IDEAS home Printed from
   My bibliography  Save this article

Packaging Features Effecting on Milk Buying Behavior in Karachi


  • Osaf Ahmed Khan
  • Danish Ahmed Siddiqui


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

    Download full text from publisher

    File URL:
    Download Restriction: no

    File URL:
    Download Restriction: no

    References listed on IDEAS

    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.
    Full references (including those not matched with items on IDEAS)


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jfr:ijba11:v:10:y:2019:i:2:p:129-146. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Jenny Zhang). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.