University of Engineering & Technology

INSTITUTE OF BUSINESS & MANAGEMENT

“The Influence of Ramadan Kareem on

Consumer Behavior in Pakistan”
Submitted to:
Miss. Zarmeena

Submitted by:
 Marriam Ahmad 013
 Azka Siddique 025
 Muhammad Asad 031
 Rija Shahid 043
 Abdul Moiz 051

Changes in consumption
As Ramadan is a holy month in which people fast and a long part of a day they spent without
eating and drinking anything so in this month the consumption of food is different from rest of
the months.
Preferences:
Food intake preference of people in Ramadan is a concern as energy and nutrient requirements
are higher and needed to support the growth spurt of this stage. So the people prefer heavy intake
and nutritional intake
During Ramadan fruits intake increases, other than this there is heavy consumption of drinks
such as rooh afza, jam e sheerin, lemonade and tang etc. if we talk about people of Pakistan.

Other carbonated drinks such as sprite Pepsi coca cola and nestle juices, their consumption also
increases to a great extent especially in the Muslim countries where the weather is comparatively
hot. This type of drinks consumption is higher in iftar times mostly whereas in sehri time people

prefer dairy products such as lassi, sodas tea etc. other than these yogurt consumptions also
increases sehri timings because people prefer it as they believe that consuming yogurt will save
them from thirst all day long.

Fried items is also an important constituent of iftar menu, so frozen products consumption is also
high in this month
In Pakistan people prefer sehri and iftari in their homes with their families but it does not mean
that restaurants are empty, the special Ramadan deals and buffet at reasonable prices keep them
alive
Most importantly dates consumption increases in Ramadan greatly as it is Sunnah to iftar with
date so it is must to have dates at iftar table, moreover it is high in energy and nutrition and gives
energy after a long day of fast. Dates are mostly consumed in iftari but people also consume it in
sehri as it has high nutritional content and in order to keep balance.

POPULAAR SHOPPING AVENUES (for grocery, for eid shopping)

Grocery stores also offer non-perishable foods that are packaged in bottles, boxes, and cans;
some also have bakeries, butchers, delis, and fresh produce. Large grocery stores that stock
significant amounts of non-food products, such as
clothing and household items, are called supermarkets.
Some large supermarkets also include a pharmacy, and
customer service, redemption, and electronics sections.
 POPULAR BRANDS AND THE LAUNCH OF EID
COLLECTION
Ramadan an is here and soon after there will be three days of Eid. Fashion brands are well aware
of buying patterns around this time of the year, which lean towards semi-formal eastern wear. In
fact, this time of year has become good reason for consumers to shop and an imperative part of
the fashion calendar for designers. Some of our favourite brands are soon releasing limited
edition Eid collections that range from semi-formal to casual. Instep gets the lowdown from the
designers before their collections hit stores and here are our top picks.

Zainab Chottani
In a first, Zainab Chottani is launching her Chikankari Eid Festive Collection on the 7th of May.
We saw Perayaan up close at their launch in Lahore this week and can vouch for its quality and
design. It seems like those at home were able to spot a good thing when they saw it as most
designs on their website are already sold out. The chikankari is
interspaced with vintage needlework on cotton and khaadi net dupattas.
There are 7 designs in two colours each and each outfit is priced at PKR
8,650. 

Sana Safinaz
This year, Sana Safinaz has divided its Eid collections into two distinct
lines launching on May 10th. Building on its Muzlin line, they have
created Muzlin Luxury, which retains the ease of the line but is more
formal for Eid, priced at PKR 5590-5990. The more heavily
embellished Luxury collection is inspired by Khaplu Valley but features
mostly pearl beading and sequined art deco patterns alongside floral
motifs on organza, gossamer, net mesh and raw silk. The collection is priced at PKR 11,990 to
15,990. Even though it isn’t out in their stores yet, we’re already pegging it to be a success
amongst SS patrons

Generation
Another go-to brand, Generation can always be counted upon to have
multiple lines in store at all times, each catering to a different occasion
but uniquely capturing the brand’s essence nonetheless. This Eid the
lines include Rangrez with machine embroidery on crepe and gotta and
chatta borders. The Sequin line with gold and copper screen printing
will be more formal and then there is Madame Gaitri and Line of Work
that is targeted to Eid Ul Fitr. The former comprises of striped jacquards in self and pastel shades
for the more feminine romantic dressers. The latter is inspired by the block print and has
mukaish added for a festive look. Although these collections aren’t out, being well-aware of
Khadija Rahman’s charming aesthetic we’re sure they’ll be worth bagging!

