CB-National Chat Masala

National Spices
(Chat Masala)
CONSUMER BEHAVIOR REPORT
Submitted to: Ms. Fatima Akhund
Group Members:
Muhammad Taha Zaidi
Syed Raza Rizvi
Shahmeer Naeem
Syed Hamza Ahmed Bukhari
Abdul Qadeer Shaikh
Maisam Zulfiqar 0
Contents
Company Profile .........................................................................................................................................................4
Introduction to the Brand...........................................................................................................................................5
Chat Masala ............................................................................................................................................................5
Purpose of the Report ................................................................................................................................................6
Competitive Landscape ..............................................................................................................................................7
Introduction ............................................................................................................................................................7
Market Size .............................................................................................................................................................9
Herbs and Spices Value Growth Forecast............................................................................................................ 10
Herbs and Spices Volume Growth Forecast ........................................................................................................ 11
Pricing .................................................................................................................................................................. 16
Category – Market Share ..................................................................................................................................... 17
Company Share Performance .............................................................................................................................. 18
National Foods Growth vs Market Growth ......................................................................................................... 19
Marketing Strategy .................................................................................................................................................. 20
Segmentation ...................................................................................................................................................... 20
Targeting.............................................................................................................................................................. 20
Positioning ........................................................................................................................................................... 21
Consumer Profile ..................................................................................................................................................... 23
4 P’s of Marketing.................................................................................................................................................... 24
Product ................................................................................................................................................................ 24
USP or Point of Differentiation ........................................................................................................................ 24
Branding .......................................................................................................................................................... 24
SKUs ................................................................................................................................................................. 24
Key Attributes .................................................................................................................................................. 24
Functional Benefits .......................................................................................................................................... 25
Price ..................................................................................................................................................................... 25
Promotions .......................................................................................................................................................... 26
Advertisement ................................................................................................................................................. 26
Trade Promotions ............................................................................................................................................ 27
Sales Promotion............................................................................................................................................... 27
Content Marketing .......................................................................................................................................... 28
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Place .................................................................................................................................................................... 28
Role of Distribution Channel ........................................................................................................................... 28
Type of Distribution Channel ........................................................................................................................... 28
Intermediaries ................................................................................................................................................. 29
Intensity of Distribution Channel .................................................................................................................... 29
Push Strategy ................................................................................................................................................... 30
Motivation ............................................................................................................................................................... 31
Brand Manager’s Perspective.............................................................................................................................. 31
Consumers’ Perspective ...................................................................................................................................... 32
Recommendations............................................................................................................................................... 33
Perception ............................................................................................................................................................... 34
Sensation ............................................................................................................................................................. 34
Selection .............................................................................................................................................................. 35
Sense Making....................................................................................................................................................... 35
Consumers Perspective ....................................................................................................................................... 36
Personality ............................................................................................................................................................... 37
Consumer’s Perspective ...................................................................................................................................... 38
Recommendations ............................................................................................................................................... 40
Learning................................................................................................................................................................... 41
Classical Conditioning .......................................................................................................................................... 41
Brand Manager’s Perspective .............................................................................................................................. 42
Classical Conditioning ...................................................................................................................................... 42
Advertisement Wear-out................................................................................................................................. 42
Stimulus Generalization................................................................................................................................... 42
Operant Conditioning ...................................................................................................................................... 42
Massed Learning.............................................................................................................................................. 43
Shaping ............................................................................................................................................................ 43
Peripheral Route to Persuasion ....................................................................................................................... 43
Classical Conditioning ...................................................................................................................................... 44
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Stimulus Generalization................................................................................................................................... 44
Operant Conditioning ...................................................................................................................................... 44
Massed Learning.............................................................................................................................................. 44
Shaping ............................................................................................................................................................ 45
Observational Learning.................................................................................................................................... 45
Cognitive Learning ........................................................................................................................................... 45
Recognition and Recall .................................................................................................................................... 45
Gaps and Recommendations............................................................................................................................... 46
Distributed Learning ........................................................................................................................................ 46
Peripheral Route to Persuasion ....................................................................................................................... 46
Attitude.................................................................................................................................................................... 47
Consumers’ Perspective ...................................................................................................................................... 48
Recommendations............................................................................................................................................... 50
Communication ....................................................................................................................................................... 51
Appendix ................................................................................................................................................................. 53
Contribution Statement ........................................................................................................................................ 159
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Company Profile
National Foods Limited is a Pakistani food products company founded in 1970, which started out as
a spice company and now is a major food products company in Pakistan. National Foods’ initiative since
then is to make hygienic food, reduce time spent in the kitchen and contribute towards a positive and a
more rewarding lifestyle. Its idea is to focus on customer needs and serve them with quality products at
affordable prices. The company is accelerating towards accomplishing its vision by conquering many
more horizons through commitment to excellence, continuous innovation and quality products for its
consumers.
National Foods’ wide product portfolio includes recipe masalas, spices, desserts, pickles, ketchup, jams,
salt, rice etc. It is also in the category of instant drinks with its brand names Fruitily and has recently
introduced crackers with the brand name Scene On.
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Introduction to the Brand
National Foods is a branded house with its product portfolio revolving around convenience packaged
food products. National as a brand functions in the Desserts, Recipe Masala/Recipe Masala Jars, Pickles,
Frozen meals, Ketchup, Jams, Rice, Chinese, Snacks, Basic Spices, Salt, Chutney and Sauces, Ginger
and Garlic pastes, Golden fried onions, and Masala Snacks category. The advantage of being a branded
house is the spillover effect in terms of brand image and brand perception that National passes on to its
products.
Chat Masala
Chat Masala is a mix of powdered spices used in cuisines of South Asia, predominantly India, Pakistan
and Bangladesh (Indian Subcontinent). The mix may include the following;
- Dried Mango powder
- Cumin
- Coriander
- Dried Ginger powder
- Salt
- Pepper
- Chili Powder
Although Chat Masala comes under the Snacks category but it is perceived as a spice because of the
word “Masala”. The packaged Chat Masala of National is preferred over loose chat masala because it is
considered of superior quality and free of impurities.
National has a dominant market share in spices category in Karachi whereas its competitor Shan enjoys
a dominant market share in Recipe Masala mix but the dynamics are reversed in the northern region of
Pakistan.
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Purpose of the Report
The purpose of this term project is to find out the difference between how a marketer (brand manager)
plans to set the brand image of National Foods’ Product line and how the actual consumer perceives it
and where the positioning gap lies. The purpose of the project is to find out how the Brand Manager
wants the brand image of his brand to be set in the minds of the consumers. Consumer motivation,
learning, Personality, Perception building, and attitude formation through the various sources of
communication are being included in the report for detailed analysis and recommendations. After
conducting;
- in-depth interview with the brand manager
- 10-12 in-depth interviews with the consumers of the National’s Chat Masala.
- Focus group discussion(s)
Identification and evaluation of the gaps & similarities between the desired and actual brand image will
be made; thus, achieving a comprehensive understanding of the current problems & opportunities for the
brand manager.
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Competitive Landscape
Introduction
The Sauces, dressings and condiments category, contains the sub category of herbs and spices, this
sub category further has the chat masala market. Sauces, dressings and condiments currently record
growth of 12% to reach PKR11 billion in 2017, while retail volume sales grow by 7% to reach
24,000 tonnes. The category is expected to record a 6% value CAGR at constant 2017 prices to
reach PKR15 billion in 2022.
Out of the category of sauces, dressings and condiments; the sub category of Herbs and spices
which contains the “chat masala” market held the largest value share of 74% in 2017. According to
the Brand manager of National Chat Masala, the current market share of National chat masala is 65-
70% in the chat masala category. During the past 2 years, after the “chatpata chatkhara” advertisement
campaign, the market share of National Chat Masala increased from PKR 400mn to 600mn, making it
the market leader in the chat masala category.
National Foods Ltd led the Sauces, dressings and condiments category in 2017 with a 22% value
share due to success of its brand National Ketchup and its range of National spices, all of which
have been legacy brands enjoying longstanding recognition among local consumers. Along with
Shan (Shahi Foods Pvt Ltd), ranked second, National Foods has built the domestic branded sauces
and condiments landscape from scratch with its brands.
Besides packaged herbs and spices, there is also demand for unpackaged herbs and spices which
cater to rural areas. Nonetheless, packaged herbs and spices is larger in size. According to the
National Chat masala BM, the unpackaged chat masala comes second in the chat masala category,
competing soley on the basis of lower prices i.e Rs 15 or 20 against RS 35/100gm pack of National.
There is also a strong shifting trend from unpackaged to packaged herbs and spices as the latter
offer greater convenience in usage, product variety in terms of flavours and variants, high quality
and competitive pricing.

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The average unit prices remained fairly stable during 2017 due to reduced inflation in raw materials
and transportation costs and the resulting reduced pressure on manufacturers’ margins. The
improved macroeconomic situation because of a decline in oil prices, foreign investment and an
increase in foreign exchange reserves are the main factors behind the decrease in overall inflation.
Both domestic and international manufacturers have a presence in Pakistan. Manufacturers with
established brand presence and distribution networks are difficult to challenge by any new player.
In this way, the category is becoming increasingly concentrated and competitive.
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The distribution share of modern grocery retailers is expected to slowly increase with expanding
geographical penetration. However, this is likely to be a long-term trend. Independent small
grocers is expected to remain the dominant distribution channel during the forecast period
Market Size
In terms of value, as the below table illustrates the Sauces, Dressings and Condiments category stands at
PKR 11.256bn. The herbs and sauces category has around 74% share of this i.e PKR 8.4bn. This herbs
and spices sub category has also grown remarkably from PKR 4.6bn to 8.4bn only in a span of 5 years
i.e 2012-2017. This aggressive growth of the sub category indicates that the growth rate is likely to
stagnate in the future.
In terms of volume, as the below table illustrates the Sauces, Dressings and Condiments category stands
at 23,600 tons. The herbs and sauces category has around 30% share of this i.e 8163 tons. This herbs and
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spices sub category has depleted in terms of volume sales, from 8,884 tons to 8163 tons in 5 years time
from 2012-2017, peaking at 2014 when inflation was highest. This decrease in volume but increase in
value of herbs and spices category shows that people are paying more for lesser quantity i.e. indicating
an increase in prices over the past five years.
Herbs and Spices Value Growth Forecast

The forecasted compound annual growth rate of the sub category herbs and spices is 27.7%, which
is 4th least in category of the sauces, dressings and condiments. This goes out to show that the herbs
and spices sub category has already achieved much of its maturity in the current period i.e 2017.
This will definitely lead to the growth rate slowing down in the coming years, this is also further
validated by the 74% value share of sub category herbs and spices in the PKR 11bn retail value of
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category of sauces, dressings and condiments. The sub category has already grown aggressively
over the past few years expanding in size.
Herbs and Spices Volume Growth Forecast
Similar phenomenon in the forecasted percentage volume compound annual growth rate of sub
category herbs and spices can be observed, as observed in the forecasted value percentage CAGR
of herbs and spices; it is the 6 th least growth rate in the category of sauces, dressings and
condiments. This again indicates a maturity of the sub category in terms of category share, as the
sub category has already expanded aggressively up till the present year of 2017, the growth rate is
expected to slow down.
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The forecasted volume growth rate for the sub category of herbs and spices in its category, is
greater than the forecasted value growth rate for herbs and spices i.e. volume CAGR is 6 th least
while value CAGR is 4 th least. This may be due to a number of reasons; prices likely to remain
constant in the future increase in consumers or per consumer consumption.
The category of sauces, dressings and condiments currently stand at PKR 11bn in retail sales value in
the year 2017, it is forecasted to grow up to PKR 19bn by the year 2022. During the last five years, the
category grew from PKR 6bn in 2012 to PKR 11bn in 2017 in sales value, while in the next five years
the category is expected to grow from PKR 11bn to PKR 19bn in 2022. The last five years saw an
increase of PKR 5bn, while the upcoming 5 years are expected to see an increase in value of PKR 8bn.
This indicates that the category growth rate is likely to increase over the coming five years, indicating a
room for growth.
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As a result of this increasing growth rate of the category; new players are likely to enter the market with
current brands and companies diversifying into newer sub categories, launch of innovative products or
packaging, steady increase in price, increase in the advertising budget as brands compete for a greater
share of voice in the category.
Year-over-year is a comparison of a statistic for one period to the same period the previous year. The
period is usually a month or quarter. The year-over-year growth rate calculates the percent change
during the past twelve months. The YOY growth rate for the category of Sauces, dressings and
condiments for the year 2017 is 12.3%, when comparing it with the last five year; 2012 saw a growth
rate of 14% while the highest during these five years was in 2013 at 15%, therefore a 1.7% decline in
growth rate can be seen from the last five years. The forecasted growth rate for the next five years is
highest at 2022 at 12.3% again while during the rest of the years it will gradually decline.
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This trend indicates that the category has grown aggressively during the past years, and now growth is
expected to slow down. Looking at the past, the highest growth rate was seen during 2006 at 21%, this
period saw a boom in the economy in Pakistan with the American aid coming in for the war on terror
with a GDP growth rate of 6.2%. The lowest growth rate was seen during 2008 at 8%, this was when the
global financial crises affected all the markets.
A look at the distribution mechanism of the category of sauces, dressings and condiments suggests that
the maximum distribution is done through the General Trade retailers i.e 70.2%, which explains why the
FMCGs having products and brands in this category pay such a close attention to trade marketing and
sales, through in store and point of purchase merchandising, occupying the more visible shelf space,
branding separate shelves, trade promotions and other in store communications.
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The modern trade channels containing the local modern trades and international modern trades,
combined have a 29% share in distribution which is small as compared to the general trade but sizeable
nevertheless. These modern trades sometimes act as wholesalers for the smaller general trades too, aside
from serving the end customers. This leads them to purchasing the products in large bulk quantities,
which makes these modern trades very important for the FMCGs. This is why companies often assign a
dedicated sales workforce assigned to these modern trades on individual basis, calling them “key
accounts”
The above graph shows the breakup of the PKR 11bn sales value of the category of sauces, dressings
and condiments for the year, sub category wise, for the year of 2017 together with their CAGR for the
past five years 2012-2017 and the upcoming five years’ forecasted CAGRs 2017-2022. As expected and
in light of the analysis, cooking ingredients was highest contributor to the PKR 11bn sales value.
Cooking ingredients further contains the sub category of herbs and spices. Cooking ingredients
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contributed PKR 9bn to this 11 billion sales value. Out of this 9bn, 8.4bn were contributed by the herbs
and
spices sub category. The past five years’ CAGR was 11% while the forecasted CAGR for the upcoming
five years is 9%, in line with our previous analysis that the growth rate in future is likely to slow down
after a period of aggressive growth. This however doesn’t mean that any other sub category will
overtake herbs and spices as the largest contributor to the category of sauces, dressings and condiments.
The YOY growth rate for the sub category of cooking ingredients for the year 2017 is 8%, when
comparing it with the last five year; 2012 saw a growth rate of 12% while the highest during these five
years was in 2013 at 13%, therefore a sizeable 4% decline in growth rate can be seen from the last five
years. The forecasted growth rate for the next five years is highest at 2022 at 8%, which is the same as
2017, while during the years after 2017 the growth rate will gradually decline.
Pricing
50g 100g A huge difference was found between the pricing of Packaged Chat Masala
National 35 65 and Loose (Khula) Chat Masala, whereas within the category of Packaged
Mehran 35 65 Chat Masala were found to be similar, with no variation between National,
Shan 35 65 Mehran and Shan.
Loose 20 40 The table below represents the pricing according to different SKU’s of Chat
Masala. It was noted that the rate in the category of Loose Chat Masala was constant regardless of the
SKU, whereas in packaged category, the rate decreased with the increase in SKU weight.
Since the pricing of all the different brands (Packaged Masala) are similar, National strengthens its
position, as no other branded Chat Masala is currently competing to national on the basis of Pricing.
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Category – Market Share
The category of Sauces, Dressings and Condiments is dominated by National Foods with a market share
of 21.5%, followed by Shan Foods, which has a market share of 13.7%. Other major players include
Nestlé’s Maggi, Mitchells and Unilever’s Knorr.
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Company Share Performance
Even though National has been leading the category of Sauce, Dressings and Condiments for the past
decade, there has been a decreasing trend in the market share of National foods as well as many other
larger brands, especially after 2015, which may be attributed to new entrants in the market etc. From the
moment National’s share started decreasing, according to reports the trend of consumers trying out new
brands increased, providing it a higher share of Market. Despite these hindrances, National has
maintained a leadership position in the Industry.
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National Foods Growth vs Market Growth
For the past two years, the growth rate of National Foods has been lower than the industry. In year 2016,
National’s Sales growth rate was -10% which means National Food’s Sales declined, whereas in year
2017, it could recover from catastrophic losses of 2016.
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Marketing Strategy
Segmentation
Following are some of the major ways that the brand managers at National use to segment their market
of chat masala.
The most basic means of segmentation is gender. Then there is age based segmentation. Here National
targets an overall broad range of age groups but focuses on a more precise age group as its “bulls eye”
target market. Marital status is another basis of segmentation for National chat masala.
Socio-economic class (SEC) is another metric used by National, like any other brand, to segment its
market. This is done to target people of specific income groups as well as lifestyle. This brings us to
another basis of segmentation used that is psychographic.
However, it is important to note one important segmenting method that is not used here which is
geographical. National chat masala, like all other products under the brand name National are available
country wide. The homogeneity of the product usage and the distribution network of National mean that
geographical segmentation is not needed. All geographic locations throughout Pakistan are targeted.
National does segment its market into urban, semi-urban and rural. The urban segment consists of large
cities like Karachi and Lahore; semi-urban consists of small cities and suburban towns like Malir and
Landhi while rural consists of villages in Pakistan. Moreover, the segmentation is also done on the basis
of consumption occasions as Chat Masala is used heavily on occasions like Iftar in Ramadan.
Targeting
The shoppers of National chat masala are also its users. National targets the “homemakers of the
country”; married females, housewives and between the ages of 22 and 44 who regularly cook for
their families. These women can belong to rural as well as urban parts of the country. These women may
belong to SEC A or B.
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They are the decision makers of all big and small matters related to homemaking including cooking.
Chat masala is used as a seasoning and not as a recipe in most households. This means that the women
who shop and use chat masala must derive some sort of enjoyment in their food preparation activities.
The brand manager specifically mentioned that the females targeted are those that have a clear
understanding of
(a) The functional utilities that chat masala should provide
(b) The difference between branded and “khula” chat masala
These consumers are targeted using IMTs, LMTs and GTs where National uses Point-of-sale marketing
to attract customers, build brand equity and even induce trials among non-users.
Rural and urban segments are targeted a little differently as well. LUPs, e.g. sachet packs, are
specifically designed for rural areas where affordability of such products is low.
Positioning
The positioning, according to the brand manager, focuses on different attributes for two different target
segments.
- For the urban segment, the National chat masala is positioned as a source of convenience in the
increasingly fast-paced city life of families. It provides a “one stop solution” to the seasoning
needs where you can purchase a packet on weekly or monthly basis without having to worry
about making it yourself at home.
- In the rural segment, National chat masala is positioned as a source of consistency in taste of
food.
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The overall positioning of chat masala in general has been of a very seasonal product which is in peak
demand during Ramazan. National uses this positioning through its advertisement campaigns for chat
masala that are only run during the month and before during the pre-Ramazan buying cycle.
The unique selling proposition, according to the brand manager, is “convenience”. And the point of
differentiation from its competitors that is used by National chat masala is
- Better quality as compared to unbranded chat masala
- More “chatkharapan” as compared to Shan (direct competitor).
The positioning of National chat masala is completely functional and not emotional in any way. Any
emotional brand equity that National chat masala has is due to the overall brand name of National and its
other, more high involvement products, that have a spill over effect on chat masala as National is a
branded house and not a house of brands.
National has been long positioned as the leader in the chat masala category and hence it considers it a
responsibility on itself to not only grow in the product category but to grow the product category itself as
well. This is the reason that National chat masala advertisement highlights multiple consumption
moments of chat masala.
Future positioning goals of National are to diversify the usage of chat masala and remove the “not an
ingredient” tag from the product.
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Consumer Profile
22 – 45 years old
female
Seeks appreciation & Convenience &

