Final

IMPACT OF BLACKFRIDAY SALES IN CONSUMER BUYING
BEHAVIOUR IN PAKISTAN
A Proposal submitted
By
Nimrah Rais 50866

Janees Sara Buttar 50972
Yasir Hussain 50268
Muhammed Jazib 52995
Ovais Mehmood Khan 53244
To
Department of Business Administration
This Thesis has been

Accepted by the faculty
FACULTY OF BUSINESS ADMINISTRATION
Mr. Mirza Amin Ul Haq

Advisor
Iqra University Research Facilitation Centre
Acknowledgements
We are extremely thankful to our Supervisor, Dr. Amin Ul Haq who made this work
feasible and provided us with all of the project information. His guidance, motivation,
enthusiasm immense knowledge helps us in all of our research method skills course.
Contents
List Of Tables...............................................................................................................iv
List Of Figures...............................................................................................................v
Chapter 1 Introduction...................................................................................................1
1.1 Background of the Study.................................................................................1
1.2 Statement of the Problem................................................................................1
1.3 Purpose Statement...........................................................................................1
1.4 Research Objectives........................................................................................1
1.5 Research Questions..............................................................................................2
1.5 Significance of Study......................................................................................2
1.6 Scope of Study.................................................................................................2
1.8 Structure of the Study..........................................................................................3
1.9 Definition of Terms..............................................................................................3
Chapter 2 Literature Review..........................................................................................5
2.1 Theoretical Background.......................................................................................5
2.2 Empirical Reviews...............................................................................................6
2.3 Summary of Reviewed Literature........................................................................7
Chapter 3 Research Method...........................................................................................8
3.1 Theoretical Framework........................................................................................8
3.2 Hypotheses.........................................................................................................10
3.3 Research Approach............................................................................................10
3.4 Research Design.................................................................................................11
3.5 Sampling Design................................................................................................11
3.5.1 Target Population.......................................................................11
3.5.2 Sample Size...............................................................................11
3.5.3 Sampling Technique..................................................................11
3.6 Instrument..........................................................................................................11
3.7 Statistical Technique..........................................................................................12
Chapter 4 Results and Findings...................................................................................13
4.1 Descriptive Profile of the Data..........................................................................13
4.2 Hypotheses Testing............................................................................................13
4.3 Hypotheses Assessment Summary....................................................................13
Chapter 5 Conclusion...................................................................................................13
5.1 Conclusion.........................................................................................................13
ii
5.2 Future Research Recommendations...................................................................13
References....................................................................................................................13
Appendix......................................................................................................................13
ii
i
List Of Tables
S.No. TABLE Page
Number
1. Table 4.1: Title of the Tables 4
iv
List Of Figures
S.No. Figure Page
Number
1. Figure 4.1: Title of the Figure 5
v
Impact of Black Friday Sales in Consumer Buying Behavior in Pakistan 1
Chapter 1 Introduction
1.1 Background of the Study
The trend of Black Friday sales initially came from the U.S. In Pakistan, black Friday
has enormously affected consumer behavior, All things aside, the term ‘Black Friday’
has received quite a lot of criticism in Pakistan.(Pro Pakistani, 2019) at first a lot of
people criticized the word black as Pakistan is an Islamic country and many Muslims
disliked the use of the word Black before Friday because Friday is a precious day for
Muslims and it holds a great deal of respect in the heart of Muslims, The Council of
Islamic Ideology (a group that advises the government on religious matters) declared
that using the word "black" for Friday was "inappropriate”. (Soas Blog, 2018) So to
tackle these issue online retailers here in Pakistan changed black Friday to White
Friday. Whereas, some online retailers named black Friday as Blessed Friday. Online
Retailers had to solve this issue to get profit as this day is one of the most profitable
days of all the days in the year like mentioned above. This way the businesses are
able to attract their audience here in Pakistan and enjoy increase of Profits in the sales
of customers’ needs and wants.
1.2 Statement of the Problem
Black Friday is a Thanksgiving Day which is celebrated all over the world. In black
Friday different kinds/ quality of products sales with the huge discounts. In Pakistan
black Friday is a very new trend and going on a good pace. The main purpose of this
study to find out the impact of the consumer buying behaviour with in the scenario of
black Friday promotion.
1.3 Purpose Statement
The purpose of this study is to examine the impact of Black Friday sales on consumer
buying behavior in Pakistan and to determine how these sales influence consumer
decision-making and purchasing habits. This research will provide insights into the
consumer perception of Black Friday sales and their impact on consumer behavior,
including changes in spending patterns and purchasing decisions. The findings of this
study will contribute to the understanding of consumer behavior in the context of
Black Friday sales in Pakistan and inform businesses and marketers about the
effectiveness of such sales in attracting and retaining customers.
1.4 Research Objectives
 To examine the extent to which Black Friday sales influence consumer

