Global Advanced Research Journal of Management and Business Studies (ISSN: 2315-5086) June 2016 Vol. 5(7), pp 178-188
Copyright © 2016 Global Advanced Research Journals
Original Research Articles
Phenomenological Analysis of Consumers’ Preferences, Experiences and Perceptions for Tetra Pack Milk Packages and Usages
Abdul Aleem Butt1 And Sarah Wali Qazi2
1MBA Student, SZABIST, Pakistan,
2Assistant Professor, SZABIST, Karachi,
Corresponding author email: sarawali.qazi@szabist.edu.pk
Accepted 29 May 2016
Abstract
The purpose of this study is to explore the experience of the consumers' preferences and perception regarding tetra pack milk packaging and its usage. This study help to aware the non-user of Tetra pack milk by providing knowledge that how beneficial it is, it is germ free, environmentally responsive. The methodology uses in this study is exploratory research, it is phenomenological approach and pursue qualitative research designs, it include literature search, interviews, in order to do a research that is align with this thesis objectives as phenomenology is also proposed to offer the in-depth analysis of experience, perception and thinking and also focus on the detection of ideas and receiving consumer insights which will give you richer quality information that can lead to the finding of new initiatives be addressed. This study help the Tetra pack industry to understand consumer behavior regarding packaging attributes and usage. From this research they are able to understand how packaging attract customers and what attributes play important role in decision making and what are the consumers experiences for Tetra pack milk usages in making traditional sweets dishes. Usually consumer prefer Tetra Pack Milk for drinking purpose and also for making tea and shakes but consumer prefer open milk for making sweet dishes just because of it taste, low price and some other reasons. Consumer also feel there is need of improvement in the packaging design and the quality as well. Customers also feel the need of awareness program which help to aware the people and increase the consumption of Tetra Pack Milk.
Keywords: Customers Experiences, Tetra Pack Milk Preferences And Customers' Perception
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