acknowledgement value seeker
Caring and loving

personality
Consumer Homemaker
Values traditions
& culture Seeks variety in
recipes
Lives in urban
areas
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4 P’s of Marketing
Product
USP or Point of Differentiation
The National Chat Masala is a quick fix or one stop solution providing convenience to its consumers
who are seeking to improve their otherwise ordinary food. Seasoning this food with National chat
masala leads to it becoming more “Chatpatta Chatkhara” which is a taste not entirely spicy nor tangy.
This convenience is the product’s actual unique selling proposition.
This “chatpatta chatkhara” is a pleasant taste that appeals just the right way to the taste palates of the
target market, market research has suggested that National’s USP here is effective as the consumers find
this taste of National chat masala more appealing as compared to the taste of competition including Shan
chat masala and unpackaged chat masala.
Branding
National foods sell the National chat masala through the branded house strategy, which means that the
product doesn’t have a separate brand for itself. This is done in order to have the product enjoy the
spillover effect or Halo effect where it can enjoy the positive perception of National foods, which has
continued to deliver on its promise and be perceived as consistent and reliable.
SKUs
The Product has two SKUs; one of 100gm and the other one of 50gm. The 100gm SKU is sold at an
MRP of Rs 35 while the 50gm SKU is sold at an MRP of Rs 20. The 50gm SKU is there primarily for
targeting the rural areas, this 50gm SKU is available in the form of a lower unit pack (LUP) sachet.
Key Attributes
The distinct “chatpatta chatkhara” taste of National Chat Masala stands apart for the target market. Other
attributes include the blending quality of the product, the chat masala is known to quickly blend in with
the food giving its full flavor to the food in a short span of time, the color according to a market research
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which the company conducted is not ideal orange, this poses a threat to the product as it resembles
garam masala with this color, the smell of the product isn’t distinct enough to be recognized as a
separate attribute.
Functional Benefits
Apart from the most important functional benefit of convenience which is the USP of the brand, other
functional benefits which the consumers derive from the product include better presentation of food as
the act of sprinkling the chat masala on food is visually appealing, proper and better food consumption
as consumers who avoid average tasting food and skip meals now have a quick fix for this problem.
Price
The price of National Chat Masala is almost twice to than that of Khula Chat Masala, however is in
lined with other packaged chat masala’s. Most of Packaged chat Masalas such as National, Shan and
Mehran are priced at Rs. 35 per a 50g pack whereas khula chat Masala is priced at Rs. 20 per 50g. A
bigger SKU of 100g is also available in packaged masalas, which is priced at Rs. 65, for 100g which is
slightly cheaper in terms of Price/gram.
This has allowed National to achieve high penetration, and become the market leader in the Chat
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Masala category.,The concept of Value Pricing can also be applied because a competitive price with
high level of quality leads to higher value for money in the category. It can be said the National Chat
Masala Provides highest value for money. The consumers are willing to purchase at this price and do
not go for Khula chat Masala, because of differentiation in prices, which means that the demand is
relatively inelastic for Chat Masala category especially in the case of National.
Promotions
Following are some of the important promotions being executed by National for their chat Masala
Category.
Advertisement
Most of the ad campaigns are aired in Ramazan, displaying different food items with which Chat Masala
can be used. These campaigns have proved to be extremely successful, with the latest campaign (2016)
which was a 20s TVC, resulted in an increase in sales of almost 50%. According to the brand manager
one of the most important factor is Chat Masala’s occasion oriented nature, which helps in successful ad
campaigns.
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Trade Promotions
Through trade promotions, National captures attention of customers in retail outlets of LMT’s and
IMT’s with attention grabbing activities such as creating a pyramid with the boxes of National Chat
Masala.
Sales Promotion
During Ramazan, National has used premium promotion in sales promotion through providing a free
packet of Chat Masala along with National Ketchup. However, according to the Brand Manager, this is a
promotion for Ketchup instead of Chat Masala and in fact cannibalizes the sales of chat masala.
Whereas some of the consumer identified this being the trial of the product which then led to repeated
purchase. Other than that, National also runs sales promotion campaigns, in which they provide
additional Chat Masala, to increase Sales
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Content Marketing
National, being a branded house enjoys the spillover effect by just advertising with the name of
National, instead of a specific product. Such a strategy can also be noticed in its content marketing
campaign known as ‘National ka Pakistan’.
Place
Determining the place is very important process because it is the distribution channel, and the role of
distribution channel is to take the product to its target market. Company decides how, when, how much
quantity and where to place the product so that it is easily accessible to the customers. National Foods’
target is to sell the product in almost all the big cities of Pakistan, but will take start from Karachi.
Role of Distribution Channel

Middleman is of lot of concern for the distribution of our product. Middleman’s involvement is
necessary for the product because it is not that kind of in which there is direct contact with end user, so
that’s why role of middle man is required which specifies the role of National Foods’ distribution
channel.
Type of Distribution Channel

This product, Chat Masala, is a consumer good. The distribution chain is:
1. Producer – Wholesaler – Retailers -- End user/Consumer

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This distribution chain is for Karachi. In Karachi, those wholesalers are selected and they deal with the
major markets and big stores of all the parts of Karachi
2. Producer -- Agents – Wholesaler – Retailers – End user/Consumer
This distribution chain is used outside Karachi for different other cities. Agents are being used
to distribute the product in different other cities.
Intermediaries
Marketing intermediaries help the National Foods to promote, sell and distribute its goods to the end
users. Intermediaries include resellers, distribution firms and marketing agencies. All over Pakistan,
National foods has strong dealers network that is working constantly to provide National Foods’
products as well as taking care of after sales services.
Intensity of Distribution Channel

We can say that intensity of the distribution channel is selective, so that it’s easy to spread products
throughout Karachi. The goal is to capture the maximum share of market. Marketing intermediaries help
the company to promote, sell and distribute its goods to the end users. Intermediaries include resellers,
distribution firms and marketing agencies. All over Pakistan National food has strong dealers network
that are working constantly to provide National food products as well as taking care of after sales
services.
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Push Strategy
For an effective push strategy, wholesalers and retailers are advised to increase the sales of our products.
For this purpose, offering of different incentives and attractive profit margins is being done, so that they
convince their customers to buy National Foods’ products. Annual contracts of exclusivity with
International Chains and Key account stores like Imtiaz, Metro & Hyperstar take place.
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Motivation
Motivation is the driving force within the individuals that forces them to perform a certain action in
order to fulfill and satisfy a need. Consumers generally have certain motives to achieve a goal and their
needs motivate them to accomplish their goals and achieve satisfaction.
Brand Manager’s Perspective

According to the brand manager, since Chat Masala is a low involvement product, and it is mainly used
for seasoning and presentation, therefore is catering to physiological needs. Since consumers want to
eat good and delicious food, Chat masala satisfies this need for them. The product is fulfilling
consumers’ functional benefits only. The consumers are rational instead of emotional as they are
making decisions to satisfy basic needs of taste in their recipes.
According to the BM, the attribute that is preferred by the consumers is the product’s superior taste as it
is Chatkhara & Chatpata and this is the major reason of our product being preferred. Consumers are not
considering aroma/smell and hygiene as an attribute for this particular product since it is used in small
quantity in dishes/recipes and people currently are not considering Chat masala as a part of their overall
recipes.
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Consumers’ Perspective
Consumers that were researched identified that their need to pick this particular product is physiological
but after knowing their underlying motivates it can be said that there are social needs as well. The
consumers prefer this product because certain attributes which allow them to add the desired taste in
their recipes and achieve appreciation from family, friends and relatives. This appreciation helps them
to establish their relationships and have a sense of belonging. Therefore, this brand is also catering to
the social motives of consumers.
These needs can be classified among Maslow’s hierarchy of needs. These needs can also fit in the need
for affiliation from trio of needs as consumers’ behavior is also influenced by the desired to be loved,
accepted and appreciated. That is why they select such products that they think will give them approval
of others. Moreover, Murray’s need for nurturance can also be applied here as the consumers are
housewives and mothers who want to nurture their family with love and care by taking care of their
health and cooking healthy food for them. They want to take care of their family by choosing everything
best for them.
The attributes identified by consumers are not only taste, but also the aroma, color packaging and
hygiene/purity of the product. All these attributes allow them to cook their desired recipes and receive
appreciation and recognition in their daily lives. The approach object in this case is desired taste and
tasty food towards which the consumers’ behavior is directed.
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Recommendations
The advertisements are focused on functional appeal right now and emotional appeals can be used
showing a family setup in the advertisement catering to social needs. Instead of just focusing on
physiological arousal of motives, the brand can also focus on emotional arousal of motives so the
brand can become more relevant to the target audience because they are emotionally involved on a
subconscious level too.
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Perception
Sensation
When a brand appeals the 5 basic senses of human beings through the sensory receptors, a sensation is
created within the human mind. This sensation can be in the form of sight, hear, taste, feel, and smell.
Their ads appeal to the sense of Sight, Taste and hearing. In the ad of National chat Masala they
display various food items which have chat masala, which appeal to the sense of sight and taste through
beautiful images of food, whereas the jingles appeal to the hearing.
Sensation Selection Sense Making
The communication of ads has been maintained a similar message, by showing different food items
which will have chat masala in them. The change in communication has been below just notable
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difference, which can be seen in four different ads of National Chat Masala over the past two decades as
well as the packaging. This difference was high on differential threshold, as people noticed the
improvement in packaging as it maintains the freshness of the product.
Selection
The process through which a consumer chooses certain information out the clutter in advertisements, to
which he reacts to is known as Selective Perception. This is because of selective exposure (the ad will
to be exposed to the entire target market) and selective attention (the ad is unlikely to capture attention
of the entire target market that has been exposed to ad). To capture attention of an individual, National
foods use different strategies. By using Trade promotion, National makes pyramids with boxes of
national boxes which is more likely to catch attention of the customer.
According to the consumers National Chat Masala, has been positioned as healthy, fresh and safe,
whereas the brand in most of its communications has focused on the Chatkhaara and functionality
aspect.
National being a branded house has the same brand name across board so it provides an added benefit
to the product of Chat Masala. ‘Halo Effect’ allows the consumer to purchase chat masala based on
their experiences. Moreover, whenever the ad of any national ad, or any branded content under the name
of national foods is advertised, the sales of National Chat masala spike as well, through the spillover
effect.
Sense Making
Consumers think of the brand as inclined with cultural heritage. Consumers trust the brand and think
that it is reliable.
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According to the brand manager, the brand should be perceived as the market leader. There is no clutter
in terms of category advertising however, the overall advertising ecosystem is highly clutter, which is
relatively harder to break. The brand managers cater to the clutter through branded content such as
‘National ka Pakistan’. In terms of ‘keywords’ in ads ‘Chatkhaara and Chatpata’ are supposed to
trigger the taste buds in the audience.
Consumers Perspective
The consumers believe that the brand is of high quality and it maintains the freshness and taste of the
product. Color of the product is extra ideal, where as it maintains the perfect balance of spicy and
National Foods.
Shan
Mehran
Khula Masala
chatpata. Consumers trust the brand, and have been using it for a long time. This has led to high brand
loyalty of consumers.
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Personality
According to brand manager’s perspective National is considered as an old brand whereas Shan is
considered as a younger brand. Being an old brand, National resonates well with the consumers who fall
in the age bracket of 38-40 years which is considered as its Bulls eye target market.
Dogmatism is high in its consumers since they have been using National for a long time and their
loyalty is high, so they won’t switch to other brands easily.
By inducing trial, the company tries to increase consumption. Ethnocentrism is high in this product
category and they would prefer the local version since the taste is already established.
OSL is low because the target market are mostly home makers, so their lifestyle is tedious, working all
day for family so they want some quality time to rest.
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Consumer’s Perspective
According to the Freudian theory, some of the consumers of National Chat Masala depicts ID
personality whereas some depicts Superego which is evident by their evaluation of the ads of both
National Chat Masala and National as a whole (Because of the branded house concept). Some of the
consumers focused on the dishes shown in the ad, depicting their preference towards functionality and
usage of the product showing ID personality whereas some of them focused on the iftaar and
relationships/family part of the ad, showing their Superego side of the personality. So the ads appealed
to both, ID and Superego personalities.
The research shows that the consumers of National Chat masala are Compliant individuals who wants
recognition and appreciation form others for their efforts that they have put into cooking. They have a
soft side in their personality and they desire to be loved by their family members. In this case, we have
mothers, sisters, and wives as our example.
According to the TRAIT Theory the Consumer dogmatism is high within the Chat Masala category,
but it varies when it comes to other products. National Chat Masala consumers are more rigid and are
more likely to choose National, rather than any other brand because of its well-established taste as
compared to its competitors like Shan. The color, taste, Aroma and the overall originality of National
Chat Masala is preferred by its consumers over any other brand. And for this product the consumers are
high on Dogmatism and Low on Innovativeness. As per our Laddering and in-depth interviews, we
found out that food is one of the most important thing for the Pakistanis. Good food reflects the caring
and loving personality of the cook whose motives are the wellbeing of her family members and also to
get acknowledgements for her efforts. So, they take their recipes and spices very seriously and use those
products for which they have an already established taste. They may try out new dishes but they use the
same old spices.
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Our research found that the consumers have a mix of inner and outward directedness social character
where they valued others’ opinions when for certain product categories like apparel, but when it comes
to Chat masala they have their own values and standards to evaluate the product.
The lifestyle of these women is very fast. They have a hectic routine all over the week; even their
weekends are not free. Those who are married spend most of the time looking after their family whereas
those who are not married are either studying or are employed somewhere; hence, their Optimum
Simulation Level (OSL) is low because in such a fast lifestyle they seek rest.
The Need for Cognition is overall high when it comes to grocery shopping because it constitutes a
major portion of the household expenses whereas for chat masala, it is low. People usually don’t focus
on the product related information in the chat masala ad. They are more attracted towards the visuals and
the tone of the jingle rather than the content of the jingle.
Consumers when shown the ads focused on the visual appeal rather than the content of the ad. As a
matter of fact, the ad itself had more visuals than it had the content. So, it is safe to say that our
consumers are Visualizers. They liked the dishes, the setting, and the sprinkling of chat masala shown
in the ad.
Ethnocentrism is high towards this product since people prefer desi taste. National chat masala is well
known for its spicy and chatkhara taste and people prefer a desi touch in food which is locally made.
Overall for other products imported version is preferred because of perceived good quality.
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Recommendations
 The ad communicates the functional benefits of the product whereas emotional benefits would
better resonate with the target audience.
 Since the OSL level for these consumers are low which means that they have a time compressed
routine, so the communication should portray National Chat Masala as a convenience product
which saves a lot of time and effort for these consumers.
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Learning
Classical Conditioning
Before
FOOD e.g Channa chat, EXCITEMENT or CRAVING for
Fries, etc Spicy/Chatpatta Food
UNCONDITIONED STIMULUS UNCONDITIONED RESPONSE
FOOD e.g Channa chat,

