ASSIGNMENT

BUSINESS COMMUNICATION
SUBMITTED TO

Sir Nadeem Ahmed

SUBMITTED BY

Saad Mahmood FA17-BBAH-0047

 ACKNOWLEDGMENT

First of all, we would like to thank Almighty ALLAH who gives us an opportunity to explore
some new areas of research and who further enhanced our skills and abilities.
Then, we are very thankful to our teacher Mr. Naeem Shaikh khan who support us at every
stage of this research process. At last we are very grateful to our families, friends, and all
those who always encourage us in every field of life.

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 ABSTRACT

We in a group is going to conduct a comprehensive research in order to find out taste

preferences of people towards packaged milk tea and tea made from fresh milk. As you know
that there are three basic ways or types to conduct a research project which include,

1. Exploratory research.

2. Descriptive research.

3. Causal research.

Causal research is one in which we are basically conducting an experimentation. We would

be conducting a causal research in which we will compare packaged milk tea with tea made
from fresh milk. We will select a sample of 100 respondent and test their preference toward
the said area of research. One important thing is that we will use convenience sampling as it
is very easy for us to gather data from the respondent.

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 TABLE OF CONTENT

INTRODUCTION…………………………………………………………………………5-7

LITERATURE REVIEW………………………………………………………………….8-9

HYPOTHESIS……………………………………………………………………………..10

VARIABLES………………………………………………………………………………10

CONCEPTUAL FRAMEWORK. ....................................................................................... 11

RESEARCH METHODOLOGY……… ………………………… ……………………12-13

FINDINGS AND ANALYSIS………………………………………………… ……….14-15

FREQUENCIES………………………………………………………………………...16-21

CONCLUSION…………………………………………………………………………….22

RECOMMENDATIONS…………………………………………………………………..23

REFERENCES……………………………………………… …….…………………….24

APPENDIX………………………………………………………………………………...25

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 1. INTRODUCTION

BACKGROUND OF THE STUDY

RAW MILK

Raw milk is one of the darlings of the all-natural diet world, but that doesn't mean that it's
safe or that it has all of the benefits some people claim it has. While raw milk might have
health benefits, the risks far outweigh these, and the U.S. Food and Drug Administration has
gone so far as to recommend that humans don't consume it. Educate yourself with the facts so
you can make the best decision for the health of your family.

Raw milk is essentially milk that's consumed straight out of the cow's udder. Other types of
raw milk, such as goat's or sheep's milk, are also consumed, but are less common than raw
cow's milk. Raw milk isn't heated or processed in any way. In addition to the nutrients that
raw milk has, it can also contain bacteria or parasites that can cause serious illness, and in
some cases, even death. These harmful bacteria and parasites are what cause the controversy
over the benefits and risks of raw milk.

The primary reason that people opt to drink raw milk is that they believe that the heating and
pasteurization process destroys the nutrients that milk contains, though that's not the case, a
2009 article published in "Clinical Infectious Diseases" reports. Other people claim that raw
milk tastes better than pasteurized milk, according to a 2010 article published in "Clinical
Infectious Diseases." Another reason that many people choose to drink raw milk is because
they want to support local farms, which is certainly a benefit to small communities.

The risks associated with drinking raw milk far outweigh the potential benefits. Raw milk can
be contaminated with bacteria that causes illnesses such as salmonella and E.coli, both of
which cause abdominal pain, nausea, vomiting and diarrhea. In more serious cases, these, and
other illnesses, can require hospitalization and in rare instances, death. A small number of
people develop Guillain-Barré syndrome, which causes paralysis, from drinking raw milk,
according to the U.S. Food and Drug Administration.

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PACKAGED MILK

When packaged milk was first introduced in Pakistan in 1981, the idea wasn’t welcome. In
general, people thought packaged milk was not as healthy as loose fresh milk. An aggressive
campaign was needed to change people’s minds. How many of you remember the
documentary aired on national television showing how free from germs and bacteria Tetra
Pak milk is?

