Dairy Queen

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Consumer Behavior Final Project 1

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First of all I am thankful to ALLAH Almighty who has created us, gave us
the power to understand and the power to gain knowledge. Without HIS
kind guidance I would have not been able to complete any task given to me.
Consumer Behavior
Submitted to : Mr.Mobin-ul-haq
Dated: 01-04-07
Submitted by: M.Khubaib Khan Shirwani
ID # 043432031

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University of Management & Technology
TABLE OF CONTENTS
Executive Summary
1. Executive Summary
2. Introduction to company.
3. Product background.
4. Competitors(2)
5. Attitude Theory
6. Theory of reasoned action
7. Methodology
8. Limitations.
9. Questionnaire.
10.Interviews
11. Survey report & Findings
12.Comparing Attitude of the Dairy Queen
13.Strategy
14.Application of theory
15.Annexure ( yellow Pages )

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Executive Summary
In this project we have assigned to Pick a product that does not enjoy good repute or
positive evaluation in the mind of customer and market. Evaluate the attitude of the
customer and apply the attitude change theory to change the attitude of the customer.
Devise the strategy and recommendations by taking interviews and by filling up the
Questionnaires.
Introduction to Company
Haleeb Foods Limited (formerly CDL Foods Limited) is a fast growing food products
company. Having doubled its turnover in the last four years, the company has a turnover
of more than Rs.4 billion presently. The company also operates as a franchise of Candia
Cedilac of France. CDL has a state of the art milk processing facility situated at 62-KM
Multan road, Near Bhai Pheru, and has a team of 400 exceptional individuals to support
its operations. The head office of CDL is located in the evergreen city of Lahore at 135-
Ferozepur Road. CDL is producing a number of food products both for consumers and
industrial users.
The main brands of Haleeb Foods are as following:
o Asli desi ghee
o N’rish
o Candia milk
o Dairy Queen
o Tropico (fruit juices)
CDL is the first food company and so far the only dairy company in Pakistan to get ISO
9002 Certification - a Quality Management System. While adhering to this Quality
Management System, the company is committed to strict quality standards in all its
operations - from the collection of milk to the provision of hygienically processed
nutritious products to its customers. The company follows the philosophy of "delighting
the customers". The company treats them as partners and keep channel of communication
open with them. The company has succeeded in this by continuously improving the
quality of its products and by satisfying the needs of its customers. The company believes

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in creating and sustaining an environment, which encourages learning and empowerment

and these in turn help strengthen the quality culture across the business.
Company's Mission: · providing nutritious and hygienically processed food product to
our customers that Haleeb Foods is the only food company in Pakistan that has the
following international
Certifications of quality and prestige:
• HACCP (in process controls for safer products)

• ISO 9002 (better quality for greater customer satisfaction)
• ISO 14000 (environment-friendly operations)
Product Background
Dairy Queen Standardized milk is the brand name of Haleeb Foods Limited UHT milk.
Dairy Queen is Pasteurized, Standardized, Homogenized and Ultra Heat Treated milk of
the highest standards. Dairy Queen is standardized to 3.5% Butter Fats and 8.9% SNF
(Solids Non Fat) as prescribed by Pakistan Pure Food Laws. Safe, Economical and
nourishing it is available in 1/2 Litre and 1/4 Litre packing for your convenience.
Key
Benefits
o Guaranteed Clean/Bacteria Free

o Homogenized

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o Standardized
o Economical
Dairy Queen is standardized and homogenized pure UHT Milk with 3.5% fat and 8.9%
solid non fats.
At an affordable price it has won the hearts of consumers everywhere. It is available in 6-
layered Tetra Pak Fino Packaging, introduced for the first time in Pakistan and has 2
months
shelf life.
Shipping Units:
250 ml: 24 pouches per carton
Competitors
We took two major competitors of Dairy Queen Standardized milk.
• NURPUR milk
• HALLA milk

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Attitude Theory
Cultural and Social Influences
Ethnicity, Race, Household and Psychographics: Socio-Econ: Demographic:

and Religion ref. groups Lifestyle, Person. income,educ. Gender, Age
Perception
M
O
T A
I F
Basic Psychological V Learning and
A F
Processes Memory
T E
I C
O
N
T
Attitudes
Decision-Making Process
Problem
Search Evaluation Choice Outcomes
Recognition

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Attitudes - Outline
Why Do Consumers Form Attitudes?
(The Functions of Attitudes)
How Do Consumers Form Attitudes?

(Attitude Formation)
How Do Consumers Change Their

Attitudes? (Attitude Change and
Persuasion)
Attitude

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An attitude is:
A lasting, general evaluation of people,
objects, places, behaviors, or ideas.
Examples:
I like Diet Coke. +
I really like Diet Dr. Pepper.
I dislike calls from telemarketers.
The Attitude Object: AO
 The target of the attitude

 Can be:
 The product

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 The brand
 The purchase of the product
 The use of the product
 This specific instantiation of the product
 The ad
 And so on…
 Important to be specific
Components of an attitude: The ABCs
 Affect
 Behavior
 Cognition
 A clever marketer can change each component
Attitude formation process
 Standard (high-involvement) hierarchy

1. Cognitions
2. Affect associated with each cognition
3. Behavior
 Low-involvement hierarchy
1. Limited cognitions
2. Behavior
3. Affect (more cognitions may then be added)

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 Experiential Hierarchy
1. Affect
2. Behavior
3. Cognitions

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Theory of Reasoned Action model

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 Theory of Reasoned Action

 Predict behavioral intention.
 Predict by:
 Calculate specific attitude as in Fishbein Model.
 Belief x Importance
 Then account for the influence of norms.
 Perceived normative belief
 Motivation to comply with norm

 Allows measurement of attitude about buying/ using, not just attitude about
product.
 But, some behaviors may not be intentional:

 Ex: Impulse buys
 Spontaneous behaviors (Fazio, Powell, Williams, 1989)

 Are predicted by attitudes when the attitude is accessible.
 Are predicted by arbitrary factors if the attitude is not accessible.

