The Lahore Journal
of Business

The Lahore Journal
of Business

Lahore Journal of Business

(HEC recognized journal in “Y” category)

The Lahore Journal of Business is aimed at providing a specialized forum for dissemination of qualitative and quantitative research in various areas of business administration. The LJB invites researchers, policy makers and analysts to submit original theoretical and empirical papers that explore and contribute to the understanding of various areas in the business domain. The Journal aims at bringing together state-of-art research findings, particularly from emerging markets, in various business disciplines including (but not limited to) accounting, banking, management, marketing, finance, investments, human resource management and organizational behavior.

Aliya Bushra and Nasra Wajiha

Pakistan’s multinational companies have strong potential for growth and represent a large and increasing number of consumers. Unfortunately, their sales have been affected by certain factors. This study identifies these factors using a mixed-methods approach and qualitative data collected through semi-structured interviews and focus groups. We administered 100 questionnaires among the employees of two large tobacco manufacturers. The results indicate that brand switching, product development, product mix, point of sale, competition, and price are significant factors that affect sales in the tobacco industry.