Client Name

Sunridge Foods (Pvt.) Limited

Faculty Advisor

Mr. Atif Murtaza

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

This project is relevant to Behavioral Studies as it portrays consumer decision making, brand loyalty, switching behavior and trust formation in the context of Pakistan's packaged flour category. The study examines the influence of product availability, brand perception, recommendation from retailers, and health claims in consumers' purchasing decisions based on the Howard-Sheth Model of Buyer Behavior.

For example, the findings show that supply disruptions significantly affect consumer behavior, with approximately 45% of respondents indicating that they would immediately switch to alternative brands when their preferred brand was unavailable, while another 45% demonstrated strong brand commitment by actively searching for their preferred brand elsewhere. The study also examines consumer trust and information processing, revealing that 69.6% of respondents expressed skepticism toward freshness-related marketing claims, while 59.1% demonstrated limited understanding of flour fortification concepts. These results offer important insights into attitudes, decision making and behavioural reactions of consumers in a very competitive FMCG environment.

Aligned SDGs

GOAL 3: Good Health and Well-being

Aligned SDGs Justification

This project falls under SDG 3: Good Health and Well-being, and focuses on consumer awareness, perception, and uptake of fortified flour products that are designed to enhance nutritional outcomes. The study revealed that there are significant gaps in knowledge about micronutrients and fortification, and that 59.1% of the respondents were not aware about the concept of fortification in flour despite the high level of concern about household health and nutrition. The results emphasize the need for consumer education in promoting healthier eating habits.

The project also contributes to SDG 12: Responsible Consumption and Production by monitoring the performance of the supply chain, retail distribution, pricing and product availability. The research found examples of retail price inflation in times of low supply, and recorded the impact of distribution disruptions on consumer buying habits. For example, the retail and digital audits track real-world food security challenges, such as climate-induced quality failures like moisture and pest infestations in packaged flour.

By highlighting challenges related to market accessibility, pricing transparency, and product availability, the study contributes to understanding how more efficient and responsible production and distribution systems can improve consumer outcomes.

NDA

No

Abstract

This study evaluates the brand health, retail execution, and packaging effectiveness of Sunridge Foods’ flour category in Karachi, focusing on the consumer and retail impact of prolonged supply disruptions. A mixed-methods approach was employed, combining a consumer survey (n = 112), in-depth interviews (n = 60), online sentiment analysis (n = 160), retail audits across 51 outlets, and 30 stakeholder intercepts.

The retail audit revealed strong availability in modern trade but a critical drop to a 50% baseline in general trade stores, where extended stock-outs weakened retailer confidence and forced brand substitution. Diagnostic metrics further exposed deep consumer disconnects: 59.1% of shoppers do not understand product fortification, 61.5% refuse to pay a price premium for micronutrients, and 69.6% are highly skeptical of core freshness claims. Regression analysis found no statistically significant relationship between broad purchase intent and the variables tested, though directional evidence identifies physical availability as the most critical commercial driver. Conversely, a one-way ANOVA confirmed that Sunridge retains a commanding, statistically significant packaging advantage over competitors.

The findings prove that Sunridge’s primary challenge is not brand awareness or packaging design, but physical availability and declining trade trust. The study recommends prioritizing traditional trade distribution recovery, clearing market-exit misconceptions, and re-engineering benefit communication to support market share recovery.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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