Multiattribute Attitude Models:
 Problems continued:
 Prediction of Behavior is still not impressive under the Theory of
Reasoned Action.
 Reasons:
 Multiple moderating variables can influence consumer behavior
 Measurement Difficulty (Attitudes may be formed on the spot –
not that “enduring” – e.g., “What is your Attitude toward Soccer,
Hong Kong, and the recent Education bill?”)
 As a Result:
 Investigate what makes consumers change their attitudes, rather
than its predictive power in terms of behavior.

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Methodology
• We would make primary research in the form of Questionaires
• Sample size = 20
• We would also take Five interviews as a secondary research
• The sample would be taken from the different segments of Lahore
• In this project we would conclude some findings about the attitude of customer
about the Dairy Queen
• After the findings we would make a strategy to change the attitude of the
customer.
Limitations
• The project would be very specific about the attitude of the customer
• The sample would only be taken from the Lahore

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• Two competitors would be taken to compare with the specific brand

• Strategy should be built using the attributes of the attitude.
Questionnaire
(We are the students of MBA and we would be pleased to have your cooperation by
filling this Questionnaire so we would be able to know the customer perception
regarding milk)
Question # 1
Do you use packed milk?
o Yes
o No
If No, Then Plz Go To Personal Profile.
Question # 2
Why you use packed milk?
o To Drink
o To Make tea
o To Make sweet dishes
o For Good health, Good at meal time
o Any other __________ (please mention)
Question # 3
What is your monthly consumption level of packed milk?
o 10-15L ______
o 16-20L ______
o 21-25L ______
o 26-30L ______
o More than 30L ______
Question # 4

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Have you ever tried Dairy Queen standardized milk?

o Yes
o No
Question # 5
What is your experience after using Dairy Queen standardized milk?
Highly Satisfied Neutral Dissatisfied Highly

Satisfied Dissatisfied
Question # 6
How well Dairy Queen is describing the following characteristics?
(Tick the desired Boxes)

Scale Describing Describing Neutral Doesn’t Doesn’t
Characteristics Very Well Well Describe Describe
at all
Good For
Drinking
Good In Taste
Good In
Packaging
Question # 7
Initiate the degree of satisfaction you would get after using milk.

Very Satisfying Neutral Dissatisfying Very
Scale Satisfying Dissatisfying
Characteristics
Good For
Drinking
Good In Taste
Good In
Packaging

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Question # 8
How well HALLA describing the following characteristics?

at all
Good For
Drinking
Good In Taste
Good In
Packaging
Question # 9
How well NURPUR is describing the following characteristics

at all
Good For
Drinking
Good In Taste
Good In
Packaging
Question # 10
Mark the Dairy Queen out of 5 considering these attributes.
o Price
o Packaging
o Nutrient Contents
o Smell
-----/5
o Taste

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Question # 11
Rearrange the following attributes of Dairy Queen according to your preference
(From 1 5, 1= Highest, 5 = Lowest)?
1. Price 1.
2. Packaging 2.
3. Nutrient Contents 3.
4. Smell 4.
5. Taste 5.
Price, Packaging, Nutrient Contents, Smell, Taste

Price, Packaging, Taste, Smell, NC
Price, Packaging, Smell, Taste, NC
Question # 12
What is the likelihood you would buy DAIRY QUEEN next time you purchase
MILK?
(Tick any of the following option)
o Definitely will buy ______

o Probably will buy ______
o Might be buy ______
o Probably will not buy ______
o Definitely will not buy ______
Question # 13
Rate the brands according to your preference in regard to given attributes?
(Tick the Desired Box)

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DEMOGRAPHICS
 Gender:
o Male ………….
o Female ………….
Packed Milks  Dairy

Nurpur Halla
Attributes Queen
Price
Packaging
Nutrient Contents
Smell
Taste
 Material status:
o Single …………
o Married …………
 Qualification
o Below Matric …………

o Under Graduate Bachelor …………
o Above Graduate …………
 Age
o 15- 20 Years …………

o 21- 25 Years …………
o 26- 30 Years …………
o 31- 35 Years …………
o 35 or more …………
 Income level per month (Optional)
o Less than 15000 …………

o 15001-30,000 …………

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o 30,001 and Above …………
 Area of residence
o Model Town
o Allama Iqbal town
o Gulberg
o Defence
o Walled City
 Family members
o < than 3
o 47
o 7and Above
Summary of the Interview
Ch. Abdul Hafiz uses packed milk as per his consumption

requirement. He used packed milks for its drinking and
Respondent # 1 making tea usages. He tried dairy Queen but his perception
is very bad and he feels smells is as integral part in its
bad perception. If he is given the opportunity to re –
arrangement the brands according to his preference , then
he ranked Nurpur on Top one , follow by Halla then Dairy
Queen as follows. As mentioned above, smell is a basic
problem or negative aspect in dairy queen. As he never
preferred to use dairy queen so he his satisfaction
regarding dairy queen is never is high. According to his
requirement, Taste, price & Packaging is most important in
packed milk option. The respondent is not interested in any
promotional offer and doesn’t think that Diary Queen is not
best neither in drinking nor in tea for himself.
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Syed Bukhari uses packed milk and he uses packed milk for all
uses either for drinking or for drinking purposes. Yes, he
Respondent # 2 uses Dairy queens a couple of times, and he thinks Dairy
Queen is outdated and seriously facing problem like packaging
related issues. He ranked the other competitors in such a
preference like Halla, Dairy Queens and Nurpur. He thinks
availability is one of the major issues plus the outlook of
it also discourages alot.He was not satisfied at times when
he used dairy queen couple of times before. He thinks that
the most important attribute should be the Taste plus the
Packaging (outlook) of the milk. He is not interested in what
ever the promotion offer is offering. He thought he might use
it as in tea but for drinking purposes, he is quite damn sure
that he feels no urge to use it.
Col.Rtd. M. Arshad is not a heavily consumer of packed milk,

he uses it in his normal usage routine like in tea. He mainly
uses milk man milk and uses packed milk only, when there is
Respondent # 3 shortage of it. He thinks that taste is a major factor in
lacking backward of dairy queen and Nurpur, Halla are ahead
of dairy queen if we see it in competitor point of view. As
it was discussed before, the one of the problems like taste
concerns a lot and Halla is quite better than it. Mr.syed
didn’t use it too often so the satisfaction level is not even
high but in other words near to nothing. In his criterion,
price is one of the major issues after that, smell& taste
which has a combined affect and packaging is the most
important attributes. Any promotional offer regarding price
or packaging would be accepted by him but he is not at all
brand loyal. According to his preference, he prefer to use
dairy queen as a drinking solution as compared to use in tea
making.
Miss Ayesha is user of packed milk but she uses it on

