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Packaging Features Effecting on Milk Buying Behavior in Karachi

Author

Listed:
  • Osaf Ahmed Khan
  • Danish Ahmed Siddiqui

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.

Suggested Citation

  • Osaf Ahmed Khan & Danish Ahmed Siddiqui, 2019. "Packaging Features Effecting on Milk Buying Behavior in Karachi," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 10(2), pages 129-146, March.
  • Handle: RePEc:jfr:ijba11:v:10:y:2019:i:2:p:129-146
    DOI: 10.5430/ijba.v10n2p129
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    File URL: http://www.sciedu.ca/journal/index.php/ijba/article/view/15218
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    References listed on IDEAS

    as
    1. Boniface, Bonaventure & Umberger, Wendy J., 2012. "Factors influencing Malaysian consumers’ consumption of dairy products," 2012 Conference (56th), February 7-10, 2012, Fremantle, Australia 124243, Australian Agricultural and Resource Economics Society.
    2. Insch, Gary S. & McBride, J. Brad, 2004. "The impact of country-of-origin cues on consumer perceptions of product quality: A binational test of the decomposed country-of-origin construct," Journal of Business Research, Elsevier, vol. 57(3), pages 256-265, March.
    3. Tey Yeong Sheng & Mad Nasir Shamsudin & Zainal Abidin Mohamed & Amin Mahir Abdullah & Alias Radam, 2008. "Food Consumption Behavior Of The Malays In Malaysia," IIUM Journal of Economics and Management, IIUM Journal of Economis and Management, vol. 16(2), pages 209-219, December.
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