Final Year Projects (FYPs) - Undergraduates

Permanent URI for this collectionhttps://repository.cuilahore.edu.pk/handle/123456789/49

This collection archives the complete set of theses produced by students of the COMSATS University Islamabad, Lahore Campus.

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Intership on US Group
(Library Information Services, CUI Lahore, 2010) Muhammad Farooq; FA20-BAF-082; Dr. Samya Tahir
Pakistan's textile industry is exporting 67% of its output, I wanted to gain more knowledge about the textile industry sector and the export sector of Pakistan. That is why I chose to work for a textile company to learn more about it. Although this industry is currently falling, exports are still playing a vital role in the betterment of the economy of the country. I decided to begin my internship at US GROUP, an export manufacturer with a focus on ready-to-wear garments. USA, UK, EUROPE, and CANADA are the main markets that US GROUP concentrates on. I went to the Finance department there and learned how the Finance department works and how all the departments of corporate were coordinated throughout the process. I have most of the time worked in the Department of Finance. US GROUP has been a fantastic place for me to work because it has shown me how well my formal qualifications and everything, I have studied for my degree so far are applied in the workplace. The first chapter is an introduction, where I go over the background information on US GROUP, its purpose or vision statement, and its Organizational goal. The Organization operations section of the second chapter includes the organizational structure, marketing strategy, competitive strategy, and during the examination of Organization (business) processes. The third chapter includes my personal experience. learning while working as an intern at The US GROUP, which indicates that the formal tasks I carried out there operated in several departments, via achievements, in addition to the additional information gained. This segment furthermore highlights issues that personally ran with throughout my internship and provides personal views regarding experience from an internship that may impact my career.
Impact of Capital Structure Determinants on Paper and Board Sector in Pakistan
(Libary Information Services, CUI Lahore, 2013) ZeeshanAslam; SP12-MBO-013Lhr; Muhammad ShahzadGhafoor; LHR TP 4737
This study makes an attempt to observe the capital structure of paper and board sector’s listed companies in Pakistan. Study discloses that capital structure determinants of particular industry has unique features or characteristics which are usually not cleared by combined analysis of various industries, because capital structure determinants are firm-specific and vary industry to industry. This study has used sample data for the period of 2006-2011 of paper and board sector and panel regression is used for panel data analysis, and results shows that five explanatory variables profitability, tangibility, size, non-debt tax-shield and growth level explains 76% variations in leverage level which is dependent variable, further profitability, growth and firms size have positive relation and also have significant impact on leverage, while tangibility and non-debt tax shield has negative relation and their impact is insignificant on dependent variable.
Impact of Leverage, Dividend Payouts and Ownership Concentration on Firm Value Creation in Presence and Absence of Growth Opportunities
(Library Informtion Services, CUI Lahore, 2013) Marriam Rao; CIIT/FA11-MSMS-037/LHR; Prof. Dr. Ahmad Kaleem; LHR TP 4444
study examines the impact of firm’s financial decisions i.e. leverage, dividend payouts and corporate ownership concentration on firm market value, while dependent on absence or presence of growth opportunities. Ownership concentration is analyzed to be an important determinant of shareholder’s wealth under agency cost of theory. Theoretical background supports a dual impact of leverage, dividend payout and ownership concentration on firm value based on availability and non-availability of growth opportunities. The study would benefit firms to build optimal financial policy based on tradeoff between underinvestment and overinvestment costs under firm value maximization goal in Pakistan. A sample of 164 non-financial firms listed on Karachi stock exchange of Pakistan for the period of 2004 to 2011 is studied. Using Panel data methodology, Generalized system of Estimating Equations is attempted to be applied for results demonstrating dual impact of leverage, cash dividends and ownership concentration in presence and absence of growth opportunities. Leverage indicates a negative relationship in presence of growth opportunities while sign turn to be positive in absence of growth opportunities. Furthermore, leverage effect is checked based on subdivision with short term debt and long term debt. Cash dividends and bonus shares are found to have uncertain relation in presence of growth opportunities and positive relation in absence of growth opportunities. The results also demonstrate corporate ownership concentration relevancy in alteration of firm financial decision policies indicating presence of agency costs in Pakistan.