occasion when they need excess of milk either for the making
of tea for unexpected guests or use in sweet dishes,
Respondent # 4 otherwise the milkman milk is enough for their normal use.
Yes she know Dairy queen, but she never ever use it
personally. Nurpur and Halla are far better than Dairy Queen
in term of public recognition. In particular Nurpur is having
the entire ingredients which are essential in any milk. She
uses Nurpur as a packed milk option than milk. In her point
of view packed milk, packaging, price and taste are important
factors. She is least bothered about the promotional offer
offered by Dairy queen, so the matter of satisfaction doesn’t
matter at all.
Miss Samina Ramzan is a big user for the packed milk. She
Respondent # 5 uses paced milk. She uses packed milk both for tea purposes
and for drinking purposes. Yes she used Dairy Queen very
frequently but not on a daily basis. She thought, smell,
price & taste is an important part of the Packed milk
category. While comparing Dairy queen with other two Brands,
Nurpur & Halla. Nurpur, Halla and then Dairy queen are the
preference of Miss Samina. She is satisfies with the what so
ever quality of Dairy Queen but she often feels reluctant to
use Dairy Queen only because of one reason and that is the
image problem. She is not interested in any offers made by
the promotional activities by Dairy Queen. According to her
preference, he prefer to use dairy queen as a drinking

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Survey report & Findings
Ratio of the respondents who have tried Dairy Queen
• Measuring the brand belief

• Attribute evaluation
• Over all brand evaluation
• Intension to buy
Ratio of the respondents who have tried Dairy Queen

Usage Of Packe d M ilk
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 18 90.0 90.0 90.0
No 2 10.0 10.0 100.0
Total 20 100.0 100.0
Usage Of Packed Milk

No
10.0%
Yes
90.0%

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Usage Of Packe d M ilk * Usage Of Dairy Que e n Crosstabulation
Count
Usage Of Dairy Queen
Yes No Total
Usage Of Packed Yes 10 8 18
Milk No 1 1 2
Total 11 9 20
12
10
4
Count

2
Yes
0
No
Yes No
Usage Of Packed Milk
Summary:
90 % of the people used packed milk and out of them 50 % of the people tried Dairy
Queen in our Sample of 20 from different areas of Lahore.
Interviews:
We conduct interview from the Different people and we find that 80 % of the
consumer of Packed milk tried Dairy Queen but 20 % didn’t even know the
name of Dairy Queen.
Out put:
The ratio of the consumer who have tried Dairy Queen is not so less most of
the consumer have tried Dairy Queen like other packed milk.
90 % of the people used packed milk and out of them 50 % of the people
tried Dairy Queen in our Sample of 20 from different areas of Lahore.

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We conduct interview from the Different people and we find that 80 % of the
consumer of Packed milk tried Dairy Queen but 20 % didn’t even know the
name of Dairy Queen
Recommendations:
Although we know that it is a low involvement product and most of the

people tried Dairy Queen so, there are other reasons that made the bad
attitude of Dairy Queen in the Market.
Measuring the brand belief
M onthly Consumption Le v e l of Packe d M ilk * Usage Of Dairy Que e n

Crosstabulation
Count
Yes No Total
Monthly Consumption 10-15L 1 1
Level of Packed Milk 16-20L 2 2
21-25L 2 2 4
26-30L 2 4 6
More Than 30L 4 3 7
Total 11 9 20
4.5
4.0
3.5
3.0
2.5
2.0
1.5 Usage Of Dairy Queen

Count
1.0 Yes
.5 No
10-15L 21-25L More Than 30L
16-20L 26-30L
Monthly Consumption Level of Packed Milk
Summary:

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People who have monthly consumption of milk above 30 liter are the largest
user of Dairy Queen and people having 26-30 liter monthly consumption
didn’t like to use dairy queen. Most shockingly Dairy Queen is also being
used in the consumer who have 10-15 liter monthly consumption of milk.
How Well the Dairy Queen Describing the Characteristics? * Degree Of Satisfaction would get after using milk Crosstabulation
Count
Degree Of Satisfaction would get after using milk
Good For Good In Good In
Drinking & Good For Good For Good For Good In Taste Good In Taste Packaging & Good In Good In Packaging &
Very Drinking & Drinking & Drink & Very Good In Taste & & Very Very Packaging & Packaging & Very
Satisfying Neutral Dissatisfying Dissatisfying & Neutral Dissatisfying Dissatisfying Dissatisfying Satisfying Dissatisfying Dissatisfying Total
How Well the Good For Drinking &
1 1
Dairy Queen Describing Very Well
Describing the Good For Drinking &
Characteristics? 4 4
Doesn't Describe
Good For Drink &
1 1
Doesn't Describe At All
Good In Taste &
1 1
Describing Well
Good In Taste & Neutral 1 1
Good In Taste &
1 1
Doesn't Describe
Good In Taste &
1 4 5
Good In Packaging &
1 1
Describing Well
Good In Packaging &
1 1
Neutral
Good In Packaging &
1 2 3
Doesn't Describe
Good In Packaging &
1 1
Total 1 1 4 2 1 1 4 1 2 2 1 20

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atisf ying
4.5 Good In Taste & Very
Dissatisf ying
4.0
Good In Packaging &
3.5
Very Dissatisf ying
3.0
Good In Packaging &
2.5
Satisf ying
2.0
Good In Packaging &
1.5 Dissatisf ying
Count
1.0 Good In Packaging &

.5 Very Dissatisf ying
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Summary:
In this table we come to know that most of the people have used Dairy
Queen but they are not satisfy with the product because taste and smell of
the product doesn’t describe good characteristics of Dairy Queen.
M onthly Consumption Le v e l of Packe d M ilk * Usage Of Dairy Que e n

Crosstabulation
Count
Yes No Total
Monthly Consumption 10-15L 1 1
Level of Packed Milk 16-20L 2 2
21-25L 2 2 4
26-30L 2 4 6
More Than 30L 4 3 7
Total 11 9 20

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4.5
4.0
3.5
3.0
2.5
2.0
1.5 Usage Of Dairy Queen

Count
1.0 Yes
.5 No
10-15L 21-25L More Than 30L
16-20L 26-30L
Monthly Consumption Level of Packed Milk
Summary :
People who have high consumption of milk tried Dairy Queen much more
than others.

