Abstract:
This current research
endeavors to study important factors having
significant impact on consumer’s choice of
beverages in Punjab province of Pakistan.
Beverages in two major categories of ‘hot’
and ‘cold’ have been studied to examine
consumer consumption pattern. Data has
been collected through interview from 80
respondents belonging to two major cities of
Punjab, i.e. Lahore and Faisalabad, by
incorporating stratified random sampling
technique. These two cities of Punjab were
selected because of big departmental stores
opening like Metro Cash and Carry store,
Al-Fateh and others. A pre tested and wellarranged
questionnaire was used for data
gathering from respondents. To estimate the
outcome of factors affecting choices of
consumers (demand function), multivariate
analysis was incorporated. Results of this
research showed that consumption pattern
of cold beverages was affected significantly
by consumer income, cold beverages prices,
city selected for survey and number of
adolescents in a family, whereas factors
which affected the consumption of hot
beverages were food expenditure, living
area, marital status, income, working
persons in a family, family size. Due to
availability of copious brands of beverages,
consumption is escalating with the passage
of time and consumers are eager to pay but
owing to high rates they are not relishing
full taste of beverages. So, local industry
should produce cost effective and quality
drinks to enhance usage.
