Analysis of consumer attitude towards branded and un-branded milk. A comparison of Nestle with loose milk

Abstract

The research work that has been carried out is analysis of packaged and loose milk. Pakistan is the fifth largest milk producer in the world. Most of the milk produced (approximately 70 %) in the country is consumed at home. Packaged and loose milk is usually differentiated on the basis of four reasons; nutritious aspect, hygiene issue, purity, shelf life and price. It is generally considered that loose milk goes through unhygienic process, it is not pure, life is shorter and boiling results in alarming loss of nutritious contents of loose milk. However, as far as pricing is concerned loose milk is cheaper than the packaged milk, which may attract those consumers who are price conscious.

It has been concluded that consumers are still brand conscious and findings clearly indicates that consumer trust brand a lot, and they want to consume it for a longer period of time. This research found difference in behavior of people regarding usage of “Packaged & Loose Milk”. Some people prefer packaged & some prefer loose milk.