Young Consumers Perception of Food supplements in Karachi A thesis submitted By Syed Faraz Abbas Rizvi To IQRA UNIVERSITY, GULSHAN

CAMPUS In partial fulfillment of the requirement for the degree of MASTERS OF BUSINESS ADMINISTRATION In MARKETING This thesis has been accepted for the faculty of IQRA UNIVERSITY by:

Name of Chair Chair

Name of Advisor Advisor

Name of External Reader External Reader

CHAPTER 1 INTRODUCTION
Background:
Consumer perception is defined as the how the consumer behavior understands the product or services towards the brand name. Consumer perception may influence in to the reflect in the decision making it also reflect towards the marketer who design and launch the product and provide the services in to the consumer which will be directly reflect to their perception. Consumer perception normally called as the psychology of the mind which is said that when consumer think about to understand the thought of their perception for specific product. In psychological term we say that the consumer perception is the ability to make senses of the reality. Perception may be creating changes in certain reasons for example repeating of the stimuli is create majorly effect on the consumer mind. Consumer looks or thinks about the particular stimuli their behavior towards the brand will be change. (Flamand, 2010) Our perception is about to the reality because we think about the product and we try to get the product. We thing that the stimuli is will be show in to the market that create a thought about the product. (Marshall, 2010) This study is used to the perception of the consumer which is based on the marketing of the consumer behavior. Fast moving brand shows their brand in to the consumer mind which is entirely reacts to the consumer mind. (African Journal of Business Management Vol. 4(2), pp. 203-220, February, 2010) The marketing world can be changed by the consumer perception and consumer perception will be changed by the marketing of the brand it is vise versa. It means that the marketing value will be enhanced by the consumer market todays the marketing value will be enhanced by the telemarketing and by e marketing as well. Many multinational companies use e-marketing towards the world by creating the new customer through out the world. (Tamer4, 2006)

Contextual Framework:
Food supplement can be defined as to get the stronger health and strength in the body we have to add the some healthy addition in our food to cover the deficiency of the body. The ingredient of the food supplement is that the lots of vitamins, minerals and acids are included. Lack of these vitamins, minerals and acids in the human body create a deficiency in the body. Consumer perception is based on the human

mind which can be select, organize and interpret the information about the things. This consumer perception about the food supplement is entirely different because the awareness of the food supplement is lack due to the last two years. Further more the industry should understand the complete meal of the food supplements consumer, for this purpose they should be some addition in the ingredient of the food supplement which is provided a complete meal to the buying consumer. These are the Food supplements are available in Karachi: Omax Nutritional Supplement, Ensure milk, skim milk, Pedi sure milk etc These food supplements majorly used by the old age consumers who need a food supplement because they are weak. In contrast, the upbringing children who hates to take a meal so these food supplements will provide the nutritious in the body. Further more these food supplements provide the healthy energy to the young generation or youth because they are body builders and need the extra nutritious. They want to be smart as well. Moreover the young and professional and ambitious women use a food supplement that have no time to take a healthy meal instant of ready made meal. In Pakistan the food industry have less approach towards the ingredient of the food supplement because the consumer wants more nutritious in the food supplement and industry do not understand this issue, they continuous apply same ingredient in the food supplement which is provide less nutritious to the consumer of the Karachi.

Purpose of the research study:

The purpose of the study is to investigate the young consumers perception of food supplements; the focus of the study is to identify underlying attitudes and their willingness to buy food supplements.

Objectives of the research of study:

To analyze how industry perceived food supplements by young generation of Karachi. To determine the industry should really know the reasons that drive consumers to choose food supplements. To determine that how the consumer justify their choice, and to what extent their interest is tied to their values. To determine the expectation and needs of consumer of the food supplement.

Problem statement:

Most of the Pakistani people have rapidly changing in their life styles in follow the western world, the consumption intensity of food supplements are getting famous among Pakistani peoples and other aspects is that due to tough daily schedule and change in life style they do not get much time to take proper diet, so they have shifted towards ready made food supplements to fulfill their daily nutrition requirements, which has created new opportunities for food supplement industry but this industry faces a number of issues which is created by the buying consumers. The main issue faces by the consumer which is related to the nutritious ingredient in the food supplement because in Pakistan the consumers needs more nutritious in food supplement as a complete meal but industry do not understand this issue. The perception about food supplements are unnoticed which needs to be explored to understand consumer perception about these supplements.