Khaadi
Loud and proud – this collection is one of Khaadi’s quintessentially bright ones. Imagine a desi
festival, the unapologetic burst of colours it would have is similar to Khaadi’s Eid collection.
True to the brand’s aesthetic, this collection features printed and embroidered fabrics accented
with zari, sequins and resham finishes and it’s definitely not the outfit for the minimalist, wall
flower. The collection is priced between PKR 3,900 and PKR 13,000 and will be available
nationwide from 5th May 2018.

Nishat linen:
Like Khaadi, Nishat Linen originally started off as linen fabrics, then later moved towards lawn
and ready-to-wear. The fabrics in both stitched and unstitched products are quite luxe yet very
individualistic in style and print. This brand is great for the person who wants to go for
something low-key yet timeless. Their earrings are beautiful and you also have the option of
buying unstitched cloth separately, instead of buying the usual three pieces that comprise of a
suit. Nishat has launch their eid collection with bright colors and elegant designs.

Non-Peak & Peak Hours of Shopping during Ramadan:

Ramadan also has a clear impact on the time of day people go shopping. Throughout the year on
average, traffic starts to pick up at 7am, steadily increasing, peaking at 8pm and then steadily
dropping off. During Ramadan however, a different pattern is observed.
In Ramadan the non-peak hour for shopping are from 10am-5pm. And the peak hour starts from
6pm till late at night.

There is a significant increase in site visitors at midnight,

with

traffic then dropping off again until 5am to 6am, when

there is a small uplift in site visitor numbers. Traffic then
follows normal patterns until 5pm to 7pm, at which point
it drops off again so that Iftar can be observed.
Following the end of Ramadan and the start of Eid al-Fitr,
traffic sees an immediate uplift, and here again is a great opportunity for retailers to be ready to
serve and delight their customers.

Eid is the most enjoyable occasion to the Muslims. Everyone tries to buy new clothes within his
or her budget on Eid. Targeting these customers, the shopkeepers decorate their shops with new
dresses before Eid-ul-Fitr. A few years ago, imported clothing used to fill up the markets during
Eid time but now, the trend is changing. Domestic products are preferred over the foreign
products.
As a result, boutique shops have become more attractive places for the upper and middle class
customers looking for Eid dresses. The focusing on the customers, boutiques have arranged new
fashionable dresses.
Some customers argue that the
prices of these dresses are quite
high compared to the previous
years. As a result they find it
difficult to buy the most preferable
one within their limited budget.
The production costs are getting
higher day-by-day they do not have
any other alternative than to
increase the price of the dresses.
In view of the increasing Eid rush
in the markets and shopping
centers, the district administration
has beefed up the security measures to avert any untoward situation. The police personnel have
been deployed in the city and adjourned areas to maintain law and order during Ramadan and
upcoming Eid.

Restaurants, Ramadan timings, menu and deals

In the month of Ramadan as we all know food business is on its peak, and mostly the timing
varies from the normal days, restaurant provides services from iftari onwards till sehri.
Restaurants at Iftari times offer different kinds of deals and iftar platters at very reasonable price
Other than this they also provide buffets
Following are the example of some restaurants:
1. Sweet tooth
the above picture is the special iftar platter offered by sweet tooth which include variety of
products as shown above.
2. Food workshop
This restaurant also provide iftari for a person at a very reasonable price

The above given platter is only of rs. 450 in special iftar deal.
 3. Tree lounge buffet:

Above given is the menu of tree lounge iftar buffet that offers 9 dishes in main course
only of rs 1050 excluding tax. Timing starts from iftar to 9.00 pm

Leading campaigns for FMGC:

For most people, Ramazan slows down the pace of life. The working days are shorter and
generally the month is about cleansing mind, body and spirit. The world of advertising,
however, knows no such thing. Work intensifies in the weeks leading up to Ramazan as
clients gear up to ready their seasonal campaigns.

Ramazan is to Pakistan what the Super Bowl is to the US. Costs per spot skyrocket and everyone
tries their hardest to put their best foot forward and make sure theirs is the most emotionally
moving campaign; the one that truly ‘captures the spirit of Ramazan’.

