1

Contents
Chapter 1: Introduction........................................................................................................................... 5
1.1 Background of the Study................................................................................................................... 5
1.2 Factors Influencing Consumer Food Choices and Preferences ........................................................ 6
1.3 Problem Statement ........................................................................................................................... 8
1.4 Research purpose .............................................................................................................................. 9
1.5 Research Objectives .......................................................................................................................... 9
1.6 Information Needs ............................................................................................................................ 9
1.7 Contribution of research ................................................................................................................... 9
1.8 Justification: ....................................................................................................................................10
1.9 Scope of research ............................................................................................................................10
2.0 Limitations .......................................................................................................................................10
2.1 Assumptions ....................................................................................................................................10
Chapter 2 : lndustry Overview .............................................................................................................11
2.2 Industry Profile: The World Spices Situation ...................................................................................12
2.3 Global Perspective: ..........................................................................................................................12
2.3 Local Perspective:.............................................................................................................................14
2.4 PAKISTAN FOOD INDUSTRY: .............................................................................................................15
2.5 OVERVIEW OF THE SPICE INDUSTRY OF PAKISTAN: .........................................................................16
2.6 DRIVING FORCES: .............................................................................................................................18
2.7 KEY SUCCESS FACTORS: ....................................................................................................................18
2.8 ECONOMIES OF SCALE AND LEARNING CURVE EFFECTS: ................................................................18
2.9 BRANDED SPICE INDUSTRY: .............................................................................................................18
2.10 UNBRANDED SPICE INDUSTRY: ......................................................................................................20
2.11 UNETHICAL PRACTICES IN THE UNBRANDED SPICE INDUSTRY: ....................................................21
2.12 INTRODUCTION TO SHAN FOODS: .................................................................................................21
2.13 ORGANIZATIONAL HISTORY: ..........................................................................................................21
2.14 INTERNAL ANALYSIS SWOT ANALYSIS SHAN FOODS: .....................................................................22
2.15 Integrated Marketing Communication Plan: .................................................................................23
2.16 Business objectives: .......................................................................................................................23
2.17 Marketing objectives: ....................................................................................................................24
2.18 THE WORLD OF SHAN FOODS: .......................................................................................................24
2.19 GROWTH RATE: ..............................................................................................................................27
2.20 SUCCESS STORY OF SHAN FOODS IN TERMS OF FIGURES: ............................................................28

2
2.21 Product and new product strategies and pipeline Growth Strategy: ............................................28
2.22 Gaps in Industry Review: ...............................................................................................................30
2.23 Price comparison of Shan food with competitors: ........................................................................31
2.24 BCG Matrix: ...................................................................................................................................34
2.25 Theoretical Framework .................................................................................................................37
2.26 Conceptual Framework .................................................................................................................39
References..............................................................................................................................................41

3
INTRODUCTION

4
Course: MARKET RESEARCH AND ANALYSIS
Faculty: DR. SAIMA HUSSAIN
Program: UNDERGRAD
Assignment 3
Group Members: Anousha Nasim Khan, Munazza Hamid, and Zainab Naqvi.

Perception And Acceptance Towards “Ready-To-Cook” Meal Packages

Chapter 1: Introduction

1.1 Background of the Study

Shan Food Industries started out as a cottage industry in 1981. It was established by Sikandar
Sultan, an insightful entrepreneur and a dedicated philanthropist, who began the company as
a one-room operation and currently serves as the Chairman of Shan Foods (Pvt) Ltd. Shan
Foods primarily produces spice mixes used in desi cuisines. Initially, when the business
operations commenced, the recipes for the spice mixes were only available to immediate
family members. However, as this startup gained fame, these mixes were offered to friends
and the general public. Therefore, after a while, Mr. Sultan's brand, Shan Foods, was
launched. Today, Shan is an international brand operating in 65 countries across 5 continents.

The company's mission and vision are to establish Shan as a leading culinary brand, offering
original, traditional recipes, and focusing on excellence in all areas and aspects of the
business. The philosophy at Shan Foods is to continue producing goods and feasts of the
subcontinent, so that customers can enjoy their regular dose of happiness every day. They
also work on ensuring that their products are not only easy to cook but also have the
traditional taste and fragrance that customers fondly cherish. To achieve this, Shan continues
to search for ideas and trends, conducting research both internally and externally to deliver
the best possible culinary experience to customers. The products at Shan Foods include
cooking sauces, recipe mixes, desserts, plain spices, salt, pastes, noodles, accompaniments,
lentils, rice, and ready-to-eat food items. Some of Shan Foods' achievements include the Best
Export Performance Awards from KCCI (2008-09), the Best Export Performance Award
from FPCCI (2005-06), the Best Merit Performance Award from FPCCI (2005-05), the Best
Export Performance Award from FPCCI (2003-04), and the Export Performance Award from
KCCI (2003-04). For continued success and improvement, Shan has also acquired several
certifications, such as ISO 9001:2015, SANHA Halal Certification, JAKIM Halal
Certification, BRC Global Standard for Food Safety, FDA Facility Registration, SADEX,
PSQCA, and FSMS 22000.

Shan wanted to explore the idea of producing ready-to-cook meal boxes. These boxes were
termed 'Shan Dastarkhan.' The concept was that these meal boxes contain the exact
ingredients required to cook daily staple foods, and all the person cooking them has to do is
mix the items at specific time intervals according to the recipe card also available in the
package. Research has been undertaken to explore the most desired recipe meal boxes by
customers; for example, Biryani, Nihari, Korma. There are some similar products to the idea
that Shan wants to explore and introduce. Examples include Ready Chef Go steam cooking
bags, Blue Apron meal kits and Sun-basket meal kits (Dinner made delicious).

5
1.2 Factors Influencing Consumer Food Choices and Preferences
(Garima, G., Binod, S., & Vimal, B. , 2020).) published a paper titled “Managing the
Diffusion of innovation in Ready- To-Cook Food Products in India''. The main motive for
research was to find out the factors that favorably influence and accelerate or slow down
innovation diffusion in the case of ready-to- Cook food products. The research shows that
there is an uplifting perspective towards the Ready- To- cook food and is one of the quickest
developing regions in the food market in created nations as well as in non-industrial nations.
This is on the grounds that individuals don't have the opportunity to cook in their occupied
and furious timetable. The greater part of individuals incline toward Ready-To-cook food
items as it is exceptionally advantageous and simple to utilize. It likewise saves a great deal
of time. Greater part of individuals burn-through Ready-To-cook Food every so often and not
habitually as a considerable lot of them are wellbeing cognizant. The cost and nature of
Ready-to-cook food items are satisfactory at some level which shows that as quality expands
in esteem the cost will likewise increment in worth as well as the other way around. The
bundling variable and newness variable of Ready-To-cook food items are vital factors that are
thought of while buying Ready-To-cook food items. If the bundling is sufficient, the food
items will be new.

(Chaurasiya, R., Pandey, R., Verma, P., Kek, X. H., Kee, D. M. H., Yeoh, X. Y., ... &
Rokiah, R. ,2020) published a paper titled “A study on consumer buying behavior towards
ready to eat food industry”. The main aim to conduct the research is to study about consumer
buying behavior towards the ready to eat food industry in Northern India.

(El Helou, R.,2022). published a paper titled “A market study on key determinants of Ready
to Eat / Cook products with respect to tier I citizens in Southern India ''. The main purpose of
the study is to identify the factors that determine the market of Ready-To- Eat food. In
exploration, it has been distinguished that there are three kinds of variables that influence the
buying aim of a customer (Sen, S., Antara, N., & Sen, S. ,2021). The first is intrinsic
elements including the perceived value, quality & satisfaction from the item. The second one
is extrinsic variables which incorporate pricing, advertising, branding, packaging,
availability, etc. The last one is the demographic information including purchaser’s age,
occupation, sexual orientation, conjugal status, family status, training, and so on. The
association in financial exercises of all types of people is expanding. The outcome has
uncovered that socio-segments like sexual orientation, age, instruction level, family pay and
occupation and so on impact buying ready-to- cook food. The consequence of the test
additionally uncovers which gathering of individuals are the primary customers of ready-to-
cook food. The outcome shows that functioning ladies are the primary purchaser of this food.
The age group 21–30 years are purchasing ready-to-cook food than some other age groups.
Notwithstanding, training level, family pay additionally impacts buying ready-to-cook food.
Notwithstanding, buy expectation towards Ready-to-cook food is additionally impacted by
different factors for example security, simple to cook, idealness, low value, brand, taste,
publicizing, appearance, quality and so on Aftereffects of the factor examination show that
the bundling & time-saving factors need more ability to impact an individual towards buying
ready-to-cook food.

Ready to eat Food Perception, Food Preferences and Food Choice: A Theoretical Discussion
(Patil, D. S., & Limaye, S. V. ,2020). It was tracked down that the buyer buys marks
generally on the boundaries of trust and wellbeing. These two boundaries construct a long
haul relationship with the brands. Despite the fact that there are different factors individuals
6
consider while at the same time picking ready-to-cook food, trust and security are turned into
the crucial boundaries to buy ready to eat food items. Brand supports, brand moral concerns,
brand credits are little affect buy goal. Consequently, it tends to be inferred that, there are a
few factors influence our food decisions (like publicizing, utilitarian, wellbeing, cost, tangible
and sociocultural) and socio segment provisions of the shopper (like age, monetary condition,
schooling, sex, area of home and size of the spot of home). So fascinating experimental
reviews can be completed across the various areas, kinds of ready-to-cook-food.

