Assignment# 01 2013

Study of Consumer Behavior

Social Group/Culture:This report is based on my analysis which I conduct on Diamond Super store, located in Garden East are of Karachi, Pakistan. Garden East Karachi is one of the most popular area of Karachi city where a various communities are living there but majority is of Memon Community. All families living there are well- stable in term of finance. Mostly have its own Business on normal and large scale. In short, people come under Upper- upper class and Upper- Middle class. The Culture of buying products is that a large scale of buying budget goes to Food and eatable items and then on Garments, Textile products and decoration products for home etc.

Purchasing Pattern:There are no. of category products which there residence buys on normal basis of food items and others. The following is the list of few categories of products which there residence buys a lot such as Beverages, Spices (food Masalas), Oil/ghee, Cosmetics, toiletries, snack and chips, Biscuits, pulses, Sugar, Milk etc...

Beverages:The residence of garden East area mostly give priority to national soft drinks in Beverages category such as Rooh Afza and Jaam-e-Shreen is one of the most popular national soft drinks which the residence can buy usually. Also there is a large Market who buys Pakola (ice cream soda) drink instead of Pepsi and others for serving to the guest and for own drinking with friends and family. Almost all rights related to that category is followed in above given drinks such as product bottle provide its customer complete information about ingredients which they have used in it , The written method how to make the drink and for what purposes this drink is made like Roh Afza with water, milk and with Lemon. Other is that they include the entire ingredient in Drink and use material for bottle is complete healthy and safe. Furthermore the bottle is of high quality material which is recyclable.

Spices (Food maslas):-

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Assignment# 01 2013
People of that area prefer local Spices product of Jodia Bazar such as Biryani masala, fish masla, Pulow masla etc because of its conventional taste and large verity as compare to our national products such as Shan or National mislay. Because of the Local product range and no strict and safe health policy by the ministry of health, local shops cant protect any right of Public. The most amazing thing is that they are doing their business with no fear because they also dont know that the public have rights and government is responsible to protect every right which constitution provides them. Rights which are violating there is Right of information and obviously if information completely didnt exist about ingredients on pack so how can we think that they protect the right of Health and safety. One right which is protected there is right of choice where you see hundred of shop working in competition.

Oil /Ghee Products:Oil/ghee products are totally consumed of National brands in Garden east area such as Soya Supreme, Dalda, Habib, and Meezan etc You hardly see any shop who sells local banspati ghee and oil. Rights which are protected in such products are Rights of information because they mention all ingredients on tin pack of their product. Right of choice is also here where we have a large number of brands to buy at single store. Right to protect the environment is protected where all the material of tin pack is complete recyclable. A right which violates is the right of health and safety because all brands are not healthy as per on the scientific research and mostly does not think about to provide its customer a safe products. A tin pack when open hurt the consumer usually.

Cosmetics and Toiletries products:International Toiletries and cosmetic products are normally used by the residence of that area such as Safeguard Soap, Clean and Clear face-wash, Silk hand-wash Surf Excel etc Almost all general rights they have followed but a single violation I have seen on that products that they never stamp that whether the product is Halal or not, or never express on the understable language of consumer about product information. So it is the responsibility of Government to give permission to import those products which have halal contents and stamped halal on it. Because if it is Haram, so there it is violation of right to be heard as no Muslim want haram products in its surrounding.

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Assignment# 01 2013
Sugar and Pulses products:Locally made pulses and sugar are consumed in that area such as Moong pulses, Green Pulse, Channa pulse etc. Some rights are protected such as right of health and safety, right of choice while few are not protected such as right of information and right to protect the environment because the poly bags which they used to pack the pulses and sugar is not environmental friendly.

Snack, Chips and Biscuits:Snacks, chips and biscuit are used both national and international such as Lays chips, Kurkure chips, Peak freans biscuits, LU biscuits, English biscuits manufacturers etc. Almost each and every right is protected related to that type of category such as right of information that they can provide ingredients content, rights of health and safety that they ensure that our product is fully safe and healthy, Right of Choice in a way that we have hundreds of verities available in that category, right to protect the environment is like that their packaging paper is recyclable and environmental friendly.

Dry Fruits:Dry fruits consumed in that are not package able by any company but they are locally available at Jodia bazaar. Rights of information can violate here because they cant mention complete information about from whome and in what quantity someone can consume it in a single time. While same as mention above in pulses category that right to protect environment violates in its packaging that its packaging is not environmental friendly.

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