EXPLORING THE CUSTOMER’S ATTITUDE TOWARDS TEA BRAND SELECTION IN KARACHI, PAKISTAN

Abstract

PURPOSE:This study was aimed at evaluating customers’ attitude towards selection of global or local tea brands in Pakistan. For this purpose the study is focused on evaluating the performance of the most famous global and local tea brands in Karachi, Pakistan. Customer evaluates products based on intrinsic and extrinsic information cues, once he is satisfied with a product, he will purchase it again and develop a relationship with that brand over time. There are a number of factors which influences the purchase decision such as price, quality and country of origin. These factors are interdependent on each other such that high priced and country of origin. Developed country’s product tends to perceived as high quality product. Other factors include brand name, availability, advertising campaigns, brand image etc. METHODOLOGY:The sample for the study is taken from Karachi and the study involves use of questionnaires filled by respondents .respondents belonged to different gender, age groups, social classes, income level and areas of residence. Convenience sampling technique is used for selecting 160 sample sizes. To analyze the data independent sample t-test is applied. FINDINGS:The analysis and comparative results clearly suggested that there are indifferent behavior of customers for tea brand selection.