Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Committee Member 1
Jami Moiz, Assistant Professor, Department of Marketing, Institute of Business Administration (IBA), Karachi, Pakistan
MBA Research Project
Abstract / Summary
The main purpose of this research is to identify a specific visual identity for a staple food brand and explore consumer’s perceptions about brand names, logos and packaging when it comes to branded rice. As a result, identify a combination of name, logo and packaging for a rice brand to be launched in three foreign markets, namely the EU, North America and Oceania. The study explores the key factors influencing consumer’s decision making process and their impact on the final purchase decision.
The research has the following objectives:
- Market analysis of top rice brands in each region (EU, North America and Australia)
- Identify impact of brand name and logo on brand associations
- Propose three (3) brand names and logos for each region
To cover the scope of the project, an intensive primary and secondary research was conducted. Extensive secondary research was conducted to understand the impact of Packaging, brand Name and logo on purchase decisions of consumers. An in-depth industry and competitor analysis was also conducted.
The primary research employed both qualitative and quantitative methods. For the qualitative part, we conducted both 2 focus groups with a total of seven participants and 5 in-depth interviews. All participants were either expat Pakistanis or had significant exposure living abroad.
Khan, A. S., Zafar, A., Junaid, M., Atiq, O., & Siddiqui, R. (2019). Analyzing the impact of brand name and logo, of branded rice, on consumer perceptions (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/237
Available for download on Tuesday, December 01, 2026
The full text of this document is only accessible to authorized users.