EXPLORING REPEAT PURCHASE BEHAVIOR ON DARAZ AND OLX: QUALITATIVE PERSPECTIVES ON CONSUMER LOYALTY IN PAKISTAN

Abstract

This study explores the dynamics of consumer loyalty in Pakistan’s e-commerce sector, with a particular focus on repeat buyers on leading platforms such as Daraz and OLX. The research investigates the key factors influencing consumer loyalty and examines how these platforms shape repeat purchase behavior. Employing a qualitative research design, data were collected through interviews and focus group discussions to understand the motivations behind consumers’ repeated purchases. The study identifies critical drivers of loyalty, including product quality, trust and security, user experience, customer service, and pricing strategies. Findings suggest that in Pakistan’s competitive e-commerce market, platforms can enhance consumer retention by prioritizing high-quality products, secure transactions, and exceptional customer service