Efficiency Analysis of Financial Institutions in Pakistan
(Library Informtion Services, CUI Lahore, 2013) Muhammad Jam-e-Kausar Ali Asghar; CIIT/SP10-PMS-002/LHR; Dr.Talat Afza; LHR TP 5301
The study applied parametric Stochastic Frontier Approach (SFA) and non-parametric Data Envelopment Analysis (DEA) to estimate the efficiency of financial institutions in Pakistan over the period 2005 to 2010. The financial institutions include; commercial banks, insurance companies, mutual funds, leasing companies, modarabas and investment banks which are operating in Pakistan. Present study followed the value added approach for the selection of input and output variables. The study computed technical efficiency, cost efficiency and profit efficiency with the SFA technique whereas, DEA was used to compute the technical efficiency, pure technical efficiency, scale efficiency, allocative efficiency and cost efficiency of the financial institutions in Pakistan. The highest level of efficiency is reported by the mutual funds whereas, lowest level of efficiency is found in the investment banks of Pakistan. Moreover, current study also investigated the scale economies in different financial institutions of Pakistan. The results suggested that the number of financial institutions with Decreasing Return to Scale (DRS) are increased whereas, the number of financial institutions with Increasing Return to Scale (IRS) are dropped over the study period. Furthermore, present study also undertook the Tobit analysis to find the association of various firm characteristics, financial reforms and financial uncertainty with various efficiencies computed with the SFA and DEA techniques. Firstly, the overall results indicated that the firm characteristics have mixed relationship with various efficiencies for each type of financial institution which is due to the fact that these financial institutions are dissimilar from each other. Secondly, financial reforms are found positively related with various types of efficiencies which suggest that the financial reforms have proven fruitful for the financial institutions of Pakistan. Finally, the financial uncertainty is found negatively related with the efficiency of financial institutions which implies that the financial uncertainty has adversely affected the overall performance of financial institutions in Pakistan.
INTERNSHIP REPORT FOR PAISMO (PRIVATE) LIMITED
(Library Information Services, CUI Lahore, 2013) Taha Khan; CIIT/SP20-BBA-007/LHR; Ma’am Sadia Umar
Established in 2022 by Rebecka Zavaleta and Usama Mahmud, both UPenn alumni, Paismo is a global provider of payroll, benefits, and HR services, with a specific focus on Pakistan. Operating in the US, Mexico, Ethiopia, and Pakistan, Paismo secured $1.5 million in funding. The SaaS platform integrates payroll, timesheets, and attendance, emphasizing a local impact with global solutions. The goal is to position itself as the leading HR technology provider in Pakistan and expand into Southeast Asia, the Middle East, and North Africa (MENA). Paismo follows a business-to-business (B2B) model, employing a Red Ocean competitive strategy and a Below the Line (BTL) marketing approach. Opportunities in neighbouring markets and potential challenges related to Pakistan's geopolitical and economic conditions are identified through a SWOT analysis. Internship responsibilities encompassed lead generation, client meetings, tax mapping, a
INTERNSHIP REPORT on ATLAS HONDA
(Library Information Services, CUI Lahore, 2013) SOHAIB KHATTAK; CIIT/FA20-BAF-087/LHR; Dr. SAMIYA TAHIR
This report offers an overview of Atlas Honda Ltd., a player, in the automotive industry. We will begin by introducing the company’s range of products and services as delving into its rich history and notable developments. The report will highlight the company’s long term objectives shedding light on its structure and internal management policies. Moving forward we will delve into the heart of the report exploring Atlas Honda Ltd.’s business operations. This will include an analysis of the company’s departments and activities. we will examine their human resources policies to gain insights into their management approach. Furthermore, we will investigate the marketing strategies employed by Atlas Honda Ltd. providing insights, into how they position their products in this market.