Scope of the research of study:

The scope of the study is to enhance the concept of the food supplementary in to the young generation. This research will help to enhance the awareness of use the food supplement. This research will provide the marketing dilemma in our society in todays young consumer perception of food supplements in Karachi. The impact of food supplement in young generation, although the food supplement is majorly used by the older generation. But it is an old concept now the new generation is also using the food supplements. This study reveals that the analyzed the factors influencing the acceptance of food supplements of two distinct groups of young consumers. The major scope of this study is to control and highlight the health of the young generation. This young generation more emphasis on their health with brands, often that every locality is different. In this research we will cover the entire locality and their consumption in to the food supplement. This research will help to understand the benefits of the use of food supplements. This research will help to enhance the ability of the professional work because working women need maximum nutritious in minimum timing. So that this research will help to identify the capability of the todays women strength and over come their weaknesses. This research will also help in the food industry because through this research the industry will get the attention over the quality and quantity of the ingredient. The customer needs the more nutritious ingredient in the food supplement which provides a complete meal to the customer, but unfortunately they food industry have lack of awareness of this serious issue which directly attack towards the brand. The purpose of this research is to highlight the attention towards the ingredient of the food supplement.

Research question of the research study:

What are the buying behaviors of the young consumers on food supplements? What is the perception of the young consumers on food supplements? What are the factors influencing the acceptance of food supplements in to the young generation? What is the role of industry for understanding the issue of the consumers?

Limitation of the research study:

The research has a few limitations which are as follows: Further research needs to be conducted towards the two generations. Further analysis should be conducted to understand the true perceptions of the young generation regarding the marketing dilemma. The research work needs a number of verification which has not been conducted because the time limitation is short. The resources are not provided as the research wants.

The number and nature of available sample data does not provide clear and solid guidance for the analysis desired.

The use of small number of consumer makes it difficult to generalize to a larger population.

The applicability of this tool will be limited to one geographic location. Time was a limiting factor for the study in addition to cost and coverage of survey area. The food industry has so many restrictions as they did not give as much information as the research want. The laziness of the staff of the food industry they were not interested and they also did not want to take attention towards the ingredient of the food supplement. The same ingredient is used in every food supplement in number of individual brands. The lack of the usage of the food supplement in every area of the Karachi. The number of food supplements consumer is small.

CHAPTER 2
LITERATURE REVIEW Most of the younger consumers have clear the concept about the food supplement; most of them buy the food supplement in the consistency manner. These young generations are belonging to the high class families as well as these types of foods are available in the super market. Young consumers are most emphasis on the taste of the food supplement as well as they look the prices of the food supplement. Young consumers of the food supplement are more satisfied with the quality and ingredient of the food supplement which promote the health of the consumers. The factors which are really influence in to the consumers attitude and perception towards the food supplements are as below; Health awareness to the young consumers Lack of trust and confidence The expensive product High quality food

These factors are directly influence to the perception of the consumers. According to the research, in the future aspects the population size of young generation is more than half who create a mind to buy a food supplement but most of them are those who really dont decided yet that they want to buy or not. In the future Most of the young consumers included women who belong to the higher middle family who earn high income prefer the food supplement as a regular meal. In this research small amount of information about the food supplement in the consumers mind is recover by the advertising of the food supplement in to the market which directly rising the awareness of the food supplement in to the consumer. The super market is the place where the food supplement is easily available. According to the research, the appearance and taste of the food supplement create a high attention towards the consumers. Now the research finding that most of the young consumer who really confused about their buying behavior of the food supplement and this is the time when food industry will crash the market by creating the new ideas for convincing the young generation as a target market. This is the era where young consumer moves forward to get the discovering and enhancing the use of the food supplement by creating a different strategies from the food industry.

The research is based on the young consumers who are different by their literacy. Further research told that the reasons and understanding of the adoption or not adoption towards the perceptions of the food supplement consumers. This research shows that the food industry make strategies for consumption of the food supplement towards the health and profit point of view. It is shows that the food supplement knowledge in to the consumer before buying it. It is based on the different aspects of the perception of the consumer. Now the matter was discussed in to the research that the bevioural impact towards the young consumers according to the economically and healthy aspects. Young consumers are attracting on the food supplement for their health but they consider the taste as well. In reality most of the common peoples do not influence the food supplement as a meal, in contrast, most of the young generation want to be healthy and fit thats why they use and adopted the food supplement in their meal, but these young people group are not fully convinced towards the food supplements.

