Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Syed Atif Murtaza Qaiser, Department of Marketing
Client
Dipitt
Project Type
MBA Research Project
Keywords
Dippitt, Consumer, Sauces, Instore Marketing, Perception, Taste
Abstract / Summary
The purpose of this research report is to present the findings of a study that aimed to investigate the factors influencing the purchase intention and consumption of ketchup in Pakistan. The study examines the relationship between various factors, such as advertising, brand, store, manufacturing method, packaging, and imported ingredients, and their impact on purchase intention, ultimately leading to consumption.
Recommended Citation
Fatima, T., Saad, M., Salman, M., Khurshid, M., & Rizvi, Q. (2023). Understanding Dipitt’s perception and its journey to purchase decision of consumer (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/309
