Packaging Features Effecting on Milk Buying Behavior in Karachi

Abstract

This paper examined the packaging features effecting milk buying behavior. Four packaging features were selected that included nutritional information, price, country of origin, & quality standards, and their impact on milk consumption and purchase behavior is analyzed using Structural Equation Modeling. The study was carried out in urban areas of Karachi, among 318 respondents using Likert scale based questionnaire. The findings suggested that all four packaging features have a significant positive impact on consumers buying behavior. Consumers are attracted towards those products which provides enough and adequate amount of information on its products’ packaging. Nutritional information is among one of the important element that needs more focus and it will surely results in a positive way to the manufacturers of dairy products. Hence, producers and marketers of milk should focus on their product’s packaging features especially on the verbal element as a primary strategy in order to influences consumers buying behavior.

An Empirical Investigation of Factors that Impede the Purcase of Packaged Milk in Pakistan

“…When it comes to dairy goods, variables like the atmosphere of the vending point, reachability, cleanliness, and quality have a big role in buying intention and choice (Kurajdova & Táborecka-Petrovicova, 2015). Consumers in Malaysia are steady with safety, nutrition content, and quality (Khan & Siddiqui, 2019;Rezai et al, 2011). Additionally, studies have consistently indicated that product quality has a large and beneficial influence on a buyer's purchase intention (Mirabi et al, 2015).…”

Impact of COVID-19 on Consumers’ Buying Behaviour and Consumption Pattern towards Milk in Nagpur City of Maharashtra

“…Khan and Siddiqui [6] observed that, consumer prefer to look into every factor before buying milk with adequate labelling and enough amount of information provided on the packaging of the dairy product more especially when it comes to high involvement product category includes health care products and daily consumable items. Moreover, country of origin and prices also plays crucial role in consumer buying pattern.…”

“…Parmar and Misra [7] has mentioned in the article that, to understand the challenges faced by the dairy cooperatives during the lockdown, Verghese Kurien Centre of Excellence (VKCoE) at IRMA conducted a study on the effect of Covid-19 on the dairy cooperative sector of Gujarat. The respondents of the survey were Banaskantha District Co-operative Milk Producers' Union Ltd and Rajkot District Co-Operative Milk Producers' Union Ltd. As per the survey findings, milk procurement at village cooperative societies witnessed an increase.…”