The researcher shows that the reasons to accept the food supplement by understanding the ingredients about the food supplements. now the questions is that how the consumers aware about the food supplements most frequent way to introduce the food supplement is advertisement. Consumers are creating their perception by different source of media which introduce the food supplement. Consumers get experience more qualified and understanding the way to adopt the food supplement in to their lives. They influence their motivation towards the food supplements to other peoples. Consumer is very despite about the using of the food supplement. If they use it first time and they feel good they use it again and again but if they dont understand the ingredient they switch off to the other food. Food industry creates an impact towards the food supplement over the consumers choices, that they have to use it and feel good.

In the market of food supplement was introduced in 1990s in the USA and the first scientific research was issued in the topic of consumers attitude towards the food supplement. A nutritious food is called food supplement. When the customer satisfaction is high to get the high nutritious in to many functions of the body without any negative effect. (Diplocket al, 1999). This research was further modified by the behavior of the childrens toward the food supplement that what is the actual reaction towards taking the food supplement as a meal. (Verbeke, 2005) Consumers think about the fitness of the body because healthy and perfect body makes an active mind which

creates different and unique ideas which also creates a discipline in their lives and most important by the usage of the food supplement it controls the eating habit in the whole day meals further more consumer wants the effect of this food supplement constantly positive, it means that it effects on the improvement of the efficiency of the body functions. Food supplement provides the huge amount of the nutritious and it will effect on the ethical and social demographic regions. (Niva, 2007) Now the main issue to face the food industry that to identify the sample consumer who takes interest in using the food supplement but the result was found that the small number of consumer who takes interest to use it and the second main issue is that to control the body from many diseases specially heart disease but unfortunately number of hurdles in the path of acceptance of the food supplement. (Bohr and Jensen, 2006) The new and simple definition of food supplement is that to make a healthy body and this body also overcomes from diseases without providing the nutritious in to the body functions by providing the food which should be fresh and provide a perfect meal in to the body. This food supplement provides a basic nutritious to a body and also take care the body from different germs and diseases. (Schreiner and Keil, 2006; Verkerk et al., 2009) The healthy body needs best food or nutritious food thats why these food supplements are initially used for the health of the consumer which is directly influence towards the consumers perception. (Ares et al., 2009; Trijp and der Lans, 2007) Now normally food supplements provides the nutritious to the body of the consumers but consumer did not even think about the ingredient of the food supplement. The ingredient of the food supplement plays an important role to provides the nutritious in to the body and it effects to the body by preventing from the different diseases, for example; dibities, heart attack, cancer etc. (Nordstrom and Bistrom, 2002; metal, 2009) Now the main issue is that to introduction of the customers from these food supplements because most of the customer does not even know about the food supplement they use a normal milk only to get nutritious but in the other hand they are completely ignore to their health. Now the real dilemma is that the customer will recognize and adopt the habit of taking the food supplement as a full meal to control their physical and mentally health. It will be control to use the organic food instant of food supplement. (Radman, 2005) Most of the western research is talked about the health effect on the body functions these responses is created by the consumers perception towards the food supplement and these food supplement directly effect on the consumers

attitude, trends and habits. The young consumers become more conscious about the ingredient of the food supplement because they want to be healthy without gaining fats. These are the western culture which adopted by the consumers all over the world. (Sahera et al., 2004) Many research papers shows that the real definition of the food supplement not only define by the culture, they do some new and appropriate explanation of the food supplements, previous definition only talked about the knowledge but the real and perfect definition based on the expert opinion, because without expert opinion about the food supplement the research and all the study would be fail because researchers are those who not only write they must be collect facts and figure about the usage of the food supplement. (Dayon and Labrecque, 2008) The difference between the food supplement and the organic food is given as follow, Food supplement has a high quality either Organic food has not much high quality. Food supplement is more expensive then the organic food. The demand of the food supplement is going to be high. The demand of organic food going to be decline by increasing the health disease problems. Food supplement got high appreciation towards the introduction of the new product. Consumer have not equal attitude towards the food supplement their expectation must be high. But in the other way that consumer are not much convinced for the food supplement because they thought food supplement are new and unusual to use so it must create a side effect in to the health. Food supplement either get a high appreciation and importance in to the consumer minds as well as it also create a side effect on the consumer mind that before buying this food supplement consumer think more. (Urala and Lahteenmaki, 2007) Now food industry is really found out the way to convince the consumer to buy the new food supplement, for this purpose they continuous grow their marketing strategies. And food industry thinks and predicts that after some time food supplement holds the food market. (Urala and Lahteenmaki, 2004) Through the food constitution of government low the acceptance of food supplement in all over the areas and locality of the people. The main criteria are that the price of food supplement is high as compare to the normal organic food. (Bohr and Jensen, 2006) The food industry realize that the market of the food supplement and accept the food supplement as a meal by the people of the environment. These all thing depend on the confidence and trust towards the food supplement by the consumers perception and attitudes. Food supplement provides the perfect meal to the consumer body. (Siegrist et al., 2008, Liakopoulos and Schroeder, 2003) The author