Everyone is on a quest to create the great ad which will make us hear voices sing from the
heavens. We all love to talk about ‘good advertising’. Everyone does. Agency people, clients in
boardrooms and digital peeps at chai stations. But what is ‘good advertising’? Is ‘good
advertising’ effective? Or is only effective advertising ‘good’?

Just as with the Super Bowl, a lot of brands use the month of Ramazan to relaunch. Traditionally,
this has been limited to brands in the food and beverage category, but this year we have seen a
few technology brands jump into the mix. As I write this, it’s way too early for brands to
ascertain the effectiveness of their Ramazan or relaunch campaigns, but here’s a quick review
anyway...
BRAND: Nurpur 
Campaign: Fresh
Message: Product shots that will make you wish you weren’t fasting.
Effectiveness: Yes, yes, yes. Three times makes it legal, right? The visual treat that is this TVC
is undeniable. It is so beautifully single-minded in its glorification of food that it needs no
accompanying VO, no explanation of why the milk is pure, why the ingredients are organic and
why this will lead to increased bone density and enhanced brain power. With a perfect musical
accompaniment, this TVC takes us back to the basics – and it is amazing that it took Nurpur to
break the category code and stir it up some. It is bold. The relaunch, timed perfectly with
Ramazan, has created a buzz in the market. 
Verdict: Would it make me switch from my current preference? I’m tempted to try.

BRAND: Surf Excel

Campaign: Madad aik ibadat
Message: Helping others is also an act of
faith.
Effectiveness: Not often does a concept so
beautifully marry the brand essence with
the spirit of Ramazan. This TVC seemed
to have given Kim Kardashian a run for
her money in terms of digital reaction. We
can all agree that no one does performance
and music composition better than India,
and a well deserved pat on their backs for
making this communication more than just about the pakoras, samosas, chaat and jalebis. To be
able to highlight the real spirit of Ramazan – very often overlooked not only in our advertising,
but in our own lives – is an important message to impart, and not only to our kids. Compassion
and empathy for those around us is missing, and it is time more brands picked up the mantle to
reinforce basic values. Well done, Surf Excel.
Verdict: Although I may not eat a samosa off someone’s kurta, my heart did sing.

BRAND: Nestlé Milkpak

Campaign: Spirit of Ramazan
Message: The midnight Milkpak man will bring you a world of happiness.
Effectiveness: Effective in confusing the life out of me. Is it better to give in Ramazan wearing
an invisibility cloak? Is this boy a night crusader like Daredevil and a little bit of Wee Willie
Winkie thrown in? I appreciate that there is some attempt to hint at the spirit of giving, but the
accompanying VO overtalks the khaalis rishtay bit. If he is going to ring the bell and run away
he is not really sticking around to form any pure relationships. He is just one of those annoying
neighbourhood kids who ends up leaving a sack of milk that glows in the dark.
Verdict: Lose the murder mystery feel, and thora aur bright karain please.

Donation Based Organizations and their Ramadan Campaigns

for generating funds
Celebrate the spirit of giving all through Ramadan via contributing to charities and now not-for-
profit firms that work to help human beings round the sector. We spotlight a worthy motive for
each day of the month.
Having a landing web page committed particularly in your Ramadan fundraising marketing
campaign will growth the chances of you achieving your fundraising dreams. However accurate
your fundraising marketing campaign and your grassroots efforts, you won’t reap what you got
down to do without an excellent donation page. whilst your supporters land to your web site,
your donation page need to convince them that they should provide for your nonprofit this
Ramadan. Your donation page ought to be easy, compelling, and branded. Have a clean call to
motion to donate this Ramadan.

