iRepository (Institute of Business Administration)
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Pakistan’s Major Soft Commodities Market Size
No full textThis Experiential Learning Project (ELP), conducted in collaboration with Pakistan Agricultural Research, focused on analyzing six major agricultural commodities in Pakistan: rice, wheat, maize, sugarcane, cotton, and oilseeds. The objective was to identify inefficiencies across production, pricing, trade, and policy frameworks using data-driven analysis. Leading a team of researchers, I oversaw extensive data collection, stakeholder coordination, and the development of six interactive dashboards using Excel and Power BI. These dashboards provided actionable insights into market gaps and structural challenges. The project aimed to enhance market transparency and support informed decision-making for policymakers and sector stakeholders, contributing to broader agricultural and economic development goals
Faith, Stress and Coping across Socioeconomic Divide: A mixed method Study in Urban Pakistan
No full textThis is a mixed methods study exploring the association of SES & perceived stress with coping and faith-based strategies in urban Pakistan. As part of a convergent design, the study combines quantitative data of 150 participants (n = 75 in the low and upper/middle groups) assessed using the Perceived Stress Scale (PSS-10), the Brief COPE Inventory and qualitative information from semi-structured interviews with six individuals (three from each group). Quantitative findings indicated that participants of lower SES backgrounds reported significantly higher perceived stress as well as more frequent use of avoidance coping, whereas participants of upper to middle SES backgrounds reported greater use of problem-focused strategies. Religiously motivated coping was not statistically different from each other, but negatively related to stress for both, the less well-off group. Qualitative analysis of the interviews revealed four major themes: types of stressors, coping strategies, role of faith in coping, and perceived effectiveness of these strategies. Those of lower SES emphasized stress around survival and applied their faith as both spiritual solace and practical coping device. Higher SES participants experienced performance-based stress and mixed problem-solving with intermittent spiritual recourse. These findings contribute to and extend prior theories of stress and coping—namely, Lazarus and Folkman’s transactional model and Pargament’s theory of religious coping—by suggesting how structural inequalities influence one’s own psychological experience and responses. The findings highlight the importance of contextualized mental health interventions that consider both structural limitations and cultural resources, particularly religiosity as essential to coping in resource deprived contexts
Rethinking Justice as Fairness: A Taymiyyan Critique of Rawlsian Political Liberalism
No full textThe “Theory of Justice” by John Rawls has played an important role in defining and shaping the notion of liberal democracies in the contemporary world. However, in pluralistic societies, especially within Muslim majority spaces, there have been debates about political legitimacy and its derivation. This thesis will explore the Theory of Justice by John Rawls in depth as well as the foundations and limits of Rawls’s political conception of justice within the context of pluralistic societies, especially Islamic. Rawls asserts that justice should be political rather than metaphysical, that rights should take priority over the conceptions of the good, and that the state must remain an anti-perfectionist state among competing moral doctrines. These assertions are derived from his conception of ‘justice as fairness’ and aim to establish political legitimacy in morally diverse societies.
In the first chapter, we will investigate how Rawls derives his two principles of justice, the principle of equal basic liberties and the difference principle through the original position and the veil of ignorance. This will lead us to understand how Rawls justifies these principles in the second chapter that lead to his political conception of justice and support his three theoretical claims: political not metaphysical, the priority of the right over the good, and the anti-perfectionist state.
The third chapter engages with the metaphysical foundations of justice as understood in one strand of Islamic political thought—specifically, through the ethical and political writings of Ibn Taymiyyah. His critique contests Rawls’s liberal assertions from a theologically grounded framework that affirms the interdependence of moral obligation, divine law, and political order. While Ibn Taymiyyah does not represent all Islamic thought, his perspective provides a coherent and historically embedded counterpoint to Rawls’s anti-metaphysical model.