Today, I can say the campaigns succeeded. Lots of people have converted from traditional,
loose, fresh milk provided by dairy farms. The packaged milk industry has evolved and there
are many players in the industry.

But while the industry matured, did any of these companies evolve ethically as well?

All leading packaged milk brands in Pakistan are UHT (Ultra Heat Treatment) treated. UHT
involves heating milk at a temperature of 135 degrees Celsius (which is above boiling point)
for a few seconds and then cooling it down.

What happens when milk is heated at such a high temperature? It loses its nutritional value,
taste and smell. True, micro-bacteria are killed in this process, but we should also be aware of
the fact that not all bacteria are bad for us and this process also kills the good ones. Once
going through the UHT process, the milk we buy has an artificial smell and taste added to it.
What I don’t know is whether additional nutrients are added to the milk or not. The process
also involves homogenization, which ensures that milk and water are not separated (so
curdling doesn’t happen). In a nutshell, the milk provided to us is nothing but treated liquid
sold as milk.

The milk is then packed between five to six layers of cardboard, polythene and aluminum
sheets. This is done to preserve the milk for a longer period of time. The shelf life of milk in
Tetra Pak is six to nine months and can be kept at room temperature without curdling. It
doesn’t curdle or get contaminated because it is kept away from light and bacteria.

However, this is not healthy. Tetra Pak packing has been found to release chemicals in to
milk such as urea. And of course it is also simply not fresh.

PROBLEM STATEMENT

I am learning about cost/benefit of packaged and fresh milk tea because I want to find out
taste preferences of consumer in order to determine/understand underlying factors.

PURPOSE/OBJECTIVE OF STUDY

To identify taste preferences of the consumer and to explore new area of research. We
want to know whether customer are more attracted toward fresh milk tea or packaged
milk tea also to determine the underlying factors that differentiate fresh milk tea with
packaged milk tea.

RESEARCH QUESTIONS

What are the factors that distinguish raw milk with packaged milk?
When to conduct a marketing research?
How to select sample size?
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 Where to conduct a marketing research?
Which market are going to select for research purpose?

2. LITERATURE REVIEW.
This literature review is specifically concerned with the benefit and risk associated with fresh
milk tea and packaged milk tea. We have studied around 6 to 7 search paper and based on
these search papers, we analyzed different aspects of both kind of the milk. We analyzed that
drinking raw milk is caused serious health illness when compared with packaged milk.

During our research we identified nutrition deficiencies in packaged milk which can be
overcome if we focused on well-balanced diet.

Based on our research, we strongly discourage to consume fresh milk tea because in some
cases it can have a severe or even fatal consequences. Benefit getting from fresh milk tea is
still not clear and would benefit from further investigation. From public health perspective, it
is much better to consume packaged milk tea instead of raw/fresh milk tea. We just need to
communicate the potential risk associated with consuming raw to the general public specially
communicate it to the pregnant women, children and senior citizen.

If we talk about packaged milk, it has a long expiry date may be 4 to5 month mentioned on
its packaging. We can see use-by and sell-by dates on it. These dates is used by the consumer
in order to know the spoilage of the milk. Law does not prohibit sale of packaged milk even
when the dates on it are surpassed as it is the processor who decides how long the date lasts.
Another bench mark used by the processor for last decade is total plate/ layers used in
packaging.

Currently, fresh milk processors taste the milk when the UBD or SBD is up to determine
wether they are meeting their benchmarks. This method does not prevent inferior quality milk
from being sold. The sale of reduced quality milk has a negative effect on the consumer’s
perception of the product and the dairy industry as a whole.
Earlier, people were not ready to adopt packaged milk tea as they preferred fresh milk tea but
with the passage of time people came to know that the methodology of fresh milking is much
dirtier as the equipment used in the process are not properly washed or cleaned. One thing to
be remembered is that the quality of raw milk is directly affected the finish goods to be sold
to the general public.

According to law raw milk can not be stored over two days as it can be spoiled if kept more
than two days. One research survey conducted by gillani research foundation revealed that in
Pakistan around 83 % of the population are still consuming raw milk while only 17% of the
population are consuming tetra pack milk as they believe that packaged milk is better than
fresh/raw milk while rest of the population are opposed to it.

