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.
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