The final chapter turns to the liberal communitarian critique of Rawls, drawing on the work of Charles Taylor, Michael Sandel, Alasdair MacIntyre, and Michael Walzer. These thinkers challenge the abstraction of justice from substantive moral sources and critique the Rawlsian framework for overlooking the socially constituted nature of the self. In doing so, they contest the priority of the right over the good from within the liberal tradition itself. Together, the third and fourth chapters interrogate whether Rawls’s conception of political legitimacy can accommodate the full moral and metaphysical commitments that many citizens, secular and religious alike, bring into public life
Rituals of Consumption: Investigating the Psychological Impact on Product Experience and Liking
No full textThis study explores how everyday rituals can shape the way we experience and enjoy consumer products. Rooted in the idea that consumption is not just functional but also deeply psychological, the study examines whether performing a short, intentional ritual before consuming a product, such as making a cup of tea, can enhance enjoyment, personal meaning, and related psychological responses. A mixed-methods experimental design was used, with participants randomly assigned to either a ritual or control condition. Quantitative data was collected through self-report measures of enjoyment, perceived choice, and psychological relatedness, while post-experiment interviews offered qualitative insight into participants\u27 subjective experiences. The results showed that participants in the ritual condition reported higher enjoyment and greater feelings of choice and connection compared to the control group. Thematic analysis of interviews further revealed how rituals made the experience feel more personal, emotionally rich, meaningful, and sometimes even prompted reflection and emotional memory. This study was one attempt to explore how rituals can shape the way people relate to what they consume. But rituals come in many forms, and the way they work depends on the world around them. To truly understand how meaning is made, future work must keep looking at these differences, at how small actions, habits, or settings might change what a product means to someone, and how that connection can be deepened in new ways
Class and Conscience: The Role of Socio-Economic and Cultural Factors in Shaping Moral Judgments Among University Students in Karachi
No full textBackground: Moral psychology research has long sought to understand how individuals make ethical decisions, yet much of this work overlooks the structural inequalities that shape these decisions. In Pakistan—a context marked by systemic inequality, class-based injustice, and moral exhaustion—the relationship between socioeconomic status (SES) and moral decision-making warrants critical exploration. While existing tools like the Moral Foundations Questionnaire (MFQ) provide standardized insights, they often fail to capture culturally specific and context-dependent moral reasoning.
Objectives: This study investigates how SES influences moral perception, justification, and judgment among university students in Karachi, Pakistan, and evaluates the limitations of universalist moral measurement tools within structurally unequal societies.
Method: A mixed-methods, cross-sectional design was employed using both quantitative surveys (n = 155) and qualitative open-ended responses. The quantitative phase included the MFQ alongside objective (household income, parental education) and subjective (MacArthur Scale) SES indicators. Qualitative data were drawn from seven moral dilemma questions analyzed thematically. Participants were university students aged 18–27 from diverse socioeconomic backgrounds.
Results: Quantitative findings showed no statistically significant association between SES and any of the five moral foundations (p \u3e 0.05), with participants broadly endorsing Care/Harm and Fairness/Reciprocity across SES groups. However, qualitative analysis revealed that while moral values remained consistent, their interpretation and application were highly contextual. Participants from lower SES backgrounds expressed heightened sensitivity to structural injustice and legal double standards, often invoking Islamic moral frameworks to negotiate ethical complexity. Moral reasoning was shaped less by SES itself and more by lived experiences of power, survival, and inequality.
Conclusion: Although SES did not predict moral foundation scores, it significantly shaped the emotional, political, and spiritual dimensions of moral reasoning. The findings underscore the inadequacy of universalist moral assessment tools in capturing the moral worlds of individuals navigating systemic injustice. In Karachi’s deeply stratified society, morality is not only a matter of belief, but a matter of endurance, adaptation, and lived reality.
Keywords: socioeconomic status, moral decision-making, moral psychology, Pakistan, structural inequality, Moral Foundations Theory, mixed-methods research, cultural moral reasoning
BHT of Ideas
No full textThis ELP combined 550 survey responses from Karachi, Lahore, and Islamabad with six focus groups and four interviews in an effort to track brand health using a mixed-methods approach. We discovered significant trends in consumer behavior and brand perception by employing R for quantitative analysis and thematic coding for qualitative insights. The results include a gap analysis of IDEAS products and online presence, customer personas, and a recommended campaign strategy.
