This is the Consumer behavior project on national brand of pakistan.

1. Introduction and Background:
Summary of Project Findings:
The consumer behavior project aimed to gain insights into preferences and decision-making processes
regarding the “National Pulao Recipe Mix.” Key findings from the interviews with Shamshad Akhter,
Nazia Ali, and Shazia Altaf are as follows:
Common Theme of Convenience: Consumers emphasize the importance of convenience in their
cooking choices, seeking products that simplify meal preparation, aligning with their busy
lifestyles.
Interest in Authenticity: There is a shared preference for authentic flavors, with National Pulao
Recipe Mix standing out for its traditional taste, indicating a market appreciation for genuine and
familiar culinary experiences.
Influence of Online Reviews: Online reviews and recommendations from friends significantly
influence consumer decisions, providing an avenue for targeted digital marketing strategies.
Consumer Profiles:
Person#1
Demographics: 30-year-old house wife, married with one child.
Preferences: Health-conscious, mix of quality, price, prefers products with no artificial additives.
Motivations: Seeks quick and easy meal solutions, influenced by husband’s reviews and
recommendations from friends.
Behavioral Traits: Purchases National Pulao Recipe Mix once every month, typically plans purchases in
advance.
Person#2
Demographics: 36-year-old school teacher, married with three children.
Preferences: Values convenience due to a busy schedule, brand reputation, flavorful, easy to use, and
versatile.
Motivations: Time saving solutions, children’s excitement husband’s gratitude.
Behavioral Traits: Purchases National Pulao Recipe Mix once every two weeks, typically plans purchases
in advance, but sometime not.

2. Person#3
Demographics: 26-year-old, student and teacher, married with one child.
Preferences: Values convenience, health-conscious, test, uniqueness and price.
Motivations: Seeks quick and easy meal solutions, influenced by online reviews, social media influencers
and recommendations from friends.
Behavioral Traits: Purchases regular National Pulao Recipe Mix on every use, and typically unplanned.
Recommendations for Businesses:
Product Enhancement: Consider introducing customization options for varying spice preferences,
catering to a broader audience.
Packaging: Emphasize eco-friendly and sustainable packaging to appeal to environmentally conscious
consumers.
Digital Marketing Strategy: Leverage the influence of online reviews by implementing targeted digital
marketing campaigns on social media platforms like Facebook, YouTube, Instagram and many more.
Marketing Campaign Proposal:
Campaign Title: “Tradition Redefined, Convenience Amplified”
Campaign Objectives:
1. Highlight Authenticity: Showcase the traditional and authentic taste of National Pulao Recipe
Mix through engaging visuals and storytelling.
2. Emphasize Convenience: Feature the product as the ultimate solution for time-saving meal
preparation, aligning with the convenience sought by busy individuals.
3. Online Presence: Leverage online platforms with a strong focus on positive reviews,
testimonials, and user-generated content to influence potential consumers.
Campaign Components:
1. Social Media Blitz:
Engage influencers and food bloggers to create content featuring National Pulao Recipe Mix.
Encourage user-generated content through a branded hashtag campaign, showcasing diverse
recipes and experiences.
2. Interactive Website:
Feature consumer profiles as case studies, highlighting how the product caters to diverse
preferences.

3. Incorporate a user-friendly customization tool allowing customers to tailor spice levels according
to their taste.
3. Limited-Time Offers:
Introduce promotional offers for first-time buyers, encouraging trial and repeat purchases.
Collaborate with online retailers for exclusive discounts and bundles.
4. Eco-Friendly Packaging Campaign:
Highlight the company’s commitment to sustainability through a dedicated campaign
emphasizing the eco-friendly packaging of National Pulao Recipe Mix.
Key Performance Indicators (KPIs):
1. Online Engagement:
Track social media impressions, likes, shares, and comments.
Monitor website traffic and user engagement with the customization tool.
2. Sales Metrics:
Analyze sales data before, during, and after the campaign period.
Assess the impact of limited-time offers on overall revenue.
3. Customer Feedback:
Collect and analyze customer feedback through surveys and reviews.
Evaluate sentiment analysis to gauge the campaign’s reception.
Budget Allocation:
Allocate resources based on the digital marketing strategy, influencer collaborations, and promotional
offers. Ensure a balanced distribution to maximize campaign effectiveness.
Conclusion:
The “Tradition Redefined, Convenience Amplified” marketing campaign aims to resonate with diverse
consumer preferences, emphasizing authenticity, convenience, and sustainability. By aligning product
features with consumer needs and leveraging online influences, this campaign is poised to enhance
brand visibility and drive product adoption. Regular performance assessments will inform ongoing
strategies and ensure a dynamic and responsive marketing approach.

