Abstract:
Purpose: The assigned study is devoted to the understanding, evaluating and analyzing ofthe
factors which are responsible for improving consumer buying behavior. The package
characteristics influencing milk purchase behavior were analyzed in this article. 4 product
attributes were chosen that would include nutritional value, price, impact of place, and
quality requirements and were evaluated using Statistical Tool to evaluate their effect on
milk usage and buying behavior. Including 200 participants using the Strongly disagree to
strongly agree scale-based survey, the assessment was conducted out in metropolitan areas of
Karachi.
Methodology & Design: The data was collected by through stratified sampling from
different organizations specially dairy industries based in Karachi, students and common
people. Structured questionnaire was adopted for research which was self-administered.
Multiple linear regression has been used to conduct analyses of the obtained data. SPSS
software has been used for analysis data.