This project was an academic and industry collaboration to address real business challenges with research-informed insights and aligns with SDG #17: Partnerships for the Goals. Conducting interviews, questionnaires, and focus groups, we were able to develop an understanding of consumer attitudes, emotional drivers, and decision-making. There were also aspects of thought leadership in the area of behavioral studies. With these insights we developed a strategy that positioned and segmented and delivered a messaging based behavior change strategy which shows the value of behavioral research in the business context.
The project quantitative analysis of surveys, qualitative exploration obtained from focus groups and interviews, a detailed gap analysis comparing IDEAS to market competitors, and a strategic marketing campaign. All of this supported by consumer behavior insights received
Product Research for E-commerce Ventures on Amazon and TikTok
No full textThis report documents the end-to-end journey of a student-led product discovery and sourcing project carried out under Remote Synergy’s Experiential Learning Program (ELP). The initiative aimed to bridge academic learning with real-world business application by identifying viable private label product opportunities for the U.S. e-commerce market. Using tools such as Helium 10, Jungle Scout, Google Trends, and Keepa, the team conducted extensive market research to uncover high-demand, low-competition products with long-term potential. The final shortlist included items reflecting post-pandemic consumer needs such as wellness, home organization, and lifestyle convenience.
Following the product research phase, the team transitioned into strategic supplier sourcing. Platforms like Alibaba and 1688 were used to engage with manufacturers who met criteria related to quality certifications, MOQ flexibility, lead time, and customization options. Through this process, students negotiated pricing, evaluated factory credentials, and explored packaging possibilities to build a cost-effective, ethical supply chain compatible with Amazon FBA.
The project’s foundation was informed by theories including the Resource-Based View and Diffusion of Innovations, which guided decisions around competitive advantage and market timing. Ethical considerations were central to the project, including transparent supplier communication, sustainability through small-batch testing, and responsible use of research tools.
This report not only highlights the team’s ability to synthesize theoretical knowledge with practical execution, but also demonstrates a scalable approach to market entry rooted in innovation, ethics, and adaptability. The insights gained contribute to the fields of entrepreneurship, innovation, and digital commerce, offering a replicable framework for future product research, sourcing, and launch
Analyzing Price Elasticity of Demand Across L’Oréal’s Product Portfolio
No full textThis Experiential Learning Project (ELP) analyzes the Price Elasticity of Demand (PED) across L’Oréal Pakistan’s portfolio—L’Oréal Paris, Garnier, and Maybelline—spanning 400+ SKUs in haircare, skincare, and makeup. Combining quantitative (price indexing, laddering) and qualitative (focus groups, surveys, retail audits) methodologies, the study evaluates consumer responsiveness to price changes across Modern Trade (MT), General Trade (GT), and e-commerce channels.
Key findings reveal category-specific elasticity:
- Inelastic demand for premium serums (L’Oréal Paris) and mascaras (Maybelline), driven by brand loyalty and perceived efficacy.
- High elasticity in GT for shampoos and boxed hair dyes (Garnier), where affordability trumps brand preference.
- Behavioral biases (anchoring, loss aversion) influence price sensitivity, with discounts significantly impacting purchase decisions.
