Title

Understanding snack food consumption and preferences of school students in Karachi Pakistan

Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Project Type

MBA Research Project

Abstract / Summary

The objective of this research was to understand the food purchase and consumption behavior of target consumers and how this behavior changes across different socio economic classes, age and gender. What factors are influencing their choices and to what extent. Another important aspect of research was to understand the influence of parents on the behavior of their children and vice-versa. Ultimately, the research attempts to model a student's food consumption behavior in order to identify the leveraging points which can be used by client to influence their target market.

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