CONSUMER LOYALTY IN PAKISTAN’S E-COMMERCE MARKET: A QUALITATIVE STUDY OF REPEAT BUYERS ON E-COMMERCE PLATFORMS LIKE DARAZ AND OLX

Abstract

This study examines the dynamics of consumer loyalty in Pakistan’s e-commerce market, majorly focusing on repeat buyers on prominent platforms like Daraz and OLX. The research aims to determine the factors affecting consumer loyalty and the r ole of these platforms in formulating repeat purchasing behavior. A qualitative research approach is used while employing the techniques like interviews and focus group discussions in order to comprehend the motivations behind their repeated purchases. The study distinguishes many key prospects that drive consumer loyalty, including product quality, trust and security, user experience, customer service and pricing techniques also play a vital role in developing loyalty. The results reveal that in order to gain the consumers in a competitive e-commerce market the platforms must put the emphasis on providing high-quality products, ensuring safer transactions and giving remarkable customer services.