 Use a Zakat Calculator

Zakat is a responsibility of each Muslim, this is if their non-public wealth is above nisab or the
edge/cut-off quantity. It is able to be very elaborate to calculate the nisab and the zakat quantity.
To honestly cross the extra mile, you could link specific application consequences to exceptional
giving stages. E.g. “$250 can assist a family in the Philippines begin a small enterprise” or “$50
will provide 10 girls with a month’s worth of sanitary merchandise”

Retail Stores
Sales Promotion: Ramadan is the season of giving, and many companies come up with offers
and discounts. Supermarkets and hypermarkets have also joined the hype. During Ramadan,
customers can enjoy access to daily ‘Crazy Deals,’ offering significant savings on commodities,
especially on food and family items. As communities and families come together for the holy
month and can take the advantage of promotions placed on multiple products, they want to
purchase.
As Ramadan is a expected 30-day lead up to Eid Al Fitr, which is an occasion where gifts are
exchanged with loved ones, making this gifting opportunity the drive for a large part of the retail
demand.
Below are some of the promotions offered in Ramadan:
In the automobile industry, Al Futtaim Honda showroom officials, whose Ramadan offers are
available across the Honda range of new cars, bikes, certified pre-owned vehicles and after-sales.
Pizza Hut Pakistan offered an “All-You-Can-Eat-and-Drink” Iftar in Ramadan in 2019, including
unlimited pizza, salad, garlic bread, and beverages. Family deals and other promotions were also
in place, donating meals for each one bought.
Olper’s video commercial of a unified Muslim ummah and its invite for peace and solidarity hit a
sweet spot. Regarding all Muslims as followers of one God and his beloved Messenger (peace be
upon him), this commercial superficially
extended the message to celebrate the blessings of the Holy Month with all and sundry.
Zakat Packages: In the last three years, thousands of Zakat bundles have been donated
through various partner NGOs. The Ramadan ration packages can be delivered to the customers’
doorsteps or directly to the Edhi Foundation or Saylani Welfare.
Daraz, Pakistan’s leading online marketplace, recently announced its third year of the Asaan
Zakat initiative, allowing customers to avail the best possible prices to purchase Ramadan ration
packages online. Asaan Zakat optimizes
customer convenience, promising to be a stress-free one-stop Zakat solution, impacting
thousands of Muslims nationwide.The bundles are classified into four different categories,
depending on the number of items present in each hamper.
The items within vary from bundle to bundle, which include different Zakat packages such as;
Student Bundle, Bachat Bundle, Barkat Bundle, and Mega Bundle and come in a packed and
branded box. Daraz is also offering a large selection
of bundles made by the charity organizations themselves, which cater specifically to their needs;
these can be shipped to the NGOs directly.

Background music: During Ramadan the television advertisements are more of religious
theme, in compatible to the environment that usually is created in Ramadan. Keeping in view
different brands transit their advertisement from other music to religious background music
because People in general must refrain from listening to music loudly during the Holy Month, as
it may offend those who are fasting. So if there is not religious music and there is other type of
loud music people may refrain from watching that channel or even television so in order to avoid
these consequences the theme changes in Ramadan in its respect.
Mall decor theme:
Different malls on different occasions usually change their décor themes according to the event
or festivals taking place
For example, during Halloween or Christmas the theme changes to snowy or Santa clause white
and red theme or black Dracula or other characters’ theme.
Same in the case of holy month of Ramadan the theme changes in malls there may be sculptures
and hanging of picture of moon and mosques or ayat written beautifully on walls
Other than this in order to show festivity and excitement of ‘Eid after Ramadan excessive lights
if different colors also used which gives the beautiful look and depicts happiness all over.

Product placement
product placement. An advertising technique used by companies to subtly promote
their products through a non-traditional advertising technique, usually through appearances in
film, television, or other media.

Product placement during entertainment programs in Ramadan

As the month of Ramadan starts different television channels introduce different kind of
entertainments programs especially at sehri and iftari timings these entertainments can be sehri
transmission, iftari transmission and other reality shows other than this there are also variety of
dramas that are broadcasted on different television channels during Ramadan Different brands
taking an advantage of such programs do the product placement In these programs and sponsor
these programs. For example

1. Noor e ramzan iftar transmission

 As seen in image above different brands such as dalda, jam e shirin and Pepsi have done
the product placement on the Ramadan tramission that was aired on Aplus TV.

2. Suno chanda:
In Suno chanda, a drama serial a very effective product placement of alkaram, sabroso,
candi biscuits and oppo mobile was done
This show is aired during month of Ramadan only
 3. Jeeto Pakistan:
Same as in jeeto Pakistan, a reality game show show air at ARY digital, product placement is
done.

