FACTORS THAT INFLUENCE

CONSUMER PURCHASING
DECISIONS OF NATIONAL
FOODS RECIPES (MIX/PLAIN)
SUBMITED BY:
MUHAMMAD YASIR IQBAL - 1758119
AYESHA FEROZ - 1758138
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Problem Statement :
Since National foods was leading brand in Spices in Karachi and overall Pakistan from 1970, But
gradually it loses the wide customer base that it had in this city due to arrival of competitors and its
sale of Spices in Karachi particularly dropped down. So, we will be highlighting how NFL can capture
market again.

Purpose of Research:
Pick
The aim of this research is to investigate the existing strategy of National Foods Limited and identify
factors that influence consumer purchasing decision of National Foods Recipe Masala.

Scope:
• To discover factors which influence the consumer’s purchase intention while buying spices.
• To identify the reasons behind the declining of National Foods spices in Karachi.
• To examine the consumers’ preferences among the spice’s category.
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Importance / Benefits of Study:

 To gain in-depth and analyze the factors that influence consumer decision of buying National
Foods Recipe Masala.
 Provide contributions to the company to gain better insights into customer mind and possibility to
evaluate their sales declining also, the findings help to provide suggestions for product
development opportunities.
Pick
Market Share
Plain Spices
Recipe Mix
(Red
(Quorma,
Industry Chillies,
Biryani,Tikka
Coriander,
etc)
tumeric etc)
National Foods Limited 49 8
Shan Foods 41 10
Others 10 >80%

Source: https://aurora.dawn.com/news/1140905
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Year/
Factors Title of Study & context Author Methodology
Country
Dr. Vahidreza Mirabi ,
A Study of Factors Affecting on January - 2015 /
Price , Quality , Advertise, Brand , Packaging Hamid Akbariyeh , Hamid Explanatory
Customers Purchase Intention Iran
Tahmasebifard
Perceived quality and emotional value
Nor Hazlin Nor Asshidin ,
that influence consumer’s purchase October 2015 /
Perceived Quality, Emotional Value , Purchase intention Nurazariah Abidin , Explanatory
intention towards American and local Malaysia
Hafizzah Bashira Borhan
products.
Price Sensitivity , Perceived Benefits and Price Sensitivity ,
Service Quality and Price Sensitivity , Loyalty and Price Abdullah-Al-Mamun ,
A Critical Review of Consumers’ June 2014 /
Sensitivity , Innovativeness and Price Sensitivity , Muhammad Khalilur Exploratory
Sensitivity to Price Malaysia
Situational Price Sensitivity , Tariff and Price Sensitivity , Rahman
Online Customers and Price Sensitivity
Factors that influence consumer
Perceived Price , Perceived Quality , Perceived Risk , Thu Ha, Nguyen , Ayda Exploratary /
purchasing decisions of Private Label Jan-14
Perceived Value Gizaw Explanatory
Food Products
Online hotel booking: The effects of Che-Hui Lien a, Miin-Jye
brand image, price brand image, price, trust and value on Wen b, *, Li-Ching Huang 22-Jun-15 quantitative
purchase intentions b, Kuo-Lung Wu c
Effects of customer brand perceptions
on store image and purchase intention
brand image,purchase intention. T. Sabri ERDİLa 2015 quantitative
intention: An application in apparel
clothing
www.jmest.org
JMESTN42350395 267 Dr. Vahidreza
A Study of Factors Affecting on Mirabi,Hamid
product quality,brand name,price, purchase intention, 1, January - 2015 quantitative
4
Customers Purchase Intention Akbariyeh.Hamid
Case Study: the Agencies of Bono Brand Tahmasebifard General Information
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PRICE

CUSTOMER
QUALITY PURCHASE
INTENTION

BRAND
IMAGE

General Information
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Philosophy Pragmatism
Population Urban consumers who are educated and belongs to middle and upper class
with different occupation and age groups.
Sample Design • Convenience Sampling
• For Qualitative: Interview will be conducted of gate keeper till saturation.
• For Quantitative:. The sample has been selected through the method of
Multivariate Sampling approach of 1:50 ratio.
Instrument • Survey questionnaire
• One-on-one interview with the brand/Sales team.
• (SPSS)
Validity • Face Validity (Domain Expert Review)

Reliability • Pilot Testing (Cronbach alpha=0.851 i.e. >0.7)

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RELIABLITY STATISTICS
VARIABLES ITEMS CRONBACH’S Α
QUALITY 3 0.870
BRAND IMAGE 3 0.724
PRICE 2 0.636
PURCHASE INTENTION 2 .725

1. The overall reliability of the tool i.e. Cronbach Alpha is 0.851.

2. The individual values of Cronbach Alpha for each variable are also depicting
that the scale is reliable enough to capture the relevant data from the
participants.