Al Fadila Group of Companies Office#109, Al Barsha Business Center Al Barsha 1, Dubai- UAE
(Library Information Services, CUI Lahore, 2013) Hammad Suleman; FA20-BBA-104; Ms. Shumyla Anwar
Al Fadila Group of company was founded in 2010 as a service provider company which facilitates clients’ different services such as cleaning services, facility management services, a commercial broker services, security services, event staff services, man power supply and construction Labor services. Al Fadila has established itself as a dynamic and versatile service provider with a commitment to excellence across a wide range of services. The company’s extensive service portfolio reflects its dedication to meeting the diverse needs of customers across industries.
Impact of Service Quality on Brand Loyalty in Pizza Hut Restaurants
(Library Informtion Services, CUI Lahore, 2014) Neelma Gul; CIIT/FA12-MSPM-018/LHR; Dr. Ahmad Nawaz; LHR TP 4310
In this modern area of competition and race everyone wants its product and brand to be on top, and they can use every tactic to achieve that position. This is a fact that in this quickly changing world, customers and their satisfaction matter a lot. Various studies proved that customer satisfaction can only be attained by achieving the quality standards and maintain them. In this aspect, Parasurman‟s five quality dimensions (tangibility, responsiveness, reliability, assurance and empathy) are very commonly used for measuring the quality. Previous studies show that there is a lack of studies present on restaurants. This study shows the effect of quality and control variables on customer satisfaction, which will finally end up as analyzing brand loyalty (attitudinal and behavioral loyalty). Data was collected from selected Pizza Hut franchises, using systematic random sampling through questionnaires. 400 questionnaires were distributed among customers of Pizza Hut out of 330 were getting filled with them, but only 293 responses were considered acceptable for this study. Cost Factor analysis and multiple regressions are performed to analyze, model fitness and variables relationship with each other. Service quality is positively impacting the brand loyalty. Customer satisfaction partially mediates service quality and brand loyalty. Further, control variables have no impact on brand loyalty and customer satisfaction.
Internship at Tax Forum
(Library Information Services, CUI Lahore, 2014) Iqra Farmaish; Nayar Butt; SP20-BAF-012
Financial Forum is one of Pakistan's leading tax consultancy firms, known for its pioneering work and controversial contracts. The company has become a leader in its field with operations and many customers across Pakistan. Behavior in the company is praiseworthy and is characterized by good management and commitment to a good workplace. Behavior is the foundation of working life and plays an important role in enabling organizations to achieve their primary goals. At Tax Forum, the team's collaborative behavior is important and contributes to the overall success of the company. The organization strictly prohibits narcissistic behavior because it violates established standards of employee behavior. Employees who observe such behavior will be warned and may be terminated immediately if the behavior continues to violate policy. Establishing regular communication with employees is an important practice in preventing miscommunication and maintaining the accuracy of production. In addition to verbal communication, visual communication is also carried out using signs to ensure clarity of the message. Managers are good-hearted and dedicated to working to maintain production and control the work process.