Sponsored Sehri Iftar timings on TV:

As we all know that sehri and aftar are the time when the people sit in front of television wait for
to break the fast and when is the time to close it. At this time television media channels charge
the highest prices for showing the ads and show the sponsored ads. because the involvement of
people is high at these timings.
While some selfishly leave no stone unturned to advertise their Ramadan discounts, others focus
to rejuvenate the real essence of the Holy Month and come up with heartwarming campaigns,
which are remembered through out the ages.

Let’s jog down the memory lane and recall some of the most memorable and popular Ramadan
campaigns till date.

1) Jahan Mamta Waha Dalda

Released in 2008, this lovable nostalgic advert will never get old. It single-handedly won the
hearts of the entire nation with its sweet concept and evergreen tagline and is even missed on the
TV screens by many during the Holy Month.

 2)  Olper’s “Hum Mustavi Hain” Ad

Olper’s has a whole diary of widely popular Ramadan adverts, all bent towards religion and
culture.

3) Kis Ney Kaha Tha Pepsi 65Rs Ki Kerdo?.

It has been three years since the ad rolled out and so far, we are still clueless about the answer to
this question. Never Pepsi has been so badly bashed for coming up with such a nonsensical
campaign. But guess what? This is exactly what it gets famous for-its awf-some sense of humor.

Chand Raat

In Pakistani Islamic culture Chand Raat or "Night of the Moon", marks the end of Ramadan

and the start of Eid ul-Fitr. After the moon is seen celebrations often involving Mehndi (henna),
shopping, food, and dance begin.
Eid Moon: Families gather up on roof tops to see the Eid moon and wish each other well. Then
follow the celebrations. But it all starts with a group of clerics from the Ruet-e-Hilal Committee
trying to sight the moon. We are all glued to our TV sets and we anxiously hang on to their every
word. Everyone wants Eid to come fast. It’s what we all fast for. It’s our pot of gold at the end of
the rainbow.
It is the time when the families visit markets to buy sweets and do Eid shopping. In many places,
the markets are open throughout the night for the enthusiastic shoppers. Chaand raat is great
source of thrill for all Muslims and a cheerful night for youngsters too, especially in girls’ lots of
excitement seems in watching moon, praying and wishing others.
Preparations: People put on their favorite henna design, iron their spanking new clothes, and
paint the town red with family and friends. The city
shines with colorful small light bulbs, while the roads
are flooded with cars blasting loud songs in
celebration. Women gear up in glittery outfits and put
on matching bangles, then go out to shop for more.
Something about Chand Raat truly awakens the spirit
of shopping or window shopping in the most unwilling
of shoppers.

Colorful Stalls: Colorful Eid stalls have been set up at various markets offering different
kinds of cosmetics, ear-rings, gleaming bangles, embroidered clothes, jewelry and colorful
dresses. Children lighting “phool jharris” on the roofs of their homes.

Gatherings & Greetings: People spend quality time on that glorious night. Throw a get-
together at home and ensure that friends or family members have a wonderful time. Pick a get-
together theme according to chand raat to make it more memorable like making cards, blow
balloons up and mark them with “Eid Mubarak” or “Chaad Raat Mubarak”
Food Stalls: At this moment, a lot of food stalls are also arranged so people enjoy food while
shopping as well and usually people used to make sweet dishes at their homes on chand raat to
serve it on the next day.
Chand Raat Shopping: Most of the shopping is done before the Chand Raat but people go
out to see the hustle & bustle and to finalize their preparations. They buy gifts, clothes, jewelry,
bangles, shoes and other things for you and your family to celebrate the occasion. The
excitement and enthusiasm is quite noticeable on faces of girls and boys in malls. Shopkeepers
make special arrangements for Chand Raat as well by dressing up their shops with lighting and
music to reflect the joyous spirit and to attract the shoppers.

Apply Mehendi: Girl’s Eid is ever complete without the application

of mehendi. Their hands are adorned with the lovely hue of mehendi.
Beauty parlors and stalls are arranged for the application of mehendi
designs.

Attractions of Chand Raat in Pakistan:

 Purchasing of new cloths
 Wearing of bangles
 Putting the Mehndi on hands and feet
 Buying the gifts for each other
 Purchasing the sweets
 Decorated Mosques and markets
 Shoe stalls
 Ladies bag stalls
 CD’s and DVD’s stalls
 Toys for kids
 Matching the jewelry
 Decorated Banks and Government buildings