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FREQUENCY % DETAILS
Male 128 63.7 Males constituted 63.7% of the total sample size and females constituted to be
Female 73 36.3 36.3 % of the sample size.
AGE FREQUENCY % DETAILS
Under_18 8 4.0
18-25 33 16.4 Out of the sample of total 201respondents, 120 respondents i.e. 59.7% of the
26-35 120 59.7 sample were of 26-35 years.33 respondents i.e. 16% of 18-25 age. Similarly, 28
36-45 28 13.9 respondents i.e. 13.9% of fell under the age of 36-45 years. Other age group’s
46-55 8 4.0 response collectively contribute to 10%
56-65 4 2.0
MARITAL STATUS FREQUENCY % DETAILS
Married 106 52.7 Married constituted 52.7% of the total sample size and unmarried constituted to
Unmarried 95 47.3 be 47.3 % of the sample size

Brand Selection FREQUENCY % DETAILS

National Masala 88 43.8

Shan Foods 97 48.3 Out of the sample of total 201respondents,97 respondents i.e. 48.3% preferred

Mehran 8 4.0 Shan masala, whereas, 88 respondents i.e. 43.8% chose National food.

Others 8 4.0 General Information

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INDEPENDENT VARIABLE Pearson Correlation Significance. (2-Tailed)
QUALITY .413 0.000
BRAND IMAGE .505 0.000
PRICE .439 0.000

1-Price and Purchase Intention

Table values of the coefficients of Pearson correlation test of price is 0.439 under head of Purchase intention which is significant at
0.000, which indicates that positive and substantial relationship exists between the Price and Purchase Intention. Hypothesis H1 is
therefore accepted here.

2-Quality and Purchase Intention

Table values of the coefficients of Pearson correlation test of quality is 0.413 under head of Purchase intention which is significant
at 0.000, which indicates that positive and substantial relationship exists between the Quality and Purchase Intention. Hypothesis
H2 is therefore accepted here.

3-Brand Image and Purchase Intention

Table values of the coefficients of Pearson correlation test of brand image is 0.505 under head of Purchase intention which is
significant at 0.000, which indicates that positive and substantial relationship exists between the Brand Image and Purchase
Intention. Hypothesis H3 is therefore accepted here.

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INDEPENDENT VARIABLE Pearson Correlation Significance. (2-Tailed)
QUALITY .413 0.000
BRAND IMAGE .505 0.000
PRICE .439 0.000

1-Price and Purchase Intention

Table values of the coefficients of Pearson correlation test of price is 0.439 under head of Purchase intention which is significant at
0.000, which indicates that positive and substantial relationship exists between the Price and Purchase Intention. Hypothesis H1 is
therefore accepted here.

2-Quality and Purchase Intention

Table values of the coefficients of Pearson correlation test of quality is 0.413 under head of Purchase intention which is significant
at 0.000, which indicates that positive and substantial relationship exists between the Quality and Purchase Intention. Hypothesis
H2 is therefore accepted here.

3-Brand Image and Purchase Intention

Table values of the coefficients of Pearson correlation test of brand image is 0.505 under head of Purchase intention which is
significant at 0.000, which indicates that positive and substantial relationship exists between the Brand Image and Purchase
Intention. Hypothesis H3 is therefore accepted here.

General Information
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Philosophy Pragmatism
Population Urban consumers who are educated and belongs to middle and upper class
with different occupation and age groups.
Sample Design • Convenience Sampling
• For Qualitative: Interview will be conducted of gate keeper till saturation.
• For Quantitative:. The sample has been selected through the method of
Multivariate Sampling approach of 1:50 ratio.
Instrument • Survey questionnaire
• One-on-one interview with the brand/Sales team.
• (SPSS)
Validity • Face Validity (Domain Expert Review)

Reliability • Pilot Testing (Cronbach alpha=0.851 i.e. >0.7)

General Information
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