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How Well the Dairy Queen Describing the Characteristics? * Degree Of Satisfaction would get after using milk Crosstabulation
Count
Good For Good In Good In
Drinking & Good For Good For Good For Good In Taste Good In Taste Packaging & Good In Good In Packaging &
Very Drinking & Drinking & Drink & Very Good In Taste & & Very Very Packaging & Packaging & Very
Satisfying Neutral Dissatisfying Dissatisfying & Neutral Dissatisfying Dissatisfying Dissatisfying Satisfying Dissatisfying Dissatisfying Total
1 1
Characteristics? 4 4
Doesn't Describe
Good For Drink &
1 1
Good In Taste &
1 1
Describing Well
Good In Taste &
1 1
Doesn't Describe
Good In Taste &
1 4 5
Good In Packaging &
1 1
Describing Well
Good In Packaging &
1 1
Neutral
Good In Packaging &
1 2 3
Doesn't Describe
Good In Packaging &
1 1
Total 1 1 4 2 1 1 4 1 2 2 1 20
atisf ying
4.5 Good In Taste & Very
Dissatisf ying
4.0
Good In Packaging &
3.5
Very Dissatisf ying
3.0
Good In Packaging &
2.5
Satisf ying
2.0
Good In Packaging &
1.5 Dissatisf ying
Count
1.0 Good In Packaging &

.5 Very Dissatisf ying
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Summary:

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How We ll the Dairy Quee n De scribing the Characte ristics?
Cumulative
Valid Good For Drinking &
1 5.0 5.0 5.0
Describing Very Well
Good For Drinking &
4 20.0 20.0 25.0
Doesn't Describe
Good For Drink &
1 5.0 5.0 30.0
Good In Taste &
1 5.0 5.0 35.0
Describing Well
Good In Taste & Neutral 1 5.0 5.0 40.0
Good In Taste &
1 5.0 5.0 45.0
Doesn't Describe
Good In Taste &
5 25.0 25.0 70.0
Good In Packaging &
1 5.0 5.0 75.0
Describing Well
Good In Packaging &
1 5.0 5.0 80.0
Neutral
Good In Packaging &
3 15.0 15.0 95.0
Doesn't Describe
Good In Packaging &
1 5.0 5.0 100.0
Total 20 100.0 100.0
How Well the Dairy Queen Describing the Characteristics?
Good In Packaging &

Good For Drinking &
5.0%
5.0%
Good In Packaging &
Good For Drinking &
15.0%
20.0%
Good In Packaging &
5.0%
Good For Drink & Doe
Good In Packaging & 5.0%
5.0% Good In Taste & Desc
Good In Taste & Does 5.0%
25.0% Good In Taste & Neut
5.0%
Good In Taste & Does
5.0%
Summary:
20 % of the people said that it is not good for drinking and 25 % said its
characteristics doesn’t support very well also that this is good in taste.

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Interviews:
Almost all of the consumer in interview have their strong belief that the
Dairy Queen is not a good product in its Quality and there is a problem of
smell in the product and one of the consumer said it is really very
embarrassing for me to by such type of a product.
Out put:
• People who have monthly consumption of milk above 30 liter are the
largest user of Dairy Queen and people having 26-30 liter monthly
consumption didn’t like to use dairy queen. Most shockingly Dairy
Queen is also being used in the consumer who have 10-15 liter
monthly consumption of milk.
• In this table we come to know that most of the people have used Dairy
Queen but they are not satisfy with the product because taste and
smell of the product doesn’t describe good characteristics of Dairy
Queen.
• People who have high consumption of milk tried Dairy Queen much
more than others.
• 20 % of the people said that it is not good for drinking and 25 % said
its characteristics doesn’t support very well also that this is good in
taste.
• Almost all of the consumer in interview have their strong belief that
the Dairy Queen is not a good product in its Quality and there is a
problem of smell in the product and one of the consumer said it is
really very embarrassing for me to by such type of a product.
Recommendations
In this segment we concluded that Dairy Queen is very well known but there is already a
very bad repute of the product in the consumers belief so, we have to make a strategy so
that the we can change the belief of the consumer.
Attribute evaluation

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De gre e Of Satisfaction would get afte r using milk
Cumulative
Valid Good For Drinking &
1 5.0 5.0 5.0
Very Satisfying
Good For Drinking &
1 5.0 5.0 10.0
Neutral
Good For Drinking &
4 20.0 20.0 30.0
Dissatisfying
Good For Drink & Very
2 10.0 10.0 40.0
Dissatisfying
Good In Taste & Neutral 1 5.0 5.0 45.0
Good In Taste &
1 5.0 5.0 50.0
Dissatisfying
Good In Taste & Very
4 20.0 20.0 70.0
Dissatisfying
Good In Packaging &
1 5.0 5.0 75.0
Very Dissatisfying
Good In Packaging &
2 10.0 10.0 85.0
Satisfying
Good In Packaging &
2 10.0 10.0 95.0
Dissatisfying
Good In Packaging &
1 5.0 5.0 100.0
Very Dissatisfying
Total 20 100.0 100.0

Good For Drinking &
Good In Packaging &
5.0%
5.0%
Good For Drinking &
Good In Packaging &
5.0%
10.0%
Good In Packaging & Good For Drinking &
10.0% 20.0%
Good In Packaging &
5.0%
Good For Drink & Ver
Good In Taste & Very 10.0%
20.0% Good In Taste & Neut
5.0%
Good In Taste & Diss
5.0%
Summary :
20 % of the consumer satisfied by drinking of milk,20 % for the good

taste and 10 % by good packaging of packed milk.

