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Final_Consumer_Preferences_Presentation 2

The study examines consumer preferences for packaged milk versus loose milk, highlighting the influence of cultural, economic, and health factors. It finds that quality awards can enhance brand trust and visibility, but consistency in product quality is crucial for maintaining consumer trust. The research also identifies opportunities for the dairy industry to educate consumers and promote sustainable practices.

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hania.farhan
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8 views

Final_Consumer_Preferences_Presentation 2

The study examines consumer preferences for packaged milk versus loose milk, highlighting the influence of cultural, economic, and health factors. It finds that quality awards can enhance brand trust and visibility, but consistency in product quality is crucial for maintaining consumer trust. The research also identifies opportunities for the dairy industry to educate consumers and promote sustainable practices.

Uploaded by

hania.farhan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Preferences

for Packaged Milk and Impact of


Quality Awards on Consumer Trust

Hania Farhan, Mahum Faisal, Adarsh


Kumar
Institute of Business Administration,
Karachi
Introduction
• - Milk consumption varies globally, influenced by
cultural, economic, and social factors.
• - Urbanization and health awareness drive the shift
towards packaged milk.
• - Study examines packaged milk preferences and the
impact of brand awards.
Research Objectives
• - Explore consumer attitudes toward packaged vs.
loose milk.
• - Assess how quality awards impact consumer trust
and purchase intent.
• - Provide actionable insights for the dairy industry.
Conceptual Framework
• - Independent Variables: Brand awareness, brand
trust.
• - Dependent Variables: Consumer purchase intent,
loyalty.
• - Moderating Variables: Social media influence,
cultural norms.
Literature Review
• - Trust influenced by brand reputation and personal
experience.
• - Quality awards can serve as signals of credibility but
require consistency.
• - Packaging influences perceptions of health, hygiene,
and sustainability.
Methodology
• - Mixed-method approach combining qualitative and
quantitative methods:
• 1. Focus Groups (Urban working women).
• 2. Online Surveys (113 respondents).
• - Data Analysis: SPSS for descriptive and inferential
statistics.
Focus Groups
• - Health Concerns: Hygiene and additives in milk.
• - Cultural Influences: Traditional beliefs vs. modern
practices.
• - Economic Factors: Affordability and accessibility.
Survey Analysis
• - Total Respondents: 113 (54.9% male, 45.1% female).
• - Age: 83% aged 18-22.
• - Majority were students (79.6%).
Statistical Analysis
• - Correlation Analysis: Moderate link between
behavioral control and preference for packaged milk.
• - Gender Analysis: No significant difference in brand
awareness perceptions.
Consumer Preferences
• - Loose Milk:
• * Viewed as fresh but less hygienic.
• * Preferred in rural areas for traditional uses.
• - Packaged Milk:
• * Convenient, safe, and standardized.
• * Often seen as less natural and more expensive.
Brand and Packaging
• - Branding: Builds trust and loyalty through
consistent quality.
• - Packaging: Appeals to urban consumers
emphasizing health and safety.
• - Eco-Friendly Packaging: Gaining traction among
health-conscious consumers.
Impact of Quality Awards
• - Quality awards improve brand visibility and recall.
• - Trust-building requires more than awards—
consistency is key.
• - Social media amplifies the impact of awards on
consumer perceptions.
Challenges
• - Price sensitivity among low-income groups.
• - Negative perception of industrialized milk
production.
• - Competition from traditional loose milk in rural
areas.
Opportunities
• - Education campaigns highlighting health benefits of
packaged milk.
• - Introducing smaller, budget-friendly packaging
options.
• - Promoting sustainability through eco-friendly
packaging.
Theoretical Implications
• - Signal Theory: Awards signal credibility but require
reinforcement.
• - Theory of Planned Behavior: Norms and attitudes
drive purchase intent.
• - Emotional Branding: Connection with consumers
enhances trust.
Limitations
• - Limited to urban respondents and younger age
groups.
• - Lack of representation from older demographics and
rural areas.
• - Small sample size restricts generalizability.
Practical Implications
• - Focus on transparency and authenticity in marketing
campaigns.
• - Leverage awards to build credibility but prioritize
consistent quality.
• - Engage with consumers through personalized digital
campaigns.
Future Directions
• - Investigate cross-cultural differences in milk
preferences.
• - Explore the role of digital media in shaping brand
trust.
• - Study the impact of sustainable practices on
consumer loyalty.
Conclusion
• - Consumer preferences are influenced by trust,
cultural norms, and affordability.
• - Quality awards enhance visibility but must be
backed by consistent quality.
• - Urbanization and health awareness offer growth
opportunities for packaged milk.
Appendix
• - Focus group participant profiles.
• - Detailed survey results and statistical analyses.
• - Visual aids: Scree plots, rotated component
matrices.
Acknowledgments
• - Research Team: Hania Farhan, Mahum Faisal,
Adarsh Kumar.
• - Special Thanks: IBA Karachi and Dr. Huma Amir for
guidance and support.

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