Fries, etc
During
UNCONDITIONED STIMULUS
EXCITEMENT or CRAVING for

Spicy/Chatpatta Food
UNCONDITIONED RESPONSE
NATIONAL CHAT
MASALA
CONDITIONED STIMULUS
NATIONAL CHAT EXCITEMENT or CRAVING for

MASALA Spicy/Chatpatta Food
After
CONDITIONED STIMULUS CONDITIONED RESPONSE
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The brand manager seeks to condition the target market so that whenever they are exposed to the
stimulus of National Chat Masala, a conditioned response of excitement or craving for spicy and
chatpatta food. This is what their recent ad is trying to accomplish, pairing the unconditioned stimulus of
foods such as French fries, chana chat, gol gappay with the conditioned stimulus of National chat
masala. This pairing is evident in their advertisement as it shows National Chat masala being sprinkled
on to these foods, while a catchy jingle is playing in the background.
Advertisement Wear-out
The Brand manager thinks that since there are very few players in the Chat masala category that actually
advertise i.e National and Shan, there is little clutter. However, while there is little direct clutter through
competitors, there is a lot of indirect clutter that affects consumer’s recognition and response of the
brand.
Stimulus Generalization
National Foods has a branded house branding strategy when it comes to spices. Each of these spices
such as turmeric power, black pepper or chat masala doesn’t have a separate brand rather are all
marketed under the brand of “National”. National has a lot of other products under the same brand such
as deserts and recipe mixes, it is very likely that the target market has consumed one of these products
and analyzed it. The consumers will most likely generalize their analysis of one product of National over
another, their feelings and rational analysis will likely spillover to other products as well under the
National brand name, experiencing Halo effect.
Operant Conditioning
The bundling and cross promotion deals offered in the past such as giving away National Chat Masala
free with National Ketchup bottle, and other trade marketing efforts such as point of sale promotion are
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used for reinforcing any possible operant conditioning that may be have occurred i.e consumers buying
National Chat Masala as a result of trial and error method.
Massed Learning
The BM focuses on advertising only during the month of Ramazan, and not the rest of the year. This is
backed by sales figures which show that there is a spike during Ramazan, and advertising done during
Ramazan is enough to accomplish and even over accomplish annual sales targets. The advertising is
currently being done using the process of massed learning which is exposing the audience to
advertisements repeatedly in a short period of time i.e Ramazan.
Shaping
The process of shaping uses different stimuli to reinforce a behavior that has yet not occurred. In case of
buying National Chat Masala, consumers are reinforced to buy the product before they have actually
acted and bought the product, through stimuli such as different consumer promotions for example the
two plus one promotion which gave away a packet of National Chat Masala free on purchase of two.
Peripheral Route to Persuasion

Since the product is a low involvement product, the peripheral route to persuasion as opposed to
central route to persuasion is better way to target potential consumers. The BM is already using this
route through using hunger inducing imagery of delicious looking food in the advertisement.
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During our research when consumers were asked what they feel or think when they think of National
Chat Masala then they replied that thinking about it reminds them of its chatpatta taste, none in
particular reported feeling of excitement or cravings for such food. This weak conditioning might be due
to insufficient pairing.
There is a lot of indirect clutter that affects consumer’s recognition and response of the brand. Our
research suggested that consumers are affected by this indirect clutter, when we asked consumers that
did they remember the ad most couldn’t recall any ad while some could recall the imagery of the food
used in the ad.
Stimulus Generalization
The stimulus generalization that the brand manager is trying to push through the branded houses strategy
is in line with our research where consumers associated reliability and consistency with the National
brand and agreed in majority with giving a new National product a try as so far National has delivered
on its promise.
Operant Conditioning
Some of our consumers revealed that they started using National chat masala through the trial and error
approach; they tried out Shan Chat Masala and were left unsatisfied. This led them to trying National
Chat Masala, which met their needs and expectations hence they started consuming it regularly. This
trial and error approach led them to being operant conditioned to National chat Masala, and as it kept on
meeting their needs and expectations, this conditioned was further reinforced continuously.
Massed Learning
The consumers revealed that National chat masla isn’t a “Ramazan only” product, it is consumed in
households throughout the year in lesser quantities than Ramazan per month of course. This leaves room
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for advertising to be done during throughout the year, which will grow the revenue even further,
growing the market and category with it. This is most definitely a gap that needs to be addressed.
Shaping
Consumers also revealed that different consumer promotions for example the two plus one promotion
which gave away a packet of National Chat Masala free on purchase of two, led them to buying extra
although they needed less, which means that these campaigns did infact reinforce the buying behavior of
consumers and shaped it.
Observational Learning
Most of the consumer in our research sample when asked about how they were introduced to the product
or how did they use the product the first time, revealed that their families introduced the product to
them. Growing up they consumed the product regularly with their families, and when the time for them
to start buying on their own they naturally went on to purchase National Chat masala, they observed
their families and learned.
Cognitive Learning
It was also revealed that these consumers only once or twice thoroughly analyzed the product, maybe
the first time when their families introduced them to the product or when they bought it as a result of
bundling promotion with National Ketchup. They generalized and carried on with this established
analysis, hence the cognitive learning occurred once and this learning was applied on all future
purchases and consumptions of the product.
Recognition and Recall

National being an established brand and using a branded house strategy has good recognition among the
consumers, leading the National chat masala to also have good recall. Most consumers are likely say
National chat masala when the product category is mentioned to them, meaning the product more top of
the mind recall, however the recent advertisement lacks recall. When the consumers were asked if they
remember any National chat masala ad most replied negatively.

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Gaps and Recommendations
The advertisement wear-out should be tackled with using substantive variation. The recent advertising
used attributes and functional benefits to position the product, while in reality our laddering interviews
of the consumers indicated that consumers were achieving end value states such as social belongingness,
achievement and being respected by others. Such emotional states should also be highlighted in the
advertisement as consumers actually do derive these benefits from the product. This is an important
positioning gap that our research uncovered, advertisement showing scenarios of associating National
chat masala with social belonging or self-accomplishment can prove to be effective.
Distributed Learning
The advertising is currently being done using the process of massed learning which is exposing the
audience to advertisements repeatedly in a short period of time i.e Ramazan, however our research
uncovered that the product is used throughout the year so there is definitely room for more, therefore if
advertisement is done throughout the year or after every few months then it will be more effective, this
is through the process of distributed learning.
Peripheral Route to Persuasion

The peripheral route to persuasion as opposed to central route to persuasion is better way to target
potential consumers. The BM is already using this route through using hunger inducing imagery of
delicious looking food in the advertisement, however this route can be better utilized by depicting the
emotional benefits, or associating the end value states such as social belongingness, uncovered in our
laddering interviews, with the product.
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Attitude
Attitude is defined as feelings, emotions and predispositions towards a certain object/product that makes
people behave positively or negatively towards that object.

According to the brand manager, they try to build an attitude of conscious buying in consumers.
Nowadays consumers are becoming more conscious while purchasing even a product as low as chat
masala. So, consumers first acquire knowledge, feeling and emotions are aroused, and then they decide
whether to buy this product or not.
According to the BM, the consumers’ attitude fit tricomponent model. Their level of intention is high
because of product attributes and their positive feeling towards the brand. First, they think, then feel, and
then they act. The product is fulfilling their utilitarian function as the product is been used in the past
they have a favorable attitude towards it.
Cognitive
Conative Affective
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Consumers’ Perspective
The consumers make decisions consciously but since they have now an established taste and
preference they do not have to think a lot while making a decision to buy this specific product. The
tricomponent model fits here but the hierarchy is different as consumer act first. However, theory of
reasoned action model can also be applied here as there are subjective norm that influences an
individual’s intention to act. This model explains that how important is for consumers to perform a
certain behavior and how important it is for them to comply with referents.
Simplified Version of TORA model:
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I believe that using
National Spices will
make me a better cook
Positive attitude
towards the behavior
How important it is for

me to be a better cook
High Positive
intention behavior
I believe that the

referents expect me to
be a good cook
Subjective norm
I am highly motivated to
live up to their
expectations to receive
appreciation
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Moreover, attitude towards the ad model can also be applied. When consumers were exposed to
different ads. Consumer reported that they developed feelings of craving for chatkhara food shown in the
ad and judgements about the ad that the ad provides information about different dishes where Chat
masala can be used. Both these factors result in building strong and positive belief about the brand.
Recommendations
Show more ads in order to change the attitude of potential consumers highlighting the need of the
product while focusing on visuals. The consumer also care about subjective norms and people around
them, therefore, incorporate these factors also in the ad so the brand can resonate even better with the
target audience.
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Communication
Communication goals are totally functional and not emotional at all. According to Brand Manager, the
promotions are based on functional benefits and utility. Any emotional equity that National Chaat
Masala has is due to the overall brand image of National. Because of Chef Saadat Siddiqui and his
image in the minds of consumers, the consumers had a recall and they had this trust and credibility
factor. Because of Chef Saadat Siddiqui (BM says) and his image in the minds of consumers, the
consumers had a recall and they had this trust factor because of the credibility factor. In addition,
National Foods’ traveling cooking show, “National Ka Pakistan” helped the company gain access to
untapped markets in Pakistan and the televise show’s unique feature of highlighting Pakistani cuisine
did support the company’s brand building process. The slickest of campaigns cannot beat real, genuine
content. Positive framing is being used in the campaigns and promotions. The creative visuals, tasty
and yummy dishes, and cheery jingles are there in the advertisements. The message in the advertising
is one-sided. There are no comparisons in the advertisements of the product showing superiority.
Considering the laddering and interviews, National Ka Pakistan is there in the minds of the consumers.
From the consumers side, most of them remembered the most recent ad which had the visuals and
attractive dishes along with the jingles in the background. The consumers really liked this
advertisement and they could recall it. Consumers are inclined towards emotional side, which is not
being done by the company. The consumers are Visualizers, following Peripheral Route to Persuasion.
Visuals and symbols are preferred by the target audience. Relatives and family members play role in
this category. The consumers told us that their social settings had a say in the decisions in this
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category. Family, friends, relatives and significant ones were being considered while buying these
category products.
Minimal recall is there in the minds of consumers because of the seasonal branding e.g. Ramadan.
Brand Manager should alter the timings and show it more often for better recall and recognition. For
reinforcement, ads should be continuously showed so that consumers have National Foods’ Chaat
Masala at top of their mind. One of the highlighting reference groups for consumers is Karachi Chefs at
Home, that is a Facebook group consisting of 105,000 members. This group is for people who enjoy
cooking. They share recipes, pictures and love for food. This group is famous on Social Network,
Facebook.
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Appendix
BM Interview transcript
Market Segmentation, Strategic Targeting(STP)
1. What are the bases of segmentation for your brand?
We don’t target based on location because usage of chat masala is homogenous countrywide. We do
segment on urban vs. rural. Urban consumers seek convenience while rural consumers seek taste,
consistency and value. The value proposition is very generic. We differentiate based on our SKUs. Chat
masala is a seasonal product with sales at their peak during Ramazan. Our shopper is our consumer. We
target SECs A, B and C. Our LUPs are for rural and semi-urban/tier 2 towns like Malir and Landhi.
2. What’s the profile of your consumer; What is the market insight that drives such
targeting?
Chat masala can be made in the house as well, our consumer is looking for a “one stop solution”; one
packet for one month/week. The chat masala is used mostly on fruit chat, chana chat, dahi barey.
Another usage of chat masala that National introduced was on French fries. We target the “homemakers
of the country”, newlywed housewives from SEC A and B, 18-40 years of age. We target mostly during
the pre-Ramazan buying cycle.
Targeting is very research based. Seasonal product like chat masala is advertised during Ramazan only
and so is POS marketing and visibility drives (e.g. in Imtiaz). Small shelves are maintained for regular
purchase. The Rs. 20 LUP is for rural locations only, however rural is not our main market.
3. How have you positioned your brand? What are your brands benefits that you highlight?
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Brand benefits are; convenience and brand name that promises quality (according to consumer insights).
Consumers consider National chat masala from open spices because it is free from impurities, such as
wood chips, that are added to increase grammage.
We enjoy strong brand equity as compared to Shan in salt and chat masala.
4. What is the USP of your product. How is your brand differentiated from competition?
Our USP is convenience. Our product is differentiated based on being more “chatpata” than competition
(Shan).
Marketing Mix
1. Elaborate about 4 Ps
Our chat masala, as of now, has only one variant with different SKUs (e.g. sachets for rural areas). In
placement, our retail channels are IMTs and LMTs and GTs. We follow competitive based pricing
where we set the prices and the competition follows.
Our promotion is very seasonal; pre-and during Ramadan; because consumption is not regular. In-store
promotion is done in the form of pyramid/tower. We also do consumer promotion by giving away chat
masala with National Ketchup, but that is for ketchup and actually harms our sales of chat masala.
2. What is your current market share? Has the trend been positive?
Our current market share is 60-70% and the trend has been “extremely” positive. It has increased from
400 million to 600 million. Advertising during Ramazan worked well. The advertisement highlighted
consumption moments of chat masala. The tagline was “Chatpata chatkhara”. The word “chatpata”
resonates with the target audience.
Communication Mediums/Tools/Ads
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1. What are your communication goals and how do you want to position your product in
minds of your target against your competitor brands?
Our communication goals are totally functional and not emotional at all. Any emotional equity that
National Chat Masala has is due to the overall brand image of National. Not all the uses of chat masala
are covered in the TVC. As the market leader in chat masala, it is the responsibility of National to
develop the overall category as well. Another reason for communicating National chat masala through
TVC and otherwise is to bring at the “top of mind”. Chat masala is a very low involvement product;
users don’t think about it that much mostly because it “doesn’t ruin their pots” like recipe masala.
1. Which communication mediums are you currently utilizing as target touch points?
TCV has been the major media used for communication. Other than that, we also use POS marketing
and visibility drives.
2. And your reach and frequency objectives?
Our reach from the TVC was as follows;
- 80% +1
- 75% +2
- 71% +3
3. Do you have a different primary and secondary audience? If yes, are you targeting them
separately through certain communication channels or targeting them together?
Our shoppers are our consumers. Secondary audience includes husbands who shop for groceries. We
also have a FSD (food service division) that supplies National chat masala in bulk to restaurants.
However, they are not separately targeted because in this category it is not the brand that sells.
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4. What kind of brand associations should come to your consumer’s mind?
Heritage, trust and quality.
Motivation
1. What different attributes of your product are preferred by your consumers?
We must tackle the reputation of chat masala as that of only a seasoning and not a part of the overall
recipe. We are also working on resalable packaging to avoid the product from getting ruined in fridge.
Research has shown that our chat masala is not the ideal orangish color and hence resembles garam
masala. People are not identifying the smell of National chat masala as an attribute. Pricing is also a
barrier but nothing can be done about it because of the competition. The silver packaging; while
protecting the product from sunlight, restricts product visibility.
“Chatkhaara” cannot be described through any one adjective in English, it is neither entirely spicy not
entirely tangy but somewhere in between.
2. What are the basic benefits your consumers derive from product’s usage? Are they
functional benefit, emotional benefits or any other?
The product benefits are only functional. National brand has emotional benefits as well. Hygiene is not a
major factor owing to the small quantity of chat masala used in food preparation.
3. What are different needs your brand is catering to?
e.g. social , achievement or any other.
Seasoning and presentation
4. What in your opinion is the underlying need of consumers to purchase your brand? (innate
or acquired)
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Chatkharapan
5. Are your users using emotional motives or rational?
Completely rational
Consumer Perception
1. How do you break clutter ensuring that it doesn’t get frustrating for consumer?
Breaking the clutter is easy because there is no advertising of chat masala from competitors. The reason
to come up with an advertisement campaign for chat masala in the first place was to highlight the
components of chat masala.
We need to explain to the consumer that you need chatkharapan in your life and for that you need
National chat masala.
2. What advertising appeals does your brand use? <linked with communication>
Emotional appeals and highlighting consumption occasions. When you are already the market leader,
the only way to grow is to increase the usage among existing consumers. For example, masala on fries
was a new concept brought by OPTP and adopted by National.
3. How do you want your brand to be perceived?
As the market leader.
4. How do you ensure that the consumer interpret your message in the correct manner?
Consumers confuse National chat masala with whole National brand. To ensure correct perception of
our brand, IMC needs to be incorporated. “Remembrance is the key”. National is a branded house and
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not house of brands, which means that promotional campaigns of other product categories have a
spillover effect on chat masala as well.
Personality
1. How would you define the personality of the brand? If your brand was a person, who would
he or she be?
There is a dilemma regarding the brand personality. Shan is considered as a “younger” brand than
National.
2. What is the personality of your target audience? Is your brand personality in line with
consumer personality?
Our bulls eye target market is 35-40 years old and yes, their profile resonates with the brand profile.
3. How do you make rigid consumers switch to your product?
Through wet sampling and dry sampling. We try to increase trial to increase consumption.
4. Does your TM exhibit variety seeking behavior or are they loyal consumers?
Consumers are very loyal. They do not display variety seeking behavior. Shan has different chat masala
variants for different type of dishes, we don’t. Someone using Shan maybe confused between the
various variants of chat masala to choose from. They don’t face that difficulty with us.
5. Does your TM like to know about the facts and product information before they make a
purchase decision?
No. They consider it an understood fact that National will be good.
6. Does Word of Mouth play a role for your TM?
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It is incalculable.
Consumer Attitude
1.What is the attitude you try to build in your consumers towards your brand?
We try to build an attitude of conscious buying in the consumers.
2. Over time, how has consumer's attitude towards your brand changed and what influenced this
change?
Consumers are more conscious in purchase of things even as low involvement as chat masala. Top of the
mind recall of National chat masala has also increased.
Consumer Learning
1. How do you ensure consumer learning through your brand communication? Have you had
any extensions? Has it made any impact on the success of the parent brand? (stimulus
discrimination-product differentiation)
We are looking forward to extensions in the category of chat masala. This is because the desired market
share has already been achieved by National. Any further gain in market share can come in peanuts.
Thus, including variety is important.
2. Any examples through which the brand ensures customer satisfaction- with the product, the
service or the buying experience?
We haven’t received any major complains regarding our product except the color. We had to remove the
orange coloring because of new regulations from government food authorities and that has affected the
color of chat masala. We are working towards and alternative.
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3. What sort of reinforcement do you offer – if any? (instrumental conditioning- positive
reinforcement)
2+1 campaign launched where 1 packet of chat masala was being given free to consumers with any two
National recipe mixes.
4. To what extent has the brand countered competition? (consumer involvement)
We are the market leaders with over 60-70% market share. Shan is the only branded competitor but no
way near in spices, specially chat masala. The major competition comes from khula masala which
competed only on price (offering Rs. 15 or 20 against our Rs. 35 pack).
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Laddering interview transcript:
Interview 1
Brand: National Spices (Chat Masala)
Interviewer: Muhammad Taha Zaidi Interviewee name: Shazia
Zaidi
Which brand do you use when it comes to spices?
I use National spices and I have been using it since I started cooking.
What are the attributes you like in the product specially Chat Masala?
All the products of National that I have tried are good. I especially like its aroma, taste and color.
Why having a good smell/aroma is important for you while cooking food?
People get attracted automatically towards the food when it smells nice and the guests and family
members get hungrier just by its aroma which makes them eat more and be satisfied with the food.
Why you want people to eat more and be satisfied with what you cook?
When people like my food after eating, it they will appreciate me and I like to get appreciated.
Why you want appreciation from others?
Everyone likes getting appreciated. I put a lot of effort every time I cook something so I want people to
appreciate my effort. This makes me feel happy and gives me confidence.
So, why is confidence so important for you?
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When I am confident about my cooking, it will encourage me to cook more and try new recipes.
Why do want to try out new recipes and get so involved in cooking?
The more I cook delicious food the more people will appreciate me and I will earn their respect through
my cooking skills which is very important in my life.
You mentioned earlier that you like Chat masala because of its taste, so why having a good taste is
important for you while cooking?
When a dish/recipe does not taste good people never eat it properly, so for my family to always eat
properly taste is very important in whatever I cook.
Why do you want your family members to eat properly?
It’s simple, if they eat their food properly they will lead a healthy life and as a mother I want my kids to
be healthy all the time.
What will happen if your family is not healthy? Why the health of your family is so important for
you?
As a mother, I want them to be healthy so they can give their 100 percent in their professional lives and
perform well, get good grades and promotion at their jobs.
What will you if they perform better in their lives?
Well when they perform better in their lives, they will earn more, they will get promoted and our family
will become financially stable.
Why do you want to get financially stable?
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I think everyone wants financial stability in their lives. We can afford a better lifestyle if we have
enough money for ourselves and I want a better lifestyle for myself and for my family.
Why you want a better lifestyle for your family?
When our lifestyle becomes better, people will respect us more because this is a general norm of our
society that people give respect to those who have more money and have some sort of luxurious
lifestyle.
So, you also mentioned that you like the color of National’s Chat Masala, why color is important
for you while cooking?
Well, a nice color makes the food looks more presentable and it is more appealing to the eyes. Almost
all the spices that I use have this quality.
Why the presentation of food is important for you?
People always look at the food before eating it and I believe if the presentation is good people will have
a positive opinion about the food and eventually after eating it they will form a positive opinion towards
my cooking skills.
Why you want others to have a positive opinion about you?
When people have a positive opinion about me they look forward to the dishes I cook and they will
appreciate me, my cooking skills and recipes as well.
Why do you want people to appreciate you?
I think everybody likes being appreciated, so do I. It makes me feel happy and proud as well when
people appreciate my efforts. I feel proud of my cooking when people appreciate me and this is what
keeps me going.
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Why being proud in your life is important to you?
Everyone should be proud of what they do in life. I put a lot of effort in cooking for my family, relatives
and especially for my kids and cooking food is very close to my heart. When I am proud of my cooking
it makes, me feel that I have achieved something in what I do.
Interview 2
Interviewee name: Humera Adil
Which Brand do you use when it comes to spices?
I use National Spices and I have been using it since a long time.
Why do you use National spices (specifically Chat Masala)? What qualities do you like in it?
I really like its taste and aroma. Whether its chili powder, garam masala or chat masala, the aroma of
these spices is good. The brand I very old and well known and its products have a taste too. Even my
mother and mother in law have used National Spices.
So why is taste so important for you when it comes to Chat Masala?
Whether its chat masala or any other spices, taste is very important for me because it is the main thing in
a recipe/dish. People will like the food if its tasty.
Why do you want people/others to like it?
When they will like the food, they will appreciate me and everybody likes getting appreciated so do I.
Why do you want others to appreciate you?

