THE STUDY OF MARKETING ANALYSIS AND SALES DEVELOPMENT OF POWDERED MILK

Abstract

The consumers of powdered milk in Pakistan prefer imported powdered milk brands as compared to produced locally. The study attempts to determine the factors affecting consumers’ intention to purchase powdered milk and explicate consumer buying behavior. The study includes elements of marketing and sales such as consumers’ attitude toward taste of powdered milk, perception of safety and health, packaging, price, advertisement, product availability and display to understand their impact of dependent variable, that is, consumers’ intention to purchase powdered milk.  The data were collected through a self-administrated questionnaire on convenience based sampling technique from a sample of 288 respondents and multiple regression analysis was used to conclude findings and results. The results show that attitude toward taste, perception of safety and health and advertising have a significant impact on consumers’ intention to purchase powdered milk. The study describes the point the better tasting, safe and health promising, well priced and well-advertised powdered milk can draw the attention of its target customers and can even compete the foreign brands. The research tends to assist powdered milk producers to understand consumers buying behavior and will help them improve their marketing inventiveness to serve consumer needs in a better way and promote locally produced brands.

Key words: powdered milk, intention to purchase, marketing and sales, advertising