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  • Hens MBR Assing.2

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    Taha Ismail
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    The document is a market research brief for Hens Commissioning Company to study the market potential for organic/free-range chickens in Karachi, Pakistan. It will conduct qualitative interviews with 200 consumers between ages 20-50, including students, housewives, and businesspeople. The interviews will take place at supermarkets and department stores to understand if there is demand for organic chickens, consumer preferences, and suggestions. The research aims to help the company better understand and engage health-conscious consumers in Karachi interested in a potentially healthier and better product without artificial ingredients.

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    The document is a market research brief for Hens Commissioning Company to study the market potential for organic/free-range chickens in Karachi, Pakistan. It will conduct qualitative interviews with 200 consumers between ages 20-50, including students, housewives, and businesspeople. The interviews will take place at supermarkets and department stores to understand if there is demand for organic chickens, consumer preferences, and suggestions. The research aims to help the company better understand and engage health-conscious consumers in Karachi interested in a potentially healthier and better product without artificial ingredients.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    34 views2 pages

    Hens MBR Assing.2

    Uploaded by

    Taha Ismail
    The document is a market research brief for Hens Commissioning Company to study the market potential for organic/free-range chickens in Karachi, Pakistan. It will conduct qualitative interviews with 200 consumers between ages 20-50, including students, housewives, and businesspeople. The interviews will take place at supermarkets and department stores to understand if there is demand for organic chickens, consumer preferences, and suggestions. The research aims to help the company better understand and engage health-conscious consumers in Karachi interested in a potentially healthier and better product without artificial ingredients.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 2

    MARKET RESEARCH BRIEF

    Commissioning CMI manager Commissioning Company : Hens

    Taha ismail - 03218776026 Business Group : Agricultural Market

    Category :Chicken MR Agency :Foresight Research(Pvt.) Ltd.

    Variant : Free range Chicken Qual/Quant : Qualitative

    Fieldwork date : 21 March – 23 March

    Title : Organic Chicken Testing

    Background

    The poultry industry has experienced significant change in the last decades. Trends in the poultry
    industry have included an increase in per capita poultry consumption, a decline in real prices for
    broilers, and a move in the poultry industry towards industrialized, vertically integrated broiler
    production. In fact, the broiler industry is one of the most tightly coordinated industries of the major
    commodity sub sectors in Pakistan food and agriculture sector. Organic/free-range chickens, also
    referred to as “all natural,” are known for containing no artificial ingredients or preservatives and being
    minimally processed. They also are raised/grown in an environmentally friendly fashion. Producing free-
    range/organic chicken responds to consumers’ demands for a potentially healthier, more natural, and
    better-tasting product.

    Business Issue and Consumer Relevance

    Organic / Free-range chicken has a huge potential in the market of Karachi as everyone is finding out the
    harmful ingredients like Alkaline, Led and such substance that are found in the chicken. And since the
    People of Karachi are getting health conscious they are willing to give the organic chicken a try .

    Objective of Research & Methodology

    In order to come intact with the consumer the company will conduct a Qualitative Research methods in
    which a short structured interview will take place in places like big super markets or departmental stores
    eg. Ebco, Carefore , Chase, Agha’s ect.

    The Key objective is to find out if there is a market for Organic consumers ,there preferences and
    suggestions.
    MARKET RESEARCH BRIEF

    Sample size

    Size:200 interviews

    Gender : Male / Female

    Age : 20 -50

    Occupation : Students , Housewife’s , Business Men.

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