Ms. Saman Ismail
Designation
Lecturer
Department
- Faculty of Management Science, Department of Business Administration
Specialization
Marketing
Qualifications
Pharm-D, MBA, PhD Scholar
Quick Links
Biography
Saman Ismail holds a Doctor of Pharmacy and an MBA in Marketing and is currently pursuing her PhD in Business Management. With nearly a decade of teaching experience in marketing and valuable industry exposure, she brings a strong blend of academic expertise and practical insight. Her research primarily explores consumer behavior, with a particular focus on both offline and online consumption patterns.
Courses Taught
– Principles of Marketing
– Consumer Behavior
– Sales Management
– Marketing Research
– Personal Selling
– Retail Management
– Services Marketing
– Principles of Management
– Organizational Behavior
– Entrepreneurship
Achievements
Research Interest
My research focuses on consumer psychology, digital marketing, and societal well-being, with interests in hyper-consumption, micro-influencers, CSR, and ethical marketing. I aim to study digital consumer behavior in multilingual contexts, promote responsible consumption aligned with UN SDG 12, and conduct cross-cultural research to inform both local and global marketing strategies.
Selected Publications
Obsession for Fair Skin Color in Pakistan
This study explores the socio-cultural pressures surrounding fairness ideals in Pakistan, analyzing how advertising and cultural narratives fuel consumer demand for skin-lightening products. It highlights the psychological and societal consequences of beauty-related consumption.
28/08/2025
Consumer Response in Out-of-Stock Situation at a Retail Store
This research investigates customer reactions to product unavailability in retail settings, examining switching behavior, brand loyalty, and purchase delays. Findings provide insights into consumer decision-making under stock-out conditions.
Impact of In-Store Display on Sales: A Comparative Study Among New and Mature Products
This paper assesses how visual merchandising and in-store displays affect consumer buying decisions differently for newly launched versus established products. Results underline the strategic role of retail displays in influencing sales performance.
How Intrinsic Stimuli Affect Consumers’ Impulsive and Compulsive Buying Behavior in E-commerce Live Streaming Marketing
This study analyzes the role of intrinsic emotional triggers—such as regret and rejoice—in shaping impulsive and compulsive buying behavior during live-streaming commerce. It contributes to understanding consumer psychology in emerging digital marketing contexts.
