Author/Authors :
Sabir، Raja Irfan نويسنده Assistant Professor, Department of Management Sciences, COMSATS Institute of Information Technology, Sahiwal, Pakistan. , , Ijaz، Haseeba نويسنده MS Scholar, Department of Management Sciences, COMSATS Institute of Information Technology, Sahiwal, Pakistan. , , Akhtar، Naeem نويسنده MS Scholar, Department of Management Sciences, COMSATS Institute of Information Technology Sahiwal, Pakistan. , , Ali، Tanzila نويسنده MS Scholar, Department of Management Sciences, Government College University Faisalabad, (Sahiwal Campus), Pakistan. , , Sohail، Ali Akbar نويسنده MS Scholar, Department of Management Sciences, Government College University Faisalabad, (Sahiwal Campus), Pakistan. , , Usman، Muhammad نويسنده MS Scholar, Department of Management Sciences, Government College University Faisalabad, (Sahiwal Campus), Pakistan. ,
Abstract :
Purpose: The aim of this study is to investigate the consumer behavior towards the iconic festival in Islamic Republic of Pakistan. How these festivals diffuse in Pakistan?
Methodology: Data collected through semi-structured interview with 25 respondents. NVivo used to analyze the result.
Finding: Muslims behaviors are not favored these festivals and the elements of Rogers’ diffusion theory social system, communication means, Time are used to this process of diffusion. Muslims feels themselves as laggards for the celebration of these festivals.
Limitation of study: Only scholar are respondent, result may be in the favor of these festivals if we Target young generation they may feel themselves not Laggards of these process of Innovation.