“Food, City and Young Globavores: Perceptions of Pakistani Urban Youth about Food
Choices and Healthy Eating”( Sadia, A., Strodl, E., Khawaja, N. G., Kausar, R., & Cooper,
M. J. , 2021) tells us about the eating habits of Pakistan’s younger generation and highlights
the issue of obesity with regards to fast foods. This study tells us that despite being aware of
the different health issues and diseases like diabetes and cancer that can be caused due to
obesity (Calle & Thun , 2014), the young generation is still determined to choose easy and
convenient food options rather than healthy and safe. This is due to the convenience factor
which most of the respondents in the target market had marked as their most important factor
while consuming or buying food supplies. The study helps us understand that the youth of
Pakistan is aware of the dangers that beholds their current eating habits and if provided the
correct and easy way to alternate this, they would go towards it. “Ready to cook” meal
packages is something that is yet to be introduced in Pakistan. As we have mentioned that it
is a known concept globally and has proven to be helpful to the consumers, hence why it is
assumed to be a success in Pakistan as well. The people of Pakistan are very keen on the said
concept as they want to have an easy way of cooking while also making sure that what they
cook is healthy and safe. With “Ready to cook” meal kits, people will not have to worry
about shopping for ingredients and will know what to add and what not to. In Pakistan there
are a lot of students in the age group of 19-25 who live in hostels away from home and amid
their stressful student life, would need an easy way of cooking. Shan Food Industries’ “Ready
to cook” meals are just what they will be needing.

Currently, there are brands that have similar ideas like K&Ns and Multi Food Industries who
have frozen food concepts. They combined have a lot of products, which includes kebabs,
uncooked meat, nuggets, pizzas, samosas, rolls, etc. These products only have to be fried or
grilled as they are already half cooked, however, it is still not the same as the Ready to cook
meal concept.

Pakistan & Gulf Economist published a paper titled, “Rise of frozen food trade in Pakistan”
(Amer, 2020) which stated that fast food services and frozen food items has given a break to
women and has reduced their time spent in kitchens. These alternative and more convenient
options have been helpful since in recent years Pakistan has had a rise in women entering the
workforce. It has been said that the Pakistan frozen market will increase in its value up to
$726 million by 2024 increasing at a compound annual growth rate of 5.8%. Shan's new idea
will help customers get everything in hand to cook with guidelines on the cover so that they
know what has been put in their food. Other than this, there are also unbranded cooking kits
available at Imtiaz and Spar that are portion based and already cooked, packed in styrofoam
boxes. However, the problem with them is also that it is already cooked and could get blant
after being put out for several days. Moreover, there are delivery services like Airlift and
Pandamart, that help people shop their groceries online and be delivered within minutes or
hours. This service comes in handy for people who do not like to go out or have much time to
shop for groceries often. These are people who fall into our target segment as well. Our home

7
cooking kits or packages will help them enjoy their freshly cooked meals without having to
spend hours at grocery stores looking for every ingredient.

An ingredient and recipe meal kit service like "Shan Dastarkhan" has not been introduced in
Pakistan yet by anyone before; hence there was insufficient local data to look at. However,
there are many international pieces of research on Blue Apron, Plated, Hello Fresh, and other
businesses that offer pre-portioned ingredients and instruction cards in their meal kits, but
there is limited knowledge about how customers perceive the meal-kit industry. Moreover,
the customer renewal rate for such meal boxes has not yet been clarified in academic
research. The critical question remains: would Pakistani customers be interested in paying
extra for the convenience of having Quick to prepare pre-portioned ingredients with
simplistic recipes as Cultural background is a significant factor in food choice, with people
from different cultural backgrounds holding varying perceptions and experiences related to
food (Hoffmann, N. C., Symmank, C., Mai, R., Stok, F. M., Rohm, H., & Hoffmann, S.
,2020). Cultural factors can influence individuals' preferences for homemade cooking over
ready-to-cook meals. These cultural beliefs, passed down through generations, impact
consumer choices.It is also essential to address whether customers would prefer the
ingredients to be delivered to their specified address or would they like to buy the meal boxes
at stores. Thus, in order to gain a more solid understanding of Pakistani consumers'
perception of meal kit product attributes, benefits, and intent to purchase and subscribe to the
meal boxes, further exploration is needed to fill this gap in existing research.

Globally, ready to cook food products are perceived well and are increasingly gaining
popularity because of fast paced life, individuals these days do not have enough time to cook
and prepare meals for themselves or their families. With increasing demand, there are a lot of
options available for ready to cook food which cater to all consumer demands like, taste,
packaging, ease of use, satisfaction and affordability (Ramgade, A., & Kumar, A. ,2021).
However, the level of income per household usually influences the likeliness of an individual
making a purchase decision for ready to cook products, because not everyone can afford this
time-saving luxury (Alem, Y., Hassen, S., & Köhlin, G. ,2023).

Locally, even though there are some products that are ready to eat but fall into the category of
snacks hence, there is no such product being offered currently. Shan’s ready to cook food
products serve as a breakthrough for all working women and men as they introduce this
concept to a culturally driven nation like Pakistan, where they can save time and purchase
ready to cook food by Shan. This also makes it easy for women to balance their work life,
and also gives everyone some more time in their hands for recreational activities and
relaxation.

1.3 Problem Statement

Shan Food Industries want to introduce a new concept of "Ready to Cook" meal boxes in
Pakistan, which will contain all the necessary ingredients required to cook daily staple foods.
The aim is to explore consumers' perception and acceptance towards this new concept,
including preferred cuisines, price range, and desired distribution channels. The problem is
that there is no such product currently being offered in Pakistan, and there is insufficient local
data to consider. The critical question remains: would Pakistani customers be interested in
paying extra for the convenience of having quick-to-prepare pre-portioned ingredients with
simplistic recipes?

8
1.4 Research purpose
The aim of the research project is to explore consumers' perceptions and acceptance of
"Ready-To-Cook" meal packages as a new concept, including their preferred cuisines, price
range, and desired distribution channels.

1.5 Research Objectives

Q1: To explore consumer perception and acceptance of the developed concept.

Q2: To investigate the different types of cuisines, dishes, or recipes that customers desire in
such meal packages, including the price range and serving sizes.

Q3: To explore which channels of distribution will be most convenient for customers (e.g.,
departmental stores, supermarkets, online platforms like Food Panda, or owned channels).

Q4: To investigate customers' preferred or most-watched media platforms.

1.6 Information Needs

• How do they feel about the developed concept? (Will the developed concept be helpful to
them?)
• How and why will it add value to our target market?
• How should customers be assured of food quality, freshness, taste, consistency, and cuisine
selection, and understand what price range is optimal?
• How does the target audience feel about the uniqueness of the developed concept?
• How should Shan Foods package the 'ready-to-cook' meal packs to maximize customer
satisfaction and convenience?

• Which channel of distribution is most likely to lead customers to take a call to action - a
dedicated online channel or the usual channels used by customers?
• Understanding feedback and suggestions about the concept through feedback from the
respondents.
• Which media platform is most used by our respondents, and why do our respondents use
these channels?

1.7 Contribution of research

The research will help Shan Food Industries understand consumers' perception and
acceptance towards the "Ready to Cook" meal boxes concept. It will also help identify the
most wanted recipe meal boxes by the customers, including the most preferred channels of
purchase and the expected price bracket. The research will also explore the media viewing
habits of the respondents to optimize the marketing strategy for reaching the target market
and potential customers.

9
1.8 Justification:
The research is justified because there is currently no such product being offered in Pakistan,
and there is insufficient local data to examine. The research will help Shan Food Industries
understand consumers' perception and acceptance of the "Ready to Cook" meal boxes
concept, enabling them to make informed decisions about introducing this new product to
the market.

1.9 Scope of research

The research will be conducted in Karachi, Pakistan, and will focus on existing and potential
customers of Shan Food Industries who are willing and able to cook. The chosen sample size
will be representative of the target market. The research will explore consumers' perception
and acceptance of the "Ready to Cook" meal boxes concept, including preferred cuisines,
price range, and desired distribution channels. The research will also investigate the media
viewing habits of the respondents.

2.0 Limitations
• Respondents without exposure may have trouble understanding the concept.

• The research is limited to the Karachi market.

• Due to cultural ties, the local population prefers more traditional methods of cooking over
conventional methods, such as frozen food.
• Respondents may not trust the product because of its packaging and may not consider it
as fresh.

2.1 Assumptions
• The chosen sample size will be representative of existing and potential customers for Shan
Foods who are willing and able to cook.

• The results generated will align perfectly with the research objective, filling the market gap
created by Shan's new concept.
• Existing and potential customers will actively participate in this research, producing
favorable results.

10
INDUSTRY OVERVIEW

11
2.2 Industry Profile: The World Spices Situation
The "Global Spice Dynamics Report 2023," which contains the most recent data, indicates
that the landscape of spice production worldwide is anticipated to experience measured
expansion. It is projected to reach an output of 10 million tonnes in 2023–2024, a slight rise
over the previous year's output. Asia is expected to make a substantial contribution to this
expansion, especially the powerhouses of the spice trade like China and India. With an
estimated 3 million tonnes, India is expected to continue as the world's largest producer of
spices, with China expected to add 5 million tonnes. With an anticipated production of two
million tonnes, the United States is anticipated to follow closely.

The spice industry's product spectrum is anticipated to experience modest changes, with
certain spices witnessing a surge in demand. Notably, industrialized regions, including
Europe and North America, are expected to sustain a commendable growth rate in spice
production, particularly for high-demand varieties.

Recent trends in the spice trade indicate a shift in dynamics. Following a period of relative
stagnation, the second half of 2023 witnessed a revival in global spice trade, driven by
economic prosperity and heightened culinary exploration. This positive momentum
continued into the first half of 2024. Analysts caution that the current optimistic price
scenario may not be sustainable in the long term, and a leveling down is anticipated.

As we look ahead to the outlook for the spice trade in 2024-2030, there is consensus that
the industry's vibrancy hinges on finding a new equilibrium, particularly concerning price
dynamics. While uncertainties regarding sustained demand and potential market
adjustments persist, early indicators suggest that the global spice trade is poised for
continued growth, propelled by the ever-expanding palate preferences of consumers
worldwide. It remains to be seen how key players in the spice industry, including companies
such as Shan Foods, navigate and contribute to this evolving spice landscape.

2.3 Global Perspective:

The food industry in Pakistan, engaging approximately 20% of the population, is undergoing
transformative changes, and a key player influencing this landscape is Shan Foods. As
reported in the "Strategic Analysis of Shan Foods Introduction of Spices Industry", the
company has asserted its dominance with a substantial 35% market share in 2021, signifying
a robust presence in the local market. This market standing is further underlined by Shan
Foods' reported sales revenue of $12,707 million in 2019, as detailed in the "Why Shan
Foods should actively consider an IPO" article on Profit by Pakistan Today (Profit, n.d.).
Moreover, the company's strategic acumen is evident in its 2% increase in market share in
the northern and central regions of Pakistan, as explored in the course material on Shan
Foods INTERNATIONALIZATION.