said that the consumer taste is very different from the health point of view because consumer only looks at the taste and health of their body but the food industry look this issue with the different angle. They look with the consumers satisfaction, dissatisfaction, understanding and misunderstanding toward the food supplement in to the market because if the consumer did not understands and satisfied with the food supplement it never work on the market effectively. One thing more which really influence in to the consumers mind which is the price of the food supplement. The price of food supplement is high or higher then the organic food because it has more nutritious as compare to the organic food thats why people can not buy food supplement easily. Food supplement is not easily available in every areas or locality of the country thats why it is so expensive and every consumer can not buy it easily. Now another issue in using of the food supplement is that consumers do not waste their income on buying the food supplement because todays high inflation is going on. In this recession consumers only prefer to buy a normal daily food which they can easily buy and use. Either food supplement is not commonly use in daily life as well as it is as much expensive then the organic food so thats why consumer did not add food supplement in to their daily meal. (Siro et al., 2008) According to the author, as compare to the old generation young generation accept the food supplement frequently, effectively and in large quantity because the young perception is that they need more nutritious and healthy food thats why they have more knowledge about the food supplements nutritious ingredient. When they buy the food supplement their attitude and knowledge about the food supplement is telling that how much they conscious about buying, using and adding the food supplement in to their daily meal. If young consumer take only two meal in the whole day and these two meals are food supplement, it will cover the all nutritious and energy in to the body as they want. This research paper follows the attitudes and needs of buying the food supplement towards the consumers perceptions in future, because in future there will be huge value of the food supplement in to the consumers mind through the marketing point of views. All the data and recommendation will find after getting the huge promotion and marketing value towards the food supplement in to the consumers mind. (Jezewska 2009) Consumers diet variation is very common and sensitive issue in this todays world, because now a day people are more conscious about their physical activities and as well as getting smart body. Food supplement provide the full accommodation towards the health cost in the many other

diseases which creates a lots of problems in to the body parts. In the research we find out that why the death ratio is increase day by day, we find out the result that most of the consumer did not change their eating behavior in terms of their health. They use tobacco and took an organic meal but if they use food supplement they not only destroy their addiction problem they also prevent their lives by the food supplements. (McGinnis and Foege, 1993) The marketing strategies followed by the food industry that based on the consumers choice and their healthy diet, it become the changes in the policy of the food industry. The food industry really works on the health of the consumers as well as the cost of the food supplement which should be match with the ingredient of the food supplement. Furthermore according to the scientific research the educated consumers who want to be fit by their health they always prefer to get the healthy food. For this purpose these types of consumers always prefers to the reliability and healthy ingredient in to the food supplement which is really influence to the food industry policy and procedures, which is related to the diet variation towards the health of the consumers for better health. (Nestle, 2006) Todays world most innovative and creative area where the food industry wants to do work on the food supplement. (Schaafsma, Kok, 2005; Jones, Jew, 2007; Doyon, Labrecque, 2008; Sir et al., 2008) food industry provides a two factors to the food supplements by creating the certain assumptions towards the innovation of the food supplements. One is the technology push which is the create the high technology which is transfer from the other sector, these technology creates a dynamics of the ingredient of the food supplements and they also know how about the previous sectors technology. The other factor is the demand pull effect which is created by the consumers perceptions, consumptions and view about the food supplement. In this sense, food industry are some how depend on the consumers acceptance, they are on the hand of the consumers. (Grunert et al., 1997; MarkHerbert, 2002) the area of the food industry will be more innovative by using high technological instruments which is influencing the market response through consumers perceptions which creates the market effective and efficient. These real innovations are not only the rising of the food supplement in to the market, many other factors are also influence on it. Food industry adds innovation in their ingredient of the food supplement through technological effect which is directly effect on the competitive strategies. These competitive strategies will change the young consumers perceptions, taste and preferences