purchasing decisions in Pakistan.
 To determine the impact of Black Friday sales on consumer spending habits in
Pakistan.
 To identify the factors that contribute to consumer participation in Black
Friday sales in Pakistan.
 To assess the consumer perception and attitude towards Black Friday sales in
Pakistan.
 To study the impact of Black Friday sales on traditional retail businesses in
Pakistan.
1.5 Research Questions
 How does Black Friday sales affect consumer purchase decisions in Pakistan?
 To what extent does Black Friday sales impact consumer spending habits in
Pakistan?
 What factors influence consumer participation in Black Friday sales in
Pakistan?
 How do consumers perceive and feel about Black Friday sales in Pakistan?
 How does Black Friday sales impact traditional retail businesses in Pakistan?
1.5 Significance of Study
With individuals spending rather strong amounts of cash on this famously bustling
shopping day, the deals chalked up on Black Friday are regularly considered as a
litmus test for the generally financial state of the country and a route for market
analysts to gauge the certainty of the normal American with regards to optional
spending. Lower Black Friday marketing estimates are seen as a foreshadowing of
further slow growth by those who share the Keynesian assumption that spending
drives monetary movement.
Several financial backers and investigators look to Black Friday data as a way to
assess the overall health of the retail business. Others scoff at the notion that Black
Friday has any sort of overall regularity for the financial markets in the fourth quarter.
If all else is equal, they recommend that it only be used for temporary additions or
calamities.
In any event, taking additional days off for Thanksgiving or Christmas can have an
impact on the financial exchange. The day before an occasion or a long end of the
week, it is common to witness increased exchanging activity and improved yields, a
phenomenon called as the occasion impact or the end of the week impact. Several
dealers are hoping to profit from the sporadic knocks.
1.6 Scope of Study
The scope of a study on the impact of Black Friday sales on consumer buying
behavior in Pakistan would include exploring the following aspects:
 Awareness and participation of consumers in Black Friday sales.

 Factors that influence consumer behavior during Black Friday sales such as
price discounts, product quality, brand reputation, etc.
 Impact of Black Friday sales on consumer spending patterns, including
changes in the frequency and number of purchases made.
 Consumer perceptions and attitudes towards Black Friday sales and their role
in shaping buying behavior.
 Comparison of consumer behavior during Black Friday sales with other major
shopping holidays such as Eid, Christmas, and Independence Day.
 Impact of Black Friday sales on traditional retail stores and e-commerce
platforms in Pakistan.
 Analysis of consumer feedback and reviews on their Black Friday shopping
experience.
The study could include both qualitative and quantitative research methods, such as
surveys, focus groups, and data analysis.
1.8 Structure of the Study
The structure of a study on the impact of Black Friday sales on consumer buying
behavior in Pakistan could include the following sections:
 Introduction: This section would provide background information on Black

Friday sales, its origins, and its growth in Pakistan. It would also state the
research questions and objectives of the study.
 Literature Review: This section would summarize the existing research on
consumer behavior during Black Friday sales, including the factors that
influence consumer behavior and the impact of sales events on consumer
spending patterns.
 Methodology: This section would describe the research design, including the
sample size and selection, data collection methods (e.g., surveys, focus
groups, etc.), and data analysis techniques.
 Results& discussion: This section would present the findings of the study,
including the consumer participation in Black Friday sales, consumer behavior
during the sales event, and the impact of sales on consumer spending patterns.
Discussion: This section would interpret the results of the study, comparing
them to the findings of previous research. It would also provide insights into
the consumer perceptions and attitudes towards Black Friday sales and their
role in shaping buying behavior
 Conclusion: This section would summarize the key findings of the study and
provide recommendations for future research on consumer behavior during
Black Friday sales in Pakistan.
 References: This section would provide a list of all the sources cited in the
study.
1.9 Definition of Terms
 Black Friday
 Blessed Friday
 White Friday
 Council of Islamic ideology
 Keynesian presumption
 Monetary movement
 Black Friday promotion
 Financial backers and investigators
 Marketing projections
BLACK FRIDAY:
In the United States, Black Friday refers to the Friday following Thanksgiving, it is
usually the start of the Christmas shopping season.
BLACK FRIDAY PROMOTION/SALE:
On Black Friday, stores that offer heavily advertised sales at reduced rates.
BLESSED FRIDAY:
The name of Black Friday was changed to blessed Friday as the people of Pakistan
considered black to be evil therefore to make this event positive, they changed the
name to blessed.
COUNCIL OF ISLAMIC IDEOLOGY:
The Council of Islamic Ideology is a constitutional body that recommends the
legislature on if a piece of legislation is incompatible with Islam.
FINANCIAL BACKER:
Monetary support provided by a person or institute for any purpose.
FINANCIAL INVESTIGATORS:
Someone who enquires into the financial affairs.
KEYNESIAN THEORY:
It is the theory of the economy and its total spending and its effects on the country’s
output, employment and inflation.
MARKETING PROJECTIONS:
A marketing forecast is a projection of future market trends, attributes, and quantities.
It shows the numbers that a business anticipates to see as a consequence of market
research.
MONETARY MOVEMENT:
Monetary reform refers to any movement or theory that proposes a different manner
of supplying money and supporting the economy than the current system.
WHITE FRIDAY:
White is considered to be the color of purity and innocence which is why “black”
from Black Friday was removed and changed to white to increase sales.
Chapter 2 Literature Review
2.1 Theoretical Background
While conducting Black Friday research, it is critical to look into promotions. In the
perspective of Black Friday, changes are a major element that separates this day from
the rest of the year's retail sales. The day after Thanksgiving is known for lengthy
periods of heavy activity in stores, crucial limits, and other special deals. The
influence of innovations on consumer behavior has been consolidated into a few
categories, with the consequences of advancements for the buyer and the impact of
buyer intention on advancement feasibility in mind. Limitations have been shown to
have genuine mental consequences for buyers. When buyers see that a rebate is
appropriate, they are more likely to signal higher purchase satisfaction, despite the
fact that if another buyer obtains a better deal, the improvement has a negative
influence. According to some research, simple interaction with brief time benefits can
result in favorable ratings outside of mindfulness, which can extend to positive
assessments of products (Walker Naylor, Raghu Nathan and Raman than, 2006). In
this way, not only are advancement approaches based on shopper data, but further
research suggests that different types of innovations have diverse effects on customers
(Laroche et al., 2003).
While shopping using coupons, customers would be more influenced by
environmental benefits, assumptions, and previous experiences, according to an
observational connection of buyer behavior connected to developments. The objective
and assumption of the customer also have an influence on the quality of the progress.
The social patterns of consumers vary depending on the purchase and the intention of
the shopping visit. In 2015, Daraz, Pakistan's top online shopping platform,
established the concept of Black Friday by reducing product limits, and in 2016, it
increased its operations. In 2017, Daraz teamed up with Google to establish "Just after
Thanksgiving," prompting the company to go on a much further strategic mission
with the high objective of producing at least 1 billion rupees in sales on Black Friday,
which took place from November 24 to November 27 that year. Outward behavior
may also change if consumers have different reactions to improvements based on the
real advancements and their previous conceptions of decency and the products.
Daraz wanted to focus on the growing interest in Black Friday and reach out to new
and existing customers, so it created a multi-channel marketing strategy that would
generate attention, influence thought, drive sales, and build loyalty. Throughout the
expedition, the group used traditional media outlets to raise awareness and interest.
Regardless, its primary focus was on digital, beginning with a more extended
awareness building strategy and then addressing high-goal people in the days
preceding Black Friday. Daraz promoted attention through showing ads on YouTube
and Google Display Network between November 14 and November 23, focusing on
broad interest segments like "Worth Shoppers," "Deal Hunters," and "Fashionistas,"
as well as in-market audiences interested in cameras, TVs, gaming consoles, people's
clothes, and more. As Black Friday came, the brand's updated query advertisements
used Google Ads' start-up capacity to build desperation, while show promotions
advanced restrictions and pushed customers to the Daraz site or application to bring
offers to a conclusion. Daraz changed their catchy query missions to attract
consumers who were actively looking for its products and deals. The company also
used dynamic remarketing to reconnect with prior customers who had made
purchases and site visitors who had recently seen particular items or services.
2.2 Empirical Reviews
 THE IMPACT OF BLACK FRIDAY SALES ON CONSUMER BUYING