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When people appreciate me, I get more confident. Also, when they appreciate me I will have a good
image among them and other relatives as well when they will tell others that I cook delicious food.
Why being confident is important for you?
When I am, confident I feel proud and I want to be proud of whatever I do, whether it’s my job, cooking
or anything else. When I have proud of something I do it gives me a sort of accomplishment feeling that
I am on the right track.
So, you said that you want to have a good image in front of others. Why is that so?
Well I can’t describe it but I feel my acceptance in a group would become easy and I will not feel left
out. If I have a good social image in front of others, they will accept me and I will be able to build warm
relationships with them.
You mentioned earlier that you like National’s Chat Masala’s aroma, why do you like it?
So, when you are serving the food and it smells good it attracts people towards the food eventually
increase people’s hunger and people will like it more.
Why do you want people to get attracted towards the food you cook?
When people like my food they will eat more and enjoy it as well and of course when people will eat
more so there will be no food wastage.
Why you want people to enjoy your food?
When they are enjoying food, it means they will eat it properly and will stay healthy.
Why health of your family is important to you?
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Well as a mother and a wife, I want my family to stay healthy because they will be able to perform well
in their respective fields whether its education or office work.
Why performance of your family is important for you?
When they perform better, they will be successful in their respective fields and of course financially
successful as well and our family will be financially stable.
Why do you want to be financially successful?
I think it’s in human nature that every human wants to have a stable life. When my family is stable, then
we will be well respected by our relatives, friends and society and being respected is the ultimate thing I
want in life.
You mentioned earlier that you don’t want food wastage, why is that so?
Food wastage is equivalent to wastage of money and I don’t want to waste my money because we work
really hard to earn money and I spend my money very cautiously.
Why don’t you want to waste your money?
Just as I mentioned, we put a lot of effort, time and hard work in earning that money so we know the
importance and worth of that. We can use that money somewhere else or at something else.
Where do you want to spend your saved money?
It depends what my family wants, we can buy branded clothes, gifts and have a relatively better lifestyle
for ourselves.
Why having a better lifestyle like you mentioned is important?
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Well as a housewife, I want everything to be best for my family, whether it is education, job,
relationships, living standards etc. Having a better lifestyle will lead us toward better lives and people
around us will look up to us and we will gain a lot of respect from our friends, relatives and other people
around us.
Interview transcript 1
Respondent: Sehrish Zehra, 28 years old housewife
Interviewer: Syed Muhammad Raza
Interviewer: What do you like best about National Chat masala?
Respondent: National’s basic masalas are generally better than those of other brands and the ones sold
openly.
Interviewer: But which attributes do you like best of National Chat masala?
Respondent: I like the taste best and then the blending and superior quality of National Chat masala
because if the chat masala doesn’t give its full essence and flavor to the food then the food isn’t that
delicious. The National high-quality chat masala are absorbed into the food being cooked fully hence I
prefer it.
Interviewer: You just said you like the taste of National’s chat masala, even if you are buying it
repeatedly and not buying any other brand there must have been something about this taste of National
Chat masala that made you like this particular attribute, so what it is about the taste that made you like
it?
Respondent: I guess its about reliability and consistency. I mean if you buy National Chat masala then
you will get only chat masala. This chat masala will taste the same always.
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Interviewer: Why do you want it to be consistent?
Respondent: With regards to food you want to reproduce the same results again and again. If I have
something good then I want my efforts to result the same. I want the expectations that have built over
the use of this product again and again to be sustained.
Interviewer: Why do you want to sustain these expectations to be sustained by having it taste the same
again and again?
Respondent: Sometimes when it is not consistent then maybe it can be better, but most of the times
when it isn’t consistent then you don’t know what to expect which aint good and then you cant
reproduce the same results, so the thing with food is that if you have some good food for someone else
then you definitely want to reproduce the same results.
Interviewer: Why do you want to reproduce the same results in terms of food for someone else?
Respondent: If I tried it and liked it, then I want someone to try and like it too, so that they can enjoy
the same way that I do. To recreate that same experience that I had and share this experience with
others.
Interviewer: Why do you want to share and recreate this experience with other people?
Respondent: They are important to me.
Interviewer: Who are these people?
Respondent: Family and friends, my husband, daughter. Also people who have gone out of their way
for you and wanna make them happy.
Interviewer: Why are these people important to you?
Respondent: We share times, happiness and sorrows of each other hence they are important to me.
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Interviewer: Why does it matter that you share time, happiness and sorrow with these people?
Respondent: Being human involves going through good and bad experiences. Bad times and times
when we are under stress then sharing moments and worries with people is a good way to relax and
destress and during this process you foster relationships with people. I guess that’s when you start
building trust and care for each other. This involves reciprocating, as all relationships are give and take.
Food is a part of this, as a family you spend that time together when you are having a meal, you want
that to be good hence you try to make good food. If I do all of this just the right way then I can become a
better wife, and mother.
Interviewer: Why do you want to become a better mother and wife?
Respondent: Because I feel it is my duty to do so, as husband is supposed to provide for us I am
supposed to take care of my family by providing them with all the nurture and care I can provide.
Interviewer: Why do you feel duty bound to provide and nurture to your family?
Respondent: so that me and my family can continue to be more and more closer, our relationship can
be further strengthened.
Interviewer: Why do you want to further strengthen the relationship with your family?
Respondent: I guess they will love me more and I will love them more.
Interviewer: Why is it important for you to destress by sharing moments with other people and
connecting with them?
Respondent: We are social animals, we cant doing things alone and building up our emotions. We have
to build those relationships and operate in society. These relationships then help us become better evolve
as a human being, so you built these relationships so that you can help them get somewhere and they can
help you get somewhere.
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Interviewer: Why is it significant that you improve each other as a result of these social interactions?
Respondent: Social interactions can be derogatory as well. Its basically people trying to find relevance
and their identity. You can see that in schools and universities that people make groups with people who
are similar to them and who share similar interests. So you share experiences and build relationships as a
mode of finding you identity, where you belong and where you are.
Interviewer: Why do people want to find their identity and know where they belong?
Respondent: Its is an inherent question, we are wired to wonder why we are here, why are we alive and
why are we growing old, fears of the uncertain and fears of the future and what it will bring. So all of
that we harbor in ourselves and we see other people going through that and that’s what makes it easier.
Sometimes other people have gone through that already, they help you along the way go through the bad
times.
Interviewer: You said earlier that you build trust and relationships by eating food with people, so why it
important that you build these relationships by eating food with people?
Respondent: You share interests, likes and dislikes with people. Food is just another example of this.
Specially food is a very significant example of this because we have to eat to survive. Lets say I build
relationships with people through going to the parlor, now this can be avoided because going to beauty
parlor isn’t essential to survival but food is, so eating food with people with whom you share values and
interest becomes even more important because you end up building relationships with these people
whether you like it or not. On the other hand you can choose want kind of food you like and want to eat
and hence build relationships with the people who like that kind of food. You end up predicting and
choosing what kind of people you want to build relationships with through food.
Interviewer: Why do you want to identify people that you want to build relationships with through
food?
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Respondent: We try to find out comfort zones, food is another indication that where we will find people
that are like us.
Interviewer: You said earlier that people who have had similar distresses help you console yourself,
why is it important to do this?
Respondent: When I am going through something bad and someone who has faced a similar situation
tells me a way to deal with it better then I will probably use that advice and follow it. We empathize
with each other and share experiences like this so shared experiences lead us to form relationship with
that person.
Interviewer: Why do you like the quality of National Chat masala?
Respondent: It integrates with the food well, gives its full essence.
Interviewer: Why do you want a chat masala that integrates with your food well?
Respondent: So that the end product and end experience is as good as it can be.
Interviewer: Why do you want this experience to be better?
Respondent: Because we want to share these experiences with people and build relationships.
Interview Transcript 2
Respondent: Saba, 26 years old married, working in ads agency
Interviewer: What are few key attributes that you like about National Chat masala?
Respondent: I like the taste and how it perfectly blends with the food?
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Interviewer: Why do you like the taste of National Chat masala?
Respondent: Because of its tanginess.
Interviewer: Why do you like the tanginess?
Respondent: Makes the food interesting.
Interviewer: Why do like to eat interesting food?
Respondent: Because I usually skip meals if it isn’t interesting, so its really important for me that food
is tasty and interesting. Also when I cook I want people to like the food that I make.
Interviewer: What happens when you eat food that isn’t interesting?
Respondent: I eat it as a formality, just for the sake of it then.
Interviewer: Why is it important that you eat only interesting food?
Respondent: Because it makes me feel good and satisfies my craving for good food.
Interviewer: Why do you want to satisfy this craving?
Respondent: So that I can think about things other than food.
Interviewer: Why do you want think about things other than food?
Respondent: So that I can function in life, do basic things and work well.
Interviewer: What kind of things are we talking about?
Respondent: University work, or the GMAT that I am preparing for to do my masters from abroad or
even just watch seasons.
Interviewer: Why do you want to do your university work or get a decent score in GMAT?
Respondent: Because I want to be somewhere. I want to be professionally successful.
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Interviewer: Why do you watch TV shows?
Respondent: Because I like them and they release stress.
Interviewer: Why do you want to be professionally successful?
Respondent: So that I can earn and have a social standing
Interviewer: Why do you want to earn and have a social standing?
Respondent: I want to earn so that I can survive and social standing so that people can look upto me.
Interviewer: So you want to earn just for survival?
Respondent: Not really I want to have all the luxuries in life, and the satisfaction that I earned this
luxury.
Interviewer: Why do you want people to look upto you?
Respondent: Because I have had people in difficult situations such as a close friend who was going
through a divorce and she said that she was strong because of my reaffirmed belief in her. This felt
good, and I like this feeling. I feel satisfied.
Interviewer: Why do you want luxuries in life?
Respondent: You set up goals in life. A small example would be of a phone how you set goal of buying
an XYZ phone and then save and buy it later, similarly luxuries in life are one of my goals. Also it
makes your life easier.
Interviewer: Why do you want to achieve this particular goal?
Respondent: I guess I like the feeling of people acknowledging my stuff.
Interviewer: Why do you want people to acknowledge your stuff?
Respondent: I mean it feels good. Perhaps I kinda want to show off in a decent manner. People like it
when others come to their house and see cool decorations and designing. I want that.
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Interviewer: Why do you want to show off?
Respondent: I measure my success through this. I want to earn those luxuries and I want people to say
that I worked hard and then earned that luxury, and then I can measure my success through this.
Interviewer: Why do you want to measure your success?
Respondent: So that I can move forward, set new goals and try to achieve them then.
Interviewer: Why do you want to keep moving forward?
Respondent: Because you should always have something to look forward to. Without this life becomes
monotonous, I don’t want that.
Interviewer: Why do you want to live a non-monotonous life?
Respondent: Because monotonous life is boring and not fun.
Interviewer: What will happen if you live a monotonous life?
Respondent: I wont like it. I wont be satisfied with my life then.
Interviewer: Why do you want to be satisfied in life?
Respondent: So that I know I am not worthless and that I am happy with myself.
Interviewer: Why do you want to know that you are not worthless?
Respondent: To keep moving forward.
Interviewer: Why do you watch TV shows to release stress?
Respondent: So I can concentrate on other things.
Interviewer: Why do you want to concentrate on other things?
Respondent: So that I can accomplish daily tasks. It happens sometimes that you are stressed or tired
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and want an escape route, TV shows are my escape route. I watch them to leave reality behind for a
while.
Interviewer: Why do you want an escape route?
Respondent: So that I can focus on daily tasks that are important and that need my attention.
Interviewer: Why do you want to accomplish daily tasks?
Respondent: Because If I know I am doing them daily then I must be productive.
Interviewer: Why do you want to be productive?
Respondent: So that I can achieve my goals.
Interviewer: Why do you want to achieve your goals?
Respondent: So that I can feel satisfied, and I want my parents to know that if I said I can do something
then I can do it. My parents in particular. My Father has always doubted me, even in petty things that I
wont be able to do them. So I want to prove him wrong.
Interviewer: Why you want to disprove your father?
Respondent: Because it doesn’t feel nice to be underestimated.
Interviewer: Why do you not want to be underestimated?
Respondent: It makes me feel bad about myself and I start doubt myself.
Interviewer: Why do you not want to doubt yourself?
Respondent: Because I want to believe that I am more than that.
Interviewer: More than what?
Respondent: More than a failure.
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Interviewer: Why do you want to be more than a failure?
Respondent: To feel nice about myself and feel satisfied.
Interviewer: Why do you want people to like your food?
Respondent: Because I want people close to me that includes my family and my best friends to like the
food I make.
Interviewer: Why do you want the people close to you to like your food?
Respondent: My family because if food isn’t good then everyone’s mood is affected. I make food in
place of my mom and If I don’t make good food then my father will probably something bad to my
mother and not me and I don’t like that. Also I feel nice if I make good food.
Interviewer: Why do you not want your mother to be blamed for your mistake?
Respondent: Because its my mistake and I want to take responsibility for my mistakes.
Interviewer: Why do you want to take this responsibility?
Respondent: It helps me improve.
Interviewer: Why do you want to improve?
Respondent: For food, so that I make sure its better, and generally so that I can look back and say that I
have improved from the person I was in the past and I can do better now and have a clearer vision.
Interviewer: Why do you want to have a clearer vision?
Respondent: To achieve my goals
Interviewer: Why do you like a chat masala that blends well in your food?
Respondent: So that the food is more delicious as a result of the full flavor of the masala.
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Interview Transcript - 1
Consumer Profile: Samina Ahmed, age 39, housewife.
Interviewer: Syed Hamza Ahmed
Q1. Which Chat Masala Do you use?
Ans: National
Q2. Why do you use National Chat Masala?
Ans: Because the taste is good.
Q3. What else?
Ans: The Packaging is also good, there is no chance of any impurities or dirt to get mixed with it. The
content stays protected.
Q4. What else do you like about national?
Ans: The spices mixed in it are pure and are present in a good ratio which makes the masala not too
spicy and not too dull. It’s just perfect.
Q5. What is the main thing that you see when buying the Chat masala?
Ans. The main thing is the taste. But as you cannot see what is present in the box so you can’t tell much
about the quality of content but if the packaging is good then the general perception about the content is
also based on that, which is positive.
Q6. If you have to tell about the quality of the Chat masala what things will you consider?
Ans: Taste, color, packaging and somewhat scent. The scent should not be too strong or too dull, it
should be just in the right amount.

