Abstract
The purpose of the research was to observe, explore, and analyze the behaviours and misbehaviours of Pakistani consumers during the Black Friday sale. The factors that lead the consumers to misbehave in the discounted event were observed and explored as well. This study undertook the consumers who were shopping during the Black Friday sale. The observations, interviews, and images were collected to analyze. The data analysis was done by coding major themes. By using these factors a conceptual framework of factors generating the consumer misbehaviour was proposed. The suggestions to solve these problems were also given to retailers.
Highlights
Pakistan is the fastest growing retailing market of the world according to the Euromonitor International research group, due to the growing youth and their easygoing attitude towards the increasing income
The middle class of Pakistan is predicted to outshine the middle class of Italy and the U.K. within the estimated period as nearly two-thirds of the population of 207.8 million is under the age of 30 years (Mangi, 2017)
The first-ever Black Friday in the 74 years history of Pakistan was hosted by Daraz.pk: An online shopping portal on the 27th of November 2015
Summary
Pakistan is the fastest growing retailing market of the world according to the Euromonitor International research group, due to the growing youth and their easygoing attitude towards the increasing income. Pakistan’s retail market is expected to grow by 8.2% per annum from 2016 to 2021. The first-ever Black Friday in the 74 years history of Pakistan was hosted by Daraz.pk: An online shopping portal on the 27th of November 2015. This sale broke all the existing records of sale at that time with 1.5 million visiting shoppers and 55% more purchase orders as compared to any other regular day. The event was a total success in the online retail environment among the youth as well, as the hashtag #BlackFridayPK trended for 2 consecutive days in Pakistan’s top Twitter trends (Tribune 2015).
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