_______________________________________________________Dairy Queen
Attribute of the Dairy Que e n According to the pre fe re nce (1)
Cumulative
Valid Price 8 40.0 40.0 40.0
Packaging 3 15.0 15.0 55.0
Nutrient Contents 1 5.0 5.0 60.0
Smell 4 20.0 20.0 80.0
Taste 4 20.0 20.0 100.0
Total 20 100.0 100.0
Attribute of the Dairy Queen According to the preference(1)
Taste
20.0%
Price
40.0%
Smell
20.0%
Nutrient Contents
Packaging
5.0%
15.0%
Summary:
Price of the Dairy Queen is much better in the view of 40 % of the

consumer than taste & Smell of Dairy Queen Equally liked by 20 %
of the consumer.

_______________________________________________________Dairy Queen
Cumulative
Valid Price 6 30.0 30.0 30.0
Packaging 5 25.0 25.0 55.0
Taste 4 20.0 20.0 75.0
Smell 2 10.0 10.0 85.0
24.00 1 5.0 5.0 100.0
Total 20 100.0 100.0
24.00
5.0%
Nutrient Contents
10.0% Price
30.0%
Smell
10.0%
Taste
20.0%
Packaging
25.0%
Summary:
Cumulative
Valid Price 7 35.0 35.0 35.0
Packaging 8 40.0 40.0 75.0
Smell 2 10.0 10.0 85.0
Taste 2 10.0 10.0 95.0
Total 20 100.0 100.0

_______________________________________________________Dairy Queen
Nutrient Contents
5.0%
Taste
10.0%
Price
Smell 35.0%
10.0%
Packaging
40.0%
Summary:
40 % of the consumer like packaging most, for 35 % of the consumer price of the Dairy
Queen Stands on The second place and taste on the third place.
Pre fe re nce of Brands According to giv e n Attribute s
Cumulative
Valid Dairy Queen & Price 5 25.0 25.0 25.0
Dairy Queen &
1 5.0 5.0 30.0
Nutrient Contents
Dairy Queen & Taste 1 5.0 5.0 35.0
Nurpur & Price 1 5.0 5.0 40.0
Nurpur & Packaging 1 5.0 5.0 45.0
Nurpur & Nutrient
1 5.0 5.0 50.0
Contents
Nurpur & Smell 1 5.0 5.0 55.0
Nurpur & Taste 5 25.0 25.0 80.0
Halla & Packaging 4 20.0 20.0 100.0
Total 20 100.0 100.0

_______________________________________________________Dairy Queen
Preference of Brands According to given Attributes

Halla & Packaging
Dairy Queen & Price
20.0%
25.0%
Dairy Queen & Nutrie
Nurpur & Taste 5.0%
25.0% Dairy Queen & Taste
5.0%
Nurpur & Smell
Nurpur & Price
5.0%
5.0%
Nurpur & Packaging
5.0%
Nurpur & Nutrient Co
5.0%
Summary:
25 % of the consumer likes price of the Dairy Queen,20 % of the consumer likes
Packaging of HALLA and 20 % likes the taste of NURPUR.
Attribute of the Dairy Queen According to the preference(1) * Preference of Brands According to given Attributes Crosstabulation
Count
Dairy Queen Nurpur &
Dairy Queen & Nutrient Dairy Queen Nurpur & Nurpur & Nutrient Nurpur & Nurpur & Halla &
& Price Contents & Taste Price Packaging Contents Smell Taste Packaging Total
Attribute of the Price 3 1 1 2 1 8
Dairy Queen Packaging 1 1 1 3
According to the Nutrient Contents
1 1
preference(1)
Smell 1 3 4
Taste 1 3 4
Total 5 1 1 1 1 1 1 5 4 20

_______________________________________________________Dairy Queen
Dairy Queen & Price

3.5
3.0 nt Contents
Dairy Queen & Taste

2.5
Nurpur & Price
Nurpur & Packaging

2.0
1.5 ntents
Nurpur & Smell

Count
1.0
Nurpur & Taste
.5 Halla & Packaging

Price Nutrient Contents Taste
Packaging Smell
Summary:
Dairy Queen in price NURPUR in taste and HALLA in Packaging are at the
same place in the above table.
Interviews:
In our interviews we come to know that Price,Taste,Packaging,smell and

availability are the major Attributes of milk which can effect the attitude of
the consumer towards the Product, but we find that in our interviews
consumer prefer Price,Taste and Packaging are the Major Attributes of milk.
Out put:
• In this segment we concluded that Dairy Queen is very well known but there is
already a very bad repute of the product in the consumers belief so, we have to
make a strategy so that the we can change the belief of the consumer.
• 20 % of the consumer satisfied by drinking of milk,20 % for the good
taste and 10 % by good packaging of packed milk.
• Price of the Dairy Queen is much better in the view of 40 % of the
consumer than taste & Smell of Dairy Queen Equally liked by 20 %
of the consumer

_______________________________________________________Dairy Queen
• 40 % of the consumer like packaging most, for 35 % of the consumer price of the
Dairy Queen Stands on The second place and taste on the third place.
• 25 % of the consumer likes price of the Dairy Queen,20 % of the consumer likes
Packaging of HALLA and 20 % likes the taste of NURPUR
• Dairy Queen in price NURPUR in taste and HALLA in Packaging are
at the same place in the above table.
• In our interviews we come to know that Price,Taste,Packaging,smell
and availability are the major Attributes of milk which can effect the
attitude of the consumer towards the Product, but we find that in our
interviews consumer prefer Price,Taste and Packaging are the Major
Attributes of milk.
Recommendations:
Intension to buy
Would you Purchase Dairy Que e n Ne xt Time If you Purchase M ilk ?
Cumulative
Valid Definitely will buy 2 10.0 10.0 10.0
Probably will buy 3 15.0 15.0 25.0
Might be buy 3 15.0 15.0 40.0
Probably will not buy 8 40.0 40.0 80.0
Definitely will not buy 4 20.0 20.0 100.0
Total 20 100.0 100.0
Would you Purchase Dairy Queen Next Time If you Purchase Milk ?
Definitely will buy

Definitely will not 10.0%
20.0%
Probably will buy
15.0%
Might be buy
15.0%
Probably will not bu
40.0%

_______________________________________________________Dairy Queen
Summary:
40 % of the people said that they probably will not buy again Dairy
Queen,20% said they will definitely not buy again and only 15 % said they
might buy again Dairy Queen.
Expe rie nce afte r using Dairy Que e n
Cumulative
Valid Highly Satisfied 2 10.0 10.0 10.0
Satisfied 3 15.0 15.0 25.0
Neutral 3 15.0 15.0 40.0
Dissatisfied 7 35.0 35.0 75.0
Highy Dissatisfied 5 25.0 25.0 100.0
Total 20 100.0 100.0
Experience after using Dairy Queen
Highly Satisfied
10.0%
Highy Dissatisfied
25.0%
Satisfied
15.0%
Neutral
15.0%
Dissatisfied
35.0%
Summary:
In our Questionnaire we come to know that 35 % of the consumer they Are

dissatisfied with the product,25 % are highly dissatisfied and only 10 % are
highly satisfied from the Dairy Queen.