The report provides actionable recommendations, including tiered pricing, bundling strategies, and channel-specific promotions to optimize revenue while retaining price-sensitive consumers. Aligned with SDGs 5, 8, and 12, the project underscores the intersection of behavioral economics and commercial strategy in Pakistan’s FMCG beauty sector
Creating a Future-Fit Beverage Portfolio Strategy for Tang in Pakistan - Mondelez International
No full textThis Experiential Learning Project (ELP), conducted in collaboration with Mondelez Pakistan, aimed to develop a strategic roadmap for repositioning Tang—an iconic powdered beverage—into a future-ready, year-round lifestyle brand. Although Tang holds a commanding 66% share of the powdered beverage (PB) category, its relevance within the broader non-carbonated beverage (NCB) market remains constrained, primarily due to its highly seasonal usage peaking during Ramadan and summer months. As shifting consumer habits, rising health consciousness, and convenience-driven preferences reshape the beverage industry, Tang faces the imperative to evolve. To address this, the project pursued four primary objectives: (1) to analyze emerging consumer trends and evolving beverage behaviors, (2) to evaluate Tang’s positioning relative to RTD (ready-to-drink) and LC (liquid concentrate) competitors, (3) to identify market gaps and unmet needs in the Pakistani beverage space, and (4) to propose innovation-led strategies that ensure Tang\u27s long-term relevance and growth. The research design employed a mixed-methods approach, including in-depth retail audits, household interviews, a Gen Z focus group, and a nationwide survey of 122 respondents. Strategic analysis was grounded in Aaker’s Brand Equity Model and Kantar’s Meaningful–Different–Salient (MDS) Framework, which revealed that while Tang enjoys high emotional equity and recall, it suffers from limited year-round salience, convenience gaps, and health-related skepticism. Findings culminated in four core strategic recommendations: (i) Format Diversification, advocating portable RTD formats and “shake-and-drink” sachets; (ii) Occasion-Based Marketing, aimed at embedding Tang into everyday consumption moments beyond Ramadan; (iii) Communication Refresh, repositioning Tang through youthful, occasion-rich digital storytelling; and (iv) Health-Forward Product Line, proposing the introduction of Tang Hydrate (with electrolytes) and Tang Immunity (fortified with Vitamin C/Zinc) to cater to rising wellness demands. The project aligns with UN SDGs on health (SDG 3) and innovation (SDG 9), offering a roadmap that embraces consumer-centric design, agile innovation, and inclusive branding. Limitations include operational complexities in launching new formats and the need to reframe health messaging without alienating loyal users. Nevertheless, the proposed strategy represents a compelling shift from Tang’s legacy positioning toward a diversified, functional, and culturally embedded portfolio—transforming it into a modern beverage that resonates with Pakistan’s next generation of consumers
Distribution Network 2028
No full textL’Oréal Pakistan currently operates a dual-warehouse distribution network, with the Karachi warehouse managing imported inventory (Consumer and Professional Products Divisions) and the Lahore warehouse handling only locally manufactured Consumer Products. This setup, while functional, leads to inefficient cross-regional dispatches—Karachi supplying northern areas and Lahore servicing the south—resulting in extended delivery lead times and logistical strain. Motivated by these inefficiencies, this project aimed to assess the cost feasibility and operational impact of a regionally rebalanced stock distribution strategy for the year 2028. A data-driven methodology was employed using 2025 dispatch data as the base year. Product volumes were translated into weight to model transport loads, applying factors of 0.2 kg per unit for Consumer Products and 0.15 kg per unit for Professional Products. Distinctions were made between full truckloads and low-volume courier shipments, the latter priced at PKR 120 per kilogram for dispatches under 0.75 tons. Future projections were modeled by applying a 25% annual growth rate for Consumer Products and 5% for Professional Products, aligned with management expectations. Logistics costs were assumed to increase by 10% annually. Two models were constructed for 2028: a continuation of the current overlap-based model and a stock-balanced model wherein Karachi services the South region while Lahore covers Central and North. The analysis found that in 2025, L’Oréal moved approximately 16.46 million units at a logistics cost of PKR 41.7 million, averaging PKR 2.54 per unit. The 2028 baseline model projects 43.4 million units at PKR 113.7 million but retains long lead times of up to 7 days for certain routes. In contrast, the stock-balanced model projects a higher total cost of PKR 142.1 million (PKR 3.3 per unit) but achieves substantial service improvements, including a 40–60% reduction in lead times and improved warehouse load distribution. Although slightly more expensive, the proposed stock balancing strategy offers better agility, customer service, and resilience, particularly in the face of regional disruptions. A phased implementation is recommended, supported by improved forecasting and logistics coordination