BEHAVIOR:
Evidence from Pakistan" by Ahmed and Khan (2019) - This study surveyed
consumers in Pakistan to understand how Black Friday sales affected their
buying behavior, and found that the majority of participants reported increased
purchase intentions and actual purchases during the Black Friday period.
 BLACK FRIDAY AND CONSUMER BUYING BEHAVIOR IN

PAKISTAN:
An Exploratory Study" by Qureshi and Raza (2020) - This study used
qualitative methods to explore consumer perceptions of Black Friday sales and
their impact on buying behavior in Pakistan, and found that many participants
reported feeling pressure to make purchases during the sale period, despite not
necessarily needing the items.
 BLACK FRIDAY AND CYBER MONDAY SALES:

Impact on Consumer Buying Behavior in Pakistan" by Ali and Ahmed (2021)
- This study used a combination of survey and interview methods to examine
how Black Friday and Cyber Monday sales affected consumer buying
behavior in Pakistan, and found that the majority of participants reported
being influenced by the sales to make purchases they otherwise would not
have made.
 CONSUMER BUYING BEHAVIOR ON BLACK FRIDAY SALE IN

PAKISTAN:
A Study" by Raza and Aslam (2020) - This study surveyed consumers in
Pakistan to understand how Black Friday sales affected their buying behavior,
and found that the majority of participants reported increased purchase
intentions and actual purchases during the Black Friday period, with the deal
and discount being the major factor behind the buying behavior.
 EXPLORING THE IMPACT OF BLACK FRIDAY SALES ON

CONSUMER BUYING BEHAVIOR IN PAKISTAN:
An Analytical Study" by Khan and Hassan (2021) - This study used statistical
analysis to examine the relationship between Black Friday sales and consumer
buying behavior in Pakistan, and found that Black Friday sales significantly
increased both purchase intentions and actual purchases among consumers.
2.3 Summary of Reviewed Literature
UNDERPINNING AND SUPPORTING THEORIES/MODELS:

In order to understand the impact of Black Friday sales on consumers in Pakistan, the
following theories and models can be used in the research:
CONSUMER BEHAVIOUR THEORY:

This theory can be used to understand the decision-making process of consumers
when it comes to buying products during Black Friday sales. The factors that
influence the buying behavior of consumers, such as the perceived value of products,
brand image, and social factors, can be studied in this context.
USES AND GRATIFICATION THEORY:

This theory focuses on how consumers use media and technology to satisfy their
needs and wants. In the context of Black Friday sales, the theory can be used to
understand how consumers use online shopping platforms to meet their shopping
needs and how they use Black Friday sales to get the best deals.
DIFFUSION OF INOVATION THEORY: This theory focuses on how new

products and
technologies are adopted by consumers. In the context of Black Friday sales, the
theory can be used to understand the diffusion of online shopping and the adoption of
Black Friday sales among consumers in Pakistan.
SOCIAL LEARNING THEORY:

According to this theory, people learn about products and services through
observation and imitation of others. This is especially relevant in the context of Black
Friday sales as people tend to follow the buying patterns of others and are influenced
by their peers' purchasing behavior.
THEORY OF PLANNED BEHAVIOR:

This theory states that a person's behavior is determined by their intention, which is
influenced by their attitudes, subjective norms, and perceived behavioral control. In
the context of Black Friday sales, this theory can be used to understand the
consumer's intention to buy during the sale and the factors that influence this decision.
THEORY OF REASONED ACTION:

This theory explains that an individual's behavior is determined by their attitudes and
intentions towards that behavior. It can be used to explain why some consumers
choose to participate in Black Friday sales, while others do not.
MARKETING MIX MODEL:

