Client Name

National Foods Limited

Faculty Advisor

Dr. Farah Naz

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This project falls under the thought leadership area of Entrepreneurship and Innovation, as it explores evolving consumer behaviour in Pakistan’s sauce category and translates insights into strategic, research-driven communication solutions. It helps to recognise unmet demands, changing consumption trends, and opportunities for increased consumer relevance. It's aligned with the School of Business Studies' emphasis on behavioural research and places in focus the focus groups, in-depth interviews, surveys and consumption mapping to gain insight into the motivations, perceptions and purchasing habits of the Gen Z and how these emotions, social and lifestyle factors affect brand engagement and decision making.

Aligned SDGs

GOAL 8: Decent Work and Economic Growth

Aligned SDGs Justification

This project contributes to SDG 8: Decent Work and Economic Growth and SDG 9: Industry, Innovation and Infrastructure by providing valuable insights into the consumption habits of Gen Z, their food preferences, and purchasing behaviour within the expanding sauce segment in Pakistan. The study provides information about usage occasions, consumer needs, and factors affecting re-purchase, which can help in understanding changing consumer markets better and inform evidence-based decision-making in the FMCG sector. In addition, the project illustrates how qualitative and quantitative consumer research can be used to address authentic business problems and how innovation, behavioural research, and consumer-oriented thinking can help create better marketing and communication strategies in Pakistan's food sector.

NDA

No

Abstract

This Experiential Learning Project (ELP), in collaboration with National Foods Limited, investigates sauce consumption patterns and aims to improve Drizz'l's market position. The study's goal was to investigate customer lifestyles, consumption occasions, purchasing drivers, and brand perceptions while making recommendations to improve relevance, trial, and retention using a mixed-method approach that included focus groups, in-depth interviews, a product taste trial, and a survey of 201 participants.
The findings show that food is a significant source of excitement and diversity in customers' otherwise monotonous lives, with sauces playing a vital role in enriching meal experiences. Taste, authenticity, and brand trust emerged as the most powerful purchase motivators, while referrals from friends and family were revealed to be the most influential trial triggers. Although Drizz'l has exhibited competitive product performance, it faces problems such as minimal recognition, poor recall, and limited brand associations in comparison to established competitors.
These findings emphasize the significance of consumer-centric marketing and offer practical suggestions for building effective communication strategies. The report makes recommendations to improve brand salience, stimulate trial, and strengthen emotional ties between Drizz'l and customers.
Keywords: Sauce Consumption Behaviour; Consumption Occasions; Purchase Drivers; Brand Trial and Retention; Communication Strategy

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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