through their addition of the technology. These young consumers will give the effective business to the food industry by the acceptance of the food supplement. (Trijp, Steenkamp, 2005) The food supplements are going to be very common in all over the world which is creating the high popularity in young generation due to their health and fitness, the research shows that in future forcasting that the food supplement will grow very fast, as well as the food supplements development and their demand will grow consistently but the real still food industry worked on the consumers perceptions that how the consumer will take and perceives the food supplement an how their demand will be segregated in to the different locality and their people who lived in to these locality. Small town people they dont apply the food supplement in to their meal but the sophisticated areas will understand the concept of the food supplement quickly and they will add these food supplements in to their regular meal for health purpose. The changes in to the food supplement are occurred by creating the perceptions of the consumers, these perceptions will change by the culture and physiological and social modification towards the acceptance of the food supplements which is the changes of the consumers behavior. These changes may increase the demand of the food supplement in to the market and these change are healthy for the food industry because of these changes industry will grow consistently in the future as the recommendation of the forecasting the future of the food industry. The future of Food industry is totally in the hand of the consumers acceptance of this food industry. (Urala, Lhteenmki, 2003; Sir et al., 2008). Most of the time food industry only considers of the healthy profit from the food supplement but they didnt realize the consumers needs and wants. But now the history is over and the new era is that the young consumer accept the food supplement in different ways wither they adopt it as a meal or they adopt it as a fitness point of view. These food supplement is not only used by the young consumer it also used by the elder consumers as well (Verbeke, 2005). Technology and the food market is entirely effect to the consumers mind if food industry use the complex technology is used in the food supplement and effect on the marketing features it only because of the food supplements adoption by the consumers which is entirely effectively by the consumers. Young consumers mostly attack to the ingredient of the food supplement so it is not easy to convey the consumer towards the food supplement, because consumers first see the food ingredients, they want that if they use it either it provides enough nutritious to their body or not (Doyon, Labrecque, 2008; Sir et al., 2008).

The knowledge background is essential part of the acceptance of the food supplement by the young consumers. Different localities have different back ground and their preference change by the demographical changes. The technology effects on the food supplements consumer and their choices, these choices are strongly high technological characteristics which is influence to the ingredient of the food supplements. The numbers of food supplements consumers are going to be increase. These number of consumer increase by the information and vast by the consumers knowledge and the consumers perceptions. These consumers perceptions would vary by increase or changing in the ingredient of the food supplements (Kahneman, 2003). The more experienced consumers are not more convinced as compare to the other one because less experienced consumers are more convinced because they dont have enough information about the product to move. The analyzing the different perceptions and the knowledge about the food supplement using the questionnaire which is achieved by the questionnaire and information of all the food supplement consumptions which is related to the consumers and their perceptions and preferences and according to the research the number of consumers will satisfied by the food supplement endorsement. The food supplements are created by the acceptance of these foods as a meal and which is related to the above description shows that the opportunity for the food industry that who understand the consumers perceptions, needs and preferences which is influenced by the taste, price and diet of the food supplement. Mostly these food industry basically worked on the those target consumer who are regularly use the food supplement, they are much conscious about their health and fitness and also who wants to buy the food supplement, but it is impossible to use regularly due to the lack of availability of the food supplement (Urala, Lhteenmki, 2003). Now a day food industry really focuses on the health of the consumers, because their food supplement market will grow by the consumers satisfaction and preferences. By the consumption of the food supplement creates a number of benefits to the consumers (Schaafsma and Kok, 2005). European countries are the bigger user of the food supplement; they introduce the food supplement as a proper meal. They know about the consumers proper health, that which food is more suitable for the consumers health in order that it controls the consumers physical exercise and the proper diet is more important factor for maintaining the satisfaction of the health of the consumers. The founder country of the food supplement is Europe because their people want to be fit and smart and healthy because they want to do some thing new in every

