Factors Affecting on the Purchase Decision of Customers During Covid-19 Pandemic. A Study on Restaurant Industry of Pakistan


  • Dr.Rubina Jabeen COMSATS University
  • Hassaan Elahi Iqra University, Karachi, Pakistan
  • Dr. Mukhtar Shehu Aliyu Bayero University, Kano - Nigeria


Brand Image, Product Price, WOM Communication, Purchase Decision, Covid-19.


Purpose: The current study has determine how word of mouth communication, price of a product and brand image, have influenced customers’ purchase decisions within the Pakistani restaurant industry during the Covid-19 pandemic. In other words, the research has examined the impact of word-of-mouth (WOM) communications, brand image, product price on the customers’ purchase decisions, especially under crisis situations like the Covid-19 pandemic, where the restaurant businesses of Pakistan were found to face numerous challenges in the form of loss of revenues, loss of jobs, and even closure of businesses.

Design and Methodology: Quantitative methodology was utilized and multiple regression analysis has been used to determine the impact of WOM communications, price, and brand image on the customers’ purchase decisions.

Findings: The findings of this research have shown that customers’ purchase decisions within the Pakistani restaurant industry were indeed influenced by WOM communications, brand image, and product price.

Implications: The results of this study will help restaurant businesses in Pakistan to survive the challenges that were created by the pandemic, both before and after the lockdowns. 


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How to Cite

Dr.Rubina Jabeen, Hassaan Elahi, & Shehu Aliyu, D. M. . (2024). Factors Affecting on the Purchase Decision of Customers During Covid-19 Pandemic. A Study on Restaurant Industry of Pakistan. UW Journal of Management Sciences, 8(1). Retrieved from https://uwjms.org.pk/index.php/uwjms/article/view/192