Livestock Growth in Pakistan
(Library Information Services, CUI Lahore, 2015) Muhammad Arif; Mr. Rashid Waheed Qureshi; SP15-MBO-014; LHR TP 4746
The term "livestock" an umbrella raised in an agricultural environment, pets, food for their holders, labor, clothing, or to provide fertilizer is used to determine. However, reindeer, yak, camel semi-wild animals, including other horses, goats, cows, sheep, and poultry, are common examples, and EMU is also well thought-out livestockFor thousands of years man and animal husbandry and livestock keeping pet linked with the development potential is a major change in social culture. Livestock and agriculture sector in Pakistanis growing as well as Pakistan's total GDP and its share in the country is growing at a faster rate. Gross Domestic Product (GDP) through livestock exports, the foreign exchange earnings is contributing food to meet the needs of a growing population, and the shepherds, herdsmen, tenants, small farmers and rural poor, including women, in particular by providing employment. Pakistan, on an aggregate basis after the US, India, Russia and Germany is the fifth largest milk producing country in the world. Furthermore, since Pakistan buffalo milk production is at No. 2 in the world after India. In Pakistan economy, Livestock is an important part. And livestock production in terms of the number of species to breed& capital, Pakistan is rich.For the production of Milk, Cow & Buffalo are primarily kept,and for an important by-product of meat. Milk of goat & sheep as a by-product of wool and meat productionhas been taken. Camel in desert and arid regions of the country is protected for multiuse. Rising consumption of meat and dairy industry we have to run our national demand for milk and milk supply needs assessments. Pakistan's dairy sector is mainly subsistence slightest tendency for commercialization includes the holding. Milk and meat trend of rapid urbanization and urban areas due to the significant increase in demand for our products, together with an improvement in per capita income.
iii Impact of employee voice on organizational value: A study of telecom sector of Pakistan
(Library Informtion Services, CUI Lahore, 2015) Samara Munir; FA12-MSMS-017; Dr. Abdus Sattar Abbasi; LHR TP 4340
In today’s dynamic environment, employees are becoming the most valuable asset to the organizations, because they are the main source who can add value to their organization by their commitment, creativity and high performance. But this all depends on how the employees are being treated by their organizations. The present study focuses on positive side of employee voice and investigates that how employee voice can lead to a better performance, creativity in job and organizational commitment. It was assumed that the status of employee voice depends on the manager/team lead/ supervisor of that employee as how the raised voice has been perceived and resultantly it can affect the performance, creativity and commitment of that employee. Employees usually depict two types of voice behavior i.e. supportive and challengeable type. Both are perceived differently by the organization and therefore, yield different outcomes. In a sample of 300 employees of telecom sector of Pakistan, as hypothesized, employees who frequently raised supportive type of voice were being considered as loyal to the organization and eventually they performed with creativity and commitment. On the other hand, employees who tend to raise challengeable voice were considered as threat by their respective manager/team lead/supervisor and hence it hindered their performance, creativity and commitment towards their organizations. The validity of the instrument has been tested through Confirmatory Factor Analysis (CFA) in AMOS 19 and hypotheses were being tested by applying regression analysis on SPSS 19 and Structural Equation Modeling SEM in AMOS 19. The results show that employees at telecom sector do perform with creativity and commitment if perceived as loyal because of their frequently shown supportive type of voice behavior. Likewise, if employees are perceived as threat based on their challengeable voice behavior, it will hinder their performance and creativity and they will be less committed towards their organizations.
An Internship Report On Customer Service Department Project of Xpert Marketing
(Library Information Services, CUI Lahore, 2015) SP20-BBA-013; Arsalan Ahmed; MS Sadia Umar
Advanced Marketing Pakistan is the leading supplier of Business Process Outsourcing (BPO) services in the nation, operating in four sites in Karachi and Lahore, which are the biggest cities and financial hubs of Pakistan. It achieved the distinction of being the first IT-enabled services firm to be listed in Pakistan. Currently, XPERT MARKETING SOLUTIONS Limited Pakistan has a workforce of more than 1,200 individuals, and this number continues to increase. Xpert Marketing Pakistan is a subsidiary of TRG, a Pakistani business process outsourcing firm headquartered in Lahore, Pakistan. TRG International was established in 2002 and it is the owner of XPERT MARKETING. Approximately 86% of the money generated by TRG International comes from XPERT MARKETING. It has a global presence in over seven nations. We will focus only on Xpert Marketing since it is an independent entity. A multinational Business Process Outsourcing (BPO) corporation with a global presence. XPERT MARKETING SOLUTIONS Limited is a fast-growing business process outsourcing (BPO) firm that provides inventive and efficient solutions to several Fortune 500 corporations globally. The company's 9,000 agents, customer service professionals, and innovative thinkers contribute to its success, making it one of the leading organizations in the contact center market. Xpert Marketing serves as an intermediary connecting prominent businesses with their clients, delivering exceptional customer care via the recruitment of highly competent and proficient individuals. Facilitates customer connectivity across several channels, including telephone help, chat support, and email support. Xpert Marketing has offices located globally in, USA, UK, Pakistan, Canada.