_______________________________________________________Dairy Queen
De gre e Of Satisfaction would ge t afte r using milk * Would you Purchase Dairy Que e n Ne xt Time If you Purchase M ilk ?
Crosstabulation
Count
Would you Purchase Dairy Queen Next Time If you Purchase Milk ?
Definitely Probably Probably Definitely
will buy will buy Might be buy will not buy will not buy Total
Degree Of Good For Drinking &
1 1
Satisfaction Very Satisfying
would get Good For Drinking &
after using 1 1
Neutral
milk Good For Drinking &
1 2 1 4
Dissatisfying
Good For Drink & Very
1 1 2
Dissatisfying
Good In Taste &
1 1
Dissatisfying
Good In Taste & Very
1 1 1 1 4
Dissatisfying
Good In Packaging &
1 1
Very Dissatisfying
Good In Packaging &
1 1 2
Satisfying
Good In Packaging &
1 1 2
Dissatisfying
Good In Packaging &
1 1
Very Dissatisfying
Total 2 3 3 8 4 20
2.2
2.0 W ould you Purchase D
1.8 Def initely w ill buy
1.6 Probably w ill buy
Might be buy
1.4
Probably w ill not bu

1.2
y
Count
1.0
Def initely w ill not
.8 buy
G
G
o
o
o
o
o
o
o
o
d
d
d
d
F
In
In
In
In
In
In
In
o
o
o
P
r
r
r
a
a
a
D
c
s
c
ri
ri
ri
ri
k
te
te
te
k
n
n
n
a
a
k
&
g
&
&
g
in
in
in
in
in
in
&
in
D
N
V
g

g
g
g
V
e
e
is
&
&
&
&
&
&
e
ry
&
u
s
r
Summary:

_______________________________________________________Dairy Queen
Would you Purchase Dairy Quee n Ne xt Time If you Purchase M ilk ? * Qualification Crosstabulation
Count
Qualification
Under Above
Below Matric Graduate Graduate Total
Would you Purchase Definitely will buy 1 1 2
Dairy Queen Next Probably will buy 3 3
Time If you Purchase Might be buy 1 2 3
Milk ?
Probably will not buy 2 2 4 8
Definitely will not buy 1 3 4
Total 2 5 13 20
4.5
4.0
3.5
3.0
2.5
2.0
Qualification
1.5
Below Matric
Count
1.0 Under Graduate
.5 Above Graduate
Def initely w ill buy Might be buy Def initely w ill not
Probably w ill buy Probably w ill not bu
W ould you Purchase Dairy Queen Next Tim e If you Purchase Milk ?
Summary:
Most of the above graduate consumers said that the probably will not buy
and the most consumer shows interest to buy Dairy Queen are also above
graduate.
Interviews:
Most of the consumers said in their interviews that they are not so willing to
buy Dairy Queen Again because of its smell and on of of them said that he
might be willing to buy Dairy Queen again and one of the consumer said
that she is a bit reluctant to buy this product.

_______________________________________________________Dairy Queen
Out put:
• 40 % of the people said that they probably will not buy again Dairy
Queen,20% said they will definitely not buy again and only 15 % said
they might buy again Dairy Queen.
• In our Questionnaire we come to know that 35 % of the consumer
they Are dissatisfied with the product,25 % are highly dissatisfied and
only 10 % are highly satisfied from the Dairy Queen.
• Most of the consumers said in their interviews that they are not so
willing to buy Dairy Queen Again because of its smell and on of of
them said that he might be willing to buy Dairy Queen again and one
of the consumer said that she is a bit reluctant to buy this product.
• Most of the above graduate consumers said that the probably will not
buy and the most consumer shows interest to buy Dairy Queen are
also above graduate.
Recommendations:
Over all brand evaluation
Expe rie nce afte r using Dairy Que e n
Cumulative
Valid Highly Satisfied 2 10.0 10.0 10.0
Satisfied 3 15.0 15.0 25.0
Neutral 3 15.0 15.0 40.0
Dissatisfied 7 35.0 35.0 75.0
Highy Dissatisfied 5 25.0 25.0 100.0
Total 20 100.0 100.0

_______________________________________________________Dairy Queen
Experience after using Dairy Queen
Highly Satisfied
10.0%
Highy Dissatisfied
25.0%
Satisfied
15.0%
Neutral
15.0%
Dissatisfied
35.0%
Summary:
In our Questionnaire we come to know that 35 % of the consumer they Are

dissatisfied with the product,25 % are highly dissatisfied and only 10 % are
highly satisfied from the Dairy Queen.
How much Dairy Que e n got out of 5 ?
Cumulative
Valid 1 7 35.0 35.0 35.0
2 6 30.0 30.0 65.0
3 4 20.0 20.0 85.0
4 2 10.0 10.0 95.0
5 1 5.0 5.0 100.0
Total 20 100.0 100.0

