Degree
Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Project Type
MBA Research Project
Keywords
https://ir.iba.edu.pk/do/search/?q=Consumer%20buying%20behaviour&start=0&context=22553187&facet=">Consumer buying behavior, Food consumption
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.
Recommended Citation
Ghaffar, M., Abbas, M., Hasan, M. Z., Khatri, T. A., & Hashmi, W. u. (2015). Understanding snack food consumption and preferences of school students in Karachi Pakistan (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/92