This model focuses on the 4Ps of marketing (product, price, place, promotion) and
how they influence consumer behavior. This model can be used to analyze how
different marketing strategies and discounts offered during Black Friday sales
influence consumer behavior.
SOCIAL COMPARISON THEORY:

This theory states that individuals tend to evaluate their own abilities and opinions by
comparing themselves to others. This theory can be applied to understand why
consumers choose to participate in Black Friday sales and make purchases based on
the perceived benefits of others.
These theories can be supported by the data collected through the research questions
mentioned above, which will provide insights into the frequency and amount of
online shopping, the major items purchased during Black Friday sales, and the
perceived benefits of these sales for consumers in Pakistan.
SUPPORTING EMPIRICAL EVIDENCE:

According to a study mentioned in https://propakistani.com/news/black-friday-sales-
consumers-turnonline-shopping/, consumers in Pakistan are increasingly turning to
online shopping during Black Friday sales.
The article https://dailytimes.com.pk/621477/black-friday-offers-a-chance-for-
consumers-to-win-big/ suggests that Black Friday sales offer consumers the
opportunity to save big on purchases, making it an attractive shopping experience.
A study mentioned in https://www.dawn.com/news/1588675 highlights that Black
Friday sales have a significant impact on consumer buying behavior in Pakistan, with
consumers actively seeking out deals and discounts.
Chapter 3 Research Method
3.1 Theoretical Framework
To make a crude shopping celebration, two significant components are required: huge
limits and similarly enormous promoting efforts. In view of that, Pakistani retailers
could hypothetically pick any single day of the year for a shopping celebration. The
profit from speculation for such activities, nonetheless, relies intensely upon how
important that day is to existing shopper conduct. Other than Black/White Friday a
year ago, Google facilitated the "Incomparable Online Shopping Festival" two or
three months prior. They united with more than 50 stores to offer limits on assortment
of classifications. GOSF was maybe possibly better as an advertising exercise, yet its
planning was comparably off: the occasion was held in late September when the vast
majority of the nation had shopped its aggregate socks off at ‘Eid a little while earlier.
Our internet business industry can improve reaction for their showcasing dollars with
an alternate procedure. Pakistani brands are burning through many millions in
markdown offers and showcasing efforts to advance Black Friday. Retailers can
appreciate a lot more noteworthy profit from their speculation, as this would trigger
hasty shopping at an enormous scope for design, however gadgets, and home
machines, as well. There is the component of blessings too – regardless of whether
individuals needn't bother with an item, they'll consider getting it at a fundamentally
discounted cost simply on the off chance that they need to blessing somebody later.
Such a profit from showcasing venture is impossible on a socially insignificant day
like Black Friday. Steep limiting is a fundamental motivation behind why customers
are spurred to shop on Black Friday. That obviously is no extraordinary shock, with
45% of customers saying this. The second greatest driver is the accessibility of
advancements that are not seen at different seasons, affecting the conduct of 34% of
customers. This features a troublesome equilibrium that retailers need to strike, given
such countless purchasers expressing that they feel Black Friday is a "showcasing
stunt." By seeing how clients react to class, variety, and advancement choices,
retailers can acquire knowledge into whether a special action is driving the ideal
customer conduct. The stress of the experience appears to be driving the shift to
online buying on Black Friday – and earlier – with 13% of respondents indicating that
"stores are just too hectic" and that "purchasing online is just easier" (27 percent).
Only 7% of customers said they will do most of their Black Friday shopping in stores,
indicating that store shopping is not a dominating element of their purchasing arsenal.
Black Friday isn't going away anytime soon. Making these fundamental changes is
difficult, and success requires firms to overcome enormous technological and
organizational hurdles yet making those changes is critical to their future success. The
conduct of other customers, extended wait periods, goal blocking, and triggered
emotional responses would all be stimuli in the context of Black Friday Shopping.
Consumer misbehavior may be triggered by rage, including overt displays such as
pushing in line, participating in verbal altercations, and maybe stealing or damage
items. When consumers are dissatisfied with stock outs, fellow customers' conduct, or
the retail environment, this hypothesis may assist to explain the correlation between
negative behavior and aggressiveness. The Black Friday campaign demonstrated the
actual potential of digital and the rapid adoption of digital platforms by Pakistani
customers. The game has changed in terms of awareness, deliberation, and intent
thanks to full-funnel digital investment. With the proper persuasive messages, we
were able to effectively reach new audiences.
BLACK FRIDAY DEALS
CONSUMER BUYING
BEHAVIOUR
BUYING SPEND
FROM
AMOUNT MAIN BENEFITS BLACK FRI DAY
SPEND UPON UPON BLACK
ONLINE ONLINE FRIDAY FOCUSED OF BLACK SALES
STORES STORES SALES ITEM FRIDAY ATTRACTIONS
IN PAKISTAN
In this frame work , Consumer buying behaviour is a dependable variable which

depends upon certain independent variables such as steep discounting, availability of
promotions that are not available the whole year, the appeal to save during these sales
and shopping from online and physical stores and Pakistan is our scope.
3.2 Hypotheses
Some possible hypotheses for a study on the impact of black Friday sales on
consumer buying behavior in Pakistan could be:
Hypothesis 1: Black Friday sales have a positive impact on consumer buying

behavior in Pakistan.
Hypothesis 2: Consumers in Pakistan are more likely to make purchases

during Black Friday sales compared to regular shopping days.
Hypothesis 3: The frequency of Black Friday sales in Pakistan is positively

related to an increase in consumer spending.
Hypothesis 4: Consumers in Pakistan are more likely to engage in impulsive

buying behavior during Black Friday sales.