4. 1. Shamshad Akhter:
**General Preferences:**
1. *Decision-Making Process:* I base decisions on a mix of quality, price, and brand reputation.
Convenience is key.
2. *Favorite Brands:* I gravitate towards brands with a reputation for authenticity. National Pulao Recipe
Mix is a favorite due to its traditional flavors.
3. *Recent Trends:* I’ve noticed a growing trend in ready-to-use spice mixes. It has influenced my recent
purchases, making cooking more efficient.
4. *Frustrations:* Finding the right spice blend can be time-consuming. A product like National Pulao
Recipe Mix adds ease to the shopping experience.
**Product-Specific Preferences:**
1. *Ideal Product:* An ideal pulao mix would be convenient, flavorful, and versatile. National Pulao
Recipe Mix ticks these boxes.
2. *Budget:* I’m willing to invest in quality and convenience. Premium ingredients and a robust flavor
profile justify a higher price.
3. *Change:* I’d love more customization options to cater to individual taste preferences.
**Behavioral Preferences:**
1. *Purchase Location:* Typically, I buy National Pulao Recipe Mix from my local grocery store.
2. *Purchase Frequency:* Once every three weeks, usually when hosting family gatherings.
3. *Occasions:* Primarily for family dinners and special occasions.
4. *Purchase Planning:* I usually plan my purchases in advance.
5. *Influences:* Online reviews and recommendations from friends play a significant role in my purchase
decisions.

5. 2. Nazia Ali:
**General Preferences:**
1. *Decision-Making Process:* I prioritize taste and convenience in my decision-making process. Quick
and easy solutions like National Pulao Recipe Mix appeal to me.
2. *Favorite Brands:* Brands known for unique flavors and simplicity attract me. National Pulao Recipe
Mix is a favorite due to its authentic taste.
3. *Recent Trends:* I’ve observed a rise in demand for time-saving kitchen solutions. It influenced my
recent purchases, making cooking more enjoyable.
4. *Frustrations:* Time-consuming cooking processes frustrate me. National Pulao Recipe Mix addresses
this frustration.
**Product-Specific Preferences:**
1. *Ideal Product:* An ideal pulao mix should be flavorful, easy to use, and versatile. National Pulao
Recipe Mix embodies these qualities.
2. *Budget:* I’m willing to spend more for quality and convenience. Premium ingredients and a rich
flavor profile justify a higher price.
3. *Change:* I’d enhance the product’s packaging for better storage and convenience.
**Behavioral Preferences:**
1. *Purchase Location:* Typically, I buy National Pulao Recipe Mix from my local supermarket.
2. *Purchase Frequency:* Once every two weeks, especially during busy workdays.
3. *Occasions:* Frequently for quick, satisfying meals.
4. *Purchase Planning:* I often make impulse purchases, especially when there are promotions.
5. *Influences:* I rely on online reviews and recommendations from friends for certain products.
3. Shazia Altaf:
**General Preferences:**
1. *Decision-Making Process:* I prioritize convenience and uniqueness when making purchasing
decisions. National Pulao Recipe Mix aligns with these preferences.

6. 2. *Favorite Brands:* I’m drawn to brands that offer unique and exotic flavors. National Pulao Recipe Mix
is a favorite for its authentic taste.
3. *Recent Trends:* I’ve noticed a surge in interest for easy-to-use spice mixes. It influenced my recent
purchases for quick and flavorful meals.
4. *Frustrations:* Complicated cooking processes frustrate me. National Pulao Recipe Mix simplifies the
experience.
**Product-Specific Preferences:**
1. *Ideal Product:* An ideal pulao mix should be easy to use, flavorful, and offer a unique twist. National
Pulao Recipe Mix meets these criteria.
2. *Budget:* I’m willing to invest more for quality and unique flavors. A distinctive taste justifies a higher
price.
3. *Change:* I’d add more exotic spice options to cater to adventurous taste preferences.
**Behavioral Preferences:**
1. *Purchase Location:* Typically, I purchase National Pulao Recipe Mix online for convenience.
2. *Purchase Frequency:* Once a month, usually during weekends.
3. *Occasions:* Mainly for special occasions or when hosting friends.
4. *Purchase Planning:* I often make impulse purchases, especially when exploring new recipes.
5. *Influences:* I’m influenced by online reviews and recommendations from friends with similar taste
preferences.