Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Committee Member 1
Jami Moiz, Advisor Business Administration - Academic Affairs, Institute of Business Administration (IBA), Karachi
MBA Research Project
Abstract / Summary
This report researches about rice as a commodity, highlighting the potential to convert it into the branded product. Pakistan, being one of the top countries famous for producing unique quality of basmati rice with distinctive taste and aroma, unfortunately has failed to explore this opportunity so far. As a wheat eating nation, more than half of the annual rice crop of Pakistan is exported with the majority in the form of unbranded bulk which is processed further to be sold as a branded product by other countries. There are several brands of India that currently operate globally like India Gate & Dawat and are easily available in international markets but there is no significant contribution from the Pakistani market. Analyzing this potential, Engro Eximp is planning to launch the branded rice globally. Hence this research focuses on understanding the expats living in Asian, African and Middle Eastern markets closely, studying their consumption patterns and identifying the critical factors which contribute towards the purchase decision of consumers.
The core objective of this study is to learn the commodity branding practices in international markets and what are the preferred attributes of the target market when it comes to basmati rice. Based on the study, we would help the client in suggesting the brand names, packaging designs and thus brand brief for the branded basmati rice to be exported to the mentioned target markets.
To conduct our research, we employed both secondary research and primary research. The secondary research consisted of writing a literature review by studying the global rice market and extracting relevant findings from the research which helped us formulate the In-depth Interview guide.
The results depicted that Value of money impacts significantly on purchase intention which implies that rice have an elastic demand and consumers are very price conscious. Further analysis of regression also proved that the brand loyalty of consumers is low when it comes to commodities such as rice. This implies that customers would be willing to switch to another brand if their current brand is unavailable. Moreover, if a brand is perceived as affordable, the willingness to purchase increases which also validates our previous illustration.
Siddiqui, H., Bakhtiar, M., Siddiqui, M., Nasim, N. u., & Yousuf, Y. (2019). Rice branding: engro eximp agriproducts (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/232
Available for download on Wednesday, December 02, 2026
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