PACKAGING FEATURES EFFECTING ON MILK BUYING BEHAVIOR IN KARACHI

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.