Abstract:
Purpose The purpose ofthis study is to find the perceptual barriers ofKarachi consumers that act
as barriers in their consumption of packaged milk. Previous studies have declared raw milk as
unsafe and unfit for consumption but still what is stopping people from switching towards
packaged milk.
Methodology <& Design This study uses explanatory approach as we are analyzing the relationship
of consumer perceptual barriers on the consumption of milk. Quantitative research is being used
as we are testing hypothesis. Research population consists of all the family heads especially
mothers/fathers of Karachi, Pakistan and Random sampling is used to collect the data through
questionnaires. The sample size would be 270 respondents based on their willingness to participate
in the survey. The software I am using for data analysis is IBM SPSS Statistics.
Limitations The main limitation ofthis study was only to cover a small part ofthe city, but they
are well developed and most of respondents are well educated in that area. Also the time of
conclude this study was limited so this study may not reflect all the consumers ofthe city.
Recommendations This study includes only few variables due to limited time frame. Therefore,
in future deep research should be done in order to find out more variables that impact the
consumption of packaged milk. Moreover the time frame should also increase so that a proper and
thorough research can be done as this is the vast topic and three or four factors are not the only
one affecting the consumption.
