8/3/2019 Consumer Behaviour in Pakistan
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MUHAMMAD UMER
SP09-MB-0097
in the market, he said that it is brand equity which sells the
product in the market rather than the price.
Proper consumer evaluation, he said, is the prerequisite to
launch the product in the market which if not
done properly would render a product a failure in the
market.Being the head of a prestigious advertising agency Mr.
Hashmi observed that most of the advertisements
could not effectively get the response because they tend to
highlight the product rather than consumer.
Developing a brand equity is only possible by establishing a
dialogue between a producer and its
consumers about their preferences and choices. Running
advertisements is not alone good for the
success of a products. We should also 'think globally and prove
locally' meaning that advertisements
should be tailor made to the consumers needs of a concerned
region, he added.Qashif Effendi, Brand Manager Lever Brothers Ltd,
traced the trends of consumer tastes and preferences
over the years. The corporate world, he said, is moving towards
simple lifestyles which have resulted in a
new market for easy to handle products. On the other hand, the
all pervasive exposure of e-commerce
worldwide during last two years and the concept of cyber space
have put marketing on globalization
highway. Pakistan is also experiencing an escape mentality to
move to other countries in search of better
jobs and future resulting increased business opportunities in
immigration consultancy and services.Answering the questions,
Hashmi highlighted the importance of e-commerce as a business
development
tool and its adaptation on top priority basis. The advertisement
only creates awareness but dialogue with
consumers creates brand equity, he added. Answering a question
Raza emphasized the need for rapid
progress in social development process and also the importance
of educating the students and
professionals about the latest developments in the international
trade and marketing.Captain Ahmed Zaheer, Director Bahria College,
stressed the need to realize the consumer role in
today's era of change.
