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A Study on the Consumers' Perception and Their Consumption Pattern for Processed Dairy Dairy Products in Karachi

Hasan, Aleshba (2023): A Study on the Consumers' Perception and Their Consumption Pattern for Processed Dairy Dairy Products in Karachi.

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The topic of the project selected for the market research is “Consumer’s perception and their Consumption pattern for Processed Dairy products in Karachi”. This study revolves around the dairy industry and focuses mainly on the Processed dairy products, namely milk, butter and yogurt. Since all these products depend on milk for their production therefore milk is the focal point of the study. The object of selecting this topic for research is to perform an in-depth study of the prevailing situation of the Processed dairy products and its potential to grow in the Karachi market. Also this research will shed light on the major factors such as Advertising, Quality, and Taste etc which determine the perception of the consumers about the focused dairy products. The study also determines the reasons why or why not consumers prefer Processed dairy milk over Open milk. To gather the required data for the study a questionnaire was developed, a sample of 100 respondents were taken randomly, of which 20 were interviewed and their response was carefully recorded. During the course of market research, some interesting features of the marketing have been noticed and much knowledge was gained about the different consumer’s perception and their consumption pattern for processed dairy products. The market study has also identified the potential customers for processed dairy products who are currently purchasing Open dairy products.

The overall findings based on the results of the questionnaire and personal interviews indicates that the processed dairy industry needs to work a lot on creating awareness for its products by educating the consumers of its benefits. Also they should focus on the potential customers who can be made actual customers by enhancing their Marketing, Advertising and Pricing strategies. The Availability of the product is also an important issue that needs to be worked on.

Hence it can be said that the Processed dairy products have a bright future scope and a great potential in the Karachi market.

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