http://hdl.handle.net/123456789/10310 2026-11-14T10:54:52Z 2026-11-14T10:54:52Z Ebad Khattak, 01-111222-037 Ahmer Arshad, 01-111222-265 Abdullah, 01-111222-280 http://hdl.handle.net/123456789/21664 2026-09-01T11:59:06Z 2026-01-01T00:00:00Z

Factors Influencing Customer Buying Decision in Improving the Brand Image of Faisal Town Using IMC Tools Ebad Khattak, 01-111222-037; Ahmer Arshad, 01-111222-265; Abdullah, 01-111222-280 The factors that affect the customer in terms of buying decisions, and enhancement of the brand image of Faisal Town Phase 2 using Integrated Marketing Communication tools are studied in this report. The project is introduced as a case study of Win Win Marketing and Developers that is employee based. The paper talks about the role of customer trust, location, price, and payment plan, development progress, social media communication and brand reputation in affecting buying of real estate. The report uses the marketing mix of 4Ps, PEST analysis, SWOT analysis, social media marketing tools, and the 6Ms model to discuss why Win Win Marketing & Developers enhanced communication, increased customer confidence. The project also describes how practical recommendations and team work contributed to enabling the company boost brand image, interaction with customers, leads, number of visits to the site, and the general attitude of the market towards Faisal Town Phase 2. Supervised by Ms. Izza Shahzad

2026-01-01T00:00:00Z Ayesha Rashid, 01-111222-032 Syeda Kinza Bibi, 01-111222-201 Abdullah Mashkur, 01-111221-134 http://hdl.handle.net/123456789/21671 2026-09-03T08:07:31Z 2026-01-01T00:00:00Z

Between Personal Identity and Cultural Expectations: Exploring DecisionParalysis in GenZ Fashion Choices at Outfitter Ayesha Rashid, 01-111222-032; Syeda Kinza Bibi, 01-111222-201; Abdullah Mashkur, 01-111221-134 This study examines decision paralysis among Generation Z consumers shopping at OUTFITTER, one of Pakistan’s leading fashion retailers explicitly positioned around a Gen Z identity. While fashion consumption among Gen Z is widely understood as a vehicle for personal identity expression, Pakistani Gen Z shoppers negotiate this expression within a collectivist cultural context in which family and community expectations remain influential, creating tension between authentic self-presentation and cultural conformity. Adopting a positivist, quantitative research design, primary data were collected through a structured 15-item survey administered to 151 Gen Z respondents (aged 18–27 years) across OUTFITTER retail outlets in Rawalpindi/Islamabad and digital channels over a seven-day period in May 2026. Descriptive statistics and Pearson correlation analysis were used to assess the prevalence of decision paralysis and its association with family influence, peer influence, cultural conflict, and social media usage. The findings show that decision paralysis at OUTFITTER is widespread and consequential rather than incidental: a mean overwhelm score of 3.05 out of 5 and a purchase-abandonment rate of 63.6% confirm that indecision directly affects sales. Cultural conflict between personal fashion preference and family or community expectations was reported by 76.2% of respondents, while family (M = 2.97) and peer (M = 2.95) influence emerged as near-equal pressures, departing from Western literature’s tendency to treat peer influence as dominant. Social media usage for fashion guidance was the highest-scoring construct overall (M = 3.25) and was positively correlated with decision paralysis (r = 0.290), confirming its dual role as both an inspiration source and a contributor to overwhelm, while perceived cultural alignment with OUTFITTER’s product range was the lowest-scoring construct (M = 2.91). These results suggest that OUTFITTER’s challenge with Gen Z conversion stems not from a deficit of brand appeal but from a shopping environment that does not adequately support decision-making within a culturally complex context. The study concludes with five evidence based recommendations spanning store layout, in-store styling support, culturally anchored product development, size and trial-room accessibility, and the repositioning of social media as a decision simplifier, together with theoretical contributions to the literature on South Asian Gen Z consumer behaviour. Keywords: Decision Paralysis; Generation Z; Cultural Identity; Choice Overload; Fashion Retail; Social Media ;Pakistan Supervised b Ms. Naimah Khan

