Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Ms. Rakhshanda Ali Syed, Scholar in Residence, Department of Marketing

Client

Mr. Omer Rizwan

Committee Member 1

Dr. Adnan Ahmed, Project Reviewer, Department of Marketing

Committee Member 2

Dr. Muhammad Shafique, Program Director MBA & Executive MBA

Project Type

MBA Research Project

Keywords

Tapal Pakistan, Consumer Insights, Tea Consumption Behavior, Brand Portfolio  Strategy, Consumer Buying Behavior

Abstract / Summary

This study aims to analyze the consumer practices, understand their preferences, purchase behaviors, perceptions, and insights regarding tea consumption in the Pakistani tea market, especially for the Tapal brand. The study is designed to develop an insight into the perception of tea, factors affecting the purchase and positioning of Tapal versus competitors such as Lipton, Vital and loose tea (khuli patti). A mixed-method approach was used, including quantitative surveys, qualitative focus group discussions, competitor analysis and retail market audits.

The results reveal that tea is not just a drink in Pakistan, it represents family bonding, hospitality, comfort, schedule, stress relief and social interaction. Within the family context a consumer may see tea as a product, not just a commodity. While packaged tea is seen to have an edge over loose tea, because of supposed hygiene, quality and consistency, loose tea is still preferred by the consumers who are price sensitive because of its affordability and customization. Vital is considered to be a more cost-effective choice and has a comparatively lower brand value. Tapal’s Danedar is associated with strong, heavy tea, whereas Family Mixture is perceived as balanced and suitable for family consumption. But there is overlap in perceptions of these variants, which points to a need for greater positioning.

Packaging, retail visibility, youth appeal, convenience, and health trends have also emerged as more important factors in the study. Tapal has a strong Retail presence, Promotional visibility, and Retailer Relationships. The study calls for greater precision in the positioning of variants, better communication about loose tea, more functionality in packaging, more promotion of green tea benefits, and better control of testing of new tea formats. While these strategies may help Tapal maintain its customer base and also appeal to younger customers, they will undoubtedly help maintain its competitive edge in Pakistan's changing tea market.

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Available for download on Thursday, October 04, 2029

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