A detailed survey revealed that urban people consume more packaged milk tea 17% than
their rural counter part only 10%. During our own research we analyzed that people living in
rural areas of the country were preferring fresh milk as they were claiming that in tetra pack

7
milk, manufacturers use different chemicals in order to keep it safe and to protect it from
spoilage for a long a time period.

We also analyzed that people boiled the fresh milk as soon as they buy the milk and then
keep it in a cool place in order to ensure that this milk is free from any kind of germs and
bacteria and can be consumed without any fear.

On the other hand, when we asked to urban people that why they prefer packaged milk tea
they replied that tetra pack milk tea is much better and it includes some additional vitamins
which necessary for our healthy and safe life.

Keeping in mind this huge potential and changing lifestyles of consumers, the packaged milk
companies have come up with different varieties of milk. Consumers now have more choices
than they could have imagined previously. Companies like Milkpak and Olpers offer normal
pasteurized milk with full fat content as well as low fat, high calcium milk better known as
skimmed milk. Consumers specially the ladies are targeted with the skimmed milk categories
whereas men and children are promoted the normal brand of milk. Talking about choices and
innovation, companies have even made milk a specialized item. For example olpers markets
it milk Tarang specially for making tea. It says that Tarang is the best milk for tea. Similarly
nestle has done this for many years with its dry milk brand called every day. So with
changing consumers need and evolving lifestyles, companies have come up with new and
innovative products and have successfully specialized their options.

Mastitis is of major concern when striving for great quality milk. Mastitis is characterized by a
bacterial infection of the teat or utter of the cow. When a cow with mastitis is milked it can
secrete viable bacterial cells in concentrations of up to 107cfu/ml (National Mastitis Council,
2011).

As well as being a problem in raw milk, PGN bacteria are often found as post pasteurization
contaminants in the HTST pasteurized milk. PGN bacteria can be found in several common areas
in the fluid milk processing plant. It has been shown that sources of contamination in the
processing plant include the pasteurizer, the filling heads and the carton forming mandrels.

However, freshly pasteurized milk often contains less than 500 cfu/ml. Raw milk from a single
producer must contain less than 100,000 cfu/ml total count and less than 300,000 cfu/ml total
count if it is comingled (FDA, 2009). Although these regulations help to maintain good quality
milk, bacterial growth is not the only cause of milk spoilage.

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 3. HYPOTHESIS.

1) H0: Package milk tea is a good quality milk.

H1: Package milk tea is a bad quality milk.

2) H0: Package milk tea has a good taste.

H1: Package milk tea does not have a good taste.

3) H0: Package milk tea is comparatively low cost.

H1 Package milk tea is comparatively expensive.

4) H0: Package milk tea has a safe and secure packaging.

H1: Package milk tea has a poor packaging.

3.1. Variables.
There are two types of variables.
1. Dependent variables.
2. Independent variables.
3.1.1. Dependent variables.
Customer preference is a dependent variable as it is dependent on other variables.
3.1.2. Independent variables.
There are multiple variables some of which are,
I. Taste.
II. Color
III. Low cost.
IV. Hygiene
V. Safe packaging.
VI. Product quality.

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 4. CONCEPTUAL FRAMEWORK.

Quality
Safe packaging

Color

Taste

Customer preferences

Hygiene
Low cost

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 5. RESEARCH METHODOLOGY.

5.1. Research design.

There are three types of marketing research.
i. Exploratory research.
ii. Descriptive research.
iii. Causal research.

We have selected causal research because we are going to conduct an experiment in which
we observe and examine customer preference toward fresh milk tea and tetra milk tea.

5.2. Research method.

Research method includes,
i. Research in qualitative way.
ii. Research in quantitative way.
iii. Mix (qualitative & quantitative) way.

We are going to select research in quantitative way because we would be doing

experimentation in order to know the taste preferences of the consumer toward fresh milk tea
and packaged milk tea. Where, we would be analyzing, recording and summarizing the
different opinion, feedback and suggestions of the target consumers.

