BAHRIA UNIVERSITY

DEPARTMENT OF MANAGEMENT SCIENCES

ASSIGNMENT:-

PREPARED BY:-
ADNAN RIZVI (GL)
SAAD BIN TAHIR
AMJAD TARIQ
SAAADAT ALI SHAH

ASSIGNED BY:-
MS.NUSRAT HUMA

ASSOCIATE PROFESSOR
 First lets analyze what is Consumer Buying Behavior.
It is basically Buying behavior of individuals and households that buy products
for personal consumption.

The consumer buying process is a complex matter as many internal and external factors
have an impact on the buying decisions of the consumer.

When purchasing a product there several processes, which consumers go through. These
will be discussed below.

1. Problem/Need Recognition

How do you decide you want to buy a particular product or service?

2. Information search

Consumer often go on some form of information search to help them through their
purchase decision. Sources of information could be family, friends, neighbours who may
have the product you have in mind, alternatively you may ask the sales people, or dealers,
to help with their purchase decision. You may even actually examine the product before
you decide to purchase it.

3. Evaluation of different purchase options.

Consumers allocate attribute factors to certain products, almost like a point scoring
system which they work out in their mind over which brand to purchase. This means that
consumers know what features from the rivals will benefit them and they attach different
degrees of importance to each attribute.

4. Purchase decision
Through the evaluation process discussed above consumers will reach their final
purchase decision and they reach the final process of going through the purchase action
e.g. The process of going to the shop to buy the product, which for some consumers can
be as just as rewarding as actually purchasing the product.

Post Purchase Behaviour

Ever have doubts about the product after you purchased it? This simply is post purchase
behaviour and research shows that it is a common trait amongst purchasers of products.
Manufacturers of products clearly want recent consumers to feel proud of their purchase,
it is therefore just as important for manufacturers to advertise for the sake of their recent
purchaser so consumers feel comfortable that they own a product from a strong and
reputable organisation. This limits post purchase behaviour. i.e. You feel reassured that
you own the latest advertised product.

Consumer Buyer Behaviour In Balochistan:-

As our assignment is related with consumers buying patterns in balochistan so
first have look at balochistan,Its charchteristics,demographics etc. to better
understand buying behaviour over there.

BALOCHISTAN:-

The province of Balochistan (or Baluchistan) in Pakistan is the largest in

the country by geographical area. Its neighbouring regions are Iranian Balochistan
to the west, Afghanistan and the Federally Administered Tribal Areas to the north
and Punjab and Sindh to the east. To the south is the Arabian Sea. The principal
languages in the province are Baluchi, Pashto, Brahui, and Persian. The capital
and largest city is Quetta. Balochistan is Pakistan's largest province, and is said to
be the richest in mineral resources. It is also a major supplier of natural gas to the
country.

The capital city is Quetta, located in the most densely populated district in the northeast
of the province. Quetta is situated in a river valley near the border with Afghanistan, with
a road to Kandahar in the northwest.

At Gwadar on the coast the Pakistani government is currently undertaking a large project
with Chinese help to build a large port. This is being done partially to provide the
Pakistan Navy with another base, and to reduce Pakistan's reliance on Karachi and Port
Qasim, which are currently the only major ports.

Climate
The climate of the upper highlands is characterized by very cold winters and hot
summers. Winters of the lower highlands vary from extremely cold in the northern
districts to mild conditions closer to the Makran coast. Summers are hot and dry. The arid
zones of Chaghi and Kharan districts are extremely hot in summer. The plain areas are
also very hot in summer with temperatures rising as high as 120 °F (50 °C). Winters are
mild on the plains with the temperature never falling below the freezing point. The desert
climate is characterized by hot and very arid conditions. Occasionally strong windstorms
make these areas very inhospitable.

Demographics and society

No. Annual Growth

1981 % 1998 % Rural Urban Rate (%)
of Increase
Province Census in shar Census in shar Population Population
Distri in million Previou Presen
million e million e % %
c s t

Balochista
26 4.332 5.14 6.566* 4.96 76.1 23.9 2.234 7.09 2.47
n

Balochistan has a population of around 7 million inhabitants. The Baloch numerically

dominate the south of the province, while the Pashtuns are the majority in and around
Quetta and the north. Near the Kalat region and other parts of the region the Brahui are a
significant presence, while along the coast various Makrani peoples of mixed origins can
be found such as the Meds and small groups of descendents of African slaves known as
the Hupshi can also be found. Persian-speaking Dehwars also live in the Kalat region and
further west towards the border with Iran. In addition, 769,000 Afghan refugees can be
found in the province including Pashtuns, Tajiks, and Hazaras.[1] Sindhi farmers have
also moved to the more arable lands in the east.