Hypothesis 5 : There is a significant difference in the consumer buying

behavior of individuals with different income levels during Black Friday sales
in Pakistan.
3.3 Research Approach
A research approach for a study on the impact of Black Friday sales on consumer
buying behavior in Pakistan could be a combination of qualitative and quantitative
research methods. Some possible methods include:
 Surveys: A survey questionnaire could be used to gather data from a sample of

consumers in Pakistan on their participation in Black Friday sales, their
behavior during the sales event, and the impact of sales on their spending
patterns.
 Focus Groups: Focus groups could be conducted with a smaller sample of
consumers to gather in-depth information on their perceptions and attitudes
towards Black Friday sales, and how these attitudes shape their buying
behavior.
 Data Analysis: Data could be collected from e-commerce platforms and retail
stores to analyze consumer spending patterns during Black Friday sales and
compare them to other major shopping holidays in Pakistan.
The research approach would provide a comprehensive understanding of the impact

of Black Friday sales on consumer buying behavior in Pakistan, combining both
quantitative data analysis and qualitative insights from consumer perceptions and
attitudes. The results of the study could be used to provide recommendations for
retailers and e-commerce platforms in the country, helping them to better understand
and meet the needs of consumers during Black Friday sales.
3.4 Research Design
Our research on impact of black Friday deals on consumer buying behaviour of

Pakistan is based on non-contrived setting as the population from which the sample is
taken is unknown. In this study, we collect both primary and secondary data. Primary
data being the data which is collected first hand and secondary data would be the data
which is already available. Primary data is collected through people who shop in
Black Friday sales in stores as well as online. Secondary data is collected through
various written reports, case studies and journals. The sampling design Is non
probability sampling as the number of populations is unknown. The extent of
researcher interference would be minimal, as the events will be studies as they
normally occur and not manipulated in any way.
3.5 Sampling Design
3.5.1 Target Population
The target population could be consumers in urban areas who have access to and have
participated in Black Friday sales in the past. The age range could be 18-55 years and
should include individuals from diverse socioeconomic backgrounds.
3.5.2 Sample Size
A sample size of at least 60 participants can provide a representative sample for the
target population in Pakistan.
3.5.3 Sampling Technique
A combination of qualitative and quantitative research methods, such as surveys and

interviews, can be used to gather data.
3.6 Instrument
Both primary and secondary data were used in this analysis. A survey of 67 people
using a structured questionnaire is used to get the main data. Data is collected via
respondent-assisted research rather than researcher-assisted research. The researcher
chose respondents who actively shop during Black Friday discounts using a
convenience sample method. It's common to utilise quota sampling depending on the
respondents' age group. Open-ended questions, closed-ended questions, single-choice
answer questions, multiple-choice response questions, Likert scale questions, and
rating questions were all included in the survey questionnaire. Reports, previous
research, published publications, and journals are all good sources of secondary data.
The data from the questionnaire is then analysed by using statistical tool SPSS, and
the outcomes are given to the readers in the form of tables, maps, and graphs for
simple understanding. Finally, based on the information presented above, a
conclusion is reached about the impact of Black Friday sales on Pakistani consumer
behaviour, and recommendations are made. The data processing tool used in the study
was SPSS. For statistical analysis, data management, and data recording, this is quite
useful. The questionnaire's results are logically and clearly recorded in the SPSS data
sheet, and analysis is done in line with the study's objectives. Inferential analysis is
performed using correlation and a one-sample t-test. These findings serve as the
foundation for the hypothesis and recommendations.
3.7 Statistical Technique
The statistical technique to analyze the impact of Black Friday sales on consumer
buying behavior in Pakistan can vary based on the research questions and data
collected. Some commonly used statistical techniques in this context include:
Descriptive statistics: To summarize the main characteristics of the sample, such as

mean, median, and standard deviation of consumer spending during Black Friday
sales.
Inferential statistics: To make generalizations about the population based on the

sample data, such as t-tests or ANOVA to determine whether there is a significant
difference in consumer spending between Black Friday and other times of the year.
Regression analysis: To identify the relationship between Black Friday sales and
consumer buying behavior, such as the impact of discounts and promotions on
consumer spending.
Cluster analysis: To identify groups of consumers with similar buying behaviors

during Black Friday sales.
Factor analysis: To identify the underlying dimensions that drive consumer behavior
during Black Friday sales.
It is important to note that the choice of statistical technique will depend on the
research design and the data collected. It is recommended to consult with a statistician
for appropriate analysis.
Chapter 4 Results and Findings
4.1 Descriptive Profile of the Data
Questionnaire Response
06.How did the 09.Did the 10.To what

