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Top American Journal of Marketing and Management
Vol. 8 No. 1 (2023): January-Febuary
Original Articles

EXAMINING CONSUMER SHOPPING CHARACTERISTICS: A FOCUS ON GENDER DISTINCTIONS IN PAKISTAN

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  • Mariam Nasir Abbasi,
  • Bilal Akhtar Sheikh,
  • Usman Iqbal
Mariam Nasir Abbasi
Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad Campus, Pakistan
Bilal Akhtar Sheikh
Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad Campus, Pakistan
Usman Iqbal
Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad Campus, Pakistan

Published 2023-09-22

Keywords

  • Consumer Behavior, Brand Management, Marketing Strategy, Customer Focus, Social Media Engagement

How to Cite

Akhtar Sheikh, M. N. A. B. A. S., BiAkhtar Sheikh, B. A. S. Z. T. M., & Chaudhry, U. I. C. (2023). EXAMINING CONSUMER SHOPPING CHARACTERISTICS: A FOCUS ON GENDER DISTINCTIONS IN PAKISTAN. Top American Journal of Marketing and Management, 8(1), 1–21. Retrieved from https://topjournals.org/index.php/TAJMM/article/view/783

Copyright (c) 2023 Top American Journal of Marketing and Management

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Abstract

In today’s fiercely competitive global branding landscape, the knowledge possessed by brand managers and marketers about their customers is paramount in formulating successful competitive strategies. Central to this understanding is the intricate web of factors that influence consumer behavior in the marketplace. The Marketing concept revolves around comprehending why and how individuals acquire products, making it a critical focus for businesses aiming for sustainable success. The choices made by consumers when selecting, purchasing, and using goods and services hold immense significance for strategic managers, as they inform the development of strategies tailored to ensure the long-term viability of their brands.

This paper delves into the pivotal role of consumer behavior in shaping marketing strategies. Market strategies, in essence, are a culmination of customer-centric approaches that seek to align products and services with the ever-evolving demands and preferences of consumers. As the business environment grows increasingly competitive, it has become imperative to delve deeper into understanding how consumers think and what drives their decision-making processes for the survival and prosperity of brands. A plethora of channels are employed to this end, with social media emerging as a potent and dynamic tool for engaging with consumers on a personal level.

Batra, Ahuvia, and Bagozzi (2012) emphasize that consumers often develop profound relationships or bonds with their favorite brands. Researchers have undertaken diverse studies to comprehend the intricate dynamics of consumer behavior in relation to brands. The insights gleaned from these studies are invaluable to marketers, who must gain a profound understanding of this domain to effectively cater to their consumers and navigate their markets. Such research endeavors serve as a source of rich information and clarity for brand managers, empowering them to align their strategies with the needs and desires of their clients, ultimately driving the development and growth of their brands and businesses.

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