An Ethnographical Research On Gender-Based Buying Behavior In Traditional And Electric Vehicles (EVs)


  • Dr Ammad Zafar Assistant Professor, Management Science Department, UIT University, Karachi
  • Mr. Irfan ul Haque Reseach Scholar Greenwich University
  • Mr Sherbaz Khan Faculty at Institute of Business Management



This study seeks to understand gender differences in vehicle preferences, particularly income, electric vehicles (EVs), and traffic policies among Pakistani citizens. A sample of six Pakistani citizens aged twenty-five to fifty was surveyed through in-depth audio interviews. Data was subsequently analyzed using a thematic analysis approach. Both genders expressed concerns over vehicle prices, environmental pollution, and traffic policies. However, they differed in their opinions on vehicle size, design, features, and technical specifics. Concerns about fuel consumption and the high costs of EVs were consistent across both genders. Six individuals were interviewed that may not comprehensively represent the larger Pakistani population. Future studies may consider expanding the sample size and exploring additional demographic factors to enhance generalizability. Insights from this study can guide automobile manufacturers in catering to the nuanced needs of both genders, potentially leading to increased market capture and customer satisfaction. The prominence of concerns shared across genders also underscores areas the automobile industry should prioritize. While numerous studies have explored gender preferences in vehicle choices, this research bridges previously unidentified gaps, particularly the intertwining of gender preferences with factors such as income, EV considerations, and traffic regulations in the context of the Pakistani populace.


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How to Cite

Zafar, A., Haque, I. ul, & Khan, S. (2023). An Ethnographical Research On Gender-Based Buying Behavior In Traditional And Electric Vehicles (EVs). Pakistan Journal of Gender Studies, 23(2), 23–52.