Destructive Leadership and Emotional Exhaustion: Intervening Effect of Job Stress on Employees’ Job Satisfaction and Turnover Intention
(Library Information Services, CUI Lahore, 2015) Nadia Zubair Ahmed Khan; FA13-MSMS-015; LHR TP 4323; Dr. Asma Imran
The conducted study aimed at investigating relationship between destructive leadership, emotional exhaustion, job satisfaction, turnover intention and job stress in telecommunication call centers sector in Pakistan. In addition, the study examined the relationship between destructive leadership and emotional exhaustion as an independent variables and dependent variables as job satisfaction and turnover intention moreover it has examined the impact of destructive leadership and emotional exhaustion on job satisfaction and turnover intention further this explored the intervening role of job stress between destructive leadership, emotional exhaustion, job satisfaction and turnover intention. The main study was conducted through systematic randomly selected sample of 365 employees working at low level frontline in call centers of ages between 25 and 56 and above belonging to the city of Lahore. Survey method was used to collect data comprising of five sections including the demographic sheet, Destructive leadership behaviors Scale, Singh, Goolsby & Rhoads’ Emotional Exhaustion scale, job stress scale based on anxiety and time pressure during the working hours, general satisfaction scale and turnover intention scale. Correlation analysis exposed the significance and strength of relationships between variables i.e. destructive leadership and job satisfaction (r = -.333, p<0.05), emotional exhaustion and turnover intention (r =.167, p<0.05), job stress and destructive leadership (r =.388, p<0.05). More over multiple regression analysis for Baron & Kenny (1986) steps for mediation analysis was performed. The results showed that job stress fully mediated between emotional exhaustion and turnover intention; partially mediated between destructive leadership and turnover intention. Practical implications, study limitations were discussed and research directions were recommended for future research
Impact of leader member exchange and working behavior (OCB) on job satisfaction: a study from Banking Industry of Punjab, Pakistan
(Library Information Services, CUI Lahore, 2015) Muhamamd Shomail Sarwar; MSMS-FA11- 038; Dr. Faisal Tehseen Shah
This research focuses the relationship between Leader Member Exchange, Organizational Citizenship Behavior and Job Satisfaction. Firstly the research explored how Leader Member Exchange influences Organizational Citizenship Behavior and Job Satisfaction. Secondly, it focused how Organizational Citizenship Behavior influences Job Satisfaction. This research uniquely highlighted the impact of Leader Member Exchange on two dimensions of Organizational Citizenship Behavior i.e. Organizational Citizenship Behavior directed towards Individuals and Organizational Citizenship Behavior directed towards Organization. Another important aspect of the research is the examination of Leader Member Exchange and Organizational Citizenship Behavior on several dimensions of Job Satisfaction. Data is collected through self-reporting questionnaires from 227 respondents. This data is collected from banking sector and regression modeling is used for data analysis. The findings indicate that Leader Member Exchange significantly influences Organizational Citizenship Behavior, on overall basis as well as its dimensions i.e. Organizational Citizenship Behavior (Individual) and Organizational Citizenship Behavior (Organization). Similarly, Organizational Citizenship Behavior significantly influences overall Job Satisfaction
Impact of Human Resource on the efficiency of Microfinance Institutions: An empirical investigation
(Library Information Services, CUI Lahore, 2015) Rabiya Rasool; SP13-MSP¬M-016; Dr. Ahmad Nawaz
This study investigated how human resource (HR) contributes towards the efficiency of microfinance institutions (MFIs). Cost per borrower has been used as a proxy of efficiency. Human resource is one of the nine knowledge areas in Project Management on which this study focused on. To alleviate poverty, Microfinance Institutions (MFIs) deal with every new intervention as a project and therefore, project management is helpful in a sense that it contributes to the efficiency of microfinance. As, for the survival, MFIs have taken a turn towards sustainability and commercialization. The quality of service delivery in the microfinance industry depends on person to person contact and relationship. Due