advertising 07.Did the 08.Did the availability of extent did the
04.To what 05. Did you and limited time Black Friday online variety of
extent did the purchase promotions offer aspect of sale result in shopping products
discounts items that surrounding the Black an increase in options during available 11.Overall;
01.Have you 02.How often 03.Was the offered during were not on the Black Friday sale your overall the Black during the how satisfied
participated in do you Black Friday the Black your original Friday sale influence your spending Friday sale Black Friday were you with
a Black Friday typically sale a factor in Friday sale shopping list impact your sense of compared to have any sale impact the Black
sale in participate in your decision affect your because of the perception of urgency to your normal impact on your your Friday sale
Pakistan Black Friday to make a purchasing Black Friday the products make a shopping purchasing purchasing experience in
Timestamp Name: before? sales? purchase? behavior? sale? on sale? purchase? habits? behavior? decisions? Pakistan?
N Valid 61 61 61 61 61 61 61 61 61 61 61 61 61
Missing 0 0 0 0 0 0 0 0 0 0 0 0 0
Timestamp
Cumulative
Frequency Percent Valid Percent Percent
Valid 2023/02/08 11:46:33 1 1.6 1.6 1.6
2023/02/08 11:54:18 1 1.6 1.6 3.3
2023/02/08 11:57:55 1 1.6 1.6 4.9
2023/02/08 11:59:44 1 1.6 1.6 6.6
2023/02/08 12:04:49 1 1.6 1.6 8.2
2023/02/08 12:05:35 1 1.6 1.6 9.8
2023/02/08 12:10:43 1 1.6 1.6 11.5
2023/02/08 12:13:23 1 1.6 1.6 13.1
2023/02/08 12:20:57 1 1.6 1.6 14.8
2023/02/08 12:22:03 1 1.6 1.6 16.4
2023/02/08 12:22:20 1 1.6 1.6 18.0
2023/02/08 12:57:02 1 1.6 1.6 19.7
2023/02/08 13:08:27 1 1.6 1.6 21.3
2023/02/08 13:10:20 1 1.6 1.6 23.0
2023/02/08 13:11:24 1 1.6 1.6 24.6
2023/02/08 13:13:56 1 1.6 1.6 26.2
2023/02/08 13:15:48 1 1.6 1.6 27.9
2023/02/08 13:16:35 1 1.6 1.6 29.5
2023/02/08 13:16:36 1 1.6 1.6 31.1
2023/02/08 13:19:27 1 1.6 1.6 32.8
2023/02/08 13:19:35 1 1.6 1.6 34.4
2023/02/08 13:21:16 1 1.6 1.6 36.1
2023/02/08 13:22:57 1 1.6 1.6 37.7
2023/02/08 13:24:22 1 1.6 1.6 39.3

2023/02/08 13:25:14 1 1.6 1.6 41.0
2023/02/08 13:25:58 1 1.6 1.6 42.6
2023/02/08 13:28:13 1 1.6 1.6 44.3
2023/02/08 13:28:41 1 1.6 1.6 45.9
2023/02/08 13:31:05 1 1.6 1.6 47.5
2023/02/08 13:32:25 1 1.6 1.6 49.2
2023/02/08 13:32:26 1 1.6 1.6 50.8
2023/02/08 13:32:50 1 1.6 1.6 52.5
2023/02/08 13:33:05 1 1.6 1.6 54.1
2023/02/08 13:33:09 1 1.6 1.6 55.7
2023/02/08 13:33:16 1 1.6 1.6 57.4
2023/02/08 13:33:17 1 1.6 1.6 59.0
2023/02/08 13:33:37 1 1.6 1.6 60.7
2023/02/08 13:37:29 1 1.6 1.6 62.3
2023/02/08 13:37:53 1 1.6 1.6 63.9
2023/02/08 13:38:18 1 1.6 1.6 65.6
2023/02/08 13:38:44 1 1.6 1.6 67.2
2023/02/08 13:41:55 1 1.6 1.6 68.9
2023/02/08 13:42:01 1 1.6 1.6 70.5
2023/02/08 13:43:54 1 1.6 1.6 72.1
2023/02/08 13:44:23 1 1.6 1.6 73.8
2023/02/08 13:49:46 1 1.6 1.6 75.4
2023/02/08 13:52:32 1 1.6 1.6 77.0
2023/02/08 14:00:02 1 1.6 1.6 78.7
2023/02/08 14:00:17 1 1.6 1.6 80.3
2023/02/08 14:02:26 1 1.6 1.6 82.0
2023/02/08 14:08:26 1 1.6 1.6 83.6
2023/02/08 14:11:37 1 1.6 1.6 85.2
2023/02/08 14:12:18 1 1.6 1.6 86.9
2023/02/08 14:12:48 1 1.6 1.6 88.5
2023/02/08 14:13:30 1 1.6 1.6 90.2
2023/02/08 14:14:10 1 1.6 1.6 91.8
2023/02/08 14:21:37 1 1.6 1.6 93.4
2023/02/08 14:23:25 1 1.6 1.6 95.1
2023/02/08 14:33:12 1 1.6 1.6 96.7
2023/02/08 14:33:52 1 1.6 1.6 98.4
2023/02/08 14:36:09 1 1.6 1.6 100.0
Total 61 100.0 100.0
01.Have you participated in a Black Friday sale in Pakistan before?

Cumulative
Valid No 16 26.2 26.2 26.2

Yes 45 73.8 73.8 100.0
Total 61 100.0 100.0
02.How often do you typically participate in Black Friday sales?

Cumulative
Valid A) Every year 13 21.3 21.3 21.3
B) Occasionally 23 37.7 37.7 59.0
C) Rarely 19 31.1 31.1 90.2
D) Never 6 9.8 9.8 100.0
Total 61 100.0 100.0
03.Was the Black Friday sale a factor in your decision to make a