step of their life, their lives are too busy as compare to the Asian countries Larsen, Scholderer, 2007; IFIC, 2007). Consumers changes which occurs in the environments and the cultural point of view, because they need to be more exotics and healthy, it should be effect on their busy life which is has time to cook meal in every time. Food supplement provides a numbers of beneficial properties to the consumers body. This should be increasing the lots of nutritious in to the body functions (Sir et al, 2008). The changes in to the life style are to be beginning, because the consumers expectations are so high with the time. Food supplement is also effect on the health of the elder consumers, it increases the number of elder healthy consumers, they have less disease especially cardiac attack etc. food supplement also considered the quality of life because when the consumers is healthy they always feel happy. They want to be happier by using the food supplement as a proper meal; they have no option to avoid their health because if they avoid it they must be in trouble. The desire of the elder people that to improve their life, in short they feel like a young by their heart. These changes create an positive effect on the demographical the food industry provides a changes to the health care cost towards the government as well as the researcher. Researchers give the high quality ingredient in to the food supplement. Now the real truth is that the food industry are survive through the number of these changes effectively and efficiently and they reach to fulfill all the needs and nutritious of the consumers body (Jones, Jew, 2007). Now a days western culture focus on the food supplement is now only nutritious but the major perception effect on most of their people by the advertising of the food supplement because with out promotion of the food supplement, consumers have less information about the food supplement as well as their know how about the food supplement is low. Consumer feels afraid to use the food supplement because they think that the food supplement can not fulfill the nutritious in to the body. Now the another thing which is really effect on the food industry that getting the interesting responses by the consumer of the food supplement that food industry supply the food supplement by the demand of the consumers, they need that the ingredient of the food supplement should be more nutritious. This is the value which is consumers wants and demand which is fulfill by the food industry for increasing the number of the food consumptions (Jones, Jew, 2007).

The major issue which is faced to the food industry that still the government is like to discuss about the characteristics of the food supplement, they think that this food supplements are more expensive food for all types of the locality. After some time the discussion about the food supplement will be reduce because the awareness of the food supplement in to the consumers, they buy it and use it frequently. These food supplements is increase in sales in all industrial countries, because increment of the sales which vary towards the usage of the food supplements. In the western countries the market of the food supplement are more loyal with their consumers as compare to the Asian countries, there consumers are less aware with the food supplement (Sir et al., 2008). In The western countries the food industry makes different types of strategies to promote the food supplement in to the consumers market. The major part of the success of food supplement in to the European market is the devotion and loyalty of the consumers. Now the food supplements effect to the dairy product, it changed by the introducing of the food supplement as a meal in to the market. High locality who wants to take care of their health should be use the food supplement. It is also effect on the fast food industry especially ready to cook food because few years ago, people would understand about their health by eating more unhealthy food, this concept is old now the more people use the food supplement, but more over that these food supplement leaves effect on the decline. The failure rate is high because the consumers in different locality have different perception to understand the qualities of food as well as these food supplements are available in to the market in expensive rates. These food supplement is high in price it only available in high locality and people who lived in these locality would prefer to buy and use these food supplement as a meal, In contrast of the low and middle locality who can not buy these expensive foods, they only consider to eat basic food and they use it as a meal so thats why the failure ratio is high of the food supplements (Sir et al., 2008). The food supplement has a positive effect in to the whole world including the real Asia countries as well as the European countries, the user or buyer of the food supplement are increased day by day. Current research shows that in the Europe countries more than 90 % people are use the food supplement as a meal, the rate of the consumers are increased by that the people would understand their health and their problems they want to leave their use to medicine to avoid the unhealthy food, these are the real dilemma when people should worry about their fatty foods. High calories are more affected to the body functions (Soldi, 2007). Now the financial point of

view the food industry grow day by day by introducing the food supplement and create an awareness to the consumers of the food supplements consistently. This market grows by increasing the number of consumers in to the food industry (Urala, Lhteenmki, 2003). The food supplement consumers adopt the food supplement in different ways; every company launch different types of food supplement in to the market so the perception of the food supplement should be changed. Two types of consumers have perceive by the different aspects, if one are satisfied with the ingredient of the product then other one not understand the product (Verbeke, 2005). Food industry more conscious about the response of the consumers of the food supplement that either they accept it or not, because if the sales of the product is decline in a year then after a year the sales product should be stop (MarkHerbert, 2003). To be able to the launch the food supplement in to the market and create a high value in to the market in the future food industry continues work on it. The marketing researcher provides their research that the essential part of the food supplement is consider the starting point of the new product. The real question is arises from the food industry, when the consumers asked frequently about the food supplement that how the government take action to create a well defined form of food supplements? Should different perception of consumers affect on the acceptance of the food supplement? What are the factors which influence to the perception of the consumer to attract the consumers towards the food supplements? Currently food industry add some value addition in to the ingredient of the food supplement according to the demand of the consumers needs and perceptions that it provides a lots of benefits in to the food supplements (Niva, 2007; Sir et al., 2008).

