Reason and trends for using packaged milk in Pakistan - Study of urban Pakistani consumers

Abstract

Milk is one of the basic commodities and important in one's day-to-day life. Pakistan with current estimates is the 4th largest milk producing countries in the world with 33 billion annual productions. Out of the total milk produced, 97 % is in the informal sector like loose milk which is then sold in both rural and urban markets. On the contrary, 3 % of the total milk produced is catered by packaged milk producing companies and dominated by leading packaged milk brands like, Nestle MilkPak and Olpers by Engro Foods. Since Milk industry is still dominated by loose milk which constitutes 97 % of annual milk production, there are pros and cons associated with the same. The major concern is the health hazard issue linked with the loose milk production till it is delivered to its customers. The process followed by farmers is quite traditional where no measures are taken to improve the current milk production system with regard to un-packaged milk. Our research relates to mixed method approach which has been used as part of the research methodology. Qualitative and Quantitative data will be collected through various research instruments like, survey, focus groups and in-depth interviews with the selected sample size. Results will be analyzed by SPSS tool by using various test types like, descriptive statistics, correlation and Chi Square test. To strengthen the research, case study method will be used as well to identify key players in the market and their strategies to promote the packaged milk brand in Pakistan. © 2013 Springer-Verlag.