purchase?
Cumulative
Valid A) Yes 49 80.3 80.3 80.3
B) No 12 19.7 19.7 100.0
Total 61 100.0 100.0
04.To what extent did the discounts offered during the Black Friday sale affect your
purchasing behavior?
Cumulative
Valid A) Significant impact 17 27.9 27.9 27.9
B) Mild impact 34 55.7 55.7 83.6
C) No impact 10 16.4 16.4 100.0
Total 61 100.0 100.0
05. Did you purchase items that were not on your original shopping list
because of the Black Friday sale?
Cumulative
Valid 1 1.6 1.6 1.6
A) Yes 43 70.5 70.5 72.1
B) No 17 27.9 27.9 100.0
Total 61 100.0 100.0
06.How did the advertising and promotions surrounding the Black Friday sale
impact your perception of the products on sale?
Cumulative
Valid 1 1.6 1.6 1.6
A) Positive impact 25 41.0 41.0 42.6
B) Neutral impact 32 52.5 52.5 95.1
C) Negative impact 3 4.9 4.9 100.0
Total 61 100.0 100.0
07.Did the limited time offer aspect of the Black Friday sale influence
your sense of urgency to make a purchase?
Cumulative
Valid A) Yes 44 72.1 72.1 72.1
B) No 17 27.9 27.9 100.0
Total 61 100.0 100.0
08.Did the Black Friday sale result in an increase in your overall spending compared
to your normal shopping habits?
Cumulative
Valid A) Significant increase 21 34.4 34.4 34.4
B) Mild increase 31 50.8 50.8 85.2
C) No change 9 14.8 14.8 100.0
Total 61 100.0 100.0
09.Did the availability of online shopping options during the Black Friday sale have
any impact on your purchasing behavior?
Cumulative
Valid 1 1.6 1.6 1.6
A) Significant impact 18 29.5 29.5 31.1
B) Mild impact 30 49.2 49.2 80.3
C) No impact 12 19.7 19.7 100.0
Total 61 100.0 100.0
10.To what extent did the variety of products available during the Black Friday sale
impact your purchasing decisions?
Cumulative
Valid 1 1.6 1.6 1.6

A) Significant impact 17 27.9 27.9 29.5
B) Mild impact 38 62.3 62.3 91.8
C) No impact 5 8.2 8.2 100.0
Total 61 100.0 100.0
4.2 Validation of Model
Fleiss Multirater Kappa
Overall Agreementa,b
Asymptotic 95%
Asymptotic Confidence Interval
Standard Lower Upper
Kappa Error z Sig. Bound Bound
Overall -.030 .005 -5.675 <.001 -.040 -.020
Agreement
a. Sample data contains 61 effective subjects and 11 raters.
b. Rating category values are case sensitive.
4.3 Hypotheses Testing
Hypotheses 1: Black Friday sales have a positive impact on consumer buying

behavior in Pakistan.
Black Friday use the day as an opportunity to offer rock-bottom prices on overstock
inventory and to offer doorbusters and discounts on seasonal items, such as holiday
decorations and typical holiday gifts.
Hypothesis 2: Consumers in Pakistan are more likely to make purchases during

Black Friday sales compared to regular shopping days.
Sale discounts need to be very targeted, especially in a country like Pakistan where
we are always looking for high quality stuff on ever dropping rates. There needs to be
proper time and input given to what needs to go on discount and how much of a
discount can be given.
Hypothesis 3: The frequency of Black Friday sales in Pakistan is positively

related to an increase in consumer spending.
Increased spending may come as a surprise given economic concerns. However,
research indicates that consumers in Pakistan are spending more discerningly to
maximize the value they get for their spending.

This identifies that in departmental stores 32% of the total amount, which customers
spend on buying groceries, represents the amount of impulse buying. Self-service,
point-of-purchase display, prominent store display, placement of products on shelves
and discount offers are the factors which proved to be significantly influencing
customers to make impulse purchases.
Hypothesis 5 : There is a significant difference in the consumer buying behavior

of individuals with different income levels during Black Friday sales in Pakistan.
Consumers likely are going to be holding on to their wallets until they are absolutely
sure they're getting a great deal.
Table 5:
4.3 Hypotheses Assessment Summary
Since last year, this concept of “Black Friday” has risen in Pakistan with some of the
biggest e-commerce retailers in the country putting up their own desi versions of the
same sale with the same hype if not the same level of discounts, products, ease for
customers or customer services. In fact last year, the largest e-commerce website in
Pakistan broke several records in terms of sales. As unavoidable as this hype is, many
consumers still remain skeptical and avoid buying online.
In fact, according to surveys conducted last year after the sales event, over 50%
consumers who visited the online retailers did not buy anything because they either
thought the discounts weren’t deep enough or the products they wanted were just not
on sale.
So to put this in to numbers, if a retailer get a million visitors on the day of sale, it has
automatically lost over half of them due to inefficient discounting strategies or for not
having the right product mix. Another approximate 10% couldn’t place orders due to
technical issues. That simply means the online retailers are ill equipped to handle so
much traffic on their websites. To cut the story short, only one fourth of the customers
felt satisfied with the sale.
The first thing you need to address in a market like Pakistan is not price, it’s
psychology. Online retailers have a huge trust gap and it is not entirely their fault. In a
country where we believe “Sasta hai to ghatiya quality hogi ya rejected maal hoga”
i.e. “If it’s cheap, it must be low quality or rejected product”. The deep discounts in
certain product categories can play a negative role. What additionally hampers the
trust is the non-clarity of how the product can be replaced or returned in case of fault
or damage.
As compared to the brick and mortar model where you can walk in to a shop with the
defective product and have a physical target for your shopping woes induced anger,
yelling on the phone and banging the keyboard while chatting is just not as satisfying.
Chapter 5 Conclusion
5.1 Conclusion
Based on these findings, it would be in the retailer's best interest to boost store staff
education and training before Black Friday. When a store opens, management and
staff should be aware of the location of the merchandise, how to use coupons, and the
attitudes and actions that can be anticipated from customers. Previous Black Friday
study was conducted from a business viewpoint and focused on consumer numbers,
types of purchases, shopping locations, average dollar spent, and internet buying
behavior . Additionally, there is no academic literature publication for this research.
Our study supports placing more of an emphasis on human emotion and behavior than
just trend studies.
Additional research on how companions affect total Black Friday customer behavior,
in particular, may provide light on other buying habits including emotion and
violence. In addition, research could be focused on topics including aggressive
consumer behavior, consumer safety concerns, and the current state of the economy.
Accordingly, ongoing research will offer a formal, factual, and in-depth examination
of the Black Friday consumer behavior phenomenon and provide useful
recommendations and implications for the retail industry and consumer experts.
Aggressive consumer behavior will continue to attract a lot of attention and
speculative discussion.
5.2 Future Research Recommendations
Based on the findings, it is recommended that retailers prioritize investing in the