According to the previous researches shows that the food supplement is entirely different form that food industry implements the dietary plan to the consumers towards live the normal life style by increasing the normal quantity of the food supplement. The food supplement create a positive image it self in to the consumers mind that the scientifically definition of the food supplement that it maintain the health of the body which is influence towards the body functions which creates a positive effect to the body, it effects to consider the quantity of the food as the normal food. But normal consumers need the more nutritious about their health, they consider food supplement are the normal meal. Researcher creates some features towards the food supplements (Roberfroid, 2002; Doyon, Labrecque, 2008):

Food supplement is a ready to eat, no need to cook. It is a daily product to use. Food supplement used as a normal and daily diet. Food supplement ingredient based on the natural components, which provides the more nutritious towards the consumers body. Provides a nutritious value to the consumers body which leaves a positive effect in to the target audience. It reduces the number of diseases. It provides the healthy food which prevent from the major germs attack to the body functions. It improves the quality of life through the addition of the food supplements

CHAPTER 3 METHODOLOGY
This research is exploratory in perception of the consumer. There isnt any problem defined in exploratory research as it is conducted to get oneself aware with the concept to be studied. This research will help finding the factors regarding the perception of young consumer towards the food supplements. It basic provides by this research is used for the analysis of the research by influencing the methods from the gathered data. This research methodology research will consists of the research design, data collection and data analysis.

POPULATION AND SAMPLE SIZE:

The population for the subject study comprises of a young consumers and age groups above 18 years of age in Karachi. If sample was too drawn on the basis of simple random then the questionnaire. There is rule for the correspondence analysis that each factor must be filled out by the 300 respondents. So the total numbers of the questionnaire are: No of questionnaire...15*300=75 To be on the safe side I got filled out five extra questionnaires. The methodology for identifying the factors would be visiting universities, high school and colleges

interacting with young consumers and observing peoples opinion on food supplements and the factors which effects mostly consumer perceptions are Effectiveness Price Brand Quality Freshness Income Age Taste Long lasting results Healthy prospective Ingredients Availability Environmental friendly Locality

RESPONDENTS OF THE STUDY

The respondents of the study would include young consumers (professionals, students, etc) Professional may consider those young employees who start their career.

RESPONDENT DEMOGRAPHIC
The study would focus the population of Karachi including every locality (middle and high class) in every areas of the Karachi but it will be on random sampling basis.

VARIABLES
In this research there are two types of variables; Dependent variable Independent variable

Dependent variable

The research contains a consumer perception as a dependent variable, because the consumer perception changes by all the factors of the food supplement.

Independent variable
The research contains a several variables which effect on the consumers perception. These are taste, ingredient, quality and price; these variables are selecting on the bases of previous studies.

DATA COLLECTION TOOL

The main instrument used for this study would be a questionnaire, which is filled by the different locality of the young generation. Likert scaling will use in the analysis of the data. Other research tools that would be used for collecting data are Unstructured questioning with the consumers. Websites related to the food supplements

Data is usually of two types. And I have used both the types Primary Data: Primary data is data which respondent gathers for the first time for the research and for this research primary data is gathered with the help of the questionnaire. They have been collected after Visiting different places. Different shops selling food supplements. Asking informal questions about young consumers opinion. Filling questionnaire by different class of young consumers who really want to use food supplement. Secondary Data: Secondary data which already exists and for this research all the online articles, journal articles and published data is secondary data. It just helps the researcher in conducting the research.

TREATMENT OF THE DATA

The data collected through different methods would be analyzed. Regression and correlation would be used for the analysis of these data that will be collected through surveys and questionnaires. Regression is defined by the relationship between two or more variables which is seriously involved with the problems of analyzing the value of dependent variables on the basis of one or more independent variables. I have used the most advanced computer package Statistical Package for Social Scientists (SPSS Version 15.0) for analyzing the data and designing charts, graphs and tables.

I have used questionnaire analysis for interpreting the quantitative results of data.

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