Venturing onto the international stage, Shan Foods has made significant strides, particularly
in North America. The company's export activities, highlighted in the "E-Commerce as an
Entry Mode in Chinese Market; An Analysis of Global Marketing Strategy of Shan Foods,
Pakistan" on ResearchGate (ResearchGate, n.d.), reveal that in 2019, Shan Foods exported

12
products valued at Rs5.6 billion to North America. However, the global market is fiercely
competitive, with National Foods emerging as a formidable rival. The export data for 2019,
sourced from multiple references including Studypool, underscores the intense competition,
as National Foods exported products worth Rs9.4 billion to North America in the same year.

This comprehensive analysis underscores Shan Foods' dual success – not only as a dominant
force in the local market but also as an active participant in the fiercely competitive
international export landscape. As the company navigates through the evolving dynamics of
both local and international markets, its strategic decisions, as evidenced by these
referenced insights, will undoubtedly play a pivotal role in shaping the future trajectory of
the food industry in Pakistan and beyond.

(Sarathy & Gopal, 2011) published a paper titled “Managing the Diffusion of innovation in
Ready- To-Cook Food Products in India''. The main motive for research was to find out the
factors that favorably influence and accelerate or slow down innovation diffusion in the case
of ready-to- Cook food products. The research shows that there is an uplifting perspective
towards the Ready- To- cook food and is one of the quickest developing regions in the food
market in created nations as well as in non-industrial nations. This is on the grounds that
individuals don't have the opportunity to cook in their occupied and furious timetable. The
greater part of individuals incline toward Ready-To-cook food items as it is exceptionally
advantageous and simple to utilize. It likewise saves a great deal of time. Greater part of
individuals burn-through Ready-To-cook Food every so often and not habitually as a
considerable lot of them are wellbeing cognizant. The cost and nature of Ready-to-cook
food items are satisfactory at some level which shows that as quality expands in esteem the
cost will likewise increment in worth as well as the other way around. The bundling variable
and newness variable of Ready-To-cook food items are vital factors that are thought of
while buying Ready-To-cook food items. If the bundling is sufficient, the food items will be
new.

(Solanki & Jain, 2017) published a paper titled “A study on consumer buying behavior
towards ready to eat food industry”. The main aim to conduct the research is to study about
consumer buying behavior towards the ready to eat food industry in Northern India.

(Vijayabaskar.M & N.Sundaram, 2012) published a paper titled “A market study on key
determinants of Ready to Eat / Cook products with respect to tier I citizens in Southern India
''. The main purpose of the study is to identify the factors that determine the market of
Ready-To- Eat food. In exploration, it has been distinguished that there are three kinds of
variables that influence the buying aim of a customer (Jaafaret al. 2012). The first is intrinsic
elements including the perceived value, quality & satisfaction from the item. The second
one is extrinsic variables which incorporate pricing, advertising, branding, packaging,
availability, etc. The last one is the demographic information including purchaser’s age,
occupation, sexual orientation, conjugal status, family status, training, and so on. The
association in financial exercises of all types of people is expanding. The outcome has
uncovered that socio-segments like sexual orientation, age, instruction level, family pay and
occupation and so on impact buying ready-to- cook food. The consequence of the test
additionally uncovers which gathering of individuals are the primary customers of ready-to-
cook food. The outcome shows that functioning ladies are the primary purchaser of this
13
food. The age group 21–30 years are purchasing ready-to-cook food than some other age
groups. Notwithstanding, training level, family pay additionally impacts buying ready-to-
cook food. Notwithstanding, buy expectation towards Ready-to-cook food is additionally
impacted by different factors for example security, simple to cook, idealness, low value,
brand, taste, publicizing, appearance, quality and so on Aftereffects of the factor
examination show that the bundling & time-saving factors need more ability to impact an
individual towards buying ready-to-cook food.

Ready to eat Food Perception, Food Preferences and Food Choice: A Theoretical Discussion
(Deval Patel, Raju Rathod). It was tracked down that the buyer buys marks generally on the
boundaries of trust and wellbeing. These two boundaries construct a long haul relationship
with the brands. Despite the fact that there are different factors individuals consider while
at the same time picking ready-to-cook food, trust and security are turned into the crucial
boundaries to buy ready to eat food items. Brand supports, brand moral concerns, brand
credits are little affect buy goal. Consequently, it tends to be inferred that, there are a few
factors influence our food decisions (like publicizing, utilitarian, wellbeing, cost, tangible and
sociocultural) and socio segment provisions of the shopper (like age, monetary condition,
schooling, sex, area of home and size of the spot of home). So fascinating experimental
reviews can be completed across the various areas, kinds of ready-to-cook-food.

2.3 Local Perspective:

“Food, City and Young Globavores: Perceptions of Pakistani Urban Youth about Food
Choices and Healthy Eating” (Usman, Javed, Amjad, & Jalil, 2017); tells us about the eating
habits of Pakistan’s younger generation and highlights the issue of obesity with regards to
fast foods. This study tells us that despite being aware of the different health issues and
diseases like diabetes and cancer that can be caused due to obesity (Calle and Thun 2004;
Ng et al.2014), the young generation is still determined to choose easy and convenient food
options rather than healthy and safe. This is due to the convenience factor which most of
the respondents in the target market had marked as their most important factor while
consuming or buying food supplies. The study helps us understand that the youth of
Pakistan is aware of the dangers that beholds their current eating habits and if provided the
correct and easy way to alternate this, they would go towards it. “Ready to cook” meal
packages is something that is yet to be introduced in Pakistan. As we have mentioned that it
is a known concept globally and has proven to be helpful to the consumers, hence why it is
assumed to be a success in Pakistan as well. The people of Pakistan are very keen on the
said concept as they want to have an easy way of cooking while also making sure that what
they cook is healthy and safe. With “Ready to cook” meal kits, people will not have to worry
about shopping for ingredients and will know what to add and what not to. In Pakistan there
are a lot of students in the age group of 19-25 who live in hostels away from home and amid
their stressful student life, would need an easy way of cooking. Shan Food Industries’
“Ready to cook” meals are just what they will be needing.

Currently, there are brands that have similar ideas like K&Ns and Multi Food Industries who
have frozen food concepts. They combined have a lot of products, which includes kebabs,
uncooked meat, nuggets, pizzas, samosas, rolls, etc. These products only have to be fried or

14
grilled as they are already half cooked, however, it is still not the same as the Ready to cook
meal concept.

Pakistan & Gulf Economist published a paper titled, “Rise of frozen food trade in Pakistan”
(Amer, 2020) which stated that fast food services and frozen food items has given a break to
women and has reduced their time spent in kitchens. These alternative and more
convenient options have been helpful since in recent years Pakistan has had a rise in women
entering the workforce. It has been said that the Pakistan frozen market will increase in its
value up to $726 million by 2024 increasing at a compound annual growth rate of 5.8%.
Shan's new idea will help customers get everything in hand to cook with guidelines on the
cover so that they know what has been put in their food. Other than this, there are also
unbranded cooking kits available at Imtiaz and Spar that are portion based and already
cooked, packed in styrofoam boxes. However, the problem with them is also that it is
already cooked and could get blant after being put out for several days. Moreover, there are
delivery services like Airlift and Pandamart, that help people shop their groceries online and
be delivered within minutes or hours. This service comes in handy for people who do not
like to go out or have much time to shop for groceries often. These are people who fall into
our target segment as well. Our home cooking kits or packages will help them enjoy their
freshly cooked meals without having to spend hours at grocery stores looking for every
ingredient.

2.4 PAKISTAN FOOD INDUSTRY:

Pakistan is the world’s ninth largest market with an estimated 170 million consumers.
Experts believe that the food retail market in Pakistan is in the throes of landmark changes,
with the total number of retail outlets expected to have grown by 15% in the 1990s,
presently resting at 286,774 outlets. Share of food in household budget is 48.3% in Pakistan.
As indicated in Figure below, it is apparent that 48.3% of the monthly expenditure is on
‘food, beverage and tobacco’, followed by ‘rent’. This clearly depicts the consumption
pattern of an average person living in a developing country like Pakistan.

There are two striking differences depicted in Figure below suggesting a clear division
between rural and urban consumption patterns. Firstly, a resident of urban area pays
15
considerably more on rent than a person living in rural area. Secondly, a person residing in
rural area spends considerably more amount on ‘food, beverage and tobacco’ than an
average person in the urban area.

2.5 OVERVIEW OF THE SPICE INDUSTRY OF PAKISTAN:

Food industry around the globe comprises a niche within itself, referred to as ‘spices’.
According to the American Spice Trade Association, “today spices have become known as
any dried plant product used primarily for seasoning purposes. This all-inclusive definition
seems to cover a wide range of plants like herbs, spice seeds and even dehydrated
vegetables and spice blends.”1 Putting spices in a Pakistani perspective, they also comprise
the authentic recipe mixes used in traditional cuisine. The Pakistani spice industry can be
divided into branded and unbranded industry. SMEDA found out that there are about 7000
spices and salt grinding units operating in Pakistan, 60% of which are rural based . But with
the emergence of modern industrial units, the share of these rural based units is decreasing.
Based on the estimates of the existing spice business operators 6 Spices form a substantial
portion of Pakistan’s business in terms of imports and exports. The values of food exports
and imports of Pakistan for the year 2008-09 are as follows (Foodtech):

Major Food imports of Pakistan:

16
Like any industry and business to be successful, a setup can only achieve growth if some key
success factors are taken into account to ensure that the business is run properly.
Consistent quality check and high quality control standards are the two important factors
that are vital to succeed in the spice industry. Since the last decade, there has been
tremendous growth in the spices industry of Pakistan. In the recent past, many new
companies have been setup due to high growth prospects in this industry. To be at par with
local and international demands, these companies have come up with secure packaging and
branded packs, with technological changes having quite an impact. However, growth in this
industry revolves around quality, promotion and distribution network. “The following
illustration gives an understanding of how work is routed in a conventional spices
processing, packing and marketing business:

There are many factors behind increased demand of spices in Pakistan; a major factor is the
changing lifestyles of people who now prefer ready to use ingredients over traditional home
made spices. Also, spices have always been in demand due to the sub-continental style of
cooking where quality spices are termed synonymous with good food. However, 8 according
to SMEDA report 2006, sudden increase in demand for spices has never been experienced
implying that the growth has been steady and is dependent on:

• “Population growth in both urban and rural area

• Ratio of younger people in the population (according to 1998 census 64% belongs to age
group of between 15 to 34) • Increase in urban life phenomenon

• Preferences shifting from popular home made curries to ready to use curries. ”

17
2.6 DRIVING FORCES:
The spice industry of Pakistan is a very difficult industry to compete in. The two main
reasons of this difficulty are low price competition and involvement of many unbranded
suppliers. Brands, whether branded by a food company, retailer’s brand or unbranded and
open commodity merchants including indirect competitors in the business of providing
ready to cook, ready to eat, canned/ processed food directly and indirectly compete against
one another. Because the price sensitive buyers prefer to buy unbranded spices as they
provide a local touch, it becomes difficult for major players of the industry who deal in
branded spices, to attract more buyers. A major factor that creates competition in this
industry is brand loyalty because certain taste attitudes can only be satisfied with certain
brands. Apart from this, some of the major driving forces in the Pakistani spice industry are
changes in societal concerns, lifestyles and attitudes, product innovation and changes in
who buys the product and how they use it.