Following are the districts of Balochistan:-

• Awaran • Qilla Saifullah

• Barkhan • Lasbela
 • Bolan • Loralai
• Chagai • Mastung
• Dera Bugti • Musakhel
• Gwadar • Nasirabad
• Jafarabad • Panjgur
• Jhal Magsi • Pishin
• Kalat • Quetta
• Kharan • Sibi
• Kohlu • Turbat or Kech
• Khuzdar • Zhob

• Qilla Abdullah • Ziarat

Economy
The economy of the province is largely based upon the production of natural gas, coal
and minerals. The province's natural resources significantly help to meet the energy needs
of Pakistan as a whole, but mainly benefit Pashtun mine workers as opposed to the more
nomadic Baluch. Infrastructure outside of Quetta is still in development as is the province
as a whole. Tourism remains limited but has increased due to the exotic appeal of the
province. Limited farming in the east as well as fishing along the Arabian Sea coastline
are other forms of income and sustenance for the local populations.

Due to the tribal lifestyle of many Baluch and Brahui, animal husbandry is important as
are trading bazaars found throughout the province.

Though the province remains underdeveloped, changes are coming as plans for pipelines
running from Iran to India as well Central Asian pipelines are all envisioned to be built in
Balochistan.

Now lets discuss Markets and Trades of Balochistan Province:-

Quetta

A city of west-central Pakistan west-southwest of Lahore. Ringed by

mountains, it commands the entrance through the strategic Bolan Pass into
Afghanistan. Boasting a population of 733,000. The city's cottage industries
produce textiles, foodstuffs, and carpets. A center for arms and drugs smuggling.

The city of Quetta is the centre of commercial activities of the province. It

lies on the main trading routes to Afghanistan and Iran. Moreover, it is a gateway
to the Central Asian states. Trade also involves the inflow and outflow of goods
and services from other provinces. The value of legal inflow and outflow of goods
is recorded at the borders. Illegal trading activities do take place. There is a
general belief that the magnitude of illegal trade (smuggling) is far greater than
the legal one. The last two decades have witnessed substantial industrial growth in
Quetta. Now Quetta is not only a commercial and trading centre, but also is also
becoming an industrial city.

Carpentry and furniture making is a flourishing business in Quetta city.

This business is concentrated mostly in this place and there are more than 100
shops employing not less than three hundred carpenters.

Manufacturing

Leather is manufactured in the form of purses and belt and shoes

(Chappals): The Balochi Chappal is famous throughout the country. There are 267
units of shoe makers employing 873 labourers. The proportion of children
working in the shoe making units was 16%.

A Commercial Hub

Its own market and its geographical location makes Quetta the hub of
commercial activities in Balochistan. Industry plays a role of some importance in
the district's economy, which is among others the result of a liberal policy,
including incentives, from the side of the government. About twenty different
types of industrial activity can be found; about 160 units are active in industry,
employing roughly 2,000 persons.

Retail and wholesale trade , with nearly 9,500 units, employ about ten
times more people. It is estimated that the informal sector involves about the same
number, around 20,000 persons.
 Arms and Weapons (Dealers and Usage)

Traditionally arms keeping is a sign of prestige and strength in a tribal

society. Quetta is inhabited by different tribes, and people keep both simple and
sophisticated arms. Arms are displayed on different occasions like marriage, birth
of male children, sighting of the moon and sometimes at the occurrence of an
earthquake.

At present, there are 23 arms and “ammunition dealers” in the district.

These dealers are authorized to sell non-prohibited arms to licence holders. A
licence for a non-prohibited firearm is issued by the Deputy Commissioner while
for prohibited arms, a license is issued by the Federal Ministry of Interior. The
major types of arms found in the district include (1) China Automatic Rifles (2)
TT pistols (3) Kalashnikovs (4) shot guns (5) rocket launchers.

