Client Name

National Foods Limited

Faculty Advisor

Dr. Farah Naz

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

This ELP falls under the Behavioural Studies area of IBA's Suleman Dawood School of Business. The project contributes in three behavioural domains: Consumer Purchase Behaviour (IDI, FGD, survey mapped purchase triggers, brand switching, and household decision-making); Neuromarketing & Subconscious Response (measuring emotional and attentional responses below conscious awareness); and Social Influence & Digital Behaviour (examining how peer influence, influencer credibility, and platform-native content affect Gen-Z purchase intent).

Aligned SDGs

GOAL 8: Decent Work and Economic Growth

Aligned SDGs Justification

SDG 8 (Decent Work & Economic Growth) - This project supports a local FMCG brand (Drizzl) in Pakistan's high-growth sauce market (8.1% CAGR), maintaining jobs across the manufacturing, distribution, retail, and digital marketing value chains.

SDG 9 (Industry, Innovation & Infrastructure) -Neuro-testing (eye-tracking, emotional response measurement) used in this project as a primary research method is a methodological innovation unique in the local Pakistani consumer research context.

NDA

No

Abstract

The report outlines the findings and recommendations of a three-month Experiential Learning Project (ELP) undertaken for Drizz’l (a premium novelty sauce brand launched by National Foods Limited (NFL) in December 2024). However, with a wide distribution and retail network already established within the NFL, Drizz'l is struggling to create brand awareness and establish a digital footprint in Pakistan's saturated condiments market. The objective of the study was to examine issues to do with the performance of digital content, retail presence and consumer behaviour in order to contribute to sustainable market growth.

The triangulated mixed-methods approach that was used, between January and May 2026, involved 8 research tools in various stages in the process. The primary research techniques comprised retail audits, digital audits, brand activation observations, focus group discussions, in-depth interviews, consumer surveys (n=278) and neuroscientific testing via eye-tracking and emotional response measurements. The results were presented in the context of the sauces and condiments market in Pakistan, which has a value of PKR 112 billion.

The findings showed four key takeaways: although consumers reported high levels of satisfaction with the product and intention to return, they lacked awareness of the brand, positioning in the store limited product visibility and consumer trial, and the brand's digital presence was not seen as strong despite its engaging brand personality, while the product content lacked emotional touchpoints despite relatively high levels of visual attention. In summary, the insights gained from these findings suggest that for Drizz’l, the biggest hurdle is not product quality, but more about the visibility and emotional engagement with consumers.

The report suggests product changes, pricing, placement and promotion, digital content and brand community strategies to enhance awareness, accessibility, engagement and long-term brand equity of Gen-Z consumers and young families.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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