2.7 KEY SUCCESS FACTORS:

An organization’s key success factors (KSFs) can be related to any of the following six
categories: technology, manufacturing, distribution, marketing, skills and organizational
capability. Apart from these, there can also be other KSFs for a company. All the
aforementioned factors apply to the spice industry and their individual importance can not
be denied in making industry players successful over the long term.

2.8 ECONOMIES OF SCALE AND LEARNING CURVE EFFECTS:

Learning curve plays a crucial part because this industry completely depends upon
consumer taste. For this purpose, a company has to constantly study the consumer
experiences of satisfaction. Major players in branded and unbranded categories have been
able to achieve economies of scale and enjoy major gains.

2.9 BRANDED SPICE INDUSTRY:

According to SMEDA market share of spice industry in Pakistan is as follows:

18
Some of the major players in this industry are Shan, National, Mehran, Chef’s Pride etc. New
players have also come up which includes Habib, Kitchen Secrets (with brand name
Rivaayat) etc. The prices of the branded packs are around 30 percent more than unbranded
ones. Pakistan does not exist among the major spices exporters, and hence presents a great
opportunity and enormous potential for investors to invest in this sector.

MAJOR INDUSTRY PLAYERS

Major players of packed spices in the industry are:

• Shan Foods

• National foods

11 Other players in the industry are: • Chef’s Pride

• Mehran Foods

• Ahmed Foods

• Habib Foods

• Zaiqa Foods

• Kitchen Secrets

It sometimes becomes difficult for firms to compete and this is one of the main reasons due
to which many firms leave the industry. A noteworthy player Galaxy Masala was there in the
market in the last decade but has closed down its operations now. The vital reasons due to
which a firm might leave the industry are low consumer response to the company’s
offerings due to dissatisfaction, high brand loyalty already towards other brand/player, not
shifting to other brands, and monetary and trade concerns. Despite these possible reasons,
there are number of players who have survived the stiff competition and come out
successful. Market share of branded packs, according to SMEDA are:

19
These figures show Shan Foods and National Foods both as occupying first position as far as
market share is concerned. However, since their complete financial figures could not be
accessed at this preliminary stage of report, it is difficult to determine which player
currently holds more share when it comes to operating in both Pakistan and international
markets. It is noteworthy that the above chart mentions Chef’s Pride as holding 15% market
share and occupying the second position in branded packs in Pakistan.

It has however been observed that this player is not available in majority leading stores
across Karachi, which forms quite a substantial market for all branded and unbranded spice
dealers. A region-wise breakup of the total curry based spice market shows the following
pattern:

2.10 UNBRANDED SPICE INDUSTRY:

There unbranded players operating in spice market are self-owned independent businesses
that do not have affiliations with any brand in particular. A major problem with such setups
is that they are largely undocumented and unorganized, which precludes to estimate the
approximate market size. Due to such players, it is also difficult to ascertain the taxation and
the number of people employed in this industry. However, PGA-Pakistan grocers association

20
(SMEDA) quotes that in the last few years the trend has been changing and market share of
loose spices is gradually decreasing.

2.11 UNETHICAL PRACTICES IN THE UNBRANDED SPICE INDUSTRY:

People in Pakistan are mostly price conscious and turn towards open spices that they
purchase from kiryana stores. Consuming these spices has shown a number of repercussions
over the years like rise in the number of people suffering from different 14 ailments like
stomach ache, gastroenteritis, diarrhea and others like rash and nausea. This does not only
happen after consuming food at open places (roadsides etc.) but also with home cooked
meals using open spices. Although there is no detailed study to show the exact reason
behind disorders such as those mentioned above, but contaminated spices used in cooking
appears to be a leading cause.

Open red chilli powder contains talcum powder, saw dust, brick powder, sand, dirt etc.
'Sudan-1', a dye used to give color to fabric and leather goods, is extensively being used by
chilli merchants across the country. Such contamination also takes place in turmeric, black
pepper, coriander, ginger etc. that can cause mental retardation, cancer and other toxic
effects on health, only increasing profits for the merchants. Such practices are on the rise in
open markets where profit making seems to be the only reason to do business, regardless of
the impact it creates. Police and price control committees are given frequent bribes to act
oblivious of such hideous acts to devastate precious, innocent lives. (Ahmed, 2008)

2.12 INTRODUCTION TO SHAN FOODS:

Shan Foods (Private) Limited is a Pakistani producer of packaged spice mixes, primarily used in South
Asian dishes. The company was established in 1981 as a single-room operation by its
founder, Sikander Sultan, in Pakistan and quickly grew from there to becoming a major player in
the packaged spice mixes industry.

Currently, the company portfolio of products is available in over 150 countries, across 5 continents,
and consists of recipe mixes, plain spices, ready-to-cook sauces, cooking pastes, dessert mixes,
cooking condiments, and accompaniments as well as instant noodles.

The company also has a research and development department that is responsible for developing
new products and improving existing ones.

2.13 ORGANIZATIONAL HISTORY:

Shan Foods came into existence in 1981 when it began operations from a single room. Shan
Masala as it was back then, launched full range of spices to cater to local public, 15 due to
its popularity. Shan started exporting after a few years due to increased international
popularity. But after sometime, the need to reposition the brand was felt. It needed to be
repositioned as a food brand rather than a spice brand. Re-imaging the organization became
necessary for re-positioning of the brand; it was a job well done and led to continued
success of Shan on national and international fronts. Now, Shan Foods is well known as a
brand of easy to cook mixes for Pakistani food. The name of Shan Foods has become

21
synonymous with highest quality and exquisite taste. It continues to carry on, the tradition of
authentic cuisine to farthest parts of the world. There are six broad categories of varieties
Shan deals in including recipe mixes, plain spices, dessert mixes, basmati rice, pickles and
salts.

Today, Shan Foods has presence in 60 countries. The brand is exported to UK, USA, and
Middle East and now to Far East regions as well.

2.14 INTERNAL ANALYSIS SWOT ANALYSIS SHAN FOODS:

Strengths:

• Shan food has a very strong heritage and legacy behind it which has given it a strong
goodwill in households.

• Shan foods enjoys an approximately 50% market share in the recipes mixes category. 2004
Market Reach Retail Volume Sales Shan Foods 3.3 billion Industry 8 billion 23

• Shan foods is a leading exporter of food items from Pakistan providing it an opportunity to
tap the large global market which helps it to expand at a rapid pace

• Shan has a wide range of products and SKU’s available consolidating its presence in
various niches and keeping its customers loyal to the brand.

Weaknesses:

• Shan is not present in Jams and marmalades, Ketchups categories like National foods
thereby loosing an opportunity market. Many loyal Shan customers purchase National
products in these categories which is causing loss of potential sales.

• Shan has a low market share outside Karachi in the Punjab market where National enjoys
market leadership. This is due to weak distribution of Shan products in Punjab market which
is causing loss of potential sales.

Opportunities:

• Shan can vertically integrate to produce its own raw materials which will not only reduce
costs but will also provide it more control over the quality of input.

• Shan currently has a very low advertising spend in the FMCG industry. It can deploy brand
activations and other innovative campaigns to switch customers from the loose/ unbranded
segment to Shan products. • Shan can also horizontally expand its scope like national foods
and enter the other related food categories where it can tap its loyal customers with
minimal extra efforts.

Threats:

22
• The biggest threat to Shan is the high inflation in Pakistan coupled by a global recession
which is putting pressure on the profits and sales.

• The prevalence of counterfeit products is also threat to Shan causing loss in goodwill and
potential sales. 24 • The emergence of newer brand with deep pockets can also damage
Shan’s market share due to heavy advertisement while keeping the product quality close to
that of Shan.

2.15 Integrated Marketing Communication Plan:

Shan Foods would follow an integrated marketing communication plan, which would include
the different set of activities. Each activity would revolve around the products positioning
statement. The estimated marketing budget for Shan is Rs.100 million for all their ATL and
BTL activities in the year 2009. The company does most of its marketing on seasonal basis
especially before and during Ramadan and near Eid. The breakdown for the budgeting is
80% for ATL activities and 20% for BTL activities. In the recent times Shan has put more
emphasis on its export and only comes up with new marketing campaign for new products.