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Q7. What do you mean by color?
Ans: Sometimes the color is black which is not a good indicator about the taste of the product. The color
should be reddish and brown.
Q8. What do you mean by Scent?
Ans: Every spice has its scent. Chat masala has its own distinctive scent just like zeera, sabut dhaniya
etc have it. National’s Chat masala has a good scent which is not too strong and not too dull.
Q9. Why is taste important?
Ans: Because everyone eats for taste. If there the food is tasteless then what’s the point of eating? We
don’t just eat food to fill our hunger. We eat to satisfy it and only good taste can satisfy your hunger.
Q10. What if the food is tasteless?
Ans: then the food would be useless. The main factor to evaluate a dish is its taste.
Q11. Why is packaging important?
Ans: If a product is packaged well then there is less chances of impurities getting mixed with it and the
content will remain pure. There will be less chances of harmful bacteria getting mixed with it and less
chances of the content getting wet, affected by humidity.
Q12. What if someone in your family eats contaminated food and gets ill? How will you feel?
Ans: If someone eats rotten food then he will suffer from food poisoning or some other disease which
will make me feel worried for him.
Q13. Why is health of your family important to you?
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Ans: Health is very important because if my children are healthy then they will perform good in studies
and will get good grades, similarly my husband will perform good in his office.
Q14. Why is it important for you that your children perform good in studies and your husband performs
good is his office?
Ans: If my children perform good in school then they would get good grades and eventually will get
admission in good universities, hence having a good career prospect in future. Same goes for my
husband. If he performs good in office then he will get promoted.
Q15. Why is it important for you that your children get a good career?
Ans: Because as a mother I will be proud to see my children getting success in their lives.
Q16. Same question for your husband?
Ans: If he is healthy then his good performance will lead to a promotion. His salary would increase
which will help running the house much more smoothly.
Q17. Why is it important for you to run the household smoothly?
Ans: We can buy more stuff and live a good and satisfied life.
Q18. What if someone appreciates your good cooking? How would that make you feel?
Ans: I would be happy and satisfied because my efforts paid off and didn’t go to waste.
Q19. Why is color important in food?
Ans: Every spice has its own color which should come on rightly in the food. Color is also important
because it brings out the taste before actually tasting the food. A good presentation will make the food
look attractive and people would want to try it. Otherwise they would think that the food is dull. For e.g,
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if Dhaniya is not fresh and has an off color it would make the gravy look black and it will not appeal to
the diners.
Q20. Why is scent important for you?
Ans: Scent also brings out the taste before trying the food. But the scene of the chat masala should not
too strong nor should it be too dull. It should smell natural and pure.
Q21. On what basis do you evaluate good food?
Ans. Its color and presentation, taste, and good scent.
Q22. Why would you want others to like your food?
Ans: Because it’s the right of everyone to eat good food and if they liked my food then it would make
me feel happy, proud, and satisfied.
Interview Transcript-2
Product: National Chat Masala
Consumer Profile: Sahar Tariq Abbasi, age 28, Student.
Q1. Which spices do you use for cooking?
Ans: National for spices and Shan for Recipe Mixes.
Q2. Which Chat Masala do you use? And Why?
Ans: I use National Chat Masala because the taste is very good.
Q3. What do you mean by good taste?
Ans: It has a good mix of spices and you can just eat it alone.
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Q4. What else do you like about National?
Ans: The packaging is also good. You can see the content present inside the packet.
Q5. Why is packaging important for you?
Ans: the packaging is important because it makes the product easier to use and you can also keep a
check on the quantity of the product.
Q6. Why do you want to keep a check on the quantity of the product?
Ans: Because in this manner I can keep a check on our usage and I can also find out if the quantity is
worth the money or not.
Q7. Why do you want to know if it’s worth the money or not?
Ans: Because I don’t want to waste my money on something which is not worth it when I can put it for
some better use.
Q8. What do you mean by better use?
Ans: something I am interested in like buying new clothes or saving up for some special occasions etc.
Q9. You said that you use National Chat Masala because it tastes good, why is taste important ?
Ans: Taste is the most important thing when you are cooking food because everyone eats for taste. There
are a lot of products in the market and national chat masala’s taste is the main differentiation point
among all these competing products.
Q10. Why is taste important for you then?
Ans: because if the taste is good then everyone will enjoy it.
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Q11. So you are saying that taste is important for you because it is important for others?
Ans: No not just others, it is important to me as well because if the taste is not good then the food will be
wasted.
Q12. You also said that taste is important for you because if the food is tasty then others will enjoy it.
Why is it important for you that others like your food?
Ans: because we live in a society where relationships matter. Here we don’t cook for just ourselves but
for you family too. So if others don’t like your food so what’s the point of putting all that effort in
cooking then?
Q13. How would you feel when everyone eats your food with a lot of enthusiasm?
Ans: it would feel great. I would get encouragement too to make new dishes.
Q14. Why is it important for you that others eat your food enthusiastically?
Ans: Because it will show that they liked my food and they would praise me.
Q15. What else?
Ans: If the food is good then there would be no wastage and everyone will eat what’s cooked at home
and no one will order food from outside and it would save the amount of money that would have been
spent on ordering food from any restaurant.
Q16. Why else is it important for you that your family members eat properly?
Ans: Because then they will be healthy.
Q17. So why is it important that your family members are healthy?
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Ans: I have 3 sisters, a brother, and my mother in my family. So my sisters are studying and my brother
goes off to work. If they are healthy, it would increase their productivity level and their performance
overall?
Q18. Why is it important that they perform good in their respective fields?
Ans: Because life should be stress free. And since we live in the same house so we are really connected
with each other’s emotions and if someone is stressed then all of us would get worried. So if they are
performing good then we all will be happy.
Q19. Ok so lets narrow down to your brother. He goes to office right? So why is it important for you
that he performs good there?
Ans: Because it’s a competitive world out there. If his performance is not satisfactory he may get fired
from his office. And if he performs good, he will get promoted.
Q20. So what if he gets promoted?
Ans: If he gets promoted then he will earn more and will have a good respect in the family.
Q21. Why is it important for you that your brother earns more?
Ans: A good income will lead to a good standard of living.
Q22. What do you mean by good standard of living?
Ans: We can purchase more things and can live a satisfactory and a happy life.
Q23. If I apply the same scenario of good performance on your sisters who are studying, why is their
good performance important for you ?
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Ans: yes, if you study good then you will get good scholarships and chances to study at good
universities and ultimately ending up with good jobs; hence earning good incomes. And these
achievements contribute a lot to a good and satisfactory atmosphere at your home.
Q24. How will you feel if someone praises you for your cooking?
Ans. I will feel good and will get motivated to try new dishes. It acts like a self evaluation and the feed
back helps to improve your cooking.
Q25. How else would you define this sense of happiness?
Ans. Acknowledged.
Q26. Why is it important for you that people acknowledge you?
Ans. Because when you are putting in effort for something, you should get genuine feedback about it, let
it be positive or negative. It shows that others care about your efforts, hence they are giving you a
genuine acknowledgement if the food is good.
Q27. So it matters to you what others think about you?
Ans: If I am doing something for others then yes it matters to me what they think about it.
Q28. If they dislike your food how would you feel?
Ans: I would feel sad because all the effort that I had put in for them went into waste.
Q29. Do you remember any promotion of National chat masala?
Ans: I don’t recall any TV Ads, but yes we bought a national ketchup and this chat masala was given as
a premium. We tried it then as a trial and since then we have been using it.
Q30. What do you recall when I say “National”?

