The purpose of the research was to observe, explore, and analyze the behaviours and misbehaviours of Pakistani consumers during the Black Friday sale. The factors that lead the consumers to misbehave in the discounted event were observed and explored as well. This study undertook the consumers who were shopping during the Black Friday sale. The observations, interviews, and images were collected to analyze. The data analysis was done by coding major themes. By using these factors a conceptual

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... amework of factors generating the consumer misbehaviour was proposed. The suggestions to solve these problems were also given to retailers.