Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Jami Moiz

Committee Member 1

Jami Moiz, Assistant Professor, Department of Marketing, Institute of Business Administration (IBA), Karachi, Pakistan

Project Type

MBA Research Project

Keywords">Visual identity, Brand logo, Packaging design, Branded rice, Typography, Engro, Global supply, Customization, Staple diet

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.

Available for download on Tuesday, December 01, 2026