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Ans: Pakistan, National Anthem, Green.
Interview 1
Interviewer Name: Shahmeer Naeem
Interviewer: Do you use chat Masala? If yes in what dishes do you use chat Masala?
Interviewee: Yes we do. It is usually used in the fruit chat, Dahi Baray etc
Interviewer: Which brand do you use?
Interviewee: Initially we used Khula Masala, but now we’ve been using National Chat Masala for a
while.
Interviewer: Why National?
Interviewee: The main reason is taste. It’s rather spicier than others. Moreover it strikes the right
balance of spicy and tasty.
Interviewer: What factors affect your purchase?
Interviewee: The two main factors are packaging and taste.
Interviewer: Why is packaging important for you?
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Interviewee: Good packaging ensures freshness and good quality. If the Masala is fresh and it will have
a positive impact on our health.
Interviewer: Why is health important for you?
Interviewee: Being healthy will ensure that we carry out day to day duties, also it will help us enjoy our
lives to the fullest.
Interviewer: Why is enjoying life important to you?
Interviewee: Because a life not enjoyed is a life not lived.
Interviewer: Why is it important for you that you carry out your day to day activities?
Interviewee: If we are healthy, the family will perform better. Kids will do better in studies. Husband
will perform better in office.
Interviewer: Why is good performance important for you?
Interviewee: To move forward in life. If we prove ourselves, we can prove our abilities. We need to
accomplish some in our lives.
Interviewer: Why is it important that you prove yourself?
Interviewee: Because that is our responsibility to perform better in excel in life. That is our
responsibility as humans to excel in whatever we do.
Interviewer: Why is it that you want tasty food?
Interviewee: Because my family wouldn’t consume it unless it tastes well. Also so that our children can
eat eastern (Pakistani Dishes) alongside fast food. If a kid doesn’t like grains, we can mix chat masala in
grains so that children eat it. Through this they will be able to eat all kinds of dishes with different
nutrition, required for the body.
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Interviewer: Why is nutrition of you family important for you?
Interviewee: Nutation is important for the health of my family.
Interviewer: Why is it important for you that the family members like the food and consume it?
Interviewee: Because I value my family members.
Interviewer: Why is it that you value your family so much?
Interviewee: It is in our roots to value relationships, elders, Youngers and family members. We are not
taught to be selfish ad our raised in a way that make sacrifices for our family. It is because of my
upbringing that the most important thing for me is my family members, their safety and happiness.
Interview 2:
Interviewer name: Shahmeer Naeem
INTERVIEWER : With what dishes do you consume chat masala with?
INTERVIEWEE: With many things, for example fruit chat, Chicken and others. We use National Chat
Masala?
INTERVIEWER: What factors influence your purchase decision?
INTERVIEWEE: I think the two most important things are taste and quality. It depends on the freshness
of any spice.
INTERVIEWER: Why is it important for you that quality of Chat Masala is good?
INTERVIEWEE: Well, the taste also really depends on the quality of Masala. If the quality is good then
it will also be healthy for my family.
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INTERVIEWER: Why is it important for you that the taste of the food that you use chat masala in, is
good?
INTERVIEWEE: The family members prefer it that way. They wouldn’t eat it if the food isn’t good in
taste.
INTERVIEWER: Why is it important for you the family members eat the food?
INTERVIEWEE: Because I work really hard in making of food, moreover a lot of cost is associated
with the making of food. If we the family members don’t like the food, both my efforts and money is
wasted.
INTERVIEWER: So the cost is also an important factor for you.
INTERVIEWEE: Yes off course. We have to remain in budget.
INTERVIEWER: So price is also important when buying spices?
INTERVIEWEE: Yes, We cannot spend more than the designated amount on a particular food item.
INTERVIEWER: What would happen if your family members do not like the food?
INTERVIEWEE: Because I want them to appreciate my efforts.
INTERVIEWER: Why is your family members appreciating your efforts, important for you?
INTERVIEWEE: Because I care about my family members and work really hard to make them happy. It
gives me happiness and relief to know that they are appreciating my efforts.
INTERVIEWER: What would happen if your family members didn’t like the food?
INTERVIEWEE: There will be fights in family:
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INTERVIEWER: Why is it important for you that there are no fights in the family?
INTERVIEWEE: Because everyone likes peace of mind. Moreover we are Muslims and as Muslims, we
have been taught to not fight and live in peace in harmony.
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Interview 1:
Interviewer name: Qadeer Shaikh
Things that the respondent finds good about the Product (Product Attributes)
1. Taste 2. Freshness 3. Shelf Expiry 4. Affordable
Taste: Define what do you mean by taste?
Using it for long time, I know kitni quantity se kitna taste aiga. Namak mei especially. Ek brand ke se
bohot namkeen hota hai aur dusro se kam hota. I think National is good. Taste acha lagta hai mujhe. My
family also loves it.
Why is taste important for you?
If it tastes real good, then everyone would like it. If guests come, you want them to find it good too. I
love cooking and taste matters a lot to me and my family. Because whenever I am cooking, I eat it and
ask my family to give it a try.
How would it make you happy?
I feel that I get a great boost in my mood when someone appreciates my cooking skills. For example, my
husband loves the beef biryani I make. I think that his appreciation really brightens me up.
You love it when family praise about you and your cooking skills?
I really feel like it is an awesome feeling. I don’t know why but I feel good, internally.
Why do you need this appreciation and praise?
If my husband and kids love my dish and appreciate me, I feel kind of fulfilled. There is a sense of
fulfillment and boost in my self-esteem. I get to believe that I am a good cook and people love the food I
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make. I think that most of the women are there cooking so that they get appreciated and receive positive
feedback about.
Why is this fulfillment necessary to you?
Well, We all want to feel that we are doing something that is worth it and fulfills us. I mean I think that
it kinda makes me very happy, you know.
Why being happy is important to you?
We all want to be happy. We all want to feel good na.
What would happen if you don’t geel good about yourself?
Well, I think that when you are kinda happy, your life goes in a positive direction and leads to a peaceful
time etc.
Why is peaceful life important to you?
We are already very stressed in our issues. Every being wants to get a life that they love and enjoy.
You want an everlasting happy life?
Yes, these small acts of appreciation really make my day and I feel really happy you know.
Freshness Spices ki powder form really matters. At times, it gets wet and rotten etc. Maybe because of
temperature and heat. It doesn’t get bad, but wet. Well, the wet look does not really appeal to me and it
makes me feel that the spice is not fine for usage.
It impacts freshness tou aroma or smell matters. Cooking ke baad pata nhn khana bhi na dull ban jaaye.
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Why important for you? I mean why does this freshness factor holds this much importance?
It impacts freshness tou aroma or smell are also dependent on the freshness thing. Cooking ke baad pata
nhn khana bhi na dull ban jaaye isliye dihaan rakhna hota hai wetness wagera ka.
Food mei 3 things are important. Smell, dikhne mei aur taste. Shakal achi honi chaye taaake attraction
ho. 1st pe dikhne mei. 2nd pe smell. 3rd pe taste. Agar dikhne mei acha hoga tou log khaaana pasand
karenge warna nahin.
Freshness impacts of all these three. I need it to fulfill. WILLINGNESS ko bhi bohot impact karti hai. If
it gets wet, I wont buy national next time. Well, till now, it am really satisfied and have not come across
this scenario.
Freshness impacts/influences your buying pattern?
Yes absolutely. Agar wet hoga ya koi issue hoga, I would never buy it again and try out other
alternatives. I am really satisited with National ka chat masala till now.
Freshness impacts food?
If im cooking for my husband and kids, I want them to like my food. If they don’t like it, I won’t really
feel like cooking afterwards. If they like it, I would get be motivated and would try new spices of the
same brand for different dishes. I want my family to love my food.
Chalo family loves it, how does it benefit you? What do you get out of it?
They’d say “Make it again”. Appreciation milegi jis se mujhe acha lagega. If family likes it, they would
tell all relatives and everybody knows. And everyone would love to try. I’d be on top of the world.
Everyone would be like HUMEIN TOU CHAKNA HAI TUMHARE HAATH KA BANA HUA
KHAANA. I would get self-fulfillment out of this.
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Self fulfillment kiun itni zaroori hai?
Mein chahti hun mjhe acha feel ho or log meri tareef karein. Khud ko acha lagta hai.
Khud ko acha lagta matlab?
I mean, don’t we all love appreciation from others. I mean log jab apki tareef karte apko bht acha lagta
or aap chahte ho ke wo baar baar karein.
Why is appreciation so important?
It kinda shows that I am a good wife and a caring mother. Husband and kids are satisfied and love me.
Why is husband and kids’ satisfaction so important?
I mean, they are the most important part of my life now. They mean the world to me and I feel that I
belong to them and they love my food. They love me.
Why is love so important?
Don’t we all want to be loved by the special ones.
Why do we all want to be loved?
I mean, we all are social animals and all of us want that someone should care about us, appreciate us,
love us and makes us complete. It shows that you belong there. you understand what im saying.
Shelf Expiry What do you mean by Shelf and expiry?
Ek daffa lelia 500gm tou wo acha khaasa waqt chalega and I don’t do whole thing right away. We put it
all in the box. If wrapper opens, seal khul gai. Keeray nhn parhne chaye. Wet hojata hai or soggy. Iske
ilawa fridge mei rakhna parta hai warna it gets rotten and stuff.
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Wet ya rotten is the reason for considering shelf life?
If I buy masala and it gets rotten, husband would not love the food. It would depress me, in a way.
You want husband to love the food you make?
If the spices are alright, they would be neutral. I mean I want my husband to love my food. I mean I
want him to think that I am the best cook, you know.
You love your husband a lot, more than anything. That’s why you want to avoid this all?
I try my best to be a responsible wife. I try to make best decisions that benefit my family and me. I feel
good if I don’t mess up anything that causes inconvenience to him. He is the love of my life. I feel
satisfied and happy about myself, that I try my level best to cater him.
He is very important to you. I mean you really love him?
Well, yes. He is the only one I got and I cant think of a second without him. I want to be with him.
You said you want to be with him?
Because I love him and I want him to be with me, appreciate me, like my food, praise me. It feels
awesome when a loved one loves you and praises about you.
Why is this love and praise thing this valuable?
I want him to know that I would make the best food for him, tasty and perfect.
Why is making it best and tasty so important?
So that he loves it and praises me.
And this praise would do what?
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I would feel fulfilled and very pleased.
Why is this fulfilling thing mandatory?
I want to feel good about myself. Don’t we all feel good when someone compliments us.
Affordable How does price impact you?
It’s not as important as others factors mentioned above. Spices are not expensive, for our family. Not
that much, for me. I don’t find them expensive because itni spending nhn karti parti. Pricing mei itna
fark nhn shan aur national ke. I think that price is not my main consideration while buying chat masala.
Pricing pe itna emphasis? Why?
Ek cheez mei le sakti ho or ek specific income aati hai ghar mei. I plan according to the budget. I make
list first and then buy groceries and other stuff. Mere hisaab se Expecations hain jo National fulfill karta
hai. SATISFACTION hoti hai you’ve bought right thing and didn’t waste money.
So pricing is right? You feel satisfied?
Value for money. They have different sizes of different prices so CONVENEINT. I am happy with the
products.
How does the value thing appeal to you?
I really care about husband’s money and don’t overspend/waste it. It is his hard-earned money.
So you really care about your husband and think carefully before unnecessary buying?
I would get a good image about myself for making choices considering the budget I get, the budget that
suits him. Paise save karungi jo mere husband ne itni mehnat se earn kiye hain. I don’t want hard earned
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money to go in waste. Eventually, I want to be an amazing wife that really cares about her husband. I
love him and doing this would make me feel about myself really responsible and mature.
Why is being responsible and mature important for you?
It is a long journey, the life after marriage. It requires responsibility from partners, both of them. He got
to earn and I got to make a good budget that is the best fit for our salary.
If you are not very responsible?
He would feel that I am not a very good wife. He expected me to invest the money where its needed and
use it in an optimal way. I want to fulfill his expectations.
Why is fulfilling his expectations so necessary?
Because he would then love me and appreciate me for the right choices. He would be knowing that I
really value him and invest carefully in the grocery items.
Why is his love so important?
Because he is the important person for me na. I want him to like me, praise me, compliment me, and
support my decisions.
Why like/praise/compliment is important?
I want to feel loved. I want to feel involved.
Why is involvement so necessary?
Because he is my husband, belongs to me.
Belongingness so important?
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He is everything that I got and I can’t lose him. I want him to love me and stay with me all the time,
keeping me happy.
Interview 2:
Interviewer Name: Qadeer Shaikh
Things that the respondent finds good about the Product (Product Attributes)
1. Taste 2. Affordable 3. Safe 4. Long life
Taste: Define what do you mean by taste?
Kitni quantity se kitna taste aiga. Har brand ka apna hisaab hota. Kuch kam daalo kaafi hota. Kuch ka
zyada daalna parrta. I think National is good. Taste acha lagta hai mujhe. My kids also loves it.
Why is taste important for you?
If it tastes nice, kids would like it. If guests come, you want them to find it good too. I love cooking and
taste matters a lot to me.
How would it make you happy?
I feel that I get a great boost in my mood when my kids appreciate my cooking skills. For example, the
younger son loves the chicken karhai I make.
You love it when kids praise about you and your cooking skills?
An amazing feeling. I feel good, internally.
Why do you need this appreciation and praise?
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If kids love my dishes and appreciate me, I feel kind of fulfilled. There is a boost in my self-esteem. I
get to believe that I am a good chef and people love the food I make. I think that most of the women are
there cooking so that they receive positive feedback about.
Why is this fulfillment necessary to you?
Well, We all want to feel that we are doing something that is worth it and fulfills us. I mean I think that
it makes me very happy, you know.
Why being happy is important to you?
We all want to feel good.
Feeling good seems very important to you?
I mean if kids love my food and eat it a lot, I would feel that I am being a great mom that kids love. I
feel that I am taking real care of them.
You want to feel that you are doing a great job and youre an outstanding mother?
Well yes, at times, I think that every mother feels this way. Every mother wants to think of herself as a
responsible one that fulfills children’s wishes and all. It feels that we are fulfilling the duties assigned.
Why is fulfilling the duties necessary?
Because I want to be a good mother and I believe that I am.
Why do you want to be a good mother?
Because I want to feel good about myself that I am doing the best I can for my kids. They are my life.
Affordable How does price impact you?
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It’s very important to me because my husband lives abroad and I have to handle all the grocery expenses
and other bills.
Pricing pe emphasis? Why?
Specific amount comes in form of remittance every month and I have to spend carefully. I plan
according to the budget. National fulfills my expectations. SATISFACTION hoti ke sahi cheez lii hai
mene.
So pricing is right? You feel satisfied?
I get what I need against the money I pay. I am happy and satisfied that’s why using national for a long
time.
How does the value thing appeal to you?
I really care about husband’s money and don’t overspend/waste it. It is his hard-earned money.
So you really care about your husband and think carefully before unnecessary buying?
I make choices considering the budget, the feasible one. Utilize the money carefully that he earns.
Eventually, I want to be a wife that really cares about her husband. I love him and doing this would
make me feel about myself mature.
Why is feeling of being mature important for you?
He earns and I make a good budget. Use the money wisely in a mature way to save up for our children.
If you are not very responsible about using the money wisely?
He would feel that I am not a very good wife. He believes I use it in an optimal way. I want to fulfill his
expectations.
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Why is fulfilling his expectations so necessary?
Because he would then admire me. He would realize that I really value him and make careful decisions.
Why is his admiration so important?
Because he is the most important person. I want him to like me, praise me, compliment me, and support
my decisions.
Why all these factors are important?
I want to be loved by him.
Why is love so necessary?
Because he is my husband, and I really love him.
Belongingness seems too important?
He is my everything, the only one I got.
Safe Masalay ka powder form bht zaroori hai. khula huwa masala gets wet. National ki safe packing or
branded hai isliye safe lagta mujhe.
Safety impacts freshness tou smell badal jaati. Cooking ke baad pata nhn khana bhi na dull ban jaaye.
Isliye safe masala ho tou dish bhi safe banegi
Why important for you? I mean why does this safety factor holds this much importance?
I want my kids to have healthy food. Mei nhn chahti wo bemaar hojaye kharab masala khaaa ke.
Safe masala is very important?
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Absolutely. Agar wet hoga, won’t buy it again and consider other alternatives. Im happy with National
ka chat masala wese abhi tak.
Safety ke baare mei aap bht serious lag rahi hain?
Im cooking for my kids, I want them to like my food and stay healthy. I want my food to be healthy, so
that they grow up healthy and alright.
You want them to be healthy?
Bilkul. They are my children. I want the best for them. Food is a very integral thing and I can’t
compromise on that. I want them to eat the best to become the best.
What would happen if they eat the best?
Khud ko acha lagta hai.
Khud ko acha lagta matlab?
I mean, every mother wants the best for her children. I would feel that I fulfilled all the responsibilities
that a good mother should do. I would think of myself as a great mother
Why being a good mother is so important?
It kinda shows that I am a good wife and a caring mother. Husband and kids are satisfied and love me.
Why is kids’ satisfaction so important?
Kids are most important part of my life now. Kids belong to me and they love my food. They love me.
Why is love so important?
Makes me feel great about myself, inside.
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Why do we all want to be loved?
Long life What do you mean by long life?
Barra box lelia ek baar tou kaafi arsa chal jaata and I don’t use poora box ek hee daffa mei. I put
remaining in the box. After wrapper opens, seal khul gai. Keeray nhn parhne chaye. Wet nahin hojana
chaye.
Wet ya rotten is the reason for long life?
If I buy masala and it gets kharab, kids would not like the food. It would make me feel bad, in a way.
You want kids to love the food you make?
Yeah, I want kids to love my food. I mean I want them to think that I make great good.
You love children more than anything. That’s why you want to avoid this all?
I try my best to be the best mother. I try to make best decisions that benefit my kids. I feel good if I
don’t mess up anything that causes inconvenience to him. They are love of my life. I feel happy about
myself, that I try my best to feed them the best.
They seem important to you?
Can’t live without them. Meri zindagi hain. Mei chahti hun wo mera khaana dil se khaayein or unko
acha lage,
I want them to know that I would make the best food for him, tasty and perfect.
Why is making it best so important?
So that they love it and praise me.
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And this praise would do what?
I would feel pleased and kinda happy.
Why is this fulfilling thing mandatory?
I want to feel good about myself, a caring mother. Don’t we all feel good when someone compliments
us.
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Interview 1:
Interviewer Name: Maisam Zulfiqar
Do you use or have used National Spices in your cooking? Not Recipe mix but spices?
Yes! We use National Salt and Chat Masala.
OK! For salt and Chat Masala; why National? You can give multiple reasons.
It is mostly due to a habit developed over time. Whenever we go to any store, we pick up National Salt.
And we use National Chat Masala because its taste is not hard on your throat. Also both the products are
very widely available everywhere; they never run out of stock with National. The price is also normal,
not high. Plus it has a brand name and other people use it too.
You said you buy National Salt because it is the first brand of salt you see when you go to a store.
Why is visibility so important?
Mostly because salt is something that you don’t plan on buying specifically, you don’t put it in your
shopping list. We always buy salt when we go to buy other stuff and remember about buying salt when
we look at it. So it is important for salt to be visible at a store.
You also said National Chat Masala is not hard on the throat. Why is that important?
Because my family does not consume too much spices or spicy food and a Chat Masala that is hard on
the throat might get the children sick.
And preventing children from getting sick is important why?
It is because if specifically children of the house get sick, you have to take additional care and cannot go
anywhere outside.
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So you want to prevent restriction of movement. Why is that?
You go out to enjoy with your family. If a family member is not well even when you are well, you
cannot have fun or enjoy with the family.
You also said on multiple occasions that National Salt and Chat Masala are very readily available.
Why is availability so important?
Availability is important because salt and Chat Masala are two of the most basic things needed in a
household. They are the first things needed in any kind of cooking and you can easily run out of them,
so it is really important that they are very easily available.
So availability is important because of ease. And why is ease important to you?
So you don’t have to wait and can focus on other things as well.
And why is saving time important to you?
It is important so that more time can be spent with family or family or in doing something else more
productive.
And being productive is important to you?
Yes obviously. It gives me personal satisfaction that I did not waste away time.
You said earlier that price of National spices is normal, but isn’t the price of unbranded spices
even lower. Then why would you choose National over unbranded?
I would choose National because it is more hygienic. I want to know that I am giving the children the
right thing.
So it is important that YOU think you are giving you family the right thing?
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Yes. It is important because I want to be personally satisfied.
You also said that National is an old and recognized brand. Why is brand name important in this
case?
There comes a surety with brand name which means you can be free of worries when consuming a
branded product.
And being free of worries is important?
Yes! You eat more than three times a day. Being worry free especially with food is important so that you
can focus on other problems in life as well.
And why is being able to focus on multiple things important?
So you can ultimately save some time to spend with your family as I said earlier.
Finally, you said that you use National because others use it too. How and why is that of
significance?
If the people recommending you something are credible, it helps you make a decision.
And why do you need help in making a decision?
To save time.
Interview2
Interviewer Name: Maisam Zulfiqar
Why do you buy chat masala of National only?
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Because National chat masala is clean. That is the most important reason. It doesn’t have any impurities
or anything...
Other reasons?
Yes! The spices are very well ground. Also, the color of the masala is good and the flavour is good.
Let’s take these things one by one. You said that National chat masala is clean. What is your
standard to judge if the masala is clean or not?
There is only chat masala in the packet of chat masala. Nothing else! There are no impurities like they
tell on television like sand and bricks etc.
And why is it important for you to have clean chat masala?
Chat masala goes in everything. Cholay, haleem, dahi barey, everything has chat masala. So it is very
important that the masala is clean. For the health of my husband and children.
And the health of your husband is important why?
He is the one who goes out to work. He needs to be the fittest. I cannot compromise on the health of my
husband.
Why is it important that your husband is fit to work?
Because he takes care of the house’s finances and everything. He brings home the money needed to run
the house.
And why is it important that the house’s finances are run properly?
Then that is one less thing for me to worry about.
Why is it important that you don’t have the worry of home’s finances?
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I already have a lot of worries.
Why is it important that your children are healthy?
Because otherwise they will get sick and money will have to be spent on doctor visits.
And why is it important that money is not spent on doctor visits?
It is important because we run on a tight budget. The little money we have left after covering our general
expenses goes into having a little family fun. If that money also goes into doctor visits then there is less
money for family fun.
Also, if my children get sick a lot, that reflects on me badly. That I am not an able (qabil) mother.
Why is it important that you think of yourself as an able mother?
Because that is the actual goal of my life now. To be a good mother.
Is it important that others think you are an able mother?
Yes. I feel good if people think of me as an able mother.
You said that the National chat masala is very well ground. Why is that important?
When spices are well ground; they are well mixed. This means that the flavour that comes from them is
maximum.
And that is important because...?
The food tastes good ofcourse.
Why is it important to you that your prepared food tastes good?
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First of all because I will eat the food myself as well and I need to feel good about the food I eat.
Secondly, my family will be happy and give me compliments on my cooking.
So your family’s happiness is important. Why?
Because I love them. If they will be happy I will be happy.
And getting compliments from family is also important?
Yes because I put alot of effort in my cooking. If they compliment my cooking that means “mission
successful”.
You also said that the color of National chat masala is good. What do you mean by that?
The color is not too dark.
Dark color is bad in chat masala?
Very dark color means that masala will be too spicy. No one will like that. The spices have to be spicy
just the right amount.
Why is it important that the masala is the right amount of spicy?
Too much spicy food is not appreciated by anyone.
Why is it important that the masala looks the right amount of spicy?
If the masala looks too dark then it will not look good on the food presentation.
And food presentation is important to you?
Yes. It is almost as important as food taste.
Why is that?
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Presentation of food is important because it sets the mood for eating food. If the food tastes good and
does not look good the eating experience will not be as good.
Why is it important to have a good eating experience for you?
Eating food is what brings our family together around the table. We talk and spend time together when
having lunch or dinner. It is important to have the best time while eating food.
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Consumer In-depth Interviews:
Interview 1
Respondent: Sehrish Zehra, 28 years old housewife
Q)How did you get to know about the brand?
Ans) We have been always been using this National Chat Masala. Me and my family have always
bought It with the regular groceries, so I got to know about it when I was a child through my family.
Q)How do you think about the product?
Ans) I perceive it as a good product, I have always liked the extra tanginess it gives to my food and.
how well it gives its full flavor.
Q)What do you think the brand communicates to you?
Ans) I think they are National Chat masal is about making the same food taste much better without
doing much, sort of like a quick fix.
Q)What is the promise that it is delivering?
Ans) Yes one of the things I like best is that its taste and quality has always been consistent.
Q)Why do you consume it?( What were the consumer’s motives,why did they consume?)
Ans) For myself, I consume it because it makes my food much more likebale and tasty even when its
not. For my family, I use it in cooking and for spraying it on evening snacks such as dahi barhe
because they always like the taste it gives.
Q)Which ad captured your attention the most?
Ans) Cant really recall any whole ad, just that it had something to do with showing different dishes
such as dahi barhe and chana chat.