ZIARAT

Ziarat district had 143 industrial and commercial establishments in 1993-

94, according to the official counts. The exact existing (1997) number of
enterprises of different types and their employees is not available from any
source.
 Numerous regular shops have been constructed in recent years and many
more are under construction. Besides regular shops, there are numerous vendors
in every locality. Their number would be no less than that of regular shops, except
in Ziarat town where vendors are not many.

The biggest trading place is in the Zindra Centre, where mostly tourist
items are sold due to the unusually high tourist presence throughout the year.
From warm winter clothing to precious artifacts, this centre serves as an important
source of exchange between the local people and the visiting tourists.

The manufacturing/milling units existing in the district cater only to the

local demand. These units include flour mills; motor/cycle workshops; artisans
shops, etc. The Small Industries Development Board, Government of Balochistan,
has a carpet manufacture and training centre at Zindra.

Agriculture Markets in Balochistan

At present, there are about 316 regulated agricultural wholesale markets, mostly located
in Punjab, only 68 in Sindh and one or two each in NWFP and Balochistan.

The object of the regulation of markets is to eliminate the malpractices and scaling down
the excessive market rate

In NWFP and Balochistan, the regulation of market is still in infancy where only one or
two wholesale market have been regulated in their respective capital cities. Here also the
newly elected local bodies may be brought forward to extend the regulation to markets in
other cities as well.

Marketing of Agriculture produce particularly the perishables like fruits and vegetables
is one of the most serious problems of not only Balochistan but whole of Pakistan.
although there has been a quantum jump in crop production in Balochistan over the last
decade, yet food supply deficits have been noticed in the country from time to time.
Similarly both the problems i.e. over production causing gluts in the markets and crash
down of prices and shortage of essential food items causing sky-high price hikes have
become normal features experienced in one year or the other. Evidently these phenomena
are the natural outcome of a poor marketing system. This situation not only affects the
consumer in the shape of expensive food articles but also affects the farmers who are not
able to harvest the benefits of their labour properly. Cumulatively, both the features are
posing problems at the national level.

Balochistan is basically a producers market and almost 80 to 85% of its produce

particularly vegetables and fruits are consumed by rest of the country. Besides, due to its
essential peculiarities Balochistan is interdependent for its food supplies on other
provinces.

In Balochistan the physical and institutional marketing infrastructure for agricultural

commodities is generally weak and is increasingly regarded as inadequate to meet the
needs of a growing economy.

Factors influencing the Buying Pattern of

buyers.
Consumer behaviour is affected by many uncontrollable factors. Many Factors
influences you before you buy a product or service.It includes friends, upbringing,
culture, the media, a role model or influences from certain groups.Lets Analyse Each
Factor With Reference To Balochi Consumers.

CULTURE:-

Culture is one factor that influences behaviour. Simply culture is defined as our attitudes
and beliefs. But how are these attitudes and beliefs developed? As an individual growing
up, a child is influenced by their parents, brothers, sister and other family member who
may teach them what is wrong or right. They learn about their religion and culture, which
helps them develop these opinions, attitudes and beliefs (AIO) . These factors will
influence their purchase behaviour however other factors like groups of friends, or people
they look up to may influence their choices of purchasing a particular product or service.

Culture Of Balochistan is greatly influenced by Iranian And Afghani Culture.Islam has

main impact on balochi culture.Their way of living,ceremonies,Marriages all are
influenced by Islam. The Balochs are predominantly Muslim, with most belonging to the
Hanafi school of thought of Sunni Islam.

Food

One part of Balochistan differ from other due to its diverse geography thus various
kind of food is consumed. The residents of rice producing belt mostly consume rise,
wheat, butter, curd, milk and vegetable .The people residing beside Kirther range
consume milt, jowar, peas and dairy product. The population, which resides in
towns, consumes spicy food made of mutton, vegetable and pulses.

Dress and ornaments

The dress of men and women vary according to the season. Men wear thick or thin
cotton clothes in summer and woolen clothes in winter season. Some of them wear
caps or turban. They also wear chaster in winter. Women always wear loose shirts
and Shalwars in summer. The educated class of people of this province wear clothes
markably of different style and different colour. Males wear pants of cotton shirts and
Shalwar in summer and silken shirts and Shalwar in winter. The common dress
among the poor class in rural areas as well as in urban area is of simple nature. The
Muslim female population in urban as well as in rural areas wear Burkas which is an
essential part of dress. The burkas are worn occasionally when the women move
outside. Generally pardah does not exist in rural areas among hari and labour
classes. The women living in primitive conditions take Chadri/chaddar (sheet of
cloth) for purpose of pardha. On festivals, all the classes of people wear dress of
superior cloth according to the requirement of the season and according to their
standard of living and means.
Women of highly educated classes wear saris and Ghararas of punjabi pattern.