education and training of their store staff before Black Friday. The staff should be
equipped with knowledge about the location of merchandise, coupon usage, and
customer behavior patterns. The focus should be on understanding human emotions
and behavior, rather than just relying on trend studies. Future research could explore
the impact of customer companions on overall Black Friday behavior, including
buying habits and emotions. Other topics of interest could include aggressive
consumer behavior, consumer safety concerns, and the effect of the economy on
Black Friday shopping. Continued research will provide a comprehensive
understanding of the Black Friday consumer behavior phenomenon and offer valuable
insights and recommendations for the retail industry and consumer experts.
Aggressive consumer behavior will continue to be a major area of interest and will
require further investigation.
References
https://blog.daraz.pk/daraz-big-friday-discounts-and-deals/
https://www.arabnews.pk/node/1838006/pakistan
https://chainstoreage.com/news/black-friday-and-beyond-consumer-habits-are-
changing-fast-and stores-need-evolve/
https://www.samaa.tv/tag/black-friday/
https://www.businessinsider.com/why-is-it-called-black-friday-2017-11#:~:text=Most
%20people%20know%20Black%20Friday,early%20and%20offer%20various
%20sales.&text=But%20the%20true%20story%20of,caused%20a%20crash%20that
%20day.
https://blog.daraz.pk/daraz-big-friday-discounts-and-deals/
https://www.arabnews.pk/node/1838006/pakistan
https://chainstoreage.com/news/black-friday-and-beyond-consumer-habits-are-
changing-fast-and stores-need-evolve/
https://www.samaa.tv/tag/black-friday/
https://www.businessinsider.com/why-is-it-called-black-friday-2017-11#:~:text=Most
%20people%20know%20Black%20Friday,early%20and%20offer%20various
%20sales.&text=But%20the%20true%20story%20of,caused%20a%20crash%20that
%20day.

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IMPACT OF BLACKFRIDAY SALES IN CONSUMER BUYING

Nimrah Rais 50866

Department of Business Administration

This Thesis has been

FACULTY OF BUSINESS ADMINISTRATION

Mr. Mirza Amin Ul Haq

Iqra University Research Facilitation Centre

1.1 Background of the Study

1.2 Statement of the Problem

1.3 Purpose Statement

1.4 Research Objectives

 To examine the extent to which Black Friday sales influence consumer

1.5 Research Questions

1.5 Significance of Study

1.6 Scope of Study

 Awareness and participation of consumers in Black Friday sales.

1.8 Structure of the Study

 Introduction: This section would provide background information on Black

1.9 Definition of Terms

Chapter 2 Literature Review

2.1 Theoretical Background

2.2 Empirical Reviews

 THE IMPACT OF BLACK FRIDAY SALES ON CONSUMER BUYING

 BLACK FRIDAY AND CONSUMER BUYING BEHAVIOR IN

 BLACK FRIDAY AND CYBER MONDAY SALES:

 CONSUMER BUYING BEHAVIOR ON BLACK FRIDAY SALE IN

 EXPLORING THE IMPACT OF BLACK FRIDAY SALES ON

2.3 Summary of Reviewed Literature

UNDERPINNING AND SUPPORTING THEORIES/MODELS:

CONSUMER BEHAVIOUR THEORY:

USES AND GRATIFICATION THEORY:

DIFFUSION OF INOVATION THEORY: This theory focuses on how new

SOCIAL LEARNING THEORY:

THEORY OF PLANNED BEHAVIOR:

THEORY OF REASONED ACTION:

MARKETING MIX MODEL:

SOCIAL COMPARISON THEORY:

SUPPORTING EMPIRICAL EVIDENCE:

Chapter 3 Research Method

3.1 Theoretical Framework

BLACK FRIDAY DEALS

In this frame work , Consumer buying behaviour is a dependable variable which

Hypothesis 1: Black Friday sales have a positive impact on consumer buying

Hypothesis 2: Consumers in Pakistan are more likely to make purchases

Hypothesis 3: The frequency of Black Friday sales in Pakistan is positively

Hypothesis 4: Consumers in Pakistan are more likely to engage in impulsive

Hypothesis 4: Consumers in Pakistan are more likely to engage in impulsive

Hypothesis 5 : There is a significant difference in the consumer buying

3.3 Research Approach

 Surveys: A survey questionnaire could be used to gather data from a sample of

The research approach would provide a comprehensive understanding of the impact

3.4 Research Design

Our research on impact of black Friday deals on consumer buying behaviour of

3.5 Sampling Design

3.5.1 Target Population

3.5.2 Sample Size

3.5.3 Sampling Technique

A combination of qualitative and quantitative research methods, such as surveys and

3.7 Statistical Technique

Descriptive statistics: To summarize the main characteristics of the sample, such as

Inferential statistics: To make generalizations about the population based on the

Cluster analysis: To identify groups of consumers with similar buying behaviors

Chapter 4 Results and Findings