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Q)Which ad do you remember?
Ans) As just disscussed, I just remember a part of the ad.
Q)How did you understand this ad?what is it showing,what is the message? (After showing the ads)
Ans) The latest ad is showing how National chat masla can be sprinkled on to different types of
evening snacks to make the food taste much better. It is showing how normal food can be made
much better and irresistible with National Chat masla. The older one shows how National chat
masala is very important ingredient of our aftaars druring Ramazan, almost like the ritual is
incomplete without it.
Q)Which one of the ads do you feel is relevant to you?
Ans)Definitely the recent one, the older one seems like it has been made for old people.
Q)How is each ad different?
Ans) The recent one is showing how to upgrade or improve your everyday food and make it
resistable with National Chat masal, while the older one shows the aftaar ritual where the whole
family comes together to eat. National chat masala is very important to make this ritual whole.
Q)Has there been change in the brand?What do you think of it?How have you perceived it?
Ans) I think their quality and taste has remained the same throughout. One of the things I liked best
about them is that their taste has been consistent and it is good.
Q)What was your first impression?
Ans) My first impression was that it is a local brand having expertise with the local Pakistani cusine,
so its’ spices and recipe mixes are all in line with this local Pakistani expertise that it has.
Q)If the brand introduced a new product,would you use it?
Ans) I think I will, so far its other products haven’t disappointed me so why not.
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Q)Where do you shop? Does its ambiance matter to you?
Ans) 80% of the times Imtiaz super market with the monthly groceries, sometimes when it is
specially needed in more quanity then we go and buy it from the local store near my house. During
Ramazan we buy greater quanitity from Imtiaz to avoid going again and again to the local store.
Q)Which ad did you recall? (id,superego and ego)
Ans) I could only recall the food in the ad. (Id is more prevalent here)
Q) What brands do you consume?What are your hobbies?What is your routine like?What do you do
in the weekend when free?
Ans) I like khaadi and Ideas by Gul Ahmed, the stuff of their fabric is good and also they have
trendy designs which are also decent at the same time. I like eating out and trying places like Chop
Chop wok that good different and delicious food. Kebabjis is near my house and offers delicious
food for good money so I also like that place. For recipe mixes I use Shan, olpers for milk and Tapal
for tea. I don’t really have much time for hobbies between looking after my one year old daughter,
looking after my in laws and husband, going to my job in a nearby Medical institution and attending
classes for my ongoing masters, but when I do get that free time I prefer to visit my parents, go out
with them and spend some family time.
Q)Do you have your own standards or own opinions when purchasing a new product or do you take
guidance from others?Do you focus on product information,benefits of product?or go for it once
endorsed by expert,celebrity.
Ans) I always always ask for guidance from others because when choosing myself I tend to get too
choosy and confuse myself, so to save the time I always ask for opinion. Previosuly it was my sister
and mother, now after marriage it is my sister in law and husband. I think I prefer benefits and clear
cut product info over endorsements.
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Q) Is it important for you to have expert recommendation or celebrity endorsement to purchase the
brand?or would you buy without it?What do you feel when you watch your brands advertisement in
any form?(Dogmatism)
Ans) No, I don’t think so. I mean if there is an expert or celebrity who has clear cut credibility and
who I really really admire then I might just go for her or his endorsement, but to be honest I can
recall any such celebrity, so mostly its my own opinion.
I feel good when I watch my brands advertisement, its like a reaffirming the the fact that I made the
right decision.
Q)Would you choose imported version or local version of product?
Ans) Local, always local for such kind of products like recipe mixes and spices. How can foriegners
know more about our food?
Q)How do you feel when you eat foods such as dahi barhe, fruit chat, chana chat, gol gappay or
French fries? (excitement, happiness, relieved, etc)
Ans) Its like a satisfaction of craving, I do crave such food from time to time, so yes I do feel
excited.
Q)How do you feel when you use National chat masala? (excitement, happiness, relieved, etc)
Ans) I start to expect the food to be more tastier, and when eating it, it is more chatpatta. Somewhat
excited.
Q)How did you learn to use the product? (Ads, family , frnds?)
Ans) Definitely family, it is consumed often at my house.
Q)Did you purchase product out of trial?Why the specific brand?if so,what was so unique about this
brand?
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Ans) No, I didn’t purchase it for trail but with the intent to carry on buying it because I had already
been consuming it with my family. The unique thing apart from the reason that my family bought it
before, is its tangy taste which has been consistent and its quality where it blends and gives its full
flavor to the food.
Q)Do you ever confuse it with any other brand?what is that one thing that differentiates this brand
from another brand?
Ans) Not really, National chat masal is different and stands apart for me.
Q)How were you able to remember the brand?
Ans) Because of its taste and quality which made me consume it again and again.
Q) What are the differences between Shan and National Chat Masala’s ad?
Ans) National’s ad quality is clearly better, makes me crave the food show in the ad, the music in the
back is likeable. Shan’s ad is plain, simple and boring, although I think it is trying to do the same
thing.
Q)Why do you consume the product?
Ans) Consistent taste and quality.
Q)How much do you think before buying the product?
Ans) Not much. It is prett much automatic with buying National chat masla.
Q)How loyal are you?How long have you been buying the product and how often do you use it?
Ans) You can consider me in the list of very loyal customers, I have been consuming it since my
childhood with my family but started buying it myself after getting married, and we buy one pack
per month, while this changes to one pack per two weeks in Ramazan.
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Q)What benefits do you get from the product?
Ans) Qucikly making my food taste much better.
Q)How would you describe your attitude towards the brand?
Ans) loyalty and favoring it over all other chat masala brands including the unbranded ones.
Q)Does your family, friends and other referents have a role to play in your decision to consume this
brand?
Ans) They did initially, my family consumed it and introduced me to it, but now I consume it
because I know it delivers on its promise.
Q)Has this brand by any chance changed your belief towards competitor brands?
Ans) No I don’t think so, my belief depends upon my own evaluation.
Q)What do people around you think about the product?
Ans) My parents have always been using it so its safe to assume they like it. My in laws,and husband
also use it, often voluntariy themselves so I think they like it too.
Q)How do you purchase the product?
Ans) At the beginning of the month, with the other groceries. They run out, we realize that and then
buy them.
Q)What’s your evaluation of the product?
Ans) It’s a good way to quickly make your food better and appealing, almost instantly.
Interview 2
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Respondent: Saba, 26 years old married, working in ads agency
Q)How did you get to know about the brand?
Ans) My family uses it regularly so it is bought with the regular groceries and brought in the house,
this is how I got to know about it.
Q)How do you think about the product?
Ans)Chat masala has that chatpatta flavor, it certainly is a treat to have in your food.
Q)What do you think the brand communicates to you?
Ans)Patriotism, desiness or more in line with our local Pakistani culture and values, and the unique
taste.
Q)What is the promise that it is delivering?
Ans)The promise it makes is the chatpatta taste and yes I am positive it always delivers it.
Q)Why do you consume it?( What were the consumer’s motives,why did they consume?)
Ans)So that my food can become more interesting and tasty.
Q)Which ad captured your attention the most?
Ans)Cant really recall any of the exact ads but I do remember some of the imagery from the
advertisement during Ramazan such as sprinkling chat masala on dahi barhe.
Q)Which ad do you remember?
Ans)I just remember the imagery, honestly I am not even sure whether its from Shan or National as
both used similar imagery in their ads.
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Q)How did you understand this ad?what is it showing,what is the message? (After showing the ads)
Ans) Among the three ads you showed me, the most recent one induces hunger the most. It is trying
to show that if chat masala is sprinkled on to food then it will taste better.
Q)Which one of the ads do you feel is relevant to you?
Ans) I think the most recent one is most relevant one to me, not the older one as it has a bad jingle
Q)How is each ad different?
Ans) The most recent one is trying to induce hunger. It is trying to show that if chat masala is
sprinkled on to food then it will taste better, has a good catchy jingle. The older one with a bad jingle
shows values of our culture such as family and Ramazan.
Q)Has there been change in the brand?What do you think of it?How have you perceived it?
Ans) Apart from the packaging, the brand has been consistent in what it is trying to deliver to us i.e
taste, and communicating it too in the same manner.
Q)What was your first impression?
Ans) My first impression of National was a genuine patriotic feeling, and the ad’s first impression
was very tasty and delicious food.
Q)If the brand introduced a new product,would you use it?
Ans) I think I will give it a try, I like National’s pickles and chat masala is also good, so yeah I will
try it.
Q)Where do you shop? Does its ambiance matter to you?
Ans) We usually shop from the grocery store near my house, but when I have time then we go to
Hyperstar or Imtiaz cause then its easy, I can get all the things together, maybe get a few extra
things.
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Q)Which ad did you recall? (id,superego and ego)
Ans) I recall the imagery more than the ad. (Id is more prevalent here)
Q) What brands do you consume?What are your hobbies?What is your routine like?What do you do
in the weekend when free?
Ans) Food brands that I consumer are blue band for butter, brandy for bread because I like its soft
bread. For clothes I don’t really care about the brand rather just the design, if I like the design and
quality I will buy it from anywhere. For tea I use Tapal. I like reading, watching movies and seasons
as a hobby, this is what I like to do with my free time during weekends while staying at home. My
routine is usually hectic with most of my time taken by my job, I like to spend the rest of my time
with my family. The alone time I get, is spent at home watching movies and seasons.
Q)Do you have your own standards or own opinions when purchasing a new product or do you take
guidance from others?Do you focus on product information,benefits of product?or go for it once
endorsed by expert,celebrity.
Ans) I usually take go with my own opinion, however for makeup I ask my sister as she knows more
about it. I go for information and benefits of the products, don’t really follow celebrities much.
Q) Is it important for you to have expert recommendation or celebrity endorsement to purchase the
Ans) If I personaly know the experts and I have seen their work then I prefer their opinions over
mine for purchasing things, such as my sister whose work I have witnessed, hence she knows better
than me which make up is better for my skin and therefore I do take her opinion into account, but if I
don’t know the expert personally then I will prefer my opinion.

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I feel what the ad makes me feel, if it’s a good then I will call I good and if it’s a bad ad then I will
call it bad.
Q)Would you choose imported version or local version of product?
Ans) For spices, I will go for local versions because I know they will deliver the desi taste that me
and my family is accustomed to.
Q)How do you feel when you eat foods such as dahi barhe, fruit chat, chana chat, gol gappay or
French fries? (excitement, happiness, relieved, etc)
Ans) Oh I love this kind of food, all such street food or even if it is made at home I love it. It does
excite me,
Q)How do you feel when you use National chat masala? (excitement, happiness, relieved, etc)
Ans) I feel nice and do enjoy having it in my food, I enjoy the chatpatta taste.
Q)How did you learn to use the product? (Ads, family , frnds?)
Ans) Definitely family, it is consumed often at my house.
Q)Did you purchase product out of trial?Why the specific brand?if so,what was so unique about this
brand?
Ans) No I didn’t purchase it for trial, it was already being regularly consumed at my home. This was
also the reasons perhaps that I continued consuming this specific brand. Also, I tried Shan’s chat
masala but it didn’t have the same taste.
Q)Do you ever confuse it with any other brand?what is that one thing that differentiates this brand
from another brand?
Ans) I think very well differentiate between National and Shan chat masala. Taste is the
differentiating factor.
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Q)How were you able to remember the brand?
Ans) Throug regular consumption, the taste stuck with me.
Q) What are the differences between Shan and National Chat Masala’s ad?
Ans) National’s ad used more hunger inducing imagery and better food, Shan’s ad was very small
and just an average ad.
Q)Why do you consume the product?
Ans) It has consistency in its flavor, it will always give me the same taste.
Q)How much do you think before buying the product?
Ans) Not a lot, I don’t really think about any other brand. If its National’s chat masal on the shelf
then I just pick it up without thinking much.
Q)How loyal are you?How long have you been buying the product and how often do you use it?
Ans) I d say I am pretty loyal, don’t buy unpackaged or Shan’s chat masala. One 100gm pack lasts a
week, and I have been using it since as long as I can remember.
Q)What benefits do you get from the product?
Ans)Chatpatta taste, enjoyable and delicious food.
Q)How would you describe your attitude towards the brand?
Ans)I like the brand, I prefer it over other brands. I am a loyal customer.
Q)Does your family, friends and other referents have a role to play in your decision to consume this
brand?
Ans)I don’t think so.
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Q)Has this brand by any chance changed your belief towards competitor brands?
Ans) Not really, my beliefs have remained as they are. I have always liked Shan’s recipe mixes and
National’s spices, that is how it always has been.
Q)What do people around you think about the product?
Ans) My family really likes it, so does my friends. My circle has a favourable opinion about it.
Q)How do you purchase the product?
Ans) I think first as I see then if it has run out at my house, then I feel the need to buy it and then I
go and buy it.
Q)What’s your evaluation of the product?
Ans) I think it primarily makes your food interesting so even if your food is plain and simple, you
can make It chatpatta and tasty with this product.
Interview 1
Background
1. Demographics: Age, Income, social class, ethnicity, family life cycle and occupation
35, Sindhi, housewife, construction business of husband. SEC B.
2. Ask them about their activities, interest and opinions
I am done with my studies since a long time, now a housewife taking care of my husband and
kids. I am mostly home, taking care of family and not employed anywhere. Taking care of the
workplace that is my sweet home.
3. What is their lifestyle like?
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My lifestyle is very simple. I spend time most of my time at home. I, along with my husband and
kids, go for dinner quite a lot. We dine a lot, mostly on weekends.
4. How did you gather product information?
Actually, after my marriage, I got to know that my mother-in-law is a hardcore national foods
consumer. She really loved the brand. With time, I started loving the brand and TVS and
marketing of the brand played big role in capturing my attention.
5. Do perceptual mapping (quality V Price)
I am really happy with the price and quality of National Chat Masala. The price is suitable for
the quality it delivers. I am delighted.
6. Ask about product usage situation?
Usage is at a good frequency. Our family loves the chatpatta factor in food. I make French fries
for kids and chat for my mother-in-law and these dishes are incomplete without national’s chat
masala. I love chat masala in some dishes as well e.g. Haleem, paapar.
1. How do you think about the product?
It is a high quality product. It is safe unlike loose ones that are being sold. It is branded and
owned by a reputable company which adds more trust and goodwill to it.
2. What do you think the brand communicates to you?
Good quality with a great taste. It is safe and healthy.
3. What is the promise that it is delivering?
Quality and taste. The raw materials are sourced hygienically and come from a healthy
environment.
4. Why do you consume it?( What were the consumer’s motives, why did they consume?)
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As I told you earlier that my new family members were already using it, then with time, I realized
that it is an amazing product that delivers the quality and taste that is being promised in the ads and
media. I trust the company and trust, its way better than loose ones.
5. Which ad captured your attention the most?(Before showing ads)
I remember the ad in which the foods, that require chat masala for real taste, are showed in the
TVC. The one in which the ending is “CHATT PATTTA CHATTKHAARRA”
6. List the number of Ads you remember.
2.
7. Which ad do you remember?(Exposure)
CHATT PATTTA CHATTKHAARRA wala ad was really good. The vibrant dishes along with
cool sound in the background.
8. How did you understand this ad? what is it showing, what is the message? (What learning from
what ad)
I realized that this ad helps the consumers in knowing the dishes in which this product can be
used. National showed different dishes in the ad such as fries, channay. It expands our horizon
that chat masala can be used in so many different dishes.
9. Where do you mostly see our Ad. TVCs. Digital, print.radio or BTL
I used to watch TV a lot previously. Now I just see ads on social media like facebook or youtube.
With regards to BTL, I only witness or experience those if they are happening at malls I am at.
10. Which one of the ads do you feel is relevant to you?
CHATT PATTTA CHATTKHAARRA wala. Its latest, updated, and interesting. The cool song
in the background along with vibrant colors and amazing dishes shown really makes the ad
interesting and relevant to me.
11. How is each ad different?

