African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4137

Full Length Research Paper

An analysis of consumer values, needs and behavior for liquid milk in Hazara, Pakistan

Khadija Humayun
  • Khadija Humayun
  • Department of Management Sciences, COMSATS Institute of Information Technology Abbottabad, Pakistan.
  • Google Scholar
SAF Hasnu
  • SAF Hasnu
  • Department of Management Sciences, COMSATS Institute of Information Technology Abbottabad, Pakistan.
  • Google Scholar


  •  Published: 07 October 2013

Abstract

This study examines the relationship of consumer values, needs and behavior for effective positioning and target market. The purpose is to identify those motivational factors that influence the consumer to make purchase decision and types of personal values, motives, emotions and moods directing them. The research is based on survey with the sample from Hazara division using questionnaire. The findings indicate that personal and interpersonal values are found to be the main motivator behind the purchase of milk products. Among the three types of needs identified to be satisfied in order of importance are health, taste and environmental needs.

Key words: Marketing, consumer values, behavior, LOV scale.