Determinants of Buying Behavior in Karachi: A case study of beverage industry

Unlock access to all the studying documents.

View Full Document

ABSTRACT

The industry of beverages is growing very rapidly as the beverages are considered as the

worldwide business and running a business in today’s globalized world does not often easy

time. The research is conducted to find out the determinants that influence the consumer

buying behavior that why the people in Karachi prefer to buy international cola instead of

local cola. The determinants are Brand name, taste, packaging and advertisement. In this

research qualitative approach is used for the collection of data through primary source.

Questionnaires were used for the collection of the data from consumer in order to get first-

hand knowledge. The sample size of this population of the research is 70. The conclusion of

the study is people are very much conscious about the taste and also they are conscious about

the brand name, packaging, advertisement. But mostly people consider most taste while

purchasing soft drink. They are attracted towards the international soft drinks. The

recommendation for the local cola companies is that they should improve their quality which

can be done by improving taste of the drink, repositioning their brands and also by expanding

on advertisement for their products as advertisement have the significant effect on consumers

buying behavior.

CERITIFICATE

This is certified that research work contained in this Research Project I entitled,

“DETERMINANTS OF BUYING BEHAVIOR IN KARACHI: A CASE STUDY OF

BEVERAGE INDUSTRY” has been carried out and completed by Mr. Muhammad Fahad Baig,

under my direct supervision and guidance at the Hamdard Institute of Management Sciences,

Hamdard University Karachi.

__________________

Riaz H. Soomro

Assistant Professor

DEDICATED TO

I dedicate my research work especially to my parents because I cannot do it on my own with out

there supports. I also like to dedicate this work to my friends, Yasir Hussain, Saqib Ali they help

me the most in doing this research.

I would like to thank you all for being with me on the entire research program.

ACKNOWLEDGEMENT

First of all I thank Almighty ALLAH for giving me everything which is required in order to

complete this report.

Secondly, I would like to thanks my teacher Mr. Riaz H. Soomro for their guidance throughout

the semester.

Then I would like to thank all of my friends for providing me the information that was required

for the completion of this research project.

CONTENTS

ABSTRACT………………………………………………………………………………………………...i

CERITIFICATE………………………………………………………………..…….…………………..ii

DEDICATED TO……………………………………………………………………..………….……..iii

ACKNOWLEDGEMENT…………………………………………………………………………….iv

LIST OF TABLES……………………………………………………………………………………..viii

LIST OF FIGURES………………………………………………………………………………….….ix

LIST OF ABBREVIATIONS………………………………………………………..……………….x

1. INTRODUCTION……………………………………………………………………………..…...1

1.1 Background of the Study……………………………………………………………………………………………2

1.2 Problem Statement…………………………………………………………………………………….……………..2

1.3 Justification…………………………………………………………………………………………………….……….2

1.4 Purpose of Study……………………………………………………………………………………………………...3

1.4.1 General Purpose…………………………………………………………………………………………….……..3

1.4.2 Specific Purpose………………………………………………………………………………..….………………3

1.5 Basic Purpose…………………………………………………………………………………………………..……...3

1.6 Definition of Key Terms……………………………………………………………………….…….…………….3

1.7 Scope………………………………………………………………………………………………………………………3

1.8 Limitations…………………………………………………………………………………………….…………….….4

1.9 Hypothesis……………………………………………………………………………………………………………....4

2. LITERATURE RIVIEW……………………………………………………………………….…5

3. RESEARCH METHODOLOGY…………………………………………………..……….…9

3.1 Research Design………………………………………………………………………………………………….….10

3.2 Population………………………………………………………………………………………….……….…………10

3.3 Sample…………………………………………………………………………………………………………………..10

3.4 Sample Design…………………………………………………………………………………………………….…10

3.5 Research Tools……………………………………………………………………………….………………….…..11

3.6 Steps in Instrument Designing (Instrument Designing)………………………………………..………11

3.7 Validity…………………………………………………………………………………………………..………….….11

3.8 Reliability…………………………………………………………………………………………………….………..11

4. DATA ANALYSIS AND FINDINGS……………………………………………………….12

4.1 Types of colddrinks preferences………………………………………………………………………………..13

4.2 Preferences of soft drink brands………………………………………………………………………………..14

4.3 Attributes that people prefer most in soft drinks………………………………………………………….15

4.4 Preferences for packaging for soft drinks…………………………………………………………………..16

4.5 Ranking for taste of soft drinks used…………………………………………………………………….…..17

4.6 Priorities given to brand name while purchasing soft drinks………………………………….……..18

4.7 Preferences for advertisement that triggers while purchasing soft drinks…….….……………..19

5. CONCLUSION AND RECOMMENDATIONS…………..………….……………….20

5.1 Summary……………………………………………………………………………………………………………….21

5.2 Conclusion……………………………………………………………………………………..……………….…….21