Client Name

English Biscuit Manufacturers (EBM)

Faculty Advisor

Dr. Hassan Mahmood

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Our project was a research on consumer perception of a product including studies of behavioural patterns like consumption and purchase behaviours as well as advertising and marketing impact.

Aligned SDGs

GOAL 12: Responsible Consumption and Production

Aligned SDGs Justification

SDG 12 is reflected through efforts to decipher how consumers perceive and engage with Peek Freans Heart Beats (PFHB), to take informed decisions based on real, behavior data. A scenario where the marketing activities and product strategies are guided by the real consumer expectations and preferences leads to more effective distribution of resources and better matches of products and buyers.

NDA

No

Abstract

This research project aims to assess and analyze the consumer perception, brand positioning, and retail presence of Peak Freans Heartbeats (PFHB), a heart-shaped puff pastry biscuit by English Biscuit Manufacturers (EBM). Through a multi-method approach—including a quantitative survey (n = 170), retail store audits, qualitative focus groups, and first-time product reaction videos—the project provides a 360-degree evaluation of the product's market performance and consumer sentiment. The survey, targeting 20–30-year-old university students across Pakistan, revealed that while PFHB enjoys high brand awareness (81%), it struggles with purchase frequency and visibility. Most respondents described the product as aesthetically appealing but underwhelming in taste, with many expecting a cream filling based on the packaging design. Notably, texture emerged as the product's strongest attribute, followed by visual appeal and affordability. However, a significant portion of new users failed to recall the brand upon image exposure, reflecting a gap in top-of-mind awareness. Retail audits across modern and general trade outlets such as Naheed, Imtiaz, and Chase Up revealed limited shelf visibility, poor merchandising, and negligible customer interaction. PFHB was frequently placed on bottom or hidden shelves, with no promotional material or retailer push. Stock movement was consistently low, and retailers themselves lacked awareness of the product’s promotional strategy, indicating weak execution at the trade level. Two focus group discussions conducted at IBA Karachi offered further insight into PFHB’s perceived identity. Participants described the biscuit as “confusing” in its messaging, with packaging that implied a creamy center and advertisements that failed to communicate the product’s actual taste or use case. The brand’s attempt to appeal to Gen-Z was perceived as forced, while the taste was described as “dry” and “unexpected.” Complementing these insights, product reaction videos captured first-hand expressions from participants trying PFHB for the first time. Many associated its taste and texture with traditional Pakistani sweets such as nankhatai or bakarkhani, appreciating it as a light, flaky, tea-time snack. However, a recurring theme emerged around the disconnect between product appearance and actual taste, leading to consumer confusion and dampening repurchase intent.

Overall, this research identifies critical mismatches between PFHB’s product design, brand messaging, and consumer expectations. While the product holds potential as a refined, elegant snack suited to casual, social consumption, it requires improved shelf visibility, packaging clarity, and product-centered communication to enhance repurchase behavior. Stronger alignment between visual identity, advertising tone, and sensory experience is essential for PFHB to secure its place in an increasingly competitive biscuit market.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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