Consumer Perception and Buying Decisions(The Pasta Study)
Syeda Quratulain Kazmi
P.A.F Karachi institute of Economics And Technology, Karacchi, Sindh, Pakistan
The project “consumer perception and buying behavior (the pasta study”) is basically measures the development of perception through different variables and identify those factors which stimulate buying decision of consumer. Among various variables which effect consumer buying pattern I choose AWARENESS and AVAILABILITY of the product as two main variables which have strong effect on popularity and sale of pasta product. As my research is totally based on qualitative method that’s why I choose quota sampling technique and collect data by interviewing house wives resides in different areas of Karachi. The reason of choosing only house wives as respondent is that house wives can give true insight factors which hinder the popularity of pasta products in Pakistan. Focus group discussions have been conducted to extract findings. 30 house wives have been interviewed and their responses have been analyzed. The main findings which come up after pursuing my research on Pasta is that awareness about different cooking method is largely effect on the sale of the product and so popularity of product is also effecting and hypothesis 1 is been accepted Whereas availability of product does not have strong effect on the popularity of product as well as sale is not effecting and so hypothesis 2 is rejected. It is recommended for Pasta producers to create awareness among consumer about product itself and its usage and cooking methods by launching awareness programme about the product.
PURPOSE OF THE STUDY: The purpose of this study is to recognize those factors which effect consumer perception about pasta products and other reasons of popularity and unawareness of pasta products in different areas and social classes.
customer’s mind (DICKENSON 1994),consumer perception is also identified by the color, shape, and taste of the product (weinsblit 1999). The topic for my research study is consumer perception and usage (study of pasta products). I choose this topic because I found it very interesting and new because very less studies has been done in this area, especially in Pakistan. As a house hold I noticed that people response to new product is always surprising. As we know that in Pakistan there are many culture and classes exist. This classification is been done on the basis of various social, psychological, economical, and life style basis and there are many variables directly or indirectly effecting consumer perception and traditional style of living. As we know that pasta is basically an Italian food and it is very new product in Pakistan. Pasta includes products such as spaghetti, lasagna, macaroni, noodles, shells, fettuccine etc and there
PROBLEM STATEMENT: Why Pasta has not been adopted as a part of the regular meal despite of its favouritaibility among the kids and youth.
INTRODUCTION: Consumer usage and buying of any product largely depend upon their perception about the product. Perception develops through how effectively product has been marketed. These days firms are putting their best efforts in marketing in order to get customer attention and positive impression on Copyright © 2012 SciResPub.
International Journal of Advancements in Research & Technology, Volume 1, Issue 6, November-2012 ISSN 2278-7763
are various ways of preparing them. Although mostly Italian food are liked by many people but I found many families who are still not even think of using the product. Lack of awareness about different recipes, and rigidity toward change in taste could be some important factors. This study would extract some results which will be helpful To determine consumer response to any new product. Factors which could affect consumer...