~~

Lj=


16/24



`lkqbkqp=`lkqbkqp=`lkqbkqp=`lkqbkqp=JJJJ=pbicpbicpbicpbicJJJJpbosf` =pbosf` =pbosf` =pbosf` =

= d=

= `=~=

= p~Lu=

= h~=

= c~=j=`= =

= o~~==

= a~==

= o~=

p===~=~ = =

=

NNB

PTB

j~=~ = = = = = =j~=~ = = = = = =j~=~ = = = = = =j~=~ = = = = = =



=jôjôjôjôqpqpqpqp==

=

=

=

=

= = =d=J=cj`d= =

=

=

= = =

= =====pJ= = = =

Gm~=~ =Gm~=~ =Gm~=~ =Gm~=~ =

NQB

SB

SB

VB

NPBQB

= ===~==p ====~==p ====~==p ====~==p =

d

` =

p

h

c

o =

a =

o =


=

M - 0 0 0 2

NQKN=

SKO=

RKV=

VKN=

NOKT=

QKN=

NNKO=

PSKT=

= ~==p=u=

=

= ~=~ ~=~~=~~=~=

= = = = = = =u= = = = = =u= = = = = =u= = = = = =u

=~

~~

~

`d

~~=

~=

~=


17/24


=


Sector W

l= = = = = ~~= = d~JJj~~I= ~~= = p= wJfs=

~~I= = ~= ~~= = ~~= = ~= = = = ~= = SMM=

~=~=~=I=~====~=~=~=J

K=

Localityq=~===I=~~===~=~~==p=u=~=

p=wK=

v==~=~=~=I=~=~~==~I=e~=_=_~=

~=K=

Characteristics q=~====QMM==SMM=~=~I===

~==K=

`= = = = ~= RMIMMM= = NRMIMMM= = ====E~~=F=

o~==~==~===d~JJj~~=J~===p==~=~~K=

^===~=~~===I==~====p=u=~=p=wI=~===~=~K=

q=~~=~=====RJS===K= q=========cj`d==~=~=

==~==K=

^====I=f===~==~==~=K= j=====~====~L==~=

N====~==X=====~======K= =


18/24



Buying behavio_rvfkd=_be^sflro_rvfkd=_be^sflro_rvfkd=_be^sflro_rvfkd=_be^sflro=fk=p =fk=p =fk=p =fk=p =

= d=

= `=~=

= h~=

= c~=j=`= =

= o~~==

= a~=

= e~~=

= o~=j~ =

p=== =

=

=

NOB

UB

OVB

_= = = = =_= = = = =_= = = = =_= = = = =



r

= `qlo=`qlo=`qlo=`qlo=tttt=

=

=

=

= = =d=J=cj`d= =

=

=

=

= =d= =

~===== =

Gm~=~L =

=

NTB

SB

TB

NRB

SB

= ~=~==p =~=~==p =~=~==p =~=~==p =


=

M - 0 0 0 2

NTKN=

RKU=

TKO=

NRKO=

SKN=

NOKN=

UKN=

OUKQ=

= = = = ==p=t=

=

= ~=~=

= = = = =t= = = =t= = = =t= = = =t

d

`=~

h~

cj`d

o~~=

a~

e~~o~


19/24


=


Sector Z

p=w===~===~===~===f=J

= ~I= = = = = ~~= = = I= = ~~= =

====J=KK==~=~==~=====

I==~=~==~=I========

=I=wJfs=======J=====

p=wK==

f==I==~=====~=~~I=~======pJp=j~===_~I=m~~=h~~~=E=

FI=m~~=~=`~=p=I=~~==~I====~=

I=I=~= ~= == ==~I= = =p= uI=

===ppj===~==K==

Localityq=~====p=~=_~====b~=

= = = I= ~= = = ~~= = ~= ~I=

~==t=I========

~=rK=

Characteristics j====~=NRIMMM==RRIMMM===J

==E~~=F=

m=======~==~=~K= b===wJfs======J~=I=

= = = = ~=~= = = = = =

~K=

^====j~~===p=w==d=~=====I=~I===~===K=


20/24



t=== = ==~ = = =

j===~ j~= = = =

Buying behavio_rvfkd=_be^sflro=fk=p =_rvfkd=_be^sflro=fk=p =_rvfkd=_be^sflro=fk=p =_rvfkd=_be^sflro=fk=p =

= d=

= `=~=

= h~=

= c~=j=`= =

= a~=

= e~~=

= o~=

p====

NVB

PQB

_= = = = =_= = = = =_= = = = =_= = = = =



= = =~I==~I=I=~

= ===pK=

===j~~=~===

= ~=~~==j~~K=

r

= = = `qlo=w= = `qlo=w= = `qlo=w= = `qlo=w=

=

=

=

=d=J=cj`d= =

=

=

=

= = =~===== =

Gm~=~L =Gm~=~L =Gm~=~L =Gm~=~L =

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21/24


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C O N C L U S I O NC O N C L U S I O NC O N C L U S I O NC O N C L U S I O N

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aR e p o r t o n C o n s u m e r B e h a v i o u r i n G u l s h a n - e - M a y m a r , K a r a c h i

=


REFERENCES

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WLL~~KKLKWLL~~KKLKWLL~~KKLKWLL~~KKLK==

=PPPPKKKK tj~~=d~JJj~~==

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= =


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bR e p o r t o n C o n s u m e r B e h a v i o u r i n G u l s h a n - e - M a y m a r , K a r a c h i

=


GLOSSARY

^=

AmenitiesAmenitiesAmenitiesAmenities Facilities, Services provided

____=

BuyerBuyerBuyerBuyer Purchaser, Buyer hunter

cccc=

FastFastFastFast----MovingMovingMovingMoving

Consumer GoodsConsumer GoodsConsumer GoodsConsumer Goods

Those consumer goods which last quickly or taking

relatively short time to consume.

mmmm=

PlethoraPlethoraPlethoraPlethora Overabundance

PositioningPositioningPositioningPositioning Positioning has come to mean the process by which

marketers try to create an image or identity in the minds of

their target market for its product, brand, or organization.

PurchaserPurchaserPurchaserPurchaser Procurer, Consumer, Client

pppp=

SegmentationSegmentationSegmentationSegmentation Identifying and describing the groups of customers, which

have similar needs and demand similar products and/or

services concerning the recognized qualities of particular

products.

= =


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cR e p o r t o n C o n s u m e r B e h a v i o u r i n G u l s h a n - e - M a y m a r , K a r a c h i

= SelfSelfSelfSelf----Service MartsService MartsService MartsService Marts A supermarket, a form of grocery store, is a self-service

store offering a wide variety of food and household

merchandise, organized into departments but is smaller and

more limited in the range of merchandise than a

hypermarket or big-box store.

qqqq=

Target audienceTarget audienceTarget audienceTarget audience a target audience, is a specific group of people within the

target market at which the marketing message is aimed

(Kotler 2000)

ssss=

VicinityVicinityVicinityVicinity Locality, Neighbourhood

=

=

term report on buying patterns in gulshan-e-maymar, karachi

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