to various challenging circumstances in business, MFIs competitive position keeps on changing constantly. Hence, it has become more human resource-intensive where sourcing of skilled and quality human resources can play a crucial role in sustaining the growth of this industry. Using a panel data set of around 491 MFIs, this study investigated the impact of HR variables i.e. personnel allocation ratio, personnel expenses and staff productivity on the efficiency of microfinance by controlling external and internal factors. By employing random effect model our findings suggest that staff productivity and personnel allocation ratio improves the efficiency of an MFI, whereas, personnel expenses have a positive significant relation with cost per borrower
Impact of leader member exchange and working behavior (OCB) on job satisfaction: a study from Banking Industry of Punjab, Pakistan.
(Library Information Services, CUI Lahore, 2015) Muhamamd Shomail Sarwar; MSMS-FA11- 038; Dr. Faisal Tehseen Shah
This research focuses the relationship between Leader Member Exchange, Organizational Citizenship Behavior and Job Satisfaction. Firstly the research explored how Leader Member Exchange influences Organizational Citizenship Behavior and Job Satisfaction. Secondly, it focused how Organizational Citizenship Behavior influences Job Satisfaction. This research uniquely highlighted the impact of Leader Member Exchange on two dimensions of Organizational Citizenship Behavior i.e. Organizational Citizenship Behavior directed towards Individuals and Organizational Citizenship Behavior directed towards Organization. Another important aspect of the research is the examination of Leader Member Exchange and Organizational Citizenship Behavior on several dimensions of Job Satisfaction. Data is collected through self-reporting questionnaires from 227 respondents. This data is collected from banking sector and regression modeling is used for data analysis. The findings indicate that Leader Member Exchange significantly influences Organizational Citizenship Behavior, on overall basis as well as its dimensions i.e. Organizational Citizenship Behavior (Individual) and Organizational Citizenship Behavior (Organization). Similarly, Organizational Citizenship Behavior significantly influences overall Job Satisfaction
An Efficiency Analysis of Agro-Production businesses on Dunes: A Case of Bhakkar District of Pakistan
(Library Information Services, CUI Lahore, 2015) Sehar Munir; FA11-MSMS-027; LHR TP 4329; Dr. Muhammad Khan
Measurement of efficiency is an imperative factor in output growth. If an economy has limited resources and lacking opportunities of advanced technology, inefficiency studies will help out to show that it is probable to increase productivity by enlightening efficiency without developing the resource base or increasing new technology. In this Study we have estimated the efficiency of three types of farming systems 1) Arid conventional farming, 2) Only tree farming, 3) Border tree farming on the sand dunes of Bhakkar district in Thal region. Efficiency estimates are based on technical, scale, allocative and economic efficiencies. Data was collected with the help of questionnaire technique from 200 farmers in Bhakkar. Data Envelopment Analysis (DEA) technique was used to estimate technical, scale, allocative and economic efficiencies. The mean value of total technical efficiency, pure technical efficiency, scale efficiency, allocative efficiency and economic efficiency in conventional farming was found 0.679, 0.803, 0.786, 0.852 and 0.685 respectively. While the mean value of total technical efficiency, pure technical efficiency, scale efficiency, allocative efficiency and economic efficiency in only tree farming was recorded 0.698, 0.954, 0.517, 0.337 and 0.301 respectively. Moreover, the mean value of total technical efficiency, pure technical efficiency, scale efficiency, allocative efficiency and economic efficiency in case of Border tree farming was found as 0.966, 0.938, 0.882, 0.687 and 0.638 respectively. The results specify that new and innovative ways of tree cultivation method were relatively more efficient compared to conventional ways of agriculture. Tobit regression was used to estimate the sources of inefficiencies in these three farming systems. Tobit regression estimates further indicates that education and age are important variables in explaining technical and allocative efficiencies in innovative farming. Hence results concluded that agriculture extensions should take appropriate policy measures to enhance awareness among farmers in the area.