_______________________________________________________Dairy Queen
How much Dairy Queen got out of 5 ?
5.0%
4
10.0%
1
35.0%
20.0%
30.0%
Summary:
35 % of the consumer gave (1) marks out of five for the dairy Queen,30 %
gave (2) and only 5 % gave (5) out of five marks to the Dairy Queen
considering all the Attributes in mind.
Pre fe re nce of Brands According to giv e n Attribute s
Cumulative
Valid Dairy Queen & Price 5 25.0 25.0 25.0
Dairy Queen &
1 5.0 5.0 30.0
Nutrient Contents
Dairy Queen & Taste 1 5.0 5.0 35.0
Nurpur & Price 1 5.0 5.0 40.0
Nurpur & Packaging 1 5.0 5.0 45.0
Nurpur & Nutrient
1 5.0 5.0 50.0
Contents
Nurpur & Smell 1 5.0 5.0 55.0
Nurpur & Taste 5 25.0 25.0 80.0
Halla & Packaging 4 20.0 20.0 100.0
Total 20 100.0 100.0

_______________________________________________________Dairy Queen

Halla & Packaging
Dairy Queen & Price
20.0%
25.0%
Nurpur & Taste 5.0%
25.0% Dairy Queen & Taste
5.0%
Nurpur & Smell
Nurpur & Price
5.0%
5.0%
Nurpur & Packaging
5.0%
5.0%
Summary:
25 % of the consumer likes price of the Dairy Queen,20 % of the consumer likes

_______________________________________________________Dairy Queen
How Well the Dairy Queen Describing the Characteristics? * How well HALLA describing the following characteristics? Crosstabulation
Count
How well HALLA describing the following characteristics?
Good For
Good For Good For Good For Drink & Good In Good In Good In
Drinking & Drinking & Drinking & Doesn't Good In Taste Good In Taste Good In Taste Packaging & Packaging & Packaging &
Describing Describing Doesn't Describe & Describing Good In Taste & Doesn't & Doesn't Describing Describing Doesn't
Very Well Well Describe At All Well & Neutral Describe Describe At All Very Well Well Describe Total
1 1
Characteristics? 1 2 1 4
Doesn't Describe
Good For Drink &
1 1
Good In Taste &
1 1
Describing Well
Good In Taste &
1 1
Doesn't Describe
Good In Taste &
5 5
Good In Packaging &
1 1
Describing Well
Good In Packaging &
1 1
Neutral
Good In Packaging &
1 1 1 3
Doesn't Describe
Good In Packaging &
1 1
Total 1 1 2 2 1 2 1 5 1 3 1 20

_______________________________________________________Dairy Queen
ral
6 Good In Taste & Does

n't Describe
5
Good In Taste & Does
4 n't Describe At All
Good In Packaging &

3
Describing Very Well
2 Good In Packaging &

Count
Describing Well
1
Good In Packaging &
0 Doesn't Describe
G
G
o
o
o
o
o
o
d
d
F
In
In
In
In
In
In
In
In
o
P
r
a
a
a
D
c
s
c
ri
ri
ri
te
te
te
te
k
n
a
k
k
&
&
&
&
g
in
in
&
in
in
in
in
D
D
D
N
g
g
D
Summary:
o
e
e
&
&
&
&
&
&
o
e
s
s
e
s
How much Dairy Queen got out of 5 ? * Preference of Brands According to given Attributes Crosstabulation
Count
Dairy Queen Nurpur &
Dairy Queen & Nutrient Dairy Queen Nurpur & Nurpur & Nutrient Nurpur & Nurpur & Halla &
& Price Contents & Taste Price Packaging Contents Smell Taste Packaging Total
How much 1 2 1 1 1 2 7
Dairy Queen 2 1 1 4 6
got out of 5 ? 3
1 1 2 4
4 1 1 2
5 1 1
Total 5 1 1 1 1 1 1 5 4 20

_______________________________________________________Dairy Queen
Preference of Brands
4.5
Dairy Queen & Price
4.0 Dairy Queen & Nutrie
nt Contents
3.5
Dairy Queen & Taste
3.0
Nurpur & Price
2.5 Nurpur & Packaging
2.0 Nurpur & Nutrient Co

ntents
1.5
Nurpur & Smell
Count
1.0 Nurpur & Taste
.5 Halla & Packaging

1 2 3 4 5
How much Dairy Queen got out of 5 ?
Interviews:
Over all brand evaluation is not so good due to brand belief they have
already in their mind Dairy Queen is almost at the third stage among the
three brands.consumer like its price but they didn’t like its taste and
packaging on the other hand consumer like Packaging of HALLA and taste
of NURPUR.
Out put:
• In our Questionnaire we come to know that 35 % of the consumer
they Are dissatisfied with the product,25 % are highly dissatisfied and
only 10 % are highly satisfied from the Dairy Queen.
• 35 % of the consumer gave (1) marks out of five for the dairy
Queen,30 % gave (2) and only 5 % gave (5) out of five marks to the
Dairy Queen considering all the Attributes in mind.
• 25 % of the consumer likes price of the Dairy Queen,20 % of the consumer likes
• Over all brand evaluation is not so good due to brand belief they have
already in their mind Dairy Queen is almost at the third stage among
the three brands.consumer like its price but they didn’t like its taste
and packaging on the other hand consumer like Packaging of HALLA
and taste of NURPUR.
Recommendations:

_______________________________________________________Dairy Queen
Comparing Attitude of the Dairy Queen
Cognitive component
HALLA NURPUR Dairy Queen

• HALLA beliefs • NURPUR • Dairy Queen
are made on the beliefs are also beliefs are made
base of made up of all solely on the
experience, three things. perception base.
knowledge and
perception. • The associations • The association
• The association of attributes are of the attributes
of attributes with also very strong with the product
the product is with the product is also very
very strong just like the Weak.
HALLA
Affective component

_______________________________________________________Dairy Queen

• HALLA is liked • NURPUR is • Dairy Queen is
by all liked by all remained in third
respondents in respondents in spot in the survey
our questionnaire our questionnaire and in reality it
survey and our survey and one to will also take
interview. one interview. some time to
compete with two
• The reason of this • The reason of this giants.
is a very strong is a very strong • Dairy Queen
market stimulus. market stimulus. requires a very
strong stimulus.
• Dairy Queen
need a very
HALLA is using very NURPUR is using the strong
strong communication most communication communication
with their consumer in with their consumers as in order to make
shape of advertising and compared to any MILK. aware the
distribution That’s why it is consumer
amongst the leading regarding their
Packed milk in the milk because
market. most people have
made negative
perception about
the product.
Intention component
• The attitude • The attitude • Dairy Queen is in
towards brand towards brand a very serious
purchase in purchase in problem people
HALLA is very NURPUR is also have made belief
strong. Consumer very strong. and according to
has passed Consumer has that belief they
through from the passed through make their