Shan does not advertise as a ritual and can be termed as quite conservative when it comes
to using mass media fro promoting itself. It does not believe in advertising rigorously. 29 The
advertising is done seasonally only; however it does conduct certain promotional campaigns
and activities. Almost all of Shan’s promotions are addressed towards women. The
advertisements of Shan’s offerings focus entirely in the females of the family. The marketing
strategy is very customer oriented i.e. Shan emphasizes on marketing its products keeping in
mind its customers thus having a customer centric view. Such a marketing strategy allows it
to leverage on the goodwill already in the market. It has started to reach out to a wider
audience keeping in mind the changing lifestyle to nuclear families and convenience
seekers. Shan has recently realized that a potential part of the population i.e. the teenagers
are the ones that will become tomorrow’s decision makers. Thus, it aims at informing,
reminding and persuading teenagers through innovative campaigns with proper information
regarding the superior quality of Shan products. This way, Shan will be their most preferred
choice when they become the decision makers in the kitchen. More recently, the major
marketing or promotional expenditure done by Shan Foods is on making deals with
television channels for their commercial air time. One of their most recent deals was with
Geo news and Geo entertainment in which they committed Rs. 12 million for one month of
heavy advertisement in both prime and non prime time advertisement. Few of the BTL
activities that the company does and plans on continuing is branding of shows in which the
contestants can directly interact with the host of the cook. Along with that it also does mall
activities which is direct marketing to educate the potential consumers.

2.16 Business objectives:

Shan takes pride in its practices regarding client and customer interaction as derived from
Islam. Their strong connection and respect for Islam drives the company’s core values.
Therefore they have agreed upon not to accept anything but the best in raw material from
the suppliers as Islam teaches to entertain our Islamic brothern similarly as we would treat
ourselves. Driving from the same concept of Islam Shan Foods also provides quality to its
23
utmost limits in the products that it offers. Its is the main reason for their how cost as Shan
Foods has the latest technology which is one of its kind in south east Asia. The V-look
technology and the coal grinding technology is only an example to their dedication to
provide nothing but the best to their consumers. It’s the world class quality that brings the
blind trust of the consumers on Shan products that it will not only be hygienically prepared
but would be secure from any harmful ingredients that loose spices offer. Value proposition
of Shan Foods is to be receptive towards innovation and experimentation in food and in life,
while remaining a brand that will provide the highest quality products to its customers and
will never comprise on this idea. Shan food considers all major food brands, packed and
loose, retailer’s brands, ready to cook or raw food as its potential competitor. The direct
competition is with National Foods, Mehran, Shehzan, and Ahmed.

2.17 Marketing objectives:

As the strong connection of the Shan Foods owners with Islam, the company does not
believe in advertisement heavily on any advertisement medium. Since the product offerings
are seasonal the company does advertise in Ramadan and come with its advertising
campaigns. Shan advertisement does not show any celebrity or prominent 31 figure to drive
sales, rather it just compromises of show-reel showing hands with background music and
rotating dishes. The company also conducts BTL activities and holds up demonstrations of
cooking with its Spices and product offerings on different venues. All the marketing
strategies are customer centric or customer oriented so that it can leverage on already well-
developed consumer goodwill for the company. Shan due to its consumer centric marketing
strategies and with market intelligence has started targeting teenagers as they are the
future decision makers in households. Shan is aiming to educate and persuade the teenage
population with innovative campaigns and with demonstrations to provide them complete
information on not only Shan Foods but also regarding the superior quality that if offers to
them. This is a very strategic move as when the time will be right, Shan usage will increase
many folds because these teenagers will then already be loyal to the Shan product offerings
With its proactive research and development department Shan is always on the move to
newer and better opportunities that it can cash upon. Regardless of this it has not filled
some basic gaps such as products for fisheries and the likewise cuisines

2.18 THE WORLD OF SHAN FOODS:

The world of Shan Foods comprises 14 departments all together:

1) Supply Chain

2) Information Technology

3) MIS

4) Procurement

5) Engineering & Services

24
6) Production

7) Communication

8) Human Resource

9) Export

10) Import

11) Quality Control

12) Research & Development

13) Sales

14) Marketing

Following is the organizational hierarchy of Shan Foods:

25
Following gives a picture of what Shan Foods has achieved to date and some of its major
targets for the future:

• Quality control since 1981

• Quality assurance system since 2000

• Food safety management system since of 2007

• Total quality management target if 2010

26
• Third party lab certification target of 2012

• ISO 22000, the ISO version of HACCP (Hazard Analysis And Critical Control Point)

2.19 GROWTH RATE:

The food industry in Pakistan is a developing industry and is witnessing growth. The main
reason behind this is that buyers have started to shift from loose to packed spices, thus
changing the cooking and eating habits. The claimed growth rate of the entire industry is
more than 50% annually. Shan Foods with a colossal annual growth of more than 50% was
quick to respond to the driving forces and key success factors of the industry and today, it
proudly is the most preferred spices company. It has become the industry giant holding
almost 40% of the market share belonging to the branded spice dealers. It has over the
period of time, managed to win the heart share of consumers that has translated into its
brand loyalty and true friendship with consumers.

Market Segmentation: The market segmentation can be explained by defining demographic,

geographic, and behavioral factors that are most important for Shan Foods. Demographic
Factors: The basic demographics that Shan caters to are the women of today belonging to
age group of 18 years and above with socio-economic class of middle lower of above. Her
martial status can be married or single, cooking for the household or just trying out new
things

Geographic Factors: Shan food has not segmented itself on the basis of geographical
segmentation. Their distribution ranges from valleys of Quetta to the Khyber Pass and to the
seas of Karachi. It has more than 500 distributors in its supply arsenal. However some
recipes are more famous in particular areas of the country than others because of sub-
culture preferences. For e.g. the white Nihari, Sindhi Biryani, & Qorma mix are in huge
demand in Karachi and the demand in Lahore consists mainly of Pulao, Murgh Choley & BBQ
mix.

Behavioral Factors: Being born Pakistani, loving food is in our blood. Spicy and delicious food
is a main part of our lives. Be it the celebrations of Eid or marriage ceremony of a beloved,
it’s the food that give colors to the events and that bring the relatives for a quality time
Another behavioral factor is related to the double income phenomenon that is growing
everyday. Both the man and the woman of the house are earning to support the family and
they require ease and convenience when it comes to cooking factor. 36 The purchase
behavior changes according to the seasons. If on one occasion Fruit chart masala is in
demand because of Holy Ramadan, BBQ mixes could be in demand on Eids or in summers
when families invite friends over on BBQ parties. The Haleem & BBQ mix are in greater
demand during the winter season while Chana Chat mix is purchased more often in
summers

Positioning: Shan Foods position statement is “To the confident and convenience seeking
woman of today, our wide range of Shan spice mixes offer premium quality products, made
with the finest ingredients like no other.” It is just for the fact that the consumers should be

27
provided with solution of having a tasty meal in no time with home made mixes of recipes
and spices

2.20 SUCCESS STORY OF SHAN FOODS IN TERMS OF FIGURES:

During a time when it was very difficult to get a talented and educated pool to work for a
national company, Shan Foods prided itself in hiring the most talented people from the
country. As the competitive environment becomes more competitive with each passing day,
hiring and retention of positive people is critical, who contribute to the overall growth of the
company, country and the community at large. Shan Foods continuously emphasizes the
need of able human resource development through various Performance Management
Systems, Internship Induction Schemes and Employee of the Quarter Achievement Award.
In addition to these, there is a Training and Development plan run on a regular basis at
Shan, benefiting the workforce. (Shan Foods, 2008) “Shan’s modern factory covering an
estimated area of 100,000 sq. feet is also equipped with latest in house lab facilities, which
scrupulously tests and analyses each product right from ingredient stage to finished form. At
Shan, immaculate quality is a passion and buyers’ satisfaction is the abiding commitment.”3
An estimated investment of Rs.100 crores has been done in this facility. Today, this
organization has almost 1000 employees who work diligently day in day out to make sure
that the company’s vision and mission are achieved and it is more successful than ever
before. Over the years, success of Shan can be explained by the awards and certifications it
is been the recipient of like Export Performance Award 2003-2004 from KCCI, FPCCI Export
Spices Mixes Trophy Winner etc. Currently, Shan claims to earn annual sales worth Rs.2
billion with an annual growth rate of more than 50%. Internationally, a test market has been
established in Dubai, after looking at its ethnic population of 1.4 million. Also, Shan is the
first Pakistani company to formally enter the Indian market and introduce its range in a
more competitive market than Pakistan’s.

2.21 Product and new product strategies and pipeline Growth

Strategy:
Pakistan’s food industry is growing rapidly and is on the growth stage of its life cycle. The
prime reason for that is that consumer are becoming brand conscious these days and are
switching from unbranded looses spices to packed branded spices which in turn indicates
that cooking and eating habits are also changing. The growth rate of whole industry
currently is more than 50% annually, which is phenomenal opportunity for company like
Shan to capitalize by filling that gap. Shan was vigilant and responded well enough to the
market conditions. Today Shan’s growth rate is more than 50% and it is industry giant
having about 40% of the share of branded spices industry. Shan has remained successful in
achieving a soft corner in people’s hearts which has resulted into a strong brand loyalty. It’s
very difficult to compete in spice industry with top-down or centralized organizational
structure because of the fact that different departments’ performances are inter-
dependent. Shan realized this and it now has decentralized structure. Every worker is
welcomed to participate in decision making and can come up with new ideas and thoughts
to improve the product or the production process. This helps the strategist in understanding
that what is attitude of an average employee about the company and that feedback aids in

28
forming better and improved strategies. By involving employees in decision making process
gives employees a sense of ownership and they feel right at home where they have a say.

Product Strategy:

Shan in an entrepreneurial venture and it is following market development strategies,

product development strategies and penetration strategies as it is expanding its product line
to new customer base in various locations, setting up product lines such as spices, pickles,
etc and sustaining its global position mainly through exports. Shan has great 49 range of
vegetable mixes for country like India as the target market highly prefers vegetable.
Similarly in Pakistan Shan has wide range of meat mixes as people are meat lovers and
highly prefer meat diet. Shan is currently present in over 60 countries and is performing to
maximum of its potential to become the global leader. Therefore, based on conceptual
understanding form the Strategic Marketing Management course, it can be called a
‘transnational’. Shan Foods has the competitive edge of technology and innovation.
Company develops new methods and techniques to test its new products and generate
trials in the market to measure the market response before they formally launch any
product. So we can say that research is an integral part of the company and the new
product is brought in keeping in view the customer preferences and needs. The spices mixes
at Shan’s production plant are created with the exquisite and genuine flavors having the
cultural and traditional touch. Shan believes in the best as it never compromises on
standards of finest quality and engraves the old age recipes into modern packaging keeping
the freshness intact. The raw material is an initial and important part of whole product
strategy. Shan strongly holds the belief that excellent quality is majorly dependent on the
first-class quality raw material processed with the help of state of the art technology. For
this very reason the purchase department at Shan Foods thoroughly selects the best quality
spices from fields, local bazaars and international markets. Raw material is also procured
from number of countries such as black pepper is imported from India, Africa, Thailand and
various other countries. Shan Foods pays special attention in obtaining raw material as
different spices are imported from the places where those spices are grown best.

