Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Dr. Wajid H. Rizvi, Assistant Professor, Department of Marketing

Project Coordinator (Internal)

Mr. Asad Ilyas

Project Type

MBA Research Project

Keywords">Pakistan, Mehran Spice, Food Industry, Local market, Consumer behavior, Brand equity, Focus group, Home usage test

Abstract / Summary

Mehran Spice and Food Industries started its journey in 1975 and within a few years of its inception, the company grew to become one of the leading spice and food industries globally. Keeping in view the global success of Mehran, the company aims to establish itself in Pakistan as well. The spice market in Pakistan is ever expanding and penetration into such a huge market is an arduous task.

In order to address the problem at hand, the management of the company had sought help from a team of students from IBA Karachi who have structured a methodology to address this management problem.

The project mainly focuses on how the company can penetrate in local markets to improve its market presence hence establishing a strong brand name at a national level. In order to meet the growing demand in spice foods at a national level, we intend to conduct a research on consumer behavior, current market scenario, competitors, internal and external threats, financial strength, and corporate strategy. This project will provide a holistic view of Mehran Foods’ strengths, weaknesses, opportunities and threats before formulating any strategic move in the region. The major competition in packaged masala comes from National Foods and Shan foods.

The various steps of the project include Literature review where we highlight the factors and attributes important to the masala category. It is followed by In-house research where we have conducted focus groups to extract the customer and consumer’s preferences and perception about different brands available in the market. Market research is the third phase of the project where we try to understand the presence, perception, retailer’s experience and service quality of Mehran with respect to its competitors.

Finally, an in-depth analysis using SPSS Tool is done to identify the trends in consumer, customer and retailer’s behavior and presentation of recommendations.

Available for download on Tuesday, December 31, 2030