5.3. Sample size.

As we are conducting causal research in a university, we need to select a sample size of at
least 100 student to test two different brands and know which brand is better than the other.
Sample size include both male and female students and teachers.

5.4. Sample techniques.

There are two main types of sample techniques.
a) Probability.
b) Non probability.

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 5.4.1. Probability.
There are four techniques of sampling.
a) Simple random sampling.
b) Systematic random sampling.
c) Cluster sampling.
d) Stratified sampling.
5.4.2. Non probability.
a) Convenience sampling.
b) Snow ball sampling.
c) Quota sampling.
d) Judgmental sampling.
We are selecting convenience sampling because it is convenient for us to do that. We can
easily conduct research at university and get feedback from target audience.(students &
research).

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 6. FINDINGS AND ANALYSIS

Descriptive Statistics

Std.
N Minimum Maximum Mean Deviation

PACKAGED MILK 1000 1.00 4.00 2.4400 .89126

TEA IS MORE
HYGIENIC WHEN
COMPARED WITH
FRESH MILK TEA

PACKAGED MILK 1000 1.00 4.00 2.5200 .93722

TEA IS LOWER IN
COST WHEN
COMPARED WITH
FRESH MILK TEA

PACKAGED MILK 1000 1.00 5.00 2.9900 1.10550

TEA HAS A VERY
GOOD QUALITY
WHEN COMPARED
WITH FRESH DAIRY
MILK TEA

IT IS SAFE TO 1000 1.00 5.00 2.8600 1.00524

DRINK PACKAGED
MILK TEA
WITHOUT BOILING
IT

TEA MADE FROM 1000 2.00 5.00 3.4200 1.00685

PACKAGED MILK IS
WELL COLORED
WHEN COMPARED
WITH FRESH DAIRY
MILK

PACKAGED MILK 1000 1.00 5.00 2.8000 .89893

TEA IS MORE
CONVINIENT TO
CONSUME

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FROM LARGE 1000 1.00 5.00 3.0900 1.18998
STORE TO RETAIL
SHOP ALL ARE
ENCOURAGING
PACKAGED MILK
TEA

IT HAS NOW 1000 1.00 5.00 2.4300 1.07548

BECOME A
FASHION TO DRINK
PACKAGED MILK
TEA

PACKAGED MILK 1000 1.00 2.00 1.3800 .48783

TEA HAS GOOD
TASTE WHEN
COMPARED WITH
FRESH DAIRY
MILK.

Valid N (list wise) 1000

DESCRIPTIVES VARIABLES=Q2 Q3 Q4 Q6 Q5 Q7 Q9 Q8 Q1
/STATISTICS=MEAN STDDEV MIN MAX.

FREQUENCIES VARIABLES=Q1 Q2 Q4 Q5 Q6 Q3 Q8 Q7 Q9
/PIECHART FREQ
/ORDER=ANALYSIS.

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Frequencies

Statistics

PACKAGED TEA MADE

MILK TEA FROM
PACKAGED HAS A PACKAGED
MILK TEA PACKAGED VERY MILK IS
HAS GOOD MILK TEA GOOD WELL
TASTE IS MORE QUALITY COLORED
WHEN HYGIENIC WHEN WHEN IT IS SAFE
COMPARE WHEN COMPARE COMPARE TO DRINK
D WITH COMPARE D WITH D WITH PACKAGED
FRESH D WITH FRESH FRESH MILK TEA
DAIRY FRESH DAIRY DAIRY WITHOUT
MILK. MILK TEA MILK TEA MILK BOILING IT

N Valid 100 100 100 100 100

Missing 0 0 0 0 0

Statistics

PACKAGED FROM LARGE

MILK TEA IS IT HAS NOW STORE TO
LOWER IN BECOME A PACKAGED RETAIL SHOP
COST WHEN FASHION TO MILK TEA IS ALL ARE
COMPARED DRINK MORE ENCOURAGIN
WITH FRESH PACKAGED CONVINIENT G PACKAGED
MILK TEA MILK TEA TO CONSUME MILK TEA

N Valid 1000 1000 1000 1000

Missing 0 0 0 0

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 Frequency Table

PACKAGED MILK TEA HAS GOOD TASTE WHEN

COMPARED WITH FRESH DAIRY MILK.