Possible Future Prospects:

Shan is currently in spice mixes and pickles but it can find niche market such as diet
conscious people and bring in the spices for that market. Shan also can diversify its product
offerings and can enter into jam and ketchup market as national is already playing in that
category.

Management control and process of corrective actions:

Management Control Control is one of the managerial functions like planning, organizing,
staffing and directing. Everything managers do in following-through on decisions taken to
achieve defined goals within an established timetable, is considered management control. It
is important because it helps to check the errors and to take the corrective action so that
deviation from standards are minimized and stated goals of the organization are achieved in
the desired manner. This constitutes three main activities: • Setting standards • Measuring
actual performance • Taking corrective measures An earlier view of control saw this concept

29
in action only after errors were detected, but in the modern view of management, control is
a foreseeing action. “Management control can be defined as a systematic effort by business
management to compare performance to predetermined standards, plans, or objectives in
order to determine whether performance is in line with these standards and presumably in
order to take any remedial action required to see that human and other corporate resources
are being used in the most effective and efficient way possible in achieving corporate
objectives” .

SETTING STANDARDS:

Management control takes place at a number of levels within an organization namely:

strategic, operational and tactical levels. In effect, control variables at one level cascade to
the next level below and translate in nature and focus accordingly. For example, these
controls may predominantly be financial in nature at the strategic level but translate to
departmental activities at the operational level, and hence encompass both financial and
non-financial information. Further down to the tactical level, they translate into 54
productivity both for the groups and the individual. Therefore, the focus of this exercise in
any organization is on finance, performance appraisal and benchmarking. Marketing
activities are inherently more volatile due to the constantly changing business environment
which is driven by the needs and wants of the market. Therefore, for marketing
performance to be measured correctly, the appropriate criterion for marketing activity
needs to be determined, namely: annual plan, profitability, efficiency and strategy. For Shan
Foods, the criteria to measure marketing success should be evaluated from the following
factors: • Measurement of awareness (of the product range) • Feedback on customer
satisfaction • Market share data – both in terms of levels of sales, and repeat business

2.22 Gaps in Industry Review:

An ingredient and recipe meal kit service like "Shan Dastarkhan" has not been introduced in
Pakistan yet by anyone before; hence there was insufficient local data to look at. However,
there are many international pieces of research on Blue Apron, Plated, Hello Fresh, and
other businesses that offer pre-portioned ingredients and instruction cards in their meal
kits, but there is limited knowledge about how customers perceive the meal-kit industry.
Moreover, the customer renewal rate for such meal boxes has not yet been clarified in
academic research. The critical question remains: would Pakistani customers be interested
in paying extra for the convenience of having Quick to prepare pre-portioned ingredients
with simplistic recipes. It is also essential to address whether customers would prefer the
ingredients to be delivered to their specified address or would they like to buy the meal
boxes at stores. Thus, in order to gain a more solid understanding of Pakistani consumers'
perception of meal kit product attributes, benefits, and intent to purchase and subscribe to
the meal boxes, further exploration is needed to fill this gap in existing research.

Trade in Important export:

The trade market of Shan Foods constitutes a pivotal component of its global operations,
encompassing both import and export activities. According to PakTradeInfo, Shan Foods Pvt
Ltd actively engages in the import and export of a diverse range of food products, solidifying

30
its position in the international market. Detailed import and export data, including trading
partners, ports, countries of supply, HS codes, and contact details, are meticulously
documented and can be accessed through platforms such as 52WMB and NBD Trade Data
.These platforms provide valuable insights into the scope and scale of Shan Foods' import
and export operations.

Shan Foods has strategically positioned itself as a significant exporter, reaching various
destinations, with Dubai emerging as a prominent export market for the company. The
diversity of the company's export portfolio underscores its adaptability in meeting the
varied demands of international markets. Simultaneously, Shan Foods is actively involved in
importing a range of products, including cheese flavor, cream vanilla flavor, disability aid,
bromelain, flavored tea, and butter cream flavor powder. These imports originate from
diverse countries, including China, Hungary, and the UAE.

The import and export data not only encompass the types of products traded but also
provide granular details such as the number of transactions, quantity, weight, and other
dimensions. This level of transparency offers a comprehensive view of Shan Foods' trade
activities, facilitating a nuanced understanding of its market engagement and strategic
positioning.

While the provided information offers valuable insights into Shan Foods' import and export
market, a thorough analysis may benefit from referencing industry reports, market research
publications, or official statements from the company for a more detailed and up-to-date
understanding of its trade strategies and evolving market positioning.

2.23 Price comparison of Shan food with competitors:

The analysis of price dynamics within the competitive landscape provides crucial insights
into Shan Foods' market positioning. While specific price data is not readily available, the
search results offer valuable glimpses into the market dynamics and revenue comparisons
with key competitors.

According to a comprehensive report from Profit by Pakistan Today, Shan Foods

demonstrates a robust market share in the masala mix segment, surpassing its competitor
National Foods. Notably, National Foods, despite having a smaller market share in this
specific segment, boasts higher aggregate revenues. This is attributed to the broader
product line of National Foods, which includes popular condiments such as ketchups and
achaars .The report also underscores the shared trajectory of both Shan and National Foods
in experiencing consistent growth in exports, surpassing local revenue growth in certain
periods .

Moreover, the search results indicate that Shan Foods commanded a substantial 35%
market share in the Pakistani market in 2021, accompanied by robust sales revenue of

31
$12,707 million in 2019 .These figures offer a comprehensive snapshot of Shan Foods'
market presence and financial performance, adding depth to the understanding of its
competitive standing.

While the search results don't furnish specific data for a direct price comparison, they
contribute valuable insights into market dynamics and revenue differentials. For a more
granular analysis of price competitiveness, referring to industry reports, market research
publications, or official company statements is recommended. This multifaceted approach
would enable a more detailed exploration of Shan Foods' pricing strategy within the broader
market context.

Changes in terms of leadership:

Kashan Hasan, the new CEO of Shan Foods, brings over 22 years of experience to his role. He
joined Shan Foods from Reckitt, where he spent 15 years gaining experience in various
regional and global assignments in markets including Pakistan, South Africa, the UK, the
Middle East, and North Africa. His last role at Reckitt was as General Manager for the
business in Pakistan. A graduate from IBA, Kashan believes in the power of dynamic teams
and innovative solutions, with a motto for conducting business that emphasizes Integrity,
Discipline, Agility, and Excellence.

Kashan Hasan has been described as a strong, authentic commercial leader with diverse
experience in the commercial organization in Pakistan, the Middle East, and beyond. He is
known for his inclusive and mature leadership style, as well as his ability to work with
different cultures. Additionally, he has been recognized for his high level of ownership,
accountability, and ability to deliver results, even in difficult circumstances. In a recent panel
discussion, he emphasized the responsibility of industry leaders to change the prevailing
negative narrative into a positive one, highlighting the immense potential of the local
market and the need to empower and tap into young talent for driving innovation and
growth.

Customer profiling:

Shan’s customer profiling indicates a focus on women who prioritize premium quality
culinary products, seek convenient and reliable cooking solutions, and desire recognition for
preparing delicious and healthy food. The company aims to satisfy its customers by
maintaining the taste and quality of its products, catering to a wide range of consumers
from youth to housewives. Major factors considered in customer satisfaction include taste,
aroma, hygiene, and packaging quality and convenience. Shan Foods also aims to identify
and respond to changing consumer needs, delivering high-quality and innovative food
solutions.

Moreover, Shan Foods, a leading food company in Pakistan, has a strong focus on customer
profiling to ensure that it meets the needs and preferences of its diverse customer base. The
company's customer profiling strategy can be summarized as follows:

32
Target audience: Shan Foods primarily targets women who prioritize premium quality
culinary products, seek convenient and reliable cooking solutions, and desire recognition for
preparing delicious and healthy food.

Customer satisfaction: The company aims to maintain the taste and quality of its products,
catering to a wide range of consumers from youth to housewives. Major factors considered
in customer satisfaction include taste, aroma, hygiene, and packaging quality and
convenience.

Innovation and growth: Shan Foods recognizes the importance of identifying and
responding to changing consumer needs, delivering high-quality and innovative food
solutions. This approach helps the company stay relevant and competitive in the evolving
market.

Positive narrative: In a recent panel discussion, Kashan Hasan, CEO of Shan Foods,
emphasized the responsibility of industry leaders to change the prevailing negative narrative
into a positive one. He highlighted the immense potential of the local market and the need
to empower and tap into young talent for driving innovation and growth.

Collaboration and support: Shan Foods has been involved in various initiatives, such as
donating to the Pakistan Kidney and Liver Institute and Research Center (PKLI&RC) through
its Zakat program, demonstrating its commitment to supporting social causes and
contributing to the well-being of the community.

Competitors:

there are various competitors that Shan Foods face;

• National Foods
• Chef’s Pride
• Mehran Foods
• Ahmed Foods
• Habib Foods
• Zaiqa Foods
• Kitchen Secrets

Among the mentioned companies Shan faces stiff competition from National Foods. A major
reason behind this is that Shan has a spicier touch which makes it popular in the southern
part of the country. However, National being the market leader (as shown in the table
below) is popular in the upper parts of the country because people there have a higher
preference for slightly mild food. Also, National Foods has a better distribution network that
further adds to Shan’s worries.

Consumer Prefences:

Despite Pakistani people being fond of food still there are varying consumer preferences
that is seen across the country. While in the Southern part spicier food is preferred,

33
preference is given to slightly mild one in the upper parts. Apart from taste preferences
there are cultural factors as well that have played an important role in the success or failure
of different products that belong to the very industry. In the country’s rural areas
homemade spices and recipes are still given preference over the packaged ones. Not only is
the economic factor is kept into consideration but at the same time people in the rural parts
of the country believe that spices that they make on their own gives the right flavor to their
food. As food is the very first in the Maslow’s hierarchy therefore the fulfillment of it is very
important. Hence, people do not want to change their preferences and are largely loyal to
whatever brand or unpackaged spices that they have been using for years.