Children’s dress also varies according to circumstances. Commonly the boys wear
trousers, shirts and caps and the girls wear trousers, shirts and dopattas. They wear
socks and chappls as well. The dress worn on ceremonies is more impressive and of
batter quality.

The golden as well as silver ornaments are being used by women according to their
ranks on societies. Women of poor class of people use silver ornaments whereas
women of the rich families use golden ornaments. The types of ornaments generally
worn in the district are necklace, bangles, ear-ring, nose-ring and pazeb, generally of
silver.

So in this way the buying pattern is influenced by the culture of balochistan.The

balochi people buy dresses and ornaments according to their culture.

Dwelling

The houses in rural areas are made of mud while in town civil engineering techniques
are applied in house building. Yet huts and jhoonpra, made of straws in villages, can
be found. But such housing trends, which acclimatize to the intensity of heat, is
dying due to better economy.

So people buy or build houses according to the prevailing trend

SUB-CULTURE:-
According to the census report 1981, in Balochistan, the minorities’ division was
following. There were Christians 29,000, Hindus 27,000, Qadiyanis/Ahemides 6,000,
Parsee 4,000, Sikhs 2,000 and Bhahi 700. The, nonetheless, like the rest of population,
has been increased during the past decade. Constituting 5% of the total population, and
20% of Quetta, the capital city, population, the minorities in Balochistan have shared an
important socio-cultural and economic co-existence in the province. They have 3
minority seats out of a 43-member Assembly which proportion of minority seats wise is
higher than any other province.

Christians and Hindu are the two largest minority communities of Balochistan.
Christians, absolute majority of them belonging to protestant church, are the urban
population living in the Quetta, Loralai, and Sibi.

Sub-culture also play an important role in the buying decision of a consumer. For
example Hindus which are the sub-class of balochistan wont buy beef as it is forbidden
in their religion. Likewise Christians will buy X-Mas tree and other related things to
celebrate Christmas.
The dress pattern in Hindu society differs slightly. Hindu orthodox ladies wear Pare
instead of trousers and long shirts with mirror work on them. In other Hindu classes,
people wear the same dress as described in Muslim society.

SOCIAL CLASS:-

Peoples social status will also impact their behaviour. Clearly being parents affects your
buying habits depending on the age of the children, the type of job may mean you need to
purchase formal clothes, the income which is earned has an impact.

If we see the social class of balochistan we see that there are very few affluent people in
balochistan.Majority of people belong to middle or lower class.On one hand we have
sardars and maliks of tribes with lavish life-style.They are considered to be kings.While
on the other hand we have poor people with limited education and income.

In baloch society there are also immigrants from War-Torn Afghanistan.They are
usually Poor people.They are involved in illegal arms and drug trading.They buy arms
and drugs from Under ground networks in Afghanistan and sell it in Pakistan.

PERSONAL FACTORS:-
Personal factors are also responsible for consumers buying behaviour.Personal Factors
consists of Above mentioned Factors.Lets discuss them one by one in context with
balochi people.

AGE:-

It is evident from the statistics that majority of the population of balochistan consists of
People with ages 18 and above or we can say adults.Adults are basically independent in
taking the decisions regarding buying of certain product. As there are more people above
the age of 18 they will buy such products which are related with their age group.E.G:-
They wont buy toys for themselves or they will buy such products which are meant for
adults.

OCCUPATION:-

In rural areas of balochistan people are related with agriculture.As there is less greenery
in balochistan people are associated with cattle breading.
In areas which are along with sea people are usually associated with fishing
industry.There are many minning activities being carried out in balochistan.So many
balochis work there.The occupation of the people greatly affects their buying
decision.E.G:- A person who is fisher wont buy expensive products because the income
he earns from his occupation is not enough.

In villages there are many people specially women associated with cottage
industry.For example Pottery making is quite common in villages and many women are
associated with it. The handicraft work is common in the rural areas of Balochistan,
particularly the Baloch/Brahvi areas, where females having learnt the handicraft skills are
actively engaged in sewing them to raise a livelihood for their families.