Valid Cumulative
Frequency Percent Percent Percent

Valid A 62 62.0 62.0 62.0

B 38 38.0 38.0 100.0

Total 100 100.0 100.0

PACKAGED MILK TEA IS MORE HYGIENIC WHEN

COMPARED WITH FRESH MILK TEA

Valid Cumulative
Frequency Percent Percent Percent

Valid SA 273 11.0 11.0 11.0

A 328 50.0 50.0 61.0

N 168 23.0 23.0 84.0

DA 145 16.0 16.0 100.0

Total 1000 100.0 100.0

PACKAGED MILK TEA HAS A VERY GOOD QUALITY

WHEN COMPARED WITH FRESH DAIRY MILK TEA

Valid Cumulative
Frequency Percent Percent Percent

Valid SA 15 15.0 15.0 15.0

A 15 15.0 15.0 30.0

N 27 27.0 27.0 57.0

DA 42 42.0 42.0 99.0

SDA 1 1.0 1.0 100.0

Total 100 100.0 100.0

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 TEA MADE FROM PACKAGED MILK IS WELL
COLORED WHEN COMPARED WITH FRESH DAIRY
MILK

Valid Cumulative
Frequency Percent Percent Percent

Valid A 24 24.0 24.0 24.0

N 24 24.0 24.0 48.0

DA 38 38.0 38.0 86.0

SDA 14 14.0 14.0 100.0

Total 100 100.0 100.0

IT IS SAFE TO DRINK PACKAGED MILK TEA

WITHOUT BOILING IT

Valid Cumulative
Frequency Percent Percent Percent

Valid SA 4 4.0 4.0 4.0

A 43 43.0 43.0 47.0
N 19 19.0 19.0 66.0

DA 31 31.0 31.0 97.0

SDA 3 3.0 3.0 100.0

Total 100 100.0 100.0

PACKAGED MILK TEA IS LOWER IN COST WHEN

COMPARED WITH FRESH MILK TEA

Valid Cumulative
Frequency Percent Percent Percent

Valid SA 11 11.0 11.0 11.0

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 A 46 46.0 46.0 57.0
N 23 23.0 23.0 80.0

DA 20 20.0 20.0 100.0

Total 100 100.0 100.0

IT HAS NOW BECOME A FASHION TO DRINK

PACKAGED MILK TEA

Valid Cumulative
Frequency Percent Percent Percent

Valid SA 22 22.0 22.0 22.0

A 33 33.0 33.0 55.0
N 28 28.0 28.0 83.0

DA 14 14.0 14.0 97.0

SDA 3 3.0 3.0 100.0

Total 100 100.0 100.0

PACKAGED MILK TEA IS MORE CONVINIENT TO

CONSUME

Valid Cumulative
Frequency Percent Percent Percent

Valid SA 11 11.0 11.0 11.0

A 18 18.0 18.0 29.0

N 52 52.0 52.0 81.0

DA 18 18.0 18.0 99.0

SDA 1 1.0 1.0 100.0

Total 100 100.0 100.0

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 FROM LARGE STORE TO RETAIL SHOP ALL ARE
ENCOURAGING PACKAGED MILK TEA

Valid Cumulative
Frequency Percent Percent Percent

Valid SA 8 8.0 8.0 8.0

A 25 25.0 25.0 33.0

N 34 34.0 34.0 67.0

DA 16 16.0 16.0 83.0

SDA 17 17.0 17.0 100.0

Total 100 100.0 100.0

7. CONCLUSION.

After conducting a comprehensive research we gather all our data and questionnaire and
analyzed the data. If mean is greater it shows that the result are more consistent and when
mean is smaller it shows inconsistency in the result.
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Likewise, when your standard deviation is smaller it shows consistency and vice versa.

