An Empirical Study on Consumer Tribes in Pakistan and Investigative study into their Purchase Behavior

Abstract

Objectives of the Study: The main objective of this thesis was to understand the concept of the consumer tribes and consumer behavior towards these communities. Main reason is that why people are engaging themselves in consumer tribes. The aim is to understand the purchase behavior of the consumers after engaging themselves into the consumer tribes’ community. Methodology: The research is conducted on the qualitative approach. Three focus groups were conducted at the Bahria University students. In this few questions were thrown to six or seven participants in each focus group which they have to answer based on their opinions. Findings: The main findings of this study are that people are usually engaged in consumer tribes with the help of social media, through word of mouth of the other consumers. Due to this their purchase behavior is also affected. This also includes the importance of the brands to understand the conditions in which the communities are formed. Consumer tribes don’t offer the same possibilities to commercialize the community as traditional brand communities’ offer and it can lead to consumers rejecting the brand existence in the tribe.