Discussion Summary

Globally, ready to cook food products are perceived well and are increasingly gaining
popularity because of fast paced life, individuals these days do not have enough time to
cook and prepare meals for themselves or their families. With increasing demand, there are
a lot of options available for ready to cook food which cater to all consumer demands like,
taste, packaging, ease of use, satisfaction and affordability. However, the level of income
per household usually influences the likeliness of an individual making a purchase decision
for ready to cook products, because not everyone can afford this time-saving luxury.

Locally, even though there are some products that are ready to eat but fall into the category
of snacks hence, there is no such product being offered currently. Shan’s ready to cook food
products serve as a breakthrough for all working women and men as they introduce this
concept to a culturally driven nation like Pakistan, where they can save time and purchase
ready to cook food by Shan. This also makes it easy for women to balance their work life,
and also gives everyone some more time in their hands for recreational activities and
relaxation.

2.24 BCG Matrix:

Introduction: Shan Foods, a leading player in the culinary industry, boasts a diverse portfolio
of ready-to-cook meal products. The BCG Matrix provides a strategic framework to
categorize these products based on their market share and market growth. This analysis aids
Shan Foods in making informed decisions regarding resource allocation, marketing
strategies, and product development.

Stars (High Market Share, High Market Growth): Shan's flagship ready-to-cook meal
products, exemplified by their best-selling and innovative options, stand out as stars in the
BCG Matrix. These products hold a substantial market share in a rapidly growing market,
reflecting their success in meeting consumer demands. To capitalize on this success, Shan
Foods should identify specific products within this category and make strategic investments
to further develop and maintain their dominance.

Question Marks (Low Market Share, High Market Growth): Emerging ready-to-cook meal
products from Shan Foods, although gaining popularity, fall into the question marks
quadrant. These products show promise in a high-growth market but require careful
strategic planning and investments to increase their market share. It is imperative for Shan

34
Foods to closely monitor consumer trends, respond to feedback, and implement marketing
strategies that enhance the visibility and desirability of these products.

Cash Cows (High Market Share, Low Market Growth): Shan Foods' established and popular
ready-to-cook meal products, dominating the market, are classified as cash cows. While
these products generate stable revenue, they operate in a mature or slow-growing market.
The focus for this category is on maintaining market share and making incremental
improvements to sustain profitability. Shan Foods should explore opportunities for product
diversification or targeted marketing to counteract the challenges associated with slow
market growth.

Dogs (Low Market Share, Low Market Growth): In the dogs quadrant, Shan Foods' ready-to-
cook meal products that lack significant market traction are positioned. These products are
in a slow-growing or declining market, and their contribution to revenue is limited. Shan
Foods should critically evaluate the performance of these offerings, considering potential
discontinuation, revitalization, or strategic repositioning. This requires a detailed market
analysis and understanding of consumer preferences to make informed decisions about the
future of these products.

Strategic Implications and Conclusion: The BCG Matrix analysis provides Shan Foods with a
strategic roadmap. For stars, investments are crucial for sustained growth; question marks
necessitate strategic planning for market expansion; cash cows require careful management
for continued profitability, and dogs call for decisive actions to either revitalize or
discontinue. Regular updates to the BCG Matrix will ensure that Shan Foods adapts
dynamically to market conditions, staying ahead in a competitive culinary landscape.

Market Mix: 1. Product:

Spice Mixes:

• Biryani Mix
• Nihari Mix
• Karahi Mix
• Haleem Mix
• Tandoori Masala Mix

35
Recipe Mixes:

• Chicken Handi Mix

• Butter Chicken Mix
• Aloo Gobi Mix
• Fish Biryani Mix
• Dal Tadka Mix
• Ready-to-Cook Products:

Ready to cook products:

• Dal Masala
• Aloo Bharta
• Chicken White Karahi
• Kofta Curry

Marketing Mix Analysis for Shan Foods:

1. Product: Shan Foods boasts a diverse range of products, including spice mixes such as
Biryani Mix, Nihari Mix, and Tandoori Masala Mix, recipe mixes like Chicken Handi Mix and Aloo
Gobi Mix, and ready-to-cook products such as Dal Masala and Chicken White Karahi. The
product portfolio is strategically designed to cater to a wide variety of culinary preferences,
offering both traditional spice mixes and modern ready-to-cook options. This diverse range
positions Shan Foods as a comprehensive solution provider for cooking enthusiasts.
2. Price: Shan Foods adopts a competitive pricing strategy with a pricing range of 200-500,
ensuring affordability and competitiveness in the market. Additionally, the introduction of bundle
offers with a 10%-20% discount encourages customers to purchase multiple spice or recipe
mixes, promoting upselling. Seasonal discounts, especially during festive seasons, further
contribute to customer retention and increased sales, showcasing a well-thought-out pricing
strategy.
3. Place: Shan Foods ensures wide market coverage through various distribution channels,
including supermarkets, hypermarkets, convenience stores, and online platforms. This extensive
distribution network ensures that their products are easily accessible to a broad consumer base.
By leveraging both traditional brick-and-mortar stores and the growing trend of online shopping,
Shan Foods maximizes its market reach.
4. Promotion: Shan Foods employs a multifaceted approach to promotion:

• Digital Marketing: Engaging in online advertising on platforms like Facebook, Instagram,

and Google Ads helps Shan Foods reach a vast online audience.

• Loyalty Programs: The introduction of a loyalty program demonstrates a commitment to

customer retention, offering discounts and exclusive recipes to repeat customers.

• In-store Promotions: Collaborating with retailers for in-store displays and promotions
enhances product visibility and encourages impulse purchases.

• Sponsorships and Events: By sponsoring local cooking events and food festivals, Shan
Foods not only supports the community but also enhances brand visibility among a
relevant target audience.

36
 • Public Relations: Issuing press releases for new product launches and positive brand
initiatives contributes to building a positive brand image and keeping consumers
informed.
5. People: Shan Foods prioritizes customer service excellence by providing a dedicated helpline
and online support. Ensuring that customers have a positive interaction with the brand
contributes to brand loyalty and positive word-of-mouth.
6. Physical Evidence:

• Packaging: Shan Foods invests in visually appealing and informative packaging to

highlight the authenticity of its products. Eye-catching packaging helps products stand
out on the shelves and reinforces the brand's commitment to quality.

• Retail Environment: Collaborating with retailers to ensure optimal in-store placement

contributes to a consistent and positive brand experience. A well-designed retail
environment enhances the overall customer perception of Shan Foods.
In conclusion, Shan Foods' comprehensive marketing mix reflects a strategic approach to
product development, pricing, distribution, promotion, and customer service, positioning the
brand as a prominent player in the culinary market.

2.25 Theoretical Framework

This study is grounded in a comprehensive theoretical framework that aims to unravel the factors
influencing the perception and acceptance of "Ready-To-Cook" meal packages, addressing the
evolving dynamics of modern lifestyles and the demand for convenience in the food industry.
Central to this framework is the Innovation Adoption Theory proposed by Rogers (2010), wherein
the decision of consumers to adopt or reject these innovative meal solutions serves as the
dependent variable. Building upon Kim's (2008) concept of consumer innovativeness, the study
delves into inherent personality traits such as socio-economic factors, cognitive intelligence,
rationality, confidence, and the ability to learn. Additionally, Bandura's (1999) theory of self-
efficacy is integrated to assess consumers' confidence and ability to navigate uncertainties
associated with preparing meals using "Ready-To-Cook" packages.

The influence of opinion leaders, social norms, and change agents, as outlined in the Theory of
Reasoned Action (Ajzen & Fishbein, 2004), forms another critical aspect of the framework,
focusing on subjective norms to understand attitudes and intentions toward adoption.
Recognizing the impact of social interconnectedness and cosmopoliteness, inspired by Rogers
(2010), variables related to social media usage, interconnectedness, and global experiences are
included. The study adopts Im et al.'s (2003) approach by emphasizing consumer profiling to
identify demographics and psychographic traits of innovators within the local market, facilitating
effective segmentation and targeted marketing strategies. Overall, this comprehensive
framework integrates key concepts from innovation adoption, consumer behavior, and marketing
literature, guiding the research methodology and analysis to provide meaningful insights for
academia and industry alike.

The theoretical framework for perception and acceptance towards "ready-to-cook" meal
packages can be based on several factors, including packaging technology, consumer
preferences, and the impact of ready-to-eat meals on the food industry. One important aspect is
the role of packaging in preserving the quality and freshness of the meals. Innovative packaging

37
technologies aimed at increasing the shelf-life of ready-to-cook foods can influence consumer
perception and acceptance. For example, sustainable and intelligent packaging methods, such
as environmentally friendly technologies and package-integrated devices for monitoring product
quality, can enhance the appeal of ready-to-cook meal packages.

Consumer preferences and demands also play a crucial role in shaping the theoretical
framework. With the rising popularity of ready-to-eat meals, consumers are becoming more
exacting in their expectations. They not only seek convenience but also look for meals that are
appetizing, nutritious, and consistent in quality. Understanding these preferences and meeting
the high demands of consumers can be a key aspect of the theoretical framework

Additionally, the impact of ready-to-eat meals on the food industry is another crucial factor to
consider. The transformation of the food industry due to the rising popularity of ready meals
poses new challenges for producers. Adapting to these changes and meeting the demands of the
market while maintaining standards and managing costs can be part of the theoretical framework

The theoretical framework for perception and acceptance towards "ready-to-cook" meal
packages can be based on the interplay of packaging technology, consumer preferences, and
the impact of ready-to-eat meals on the food industry. Understanding these factors can provide
insights into how to effectively market and promote ready-to-cook meal packages to consumers.

