What Makes Student’s Click: An Investigation on Student Consumer Decisions from Karachi.

Abstract

In Pakistan’s most sectors of the economy, it can be seen that companies, FMCG’s and other conglomerates are now in the gradual generalization of their brands and are now even more reluctant to use them in the local context while planning on growing to other frontiers. The purpose of this study is to analyze the impact of market reputation, brand value, promotions and customer reviews on purchase decisions of students when they are opting for a brand on the basis of its image, attributes, likeability Information was collected from students of 5 universities in Karachi via the use of Quota sampling. Utilizing this approach, a Questionnaires based on likert scale (1-5) was floated. After conducting exploratory factor analysis for validity, Cronbach’s alpha for reliability of the constructs, multiple linear regression and partial correlation was used to test the stated hypotheses, it was seen that mainstream concept of marketing and advertising, Customer reviews and a brand’s market reputation  purchasing a brand have now become a significant predictor on the purchase of the brand.  Since marketing and promotions are now regular techniques, customers are now aware of this and tend to go for brands they consider are higher in value to them rather than cheap promotions to sell a product.

Keywords: Brand Value, Materialism, Regret, Skepticism towards Advertising, Purchase Decision.