In our research we find that the mean is between 2.4 to 3.4 which shows that in some areas
we got the consistent result and the other we found inconsistency.
In this research frequency table show that 62% people are agree with package milk and 38%
people are agree with fresh milk. If we talk about hygienic factor 11 % respondent are
strongly agree with packaged milk. 50 % people are agree and 16 % respondent are neutral.re
If we talk about quality factor, we analyzed that 15 % respondent are strongly agree and 15%
are agree while 42% respondent are neutral. 16% respondent are disagree with this statement.
When we talk about cost factor 11% respondent are encouraging tetra pack milk tea 46%
respondent are agree and 23% respondent are neutral about this statement.
33 % respondent are in favor that consuming packaged milk tea is now become a fashion.
25% respondent are accepting that packaged milk tea is very much convinced by large store
to small retailer.
In short, we analyzed that more than 50% of respondent are encouraging consumption of
packaged milk tea.

8. RECOMMENDATIONS.
During our research process we analyzed every think carefully and develop some
recommendations which could be very helpful for us and for those who are willing to conduct
marketing research project.

As discussed earlier, we have selected a sample of 100 respondent and then analyzed
the results. But hereby we are encouraging to select at least a sample of 200 to 300
respondent in order to get more authentic results.

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 It is suggested that you as a researcher also use some multi sample techniques because
by using this techniques you can get a variety of samples.

Develop a questionnaire which includes at least 10 to 15 question that should be

relevant to your research topic. Also include 4 to5 personal question like name,
occupation, industry, designation, marital status etc.

We in a group did a causal research which included some practical working

experience so we strongly recommended all those students and professionals who
want to do a marketing research to go for causal research as you can also get real time
result of your research.

REFERENCES

Ather, I. H. and Rafaqat H. Raja (2002), “Milk Production, Collection,

Preservation and Processing in Pakistan,” Unpublished Report.
Animal Sciences Institute, National Agriculture Research Center,
Islamabad.

Government of Pakistan (2005), Pakistan Economic Survey 2004-05,

Ministry of Finance, Islamabad.

Abedullah, Z.M. and H. Sabir. 2005. Competitive

efficiency of milk production in the Central Punjab.
European Journal of Scientific Research.
21
Pakistan Economic Survey. 2008. Government of
Pakistan, Islamabad, Finance Division, Economic
Adviser's Wing.

Moeezuddin, S. (2004, August 30, 2004). Packaged Milk Getting Popular.

Economics and Business Review, The Daily Dawn, Pakistan.

Zia, U. (2009). Pakistan: A Dairy Sector at Cross Roads. In N. Morgan

(Eds.), Small Holder Dairy Development: Lessons Learnt from in Asia
(pp. 76-92). Food and Agriculture Organisation of United Nations
(FAO), Italy.

APPENDIX

QUESTIONNAIRE
PERSONAL INFORMATION.

1. NAME.

2. FATHER’S NAME.

3. OCCUPATION.

4. GENDER.

5. MARITAL STATUS.

SA= strongly agree, A =Agree, N= neutral, DA = Disagree, SDA = strongly disagree.

1. Tea A has a very good taste when we compared with tea B.

A. B.
2. Tea made from Packaged milk is more hygienic when compared with tea B.

SA A N DA SDA

3. Tea made from Packaged milk is lower in cost because it has less consumption when we compared it with fresh
milk.
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 SA A N DA SDA

4. Tea made from Packaged milk has a very good quality than fresh dairy milk.

SA A N DA SDA

5. Tea made from Packaged milk has more safe packaging than fresh dairy milk.

SA A N DA SDA

6. Tea made from Packaged milk is well colored than fresh dairy milk.

SA A N DA SDA

7. Customer prefers packaged milk because it is safe to drink without boiling it.

SA A N DA SDA
8. Customer prefers packaged milk tea because it can be used more conveniently than fresh dairy tea .

SA A N DA SDA

9. Drinking or consuming tea made from packaged milk has now become a fashion.

SA A N DA SDA
10. Tea made from packaged milk very much convinced by large store to small retailer.

SA A N DA SDA

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