To understand consumer behavior towards Ready to Cook foods, we have developed a model
that identifies personal factors (health values, taste) and environmental factors (packaging,
commercial aspects, convenience) as the constructs of the perception about the RTC food that
develops the preference for consuming RTC food which in turn can become an actual purchase
of Ready to Cook foods. After reviewing the literature, we could see that the authors tried to find
out all the influential factors behind purchasing Ready to Cook foods, and what people’s
perception towards it. Literature points out a positive relationship between the convenience
orientation and the following beliefs:

Proposition 1: Marketing of Ready to cook food influences preference toward perception

through ready to cook food. It is a new phenomenon that is taking over traditional cooking
methods. Everyday new and new consumers are adding Ready to Cook food items to their
shopping list. One of the biggest reasons behind it is the marketing. The promotion of these
items has been effective. The pricing of these products is not that high, the advertising is being
done mouth to mouth, TV, radio, and the thing that attracts people is packaging. Ready to cook
food items packaging is very much attractive and A study conducted by Harsha and Amulya
(2017) about ready-to-serve fruit beverages revealed that an element of packaging in the context
of ready-to-serve fruit beverages has been essential in encouraging or discouraging a
consumer’s choice and buying behaviors by diverging their minds due to the perceived
packaging. Mccracken and Mackln (1998) investigated about the influence of packaging
attributes such as color, image, design, size, and shape of the product in a consumer’s purchase
intentions and decisions while Simmonds and Spence (2017) investigated about the nutritional
information printed on the product as a feature of packaging.

Proposition 2: Cultural factors influence preference toward perception through ready to cook
food. The cultural factors are also playing a vital role here as well. Family is turning into a nuclear
one as the day passes by. People are busy with their jobs. Both mother and father are now
working simultaneously to contribute to the family, so it is quite difficult to manage the time to go
through traditional cooking methods. As we mentioned before this is not an expensive product so
people can easily consume it. Lastly and most importantly the young are now more comfortable
with this RTC food because this saves them time, and is less hectic, and easy to prepare.
Proposition 3: Conveniences of ready to cook food influences preferences toward perception
through ready to cook food. The popularity of ready to cook food is also determined by the
changing lifestyle of the people. Especially in the case of younger generations, the way of

38
spending free time, or the increased value of time devoted to the preparation of meals. Modern
“convenience food” is designed in a comprehensive way that includes not only the recipe,
processing, and preservation of food ingredients, but also the type of packaging material,
packaging system, type of packaging, recommended storage and preparation for consumption
(Adamczyk 2010, pp. 5-13; Dąbrowska and Babicz-Zielińska 2011, pp. 39-46).

Proposition 4: Health value of ready cook food influences preferences toward perception
through ready to cook food. Healthiness of the food to be consumed has always been a priority
towards responsible food consumption. The differences between self-made food and
convenience food (Readyto-cook food) were explained through various paths of reasoning. One
of the reasons offered for the healthiness of home-made food was that a home-made meal
always includes vegetables or fresh ingredients. It has the same aroma as traditionally cooked
food. People feel that today’s convenience food is not nutritionally balanced. (Hofer, H. Monika
Riedel, 2017). Many scholars found out that the consumption of readymade foods is perceived
by the consumers as alternatives that are less natural (Brunner et al., 2010) and less healthy
(Buckley et al., 2007; Geeroms, Verbeke, & Van Kenhove, 2008; Olsen, 2012; de Boer et al.,
2004) in relative to homemade foods. But other research proves it contains nutritious ingredients
which attract health-conscious consumers. The findings suggest that a better perception of the
naturalness and healthiness of these products can positively influence the intention to purchase.

Proposition 5: Demographic profile of consumers influences preference towards perception and

buying behavior through ready to cook food.

2.26 Conceptual Framework

39
40
 References
Mills, S., Brown, H., Wrieden, W. L., White, M., & Adams, J. (2017b). Frequency of eating
home cooked meals and potential benefits for diet and health: cross-sectional analysis of a
population-based cohort study. International Journal of Behavioral Nutrition and Physical
Activity, 14(1). https://doi.org/10.1186/s12966-017-0567-y
Cho, M., Bonn, M. A., Moon, S., & Chang, H. (2020). Home chef meal kits: Product attributes,
perceived value and repurchasing intentions the moderating effects of household
configuration. Journal of Hospitality and Tourism Management, 45, 192–202.
https://doi.org/10.1016/j.jhtm.2020.08.011
Hossain, S. A. (2019). Research Paper on Consumers Perception towards ready to cook food
products. ResearchGate.
https://www.researchgate.net/publication/343862714_Research_Paper_on_Consumers_Per
ception_towards_ready_to_cook_food_products

Business Bliss FZE. (2023, October 30). Evaluating the Quality Perception of a Ready to Cook
meal. https://us.ukessays.com/essays/business/quality-perception-of-a-ready-to-cook-meal-
business-essay.php
Business Bliss FZE. (2023b, October 30). Quality perception of ready to cook meals.
https://us.ukessays.com/essays/business/effects-of-housewife-quality-perception-of-ready-
to-cook-meals-business-essay.php
Hoffmann, N. C., Symmank, C., Mai, R., Stok, F. M., Rohm, H., & Hoffmann, S. (2020). The
influence of extrinsic product attributes on consumers’ food decisions: review and network
analysis of the marketing literature. Journal of Marketing Management, 36(9-10), 888-915.
Ramgade, A., & Kumar, A. (2021). Changing trends of hospitality industry: Emergence of
millennials and gen Z as future customers and their influence on the hospitality
industry. Vidyabharati International I nterdisciplinary Research Journal, 12(01), 336-342.
Alem, Y., Hassen, S., & Köhlin, G. (2023). Decision-making within the household: The role of
division of labor and differences in preferences. Journal of Economic Behavior &
Organization, 207, 511-528.
Sadia, A., Strodl, E., Khawaja, N. G., Kausar, R., & Cooper, M. J. (2021). Understanding eating
and drinking behaviours in Pakistani university students: A conceptual model through
qualitative enquiry. Appetite, 161, 105133.
Patil, D. S., & Limaye, S. V. (2020). A study of consumer feedback on provided GITS poha
sample. Splint International Journal of Professionals, 7(4), 126-130.

41
Garima, G., Binod, S., & Vimal, B. (2020). A study on consumer
perception towards ready-to-eat food with special reference to
Pune. Shodh Sarita, 28, 72-7.

El Helou, R. (2022). Understanding the Contextual Factors that Influence Children's Food
Choices: A qualitative Study (Doctoral dissertation).
Sen, S., Antara, N., & Sen, S. (2021). Factors influencing consumers’ to take ready-made
frozen food. Current Psychology, 40, 2634-2643.

Chaurasiya, R., Pandey, R., Verma, P., Kek, X. H., Kee, D. M. H., Yeoh, X. Y., ... & Rokiah, R.
(2020). Consumer Behavior towards Ready-to-Eat (RTE) market: A study of MTR
Foods. International Journal of Applied Business and International Management
(IJABIM), 5(2), 66-72.

Ajmera, R. (2021, February 23). Blue Apron vs. Sunbasket: Pros, Cons, and How They
Compare. Retrieved from Healthline website: https://www.healthline.com/nutrition/blue-
apron-vs-sunbasket

Boyers, L. (2023, September 14). A Holistic Nutritionist’s Unfiltered Take On These Popular
Meal Delivery Services. Retrieved October 31, 2023, from mindbodygreen website:
https://www.mindbodygreen.com/articles/sunbasket-vs-blue-apron

Legay, C. (n.d.). Blue Apron vs. Sunbasket 2023: Savings or Variety? Retrieved October 31,
2023, from www.deliveryrank.com website: https://www.deliveryrank.com/blog/blue-
apron-vs-sun-basket

Muaney, A. (2023, September 14). A Holistic Nutritionist’s Unfiltered Take On These Popular
Meal Delivery Services. Retrieved from mindbodygreen website:
https://www.mindbodygreen.com/articles/sunbasket-vs-blue-apron

Report retrieved from: https://www.shanfoods.com/pk/

Report retrieved from: https://www.blueapron.com/

Report retrieved from: hthttps://readychefgobags.com/

Report retrieved from: https://sunbasket.com/how-it-works/ Report retrieved from:

https://en.wikipedia.org/wiki/Shan_Foods

Liew, J. Y., Zain, N. M., Hashim, D. S., Bakar, T. A., Mahshar, M., & Rosli, F. (2021, May). An
exploration of the key factors affecting consumer buying behaviour of instant food products:

42
A case study of Kota Bharu. In IOP Conference Series: Earth and Environmental Science (Vol.
756, No. 1, p. 012014). IOP Publishing.

Liew, J. Y., Zain, N. M., Hashim, D. S., Bakar, T. A., Mahshar, M., & Rosli, F. (2021, May). An
exploration of the key factors affecting consumer buying behaviour of instant food products:
A case study of Kota Bharu. In IOP Conference Series: Earth and Environmental Science (Vol.
756, No. 1, p. 012014). IOP Publishing.

Olsen, N. V., Menichelli, E., Sørheim, O., & Næs, T. (2012). Likelihood of buying healthy
convenience food: An at-home testing procedure for ready-to-heat meals. Food quality and
preference, 24(1), 171-178.

Patel, D., & Rathod, R. (2017). Ready-to-eat food perception, food preferences and food
choice– a theoretical discussion. Worldwide Journal of Multidisciplinary Research and
Development, 3(8), 198-205.

Wendin, K., & Nyberg, M. (2021). Factors influencing consumer perception and acceptability
of insect-based foods. Current Opinion in Food Science.

Usman, A., Javed, M., Amjad, A., Jalil, A., Shaheen, I., & Amjad, U. (2017). Food, city and
young Globavores: perceptions of Pakistani urban youth about food choices and healthy
eating. The Anthropologist, 27(1-3), 143-151.

Montero, M. L., Garrido, D., Gallardo, R. K., Tang, J., & Ross, C. F. (2021). Consumer
Acceptance of a Ready-to-Eat Meal during Storage as Evaluated with a Home-Use Test.
Foods, 10(7), 1623.

Shan Foods Taste of Authentic Food with a Bite of Happiness Everyday. (2023, May 26).
About US | Vision And Mission | Our Journey | Quality Operations. Shan Foods Taste of
Authentic Food With a Bite of Happiness Everyday. https://www.shanfoods.com/about/

Business Bliss FZE. (2023c, November 6). Report on the “Packed Spices” produced by Shan
Foods. https://us.ukessays.com/essays/marketing/shan-foods-company-overview-and-
analysis-marketing-essay.php

43