_______________________________________________________Dairy Queen
belief part and from the belief decision. People

affective part n a part and affective don’t use it and
very part n a very aren’t going
comprehensive comprehensive through
manner. manner. evaluation
process.
Strategy
We will apply Theory of reasoned action in order to change the intensions.
It helps to identify those attributes most important in causing consumers to

form positive attitude toward the purchase of a product.
Our product is facing the same problem in a very huge number. People have
form negative attitudes toward our product. This theory will help in
improving or change the action of purchase.
It is the consumer’s act of purchasing and, ultimately consuming the product

that determines satisfaction.
• Determine the person attitude to that behavior

_______________________________________________________Dairy Queen
• Predict behavior more accurately
Why?
Our consumer’s attitude towards buying the Dairy Queen is very important,
rather than measuring the brand it self.
Our brand is not very strong so we have to measure the attitude towards the
buying a Dairy QUEEN.

_______________________________________________________Dairy Queen

_______________________________________________________Dairy Queen
Implication Of Theory
As we are using theory of reasoned action so we have to cater two points.
Intensions
Evaluation of the outcome and Beliefs that the behavior leads to the certain out come
subjective norm
Motivation to comply with the specific referents and think I should perform the behavior
Changing Intentions:
• Make aware consumer by using different channel of communication that this is

milk which Price is less than the multinational Milk with good quality.
• Advertise the convenience factor to the consumers also, just to go to the shop, buy
a Packet and you had the best thing in his hand.
Type of Claim Examples

Health May reduce the risk of
osteoporosis
Structure/Function Promotes bone health/builds
strong bones
Nutrient Content Excellent source of calcium
Rich in calcium
Contains calcium
• Give special discounts on liter pack like buy two get one free. This will help in to
compel the consumer to try the Milk.
• Use event marketing, road shows, free samples and sponsor social parties in
order to check the evaluation at the spot.
Changing Subjective norm:
• Make a relationship between values and beliefs

_______________________________________________________Dairy Queen
Like “Garha milk” is not the thing to follow its all about the neutrants in it and that is
what our product really have in it.
• Pick “Imran Khan” as a brand ambassador of Dairy Queen.
Make associate of the product with the most famous personality in the youth. Youth in
every part of the world follow their dream personalities.
• Advertise that people will enjoy great amount of Vitamins and taste.
The distinction is stable- the difference in rating a brand in general and rating it if
they use it is very important.
• Show that Dairy Queen aim is to bring at that level so whoever called it in the
world it would be known as the best packed milk in Pakistan.
• Emotional Appeals.
• Emotional appeals - get attention (e.g., arousing scenes), elicit a specific negative
or positive emotion (e.g., fear, pride, guilt), improve recall, reduce
counterarguing, and may change consumer attitudes (e.g., positive mood – better
evaluation).
• Some examples:
• Ads with sex appeals get consumer attention, which may lead to more elaboration
and evaluative bias.

_______________________________________________________Dairy Queen
• Ads with humorous appeals can also improve attentional focus, mitigate
counterarguing, and consequently change consumers attitudes.
• So,no body would hesitate to by the packs of Dairy Queen from the market.
• We can also use ( ELM ) model to change the attitude of the customer towards the
product.
Models of Attitude Change

The Elaboration Likelihood Model (ELM) and the
Heuristic-Systematic Processing Model
(HSM)
low Peripheral route: source
attract./credibility, etc.
motivation
Persuasive Attitude
communication change
ability
Central route:
high
Issue-relevant arguments

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_______________________________________________________Dairy Queen

Consumer Behavior Final Project 1

Submitted by: M.Khubaib Khan Shirwani

Consumer Behavior Final Project 2

University of Management & Technology

6. Theory of reasoned action

11. Survey report & Findings

12.Comparing Attitude of the Dairy Queen

15.Annexure ( yellow Pages )

Consumer Behavior Final Project 3

Consumer Behavior Final Project 4

in creating and sustaining an environment, which encourages learning and empowerment

Certifications of quality and prestige:

• HACCP (in process controls for safer products)

o Guaranteed Clean/Bacteria Free

Consumer Behavior Final Project 5

At an affordable price it has won the hearts of consumers everywhere. It is available in 6-

We took two major competitors of Dairy Queen Standardized milk.

Consumer Behavior Final Project 6

Cultural and Social Influences

Ethnicity, Race, Household and Psychographics: Socio-Econ: Demographic:

Consumer Behavior Final Project 7

How Do Consumers Form Attitudes?

How Do Consumers Change Their

Consumer Behavior Final Project 8

The Attitude Object: AO

 The target of the attitude

Consumer Behavior Final Project 9

Components of an attitude: The ABCs

 A clever marketer can change each component

Attitude formation process

 Standard (high-involvement) hierarchy

Consumer Behavior Final Project 10

Consumer Behavior Final Project 11

Theory of Reasoned Action model

Consumer Behavior Final Project 12

Consumer Behavior Final Project 13

 Theory of Reasoned Action

 But, some behaviors may not be intentional:

 Spontaneous behaviors (Fazio, Powell, Williams, 1989)

Multiattribute Attitude Models:

Consumer Behavior Final Project 14

Consumer Behavior Final Project 15

• Two competitors would be taken to compare with the specific brand

Consumer Behavior Final Project 16

Have you ever tried Dairy Queen standardized milk?

Highly Satisfied Neutral Dissatisfied Highly

(Tick the desired Boxes)

(Tick the desired Boxes)

Consumer Behavior Final Project 17

(Tick the desired Boxes)

(Tick the desired Boxes)

Consumer Behavior Final Project 18

Price, Packaging, Nutrient Contents, Smell, Taste

o Definitely will buy ______

(Tick the Desired Box)

Consumer Behavior Final Project 19

Packed Milks  Dairy

o Below Matric …………

o 15- 20 Years …………

 Income level per month (Optional)

o Less than 15000 …………

Consumer Behavior Final Project 20

o 30,001 and Above …………