The research investigates the advertising effectiveness on brand judgment and consumer preferences in Pakistan. Advertising is often seen as an efficient but sometimes ineffective external influence on buyer behavior in making the purchase decision. Marketers are therefore seeking ways to make...

Retail industry, being the fifth largest in the world, is one of the sunrise sectors with huge growth potential and accounts for 14-15% of the country's GDP. Comprising of organized and unorganized sectors. Indian retail industry is one of the fastest growing industries in India, especially over...