Livestock Growth in Pakistan
(Library Information Services, CUI Lahore, 2016) Muhammad Arif; Mr. Rashid Waheed Qureshi
The term "livestock" an umbrella raised in an agricultural environment, pets, food for their holders, labor, clothing, or to provide fertilizer is used to determine. However, reindeer, yak, camel semi-wild animals, including other horses, goats, cows, sheep, and poultry, are common examples, and EMU is also well thought-out livestockFor thousands of years man and animal husbandry and livestock keeping pet linked with the development potential is a major change in social culture.
Effect of privatization on economy and its adverse effects on economy Effect of privatization on fertilizer sector: (real world case study) (disinvestment in PAK Saudi fertilizer and its effect on FFC):
(Library Information Services, CUI Lahore, 2016) UMAID A SHEIKH; FA11-MBO-032; MADAM SADAF EHSAAN; LHR TP 4663
Western world often bring home the faith that liberal democracies place in judgment of people, from an intellectual point of view there is no match. It was just like a skilful fencer dueling against the clumsy cudgel of a street fighter; in the presidential candidate one had all the facts, nuisance, logic, poise and graceful assertiveness while other had a rehearsed and obstinate repetitiveness with a frustrated smirk. Personally it only reinforced one’s utter amazement at naivety of puritan country like Pakistan in grasping concepts. Not only it was the stark contrast between two candidates, follow up comments by well informed analysts were equally divided. Pakistan now stands divided today between “NAWAZ gut level conviction and IMRAN’S pragmatic evaluation of self interest “the former quality is fraught with disastrous bravado and latter is susceptible to ineffective benignity. Now Pakistanis want to decide which risk they want to take today. (HAQ, 2012)
Brand Equity’s Impact on Consumer Willingness to Pay Premium Price: An extension to Theory of Planned Behavior
(Library Information Services, CUI Lahore, 2016) Arif Ayesha; CIIT/SP14-MBO-001/LHR; Dr. Muhammad Ibrahim Abdullah; LHR TP 4362
The research is undertaken to investigate the impact of brand equity on consumer willingness to pay premium price by using an extended model of theory of planned behavior where the role of consumer attitude, subjective norms and perceived behavioral controls in shaping consumer intension towards paying premium price for a brand is explored and this theory is further extended to demonstrate the role of brand equity towards consumer intension to pay premium price. Moreover this research is specifically conducted in reference to Pakistan’s middle class behavior towards apparel brands and undergoes to deeply investigate middle class consumer behavior towards paying premium price for the brand. The study was carried put particularly in two cities of Punjab (Lahore and Gujranwala). Quantitative research design has been used. Data consists of a sample of 237 respondents taken by convenience sampling technique. The data was analyzed statistically by conducting regression analysis with SPSS. The findings indicate that there is significant impact of brand equity, attitude, subjective norms and perceived behavioral controls on consumer intension to pay premium price for the brand. The research findings depict that despite limited resources of income middle class is willing to pay premium price for a brand if the strong brand equity is established and efforts are made to make positives customer’s attitude subjective norms and perceived behavioral controls towards brand, because ultimately middle class is willing to pay premium price for the brand if it helps to boost their social status.