Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Dr. Amber Gul Rashid
Project Coordinator (Internal)
Ms. Sumayyah Khurshid Khan
Committee Member 1
Dr. Amber Gul Rashid, Advisor, Assistant Professor, Institute of Business Administration (IBA), Karachi
Committee Member 2
Ms. Sumayyah Khurshid Khan, Lecturer, Institute of Business Administration (IBA), Karachi
MBA Research Project
Abstract / Summary
Dairyland Pvt. Ltd intends to launch a locally manufactured Evaporated Milk product for Karachi market at first and then for the whole Pakistan. This launch requires procurement and installation of processing plant thus a well-informed decision is critically important.
This research informs Dairyland Pvt. Ltd. with the necessary information and data for a well-informed decision for the new product. The research is conducted in two parts. First part caters for the consumer preferences towards products pertaining to milk category that influences the decision making. These insights can help the client in positioning their product bearing in mind the competition from imported products already available in the market. Second part of this research estimates the available evaporated milk market in Karachi to approximate the targeted volumes that can be sold.
For the consumer preferences part, primary data collected is both qualitative and quantitative in nature. Qualitative data is collected through one-to-one semi-structured interviews. Quantitative data is collected through online questionnaire. As our product is not launched yet, questionnaire was circulated for two leading brands Rainbow and Badshah consumers to gauge their preferences. Sampling technique used is convenience sampling and a sampling size of 400. We have included five attributes for analyses namely quality, taste, nutrition, hygiene and type of use. As per this research, rainbow retains top of mind awareness of almost 60 percent followed by Badshah at near 20 percent. While for share of mind, rainbow is at 89 percent followed by carnation and Badshah at 67 and 45 percent respectively. For SKUs, this research suggests that 170 gm is most preferred by the respondents followed by 390 gm SKU.
For market size estimation part, data is collected through a trade survey with a series of questions from the retail shops owners / representatives where imported milk is shelved. Purposive sampling technique was used with a sampling size of 400 where all kinds of grocery stores can act as a sample where evaporated milk is shelved. However, due to pandemic 450 shops were contacted in total where 250 shops had shelved evaporated milk thus the data from 250 shops is taken up in this research. As per our research, when we categorize the total available market, out of 33000 shops in Karachi, 747 are potential target shops for placement of evaporated milk on shelves. It was found that general trade shops are not potential shops for placement of evaporated milk. The findings of market size estimation suggest an approximate 14 tons per month market size for evaporated milk in Karachi.
Ali, A., Piracha, M. M., Humayun, S., Khan, S. W., & Haseeb, U. (2020). Market size estimation and consumer preferences of evaporated milk in Karachi (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/200
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