IN PAKISTAN

PRINCIPLE OF MARKETING MANAGEMENT

PREPARED BY: MUHAMMAD FAIZAN

Student of MBA from: Muhammad Ali Jinnah University(MAJU)

EATINGIn Pakistan

THREE MEALS

BREAK FASTIt is an optional meal. An individual have left less time for breakfast that’s why usually a cup of tea with a buttered toast or cereals is the best option.

LUNCHEONLunch is usually eaten outside the home. Most of the people carry home-cooked food to their work, while other have lunch at restaurants and fast food outlets.

DINNERDinner is usually taken at 8pm, but the cities the timing between 8pm to 11pm. This is the time when family member get together and usually watch television with a meal.

PAKISTANI CUISINE

Chawal

Sabzi

Roti

Gosht

Butter

Yogh

urt

Canned

/pres

erved

meat

and m

eat p

roducts

Canned

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veget

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Chips/cris

ps

Extru

ded sn

acks

Nuts

Breakfa

st cer

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Cakes

Biscuits

Chocolat

e confec

tionery

Sugar

confec

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d

Baby f

ood

Dried proces

sed fo

od

Frozen

proces

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Ice cr

eam (M

illilitre

s per

capita

)

Noodles Oils

Other fat

sPast

a

Sauces

, dres

sings

and co

ndimen

tsSo

up

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Sweet

and sa

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s

-20

0

20

40

60

80

100

120

% CHANGE 1998---2003

EATING OUT

Eating out, which was once unusual, has now become the norm. Some of the most popular international franchises are

McDonalds, KFC, Subway, and Pizza Hut. At the same time, Pakistan has a big youthful population, with very large 0-24 year age bracket, well above 50% of its total population. Younger people tend to eat food items such as

snacks, fast food, ice cream, and consume beverages such as soft drinks, in much higher quantities than older people.

KFC

DRINKINGIn Pakistan

HABITS

Tea Coffee Soft Drinks

Fresh juices Lassi

HOT DRINKSAbout 81% of the Pakistani population is in the habit of drinking tea. Tea is consumed extensively, and does not require a specific time. It is offered during breakfast, served to guests, consumed in offices, or enjoyed in the evening.

Taste for coffee consumption may be trifling as compared to tea – for the reason that coffee is considered to be a premium drink – but it is developing at an increasing rate.Coffee consumption is much more sensitive to changes in temperature as compared to tea.

SOFT DRINKS

Soft drinks are generally consumed with food, and are also the preferred and convenient option for serving to guests. Soft drinks have gained popularity with youngsters, who drink brands such as Pepsi and Coke for refreshment and style. Metropolitan cities such as Karachi and Lahore hold the biggest sales for soft drinks, with their hot and humid weather conditions.

LUSSILassi is popular in summer, especially in the province of Punjab. It not only gives energy, but the chilling effect provides a relief from the scorching heat. Lassi is commonly used during breakfast and after lunch. In the rural areas, after water, Lassi is the most consumed beverage.

FRESH JUICESThe usage of fresh juices is also common during summer. However, canned or bottled juices are mostly consumed by the elite, or by health-conscious people. Pakistanis drink a lot of other traditional juices, such as Skanjween, which is fresh lime water, or herbal drinks made of natural ingredients such as Jam-e-Shirin, which is made of aqua distillates of rose. These drinks are refreshing while affordable by ordinary people.

ALCOHOLIC DRINKS

Being an Islamic state, the legislation of Pakistan prohibits consumption of alcoholic drinks. Therefore, alcoholic beverages are not publicly available. Non-Muslims, however, need special consumption permits, issued by the government, to purchase alcohol from specific locations.

In PakistanSHOPPING

FOOD

49% of monthly consumption expenditure was on food and beverages. The general trend of shopping for household items and groceries is on a weekly basis. Some salaried people prefer to shop on a monthly basis. They tend to shop for household items at the beginning of every month.

Some items such as milk, bread, and eggs are bought on a daily basis. The majority of the population benefits from the services provided by a Gwalla – a local milkman - who delivers unprocessed fresh milk at home every day. In large cities, weekly,bazaars, commonly known as Sunday markets, are conducted, where crop cultivators from nearby villages gather to sell vegetables and fruits.

COSMETICS &TOILETRIES

Shopping for cosmetics and toiletries is planned rather than impulsive. It is done on a need-basis, and less frequently relative to other household items. The increasing awareness of personal grooming and hygiene, higher literacy rates, increased discretionary incomes, the growing middle class, and increasing fashion sense have resulted in greater demand for cosmetics and toiletries. Certain shopping malls, chemists, and department stores attempt to stimulate impulse buying for cosmetic products.

CLOTHING AND FOOTWEAR

 Pakistanis spend around 8% of their monthly income on apparel and footwear. Increasing fashion sense and increased disposable incomes have allowed the average Pakistani to buy more clothes and footwear. The price of local clothes and footwear is generally lower relative to other countries. This is because Pakistan is one of the major producers of raw materials, and holds a strong clothing industry.

LEISURE GOODSPakistan is a very lucrative territory for multinationals looking at the growing population and the spending behaviour of Pakistanis.

• Sales of music and video products have increased dramatically, as CDs and DVDs are available at very low prices.

• Digital cameras, at affordable prices, have gained immense popularity. Cell phones with cameras are also quite popular, especially amongst the youngsters. Brands such as Nokia, Samsung, and Siemens have opened exclusive outlets

• Sportswear is easily available in sports or garment shops. However, there are some exclusive sportswear shops with international brands such as Nike, Slazenger, and Adidas – opened by a renowned cricket star, Wasim Akram.

HEALTHCARE

The unhygienic environment, and rising pollution in urban areas, has resulted in higher spending on healthcare. It is not necessary to have a prescription to buy a medicine, except for a few intoxicating medicines. People usually buy self-prescribed medicines for small problems such as coughs, headaches, or stomachaches. A visit to the doctor is only undertaken when it is absolutely necessary.

The other alternative for healthcare is the hakeems – doctors who operate with herbal medicines. Consultation with hakeems is more affordable compared to medical doctors.

HOUSEHOLD GOODS

Sales of household goods increased multi-fold after consumer financing was aggressively introduced by financial institutions in the recent past. Microwaves, refrigerators, split air conditioners, large screen TVs, and DVDs have become necessary products in the urban home. Dealers of specific brands sell these electronic items. Usually, all the shops and dealers are collected together in a common area. A free home delivery service is also provided by selective shops.

Looking at the current demand, different designer furniture showrooms have opened in metropolitan areas. Glass furniture, wrought iron, and light wood are the new trends in furniture.

TO BE CONTINUED…..

IN PAKISTAN