Table of Contents

CHAPTER ONE: INTRODUCTION.............................................................................................................1

1.1 BACKGROUND OF EMPRESS MARKET...........................................................................................1

1.2 HISTORY........................................................................................................................................2

1.3 PURPOSE OF REPORT...................................................................................................................2

CHAPTER TWO: MARKET ANALYSIS.......................................................................................................3

2.1 CONSUMER BEHAVIOR.................................................................................................................3

2.2 BUSINESS ETHICS..........................................................................................................................3

CHAPTER THREE: DATA ANALYSIS RESULTS AND DISCUSSION..............................................................3

3.1 PRODUCTS....................................................................................................................................3

3.2 PRICES..........................................................................................................................................3

3.3 MARKET COMPARISON................................................................................................................3

3.4 DISCUSSION..................................................................................................................................3

CHAPTER FOUR: CONCLUSION..............................................................................................................3

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 CHAPTER ONE: INTRODUCTION

1.1 BACKGROUND OF EMPRESS MARKET

Empress Market is situated in Saddar, and traces its origins to the British Raj era. It was
constructed between 1884 and 1889, and was named to commemorate Queen Victoria,
Empress of India. Commodities sold here range from condiments, fruit, vegetables and meat
to stationary material, textiles and pet shops. It is amongst the most popular and busy
places for shopping in Karachi and reflects as one of the few historical spots of the city.

Many people from all over Karachi come to this market for shopping, despite its location in
one of the most congested areas of the city. 

1.2 HISTORY
The Empress Market was constructed between 1884 and 1889 and was named to
commemorate Queen Victoria, Empress of India. The market was constructed at a well-
chosen site that was clearly visible from a great distance. The site of the market had
historical significance as it was situated on the grounds where a number of native sepoys
were executed in a ruthless fashion after the First War of Independence in 1857 (also known
as the Indian Mutiny). Accounts mention that the sepoys had their heads blown off by
cannon balls in an attempt to suppress any mutinous feelings among the locals.

The foundation stone of the Empress Market was laid by the Governor of Bombay, James
Ferguson in 1884, who also laid the foundation of the Merewether Memorial Tower. It was
designed by James Strachan, the foundations were completed by the English firm of A.J.
Attfield, and the building was constructed by the local firm of ‘Mahoomed Niwan and Dulloo
Khejoo’. The building was arranged around a courtyard, 130 ft by 100 ft, with four galleries
each 46 ft wide. The galleries provided accommodation for 280 shops and stall keepers; at

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the time of its construction it was one of only seven markets in Karachi. A recreational park
also exists nearby.

1.3 PURPOSE OF REPORT

i. To see the awareness level of the consumer in reference to empress market.
ii. To find out product, quality and price preference among surveyed consumer.
iii. What are the additional features required their brand and their loyalty.
iv. To know the reason for considering shopping from empress market
v. To study the influence of various sources of information on consumers buying
behavior.
vi. To evaluate the extent of expenditure on purchases.

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 CHAPTER TWO: MARKET ANALYSIS

2.1 CONSUMER BEHAVIOR

2.2 BUSINESS ETHICS

CHAPTER THREE: DATA ANALYSIS RESULTS AND DISCUSSION

3.1 PRODUCTS

3.2 PRICES

3.3 MARKET COMPARISON

3.4 DISCUSSION

CHAPTER FOUR: CONCLUSION

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