Packaging Features Effecting on Milk Buying Behavior in Karachi

Osaf Ahmed Khan and Danish Siddiqui

International Journal of Business Administration, 2019, vol. 10, issue 2, 129-146

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.

Keywords: onsumer-buying behavior; country of origin; nutritional information; price; quality standard; demographic characteristics; brand; advertisement; SEM (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciedu.ca/journal/index.php/ijba/article/view/15218/9444 (application/pdf)
http://www.sciedu.ca/journal/index.php/ijba/article/view/15218 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jfr:ijba11:v:10:y:2019:i:2:p:129-146

DOI: 10.5430/ijba.v10n2p129

Access Statistics for this article

International Journal of Business Administration is currently edited by Jenny Zhang

More articles in International Journal of Business Administration from International Journal of Business Administration, Sciedu Press
Bibliographic data for series maintained by Jenny Zhang ().