1. BARGAINING POWER OF BUYERS
The buyers in the Packaged milk industry are divided into two categories, i.e. mass
merchandisers and household buyers.
Mass merchandisers are those who buy packaged milk in large quantities for the purpose of
selling. They are not many in number but purchase very large quantities. Some of these mass
merchandisers in Pakistan are Agha’s, Imtiaz supermarket, Naheed Supermarket, Macro and
other merchandisers located all over Pakistan. Since packaged milk is a perishable product
with less shelf life, these merchandisers buy the product in batches. The purchase of packaged
milk in bulk quantities provide mass merchandisers with bargaining power. They can bargain