2026-01-01T00:00:00Z Zeasth Bano, 01-111222-177 Zayan Majeed, 01-111222-176 Taha Yasir, 01-111222-164 http://hdl.handle.net/123456789/21670 2026-09-03T07:27:32Z 2026-01-01T00:00:00Z

Commercialization and Marketing Strategy for a Dehydrated Food Start-Up Targeting Urban Consumers Zeasth Bano, 01-111222-177; Zayan Majeed, 01-111222-176; Taha Yasir, 01-111222-164 The snack market in the Twin Cities forces consumers into a frustrating compromise. Urban professionals and university students are constantly stuck choosing between cheap, heavily fried local street food and exorbitantly expensive imported health bars. This project outlines the commercialization and marketing strategy for "Frudies," a hybrid start up built to close this exact market gap. We engineered our own manufacturing hardware the Flavour Forge dehydrator-to produce premium, clean-label banana chips locally, completely bypassing international supply chain costs. To see if Frudies actually had legs before launching, we went straight to the customers. By surveying nearly 150 people across Islamabad and Rawalpindi to understand the snacking habits and price limits. We found 30 people for real-world taste tests. The results granted good direction. The data showed that 62% of our target market was happy to pay a 20–30% premium for a convenient, preservative-free snack. But it wasn't all smooth sailing the focus groups gave us some heartlessly honest feedback on the texture of our first batch. We listened, scrapped the old prototype, and built the Flavour Forge 2.0 using brushed aluminum and better insulation to get the crunch exactly right. All of this was not an academic exercise anymore; it turned Frudies into a real CPG business. Thanks to this research and a direct-to-consumer approach, we got accepted into the Bahria University Business Incubation Centre. Now we have a solid, data-backed plan to take on our first year in a tough market. Supervised by Mr. Salman Ali Khan

2026-01-01T00:00:00Z M. Jazil Bin Zubair, 01-111212-101 Hamza Rafi Ahmed, 01-111222-052 Areeba Naveed, 01-111222-024 http://hdl.handle.net/123456789/21669 2026-09-03T06:27:18Z 2026-01-01T00:00:00Z

Analysis Of Instagram Organic Reach and Content Strategies to Propose Data-Driven Improvements for Nirvana Candles M. Jazil Bin Zubair, 01-111212-101; Hamza Rafi Ahmed, 01-111222-052; Areeba Naveed, 01-111222-024 The rapid growth of social media has made it essential for businesses to develop effective content strategies that encourage audience engagement and strengthen brand presence. This study evaluates the effectiveness of the organic Instagram content strategy employed by Nirvana Scented Candles. The primary objective was to examine how different content characteristics, including content type, caption style, hashtag usage, and posting time, influence audience engagement. A quantitative content analysis approach was adopted for this research. Data were collected from the company's Instagram posts over the selected study period and analyzed using engagement metrics such as likes, comments, and overall engagement rate. Descriptive statistics and inferential analysis were performed using SPSS to identify patterns and relationships between content variables and audience engagement. The findings indicate that certain content formats generate significantly higher engagement than others. Posts featuring visually appealing content, storytelling based captions, relevant hashtags, and strategically selected posting times consistently achieved stronger audience interaction. The results suggest that adopting a data-driven content strategy can improve the effectiveness of organic social media marketing and help small businesses maximize engagement without relying heavily on paid advertising. This study contributes to the understanding of social media content effectiveness by providing practical recommendations for optimizing Instagram marketing strategies. The findings may assist Nirvana Scented Candles and similar small businesses in refining their content planning, increasing audience engagement, and strengthening their digital marketing performance. Supervised by Dr. Amna Basit

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