Brand Awareness Dynamics in Food Related E-Retailing: Serving Urban Educated Youth

Abstract

Aim: This research aims on Awareness of people about ecommerce brands, and their purchasing behavior in Pakistan. This research is important for the people who want to start their own ecommerce food brand and they need to know if the youth is aware of it and how they change their behavior with it. Method: Here in this thesis, data is collected through Quantitative research by means of questionnaires created by going through previous research on the related topic. ‘Purposeful Sampling’ is the technique used in this research where people were selected from a specific group that provided high quality data. Results & Conclusion: Frequency for known brand was highest for ‘Eat Mubarak’ in the list, frequency of KFC was highest being the favorite brand, 100% participants were buying and aware of their favorite brand’s logo, most of them knew about what this brand stands for and were having overall good experience.