http://hdl.handle.net/123456789/11760 Sat, 14 Nov 2026 10:54:52 GMT 2026-11-14T10:54:52Z http://hdl.handle.net/123456789/21875 A Study of Consumer Purchase Behavior Toward Areej’s Online Marketing Channels: A Comparative Analysis of Brand-Owned Platforms and LAAM Mahnoor Tahir, 01-321251-013; Amna Tahir, 01-321251-005 This project examined the reason behind the fact that Areej, a Pakistani fashion brand is driving 75 percent of its sales over the Internet using the third-party marketplace LAAM; however, its own websites and social media platforms are only pushing 22 percent of sales. The main aim was to learn the consumer behavior in terms of purchase behavior across platforms and suggest ways of minimizing platform dependency. The main source of information was a survey of 120 online fashion buyers and interviews with the management of Areej. It was found that 68% of consumers are more likely to use LAAM because they trust it more, have a more professional interface, obvious customer reviews, explicit return policies, and secure payment options. The SWOT root cause analysis and the Brand Resonance Model by Keller have demonstrated poor site usability, low trust indicators, poor social media strategy, and low digital advertising to be some of the weaknesses. An online pilot (December 2025) established on the website (adding banners of returns, reviews), rearranging the social media (testimonials, live shopping, clear CTAs), trust signals (WhatsApp support), and focused advertising. Findings revealed a 9 percent decrease in bounce rate, 36-second gain in session length, add-to-cart rate actually rose to 4.1 percent, the number of return policy inquiries decreased by 37.5 percent, and the number of clicks on the web site through social media increased by nearly two times. Instagram followers grew from 118,000 to 119,000. A PKR 50,000 advertisement campaign had the 2.56 percentage of a click through rate and 47 direct sales. An implementation strategy (3 phases in January-March 2026) and a technology investment strategy (PKR 1.65-2.0 million) were created. According to long-term forecasts, the LAAM dependency will be able to drop to 45, which will create PKR 10.8 million more profit per year and create a database of 20,000+ customers to create personalized marketing. This project concludes that digital alignment, in terms of enhancing trust signals, user experience, and content, allows brands to decrease their reliance on the marketplace and attain a sustainable growth online. Minor, low investments can bring quantitative outcomes, yet it requires a long-term commitment. Supervised by Mr. Salman Ali Khan Thu, 01 Jan 2026 00:00:00 GMT http://hdl.handle.net/123456789/21875 2026-01-01T00:00:00Z http://hdl.handle.net/123456789/21876 Integrated Marketing and Sustainable Logistics at Fauji Foods Zainab Shoaib, 01-321251-050; Omer Khan Alizai, 01-321251-052 In the modern fast moving consumer goods (FMCG) markets, synchronization of marketing operations and supply chain management has been made to be a decisive factor in organization performance. The present paper reflects, based on the example of Fauji Foods Ltd. as one of the most prominent dairies and FMCG firms in Pakistan, on how marketing strategies and supply chain operations are connected to each other. The study examines the role of operations in creating operational inefficiencies that lie between the marketing driven demand generation and the supply chain implementation, such as stock-outs, overstocking, high logistics expense, spoilage of products, and loss of customer confidence. Renowned operational, technological, strategic and human forces, affecting these challenges have been identified through the study which is especially evident in handling perishable dairy products including milk, butter, cheese and beverages. The research identified the necessity to have demand-driven planning, real-time visibility, cold chain optimization, and sustainable logistics practices using a structured problem and requirements analysis. To resolve these problems, a comprehensive and sustainable model of green transportation is suggested which takes into account the optimization of routes, green fleet management, carbon control, and efforts introduced to establish transportation management systems. The suggested model is likely to lead to better coordination between marketing and supply chain activities, lower costs of operation, enhance the product awareness and freshness and facilitate the goals of environmental sustainability. The results of the research highlight that proper merging of marketing and supply chain management is necessary in building brand credibility, enhancing customer satisfaction, and reaping competitive benefits and sustainable development in the FMCG sector in Pakistan. Supervised by Ms. Naimah Khan Thu, 01 Jan 2026 00:00:00 GMT http://hdl.handle.net/123456789/21876 2026-01-01T00:00:00Z http://hdl.handle.net/123456789/21874 Strategic Marketing Development for Off The Map Cafe Muhammad Haseeb, 01-222242-004; Zille Huma, 01-222242-017 This project develops a strategic marketing plan for Off The Map Café, Islamabad, to address challenges related to weak digital presence, inconsistent branding, limited customer engagement, and the lack of structured marketing practices. The study uses a qualitative case study approach supported by SWOT analysis, competitor benchmarking, digital performance analytics, and key performance indicators (KPIs) to identify marketing gaps and design practical solutions. The proposed marketing strategy focuses on strengthening the café's brand identity through consistent digital content, influencer collaborations, event-based marketing, customer engagement initiatives, and data-driven decision-making. The strategies were tested using real business data, including sales performance, social media reach, customer participation, and event outcomes. The results show significant improvements in sales, online visibility, customer engagement, and brand recognition after implementing the proposed marketing activities. The study concludes that a structured, customer-focused, and technology-driven marketing approach can improve the competitive position and long-term growth of cafés in the hospitality industry. It also recommends expanding the marketing model to other cafés and restaurants by integrating advanced digital analytics, artificial intelligence, and performance-based marketing practices. Supervised by Mr. Adil Hashmi Thu, 01 Jan 2026 00:00:00 GMT http://hdl.handle.net/123456789/21874 2026-01-01T00:00:00Z http://hdl.handle.net/123456789/21877 AI Powered Personalization and Its Influence on Consumer Buying Behavior within Revolviz SMC Pvt Ltd Ubaid Ullah Mehmood, 01-321251-028; Talha Sana, 01-321251-027; Syed Muhammad Hamza Zaidi, 01-321251-040 This study examines how personalization via AI impacts the purchasing behavior at Revolviz SMC Pvt Ltd and how AI-based marketing tools assess purchasing intentions, involvement with the brand, and how confident customers are in their buying decisions in the realm of digital commerce. With the accelerated growth of data-driven technology, companies have been adopting AI technology to provide tailored customer experiences to meet consumer preferences. Combining marketing with consumer behavioral research, this study reviews the current AI-based personalization strategies and employs quantitative methodology to assess customer responses. According to the analysis Customer Purchase behavior improves when AI is used for personalization. When AI is used to personalize the digital shopping experience, consumers benefit from reduced informational overload, and decision making becomes less of a chore. With AI-driven personalization, consumers are more inclined to trust the purchase process. Additionally, personalization has the most impact when consumers perceive the overall process to be clear, trust the AI systems, and believe the purpose to be more ethically justified. As a manager, this research illustrates how much of an advantage AI-based personalization, offered by Revolviz SMC Pvt Ltd, has at a strategic level for the organization in marketing, customer engagement, and customer retention in the long run. The main outcome from this study is that AI personalization can help companies create a long-term sustainable competitive advantage, given that ethical challenges and customer privacy issues are managed correctly.. Supervised by Mr. Salman Ali Khan Thu, 01 Jan 2026 00:00:00 GMT http://hdl.handle.net/123456789/21877 2026-01-01T00:00:00Z