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The thing that makes it different is that this ad that is relevant to me is not based on iftaar. All the
other ads show the Ramadan and iftaar with family. This ad does not use any special/holy month
or a big event in the ad. It’s casual.
12. Has there been change in the brand?What do you think of it?How have you perceived it?
Yes, they changed the ads with time. They are changing with the trends and this is how you stay
in market and do well.
13. What was your first impression?(Check Stereotypes)
About this Chat Masala? Safe, Credible, healthy, secure, packed.
14. If the brand introduced a new product, would you use it?
Absolutely. I would give a try.
15. Where do you shop? Does its ambiance matter to you?
I like shopping from a place that is feasible for me such that I can get all my stuff in one go for
the month. Later on, If I run out of things then I go to a neighbourhood kiryana store.
16. What role do the five senses- sight, sound, smell, touch and taste, play to make an impression on
the consumer and persuade him to buy?
Sight- the attractive packaging and the prominent logo. Also, the ads which include sound too.
Taste of the masala which I like too.
17. How do your communications of BTL and ATL address that?
They talk about the good taste and the attractive nature of the brand. It uses catchy songs and
vibrant colors and visuals, showing savory dishes.
18. Ask question of Pakistan culture and their global Ad
19. What values are important to you/ what do you care about ( you are trying to see if they care
about societal issues – the thing that this brand is focusing on.
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Credibility, authenticity, integrity, honesty.
1. Do you consume it as a product specific goal or a generic goal? (Category first or brand first)
Started off as a product specific goal when I first used to have it, now it’s a brand specific in which I
only want Nationals foods ka chat masala.
2. What’s the first thought that comes into your mind when you need to use chat masala?
To make the dish better, tasty and delicious. To make it bit spicy.
3. How do you consume it?
As I told you, mostly in French fries, chatt and pappar. I love Haleem, and cook it often so it gets used
there as well.
1. Check which ad did consumers recall and link it with id,superego and ego.
2. Determine their personality type. What brands do you consume? What are your hobbies? What is
your routine like? What do you do in the weekend when free?
I am normally busy in chores at home and use internet and social media when I get some time.
Routine is hectic, sending kids to school, taking care of them, husband and my mother-in-law.
My weekends revolve around going out with my husband for dinner and enjoying with kids.
3. What kind of person you are? social or not very social?
Somewhere in between. I like to maintain a balance in life. I stay connected to my friends and
meet them at times.
4. Check Social Character(Inner-Directedness or Outer-Directedness)
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I use this product because it satisfies me. I don’t worry about its credibility anymore. I got an
inner trust and don’t really think anymore before buying it now.
5. Do you have your own standards or own opinions when purchasing a new product or do you take
guidance from others?
I don’t test a new product usually, but in the spices category, I try new products sometimes. I
have products that are tried and tested. I look up on the internet and search for reviews and ask
my friends for clarification.
6. Do you focus on product information,benefits of product?or go for it once endorsed by
expert,celebrity(once you purchase this,you and your child would have social belonging)
I read up about the product and its benefits and ingredients. I get full information on it. Expert
recommendation is good- like telling good things about product, but not most important. Factual.
No preference of celebrity appeal. It doesn’t establish credibility. I like element of emotions in
the ad as well.
7. Is it important for you to have expert recommendation or celebrity endorsement to purchase the
brand?or would you buy without it?What do you feel when you watch your brands advertisement
in any form?(Dogmatism)
I pay more attention to ads of the brands I consume and are my favorite. Endorsement does not
really motivate me to go and try the product.
1. Communication mediums that you interacted with?
Ads on television, mostly.
2. Advertising Appeals: Celebrity? Do they remember?
None that I remember being associated with National. I don’t think they brought any celebrities in the
ads.
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3. (Reach and frequency) What ads have consumers seen and how often?
I remember the latest one clearly, CHATT PATTTA CHATTKHAARRA Ad.
4. What do you associate with National Foods chat masala? Give me 3 words. Trustworthy, safe and
reliable.
5. What response does the ad trigger within you?
It attracts and convinces me to use the masala on many more dishes.
6. Did you ever try providing the brand feedback?
No I haven’t. Never contacted the customer service number, anything like that.
1. Add recall
2. Ask what do you understand from it and learn(apply classical conditioning concepts)
Relating National Foods with a healthy masala that makes lots of dishes more tasty.
3. Determine how they learn to use the product.
Family.
4. Did you purchase product out of trial?Why the specific brand?if so,what was so unique about
this brand?
My mother-in-law is a hardcore national foods consumer. She really loved the brand. With time, I
started loving the brand and TVS and marketing of the brand played big role in making me loyal to
the brand.
5. Do you ever confuse it with any other brand?what is that one thing that differentiates this brand
(ur selected brand) from another brand?
No confusion. Same reasons as above.
6. How were you able to remember the brand?

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Constant usage and crazy taste.
7. Ask them about differences in the ad.
8. Why do you consume the product(check negative & positive reinforcement)
Dishes get more tasty and delicious.
9. How much do you think before buying the product ?(Financial risk,psychological risk,social
risk,time risk,physical risk)
Not much time now. It is like a necessity now to have it, considering its heavy usage. It is worth the
money we spend on it.
10. How loyal are you?How long have you been buying the product and how often do you use it?
It’s been ages, around a decade maybe.
1. What benefits do you get from the product(Check functions)
Tasty and lovely food
2. How would you describe your attitude towards the brand?
Love for the taste of it.
3. Do your family, friends and other referents have a role to play in your decision to consume this
brand?
My family is who introduced me to this brand.
4. Has this brand by any chance changed your belief towards competitor brands?
I do not want to have loose ones or any other brand because I am satisfied.
5. What do people around you think about the product?
Good quality product which is bit expensive than its competitors.
6. What benefit do you get from the product?
Relaxes me and makes me focused and alert.
7. How do you purchase the product? -- > hierarchy Think,feel,act/act,feel think/feel,act,think?
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Ab tou souchey baghair khareedtey hain cuz we are used to it. I am used to buying national so
now I buy it before thinking or feeling. I think or feel when I am having it or after having it,
which is related to the taste only. Act-feel-think
8. What’s your evaluation of the product?
9. What do people around you think about the product?
1. When you go home, do you prefer to spend time with your family or on your own?
Family usually, taking care of my kids and husband.
2. Do you prefer family outings or outings with friends?
A balance but more inclination towards family.
Interview 2:
Demographics:
Age- 39
Social class- SEC A
Ethnicity- Sindhi speaking
Ask them about their activities, interest and opinions
I am home most of the time, husband lives abroad and does job there. I am here, taking care
of my kids. I don’t really use social media/TV, time is being spend mostly in prayers. I do
meet my sisters quite a lot and talk to them whenever I am free.
What is their lifestyle like?

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I am spiritual so when I wake up I remember Allah and pray. I offer tahajjud and all five
prayers for maghfirat and betterment. My sons are in high school and college, time guzarne
ka pata hee nhn lagta ghar ka dihaan rakhne mei hee din guzar jata hai.
How did you get to know about the brand?
I got to know about this brand because it always used to come at my house and I used to see
my parents it when I was a kid. Also, I used to watch TV a lot when I was young so I did
used to see ads on TV but I do not remember most of them now.
How did you gather product information?
I ask my close ones and relatives about a new product if they have used it. I also ask the
shopkeeper if the product is selling or if it is good enough to try it. Sometimes, I hear about
products on TV through some ads.
Do perceptual mapping (quality V Price)
I love national’s products and price does not really matter anymore and it got good quality.
Ask about product usage situation
In a good proportion. I eat a lot, I basically love food. I put chat masala in lots of dishes to
make them spicy na. I love French fries and make them frequently at home.
How do you think about the product?
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It is a high quality product. The taste is amazing and makes you want to have more of it. It
never fails to satisfy me. Also, convenient and easy to handle.
What do you think the brand communicates to you?
The only chat masala one should have as it is the best.
What is the promise that it is delivering?
Good taste and consistent quality.
Why do you consume it?( What were the consumer’s motives,why did they consume?)
I have it because I love its taste. It adds savour.
Which ad captured your attention the most?(Before showing ads)
I remember one ad only, iftaar wala with family having different dishes that need chat masala
for flavor. The ad involved the bonding of a wife with husband and kids, bringing iftaar
dishes and eating together.
List the number of Ads you remember
Which ad do you remember?(Exposure)
Iftar wala ad, wife brings food at iftar time for husband and kids and they eat together.
How did you understand this ad?what is it showing,what is the message? (What learning from what
ad)
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This ad shows happiness in the brand. It shows relationship with family. The taste is also
being highlighted there. Family gets excited and cheerful when those dishes are being put on
table.
Where do you mostly see our Ad. TVCs. Digital, print.radio or BTL
I do not watch tv anymore. Its been a long time that I have seen any ad. I just remember that
one ad, that is also very old. Dekhe hue 8-10 saal hogaye uss ad ko lekin dimagh mei beth
gaya.
Which one of the ads do you feel is relevant to you?
The ad, that I still remember, is relevant to me because my husband spends every Ramadan
with us in Karachi. It is a blessed month, and Ramadan with complete family is a blessing.
Normally, he is in Saudi doing job and sending money. He spends Ramadan with us every
year.
How is each ad different?
Most ads have this iftaar theme, only the recent one is vibrant showing delicious dishes
having chat masala in them.
Has there been change in the brand? What do you think of it? How have you perceived it?
Regards to taste, it has always stayed good. No change in taste. I see that they have been
changing ads with the trends, that means they are changing with the cultural requirements.
What was your first impression?(Check Stereotypes)
Joyful, pleasant, enjoyable, friendly
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If the brand introduced a new product,would you use it?
I use all the spices of national. If a new product is announced, I would love to try it.
Where do you shop? Does its ambiance matter to you?
Imtiaz and Naheed, I buy in bulk so that I don’t have to shop for weeks.
\What role do the five senses- sight, sound, smell, touch and taste, play to make an impression on the
consumer and persuade him to buy?
Sight- packaging of masala
Smell- of masala
Taste- of masala
How do your communications and BTL and ATL address that?
As I told you, I don’t watch TV.
Do you consume it as a product specific goal or a generic goal? (Category first or brand first)
It’s a brand specific goal now because I am impressed and satisfied.
What’s the first thought that comes into your mind when you need to use chat maslaa?
I want to make the food exquisite and lovely.
How do you consume ? In a family setting? On your own? How often?
Different times. For myself, when I am making French fries. I use it on chat, fruit chat, dahi
barray.
Check which ad did consumers recall and link it with id, superego and ego.
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Iftaar with husband and kids. Tasty food and happy family (family setting)
Determine their personality type. What brands do you consume? What are your hobbies? What is
your routine like? What do you do in the weekend when free?
I am home as I told you. Taking care of kids and the house is the toughest job. I make food
whenever I am bored. I love French fries.
What kind of person you are?
Introvert.
Check Social Character(Inner-Directedness or Outer-Directedness)
Do you have your own standards or own opinions when purchasing a new product or do you take
guidance from others?
My own guidance and opinions, along with the reviews that trusted people provide me.
Asking people specially those who I trust with reviews. Not random reviews from the
internet.
Do you focus on product information,benefits of product?or go for it once endorsed by
expert,celebrity?
I like seeing celebrities in ads but we all know they are getting paid so I don’t consider their
opinion beneficial or important to me. I like focus on functional benefits and prominent stand
out facts in a brand that are authentic and not just lies or false hopes. Even experts on tv are
getting paid so I don’t trust them.
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Is it important for you to have expert recommendation or celebrity endorsement to purchase the
I don’t particularly care if national’s ad come on tv. I like the brand and its taste so I just
hope they maintain it.
Communication mediums that you interacted with?
Just the ad I told you earlier, along with occasional billboards on main roads.
Advertising Appeals: Celebrity? Do they remember?
No
(Reach and frequency) What ads have consumers seen and how often?
I remember just that one Ad I told you earlier. Or koi bhi nhn yad.
What do you associate with National? Give me 3 words.
Bonding, together, happiness
What response does the ad trigger within you? Did you ever try providing the brand feedback?
Ads that u showed me which were musical and jingles were good but can get irritating if u they are
shown again and again. Never gave feedback till now.
Ask what do you understand from it and learn(apply classical conditioning concepts)
Ramadan and iftaar remind me of my husband.
Determine how they learn to use the product.
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From my family. Like my mom used to cook it for me.
Did you purchase product out of trial? Why the specific brand? If so, what was so unique about this
brand?
I don’t remember purchasing it out of trial. I have tried other brands but didn’t like them.
Do you ever confuse it with any other brand? What is that one thing that differentiates this brand
(your selected brand) from another brand?
The taste according to my preference, attractive packaging and good quality.
How were you able to remember the brand?
By continued usage and coming up to my expectations.
Why do you consume the product (check negative & positive reinforcement)
I like its taste, quality and it makes the food mouth-watering.
How much do you think before buying the product?(Financial risk, psychological risk, social risk,
time risk, physical risk)
Not with National anymore. But generally, I take into consideration financial risk, social risk and
physical risk as all of them are important.
How loyal are you? How long have you been buying the product and how often do you use it?
I do not have any other brand’s chat masala. I even recommend my relatives and cousins to
try National’s chat masala if they are consuming some other brand.
What benefits do you get from the product(Check functions)
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Discussed above
How would you describe your attitude towards the brand?
Discussed above
Do your family, friends and other referents have a role to play in your decision to consume this
brand?
Discussed above
Has this brand by any chance changed your belief towards competitor brands?
Yes, because I do not like other brands that much now.
What do people around you think about the product?
Positive reviews
What benefit do you get from the product?
How do you purchase the product? -- > hierarchy Think,feel,act/act,feel think/feel,act,think?
Act feel think. I don’t consider anything ab before buying it.
What’s your evaluation of the product?
What do people around you think about the product.
When you go home, do you prefer to spend time with your family or on your own?
Some time I like to spend alone to think and ponder. A lot of time I spend with family because they
are important part of my life.
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Do you prefer family outings or outings with friends?
Family.
Interview 1
Interviewee name: Humera Adil Zaidi
Interviewer name: M. Taha Zaidi
Q. How did you get to know about the brand? How did you gather this information?
My mother and mother in law used to use National spices while cooking and I got to know about the
brand through them. They used various spices like chilli powder, turmeric, coriander of National and
I gathered information through them.
How do you think about the product? What do you think the brand communicates to you?
The product is really good. Although there are various variants of masalas present in the market,
Shan and National being the main competitors, but what I have observed is that National’s spices
give a really good color to the dishes specially chat masala. It tastes delicious.
Apart from its color, taste, aroma, the product provides convenience by saving my time. I do not
have to mix up different spices and check their ratio, this saves a lot of time. Its easy.
I do not recall any ad of chat masala specifically. But yes there are usually more ad shown during
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ramazan that are ramazan specific, however I do not remember what exactly I saw in those ads.
I could only remember the ad that shows close up of different dishes. I liked that ad too.
How did you understand this ad?what is it showing,what is the message? (What learning from
what ad)
It showed different usage of Chat Masala except the traditional use on chana chat. It shows where
else you can use the product .
That same ad.
The other ads show a simple recipe of how to make chana chat, so it was like they are teaching
people how to make a certain recipe. The latest ad shows various uses of chat masala that looked
more attractive because it was showing a close up of different recipes.
Has there been change in the brand?What do you think of it?How have you perceived it?
The ads have changed, more improved. They have become more appealing. Part from that I don’t
think there has been any change in the ad. I first believed that chat masala was used only in chana
chat but the new ad showed several other usage of chat masala.
If the brand introduced a new product, would you use it?
Yes I would try it out without any hesitation because I believe that the brand is reliable and if it
introduces a new product it would be good too.
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For products like spices and general groceries, sometimes I shop from general store sometimes from
supermarkets like Aghas, Hyper Star etc. the ambience do matter because it gives a good feeling and
if the ambience or display is not good sometimes you miss some items which you want to buy. So
display also helps.
Check which ad did consumers recall and link it with id, superego and ego.
Id.
Determine their personality type. What brands do you consume? What are your hobbies?
What is your routine like? What do you do in the weekend when free?
Usually like branded stuff because I believe they are of superior quality. I am a housewife but I work
as well. So, job and home are part of my daily routine. When I get free time I usually like to rest
because of my daily busy schedule.
Check Social Character (Inner-Directedness or Outer-Directedness)Do you have your own
standards or own opinions when purchasing a new product or do you take guidance from
others? Do you focus on product information, benefits of product? or go for it once endorsed
by expert, celebrity (once you purchase this, you and your child would have social belonging).
It depends. I usually give more importance to my opinion. Now you can gather information about
products through internet and asking friends and get their reviews but for me the final decision is
usually mine.
Is it important for you to have expert recommendation or celebrity endorsement to purchase
the brand? Or would you buy without it? What do you feel when you watch your brands
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advertisement in any form? (Dogmatism)
No I don’t think so. Celebrities are usually paid to endorse brands, I usually buy things
Would you choose imported version or local version of product? (Ethnocentrism)
Well I like imported stuff and brands, but I think chat masala is more of a cultural thing and national
is more of a cultural brand so I think it caters more of our cultural needs.
Normally I learned it from my elders. But when it comes to the ads shown the ad shows how chat
masala can be used on different dishes and how we can make different dishes tastier.
Did you purchase product out of trial? Why the specific brand? if so, what was so unique
about this brand?
I think it depends on the needs. But when it comes to spices I do not go for trial. Usually I know
what brand I have to pick based on my preferences.
Do you ever confuse it with any other brand? what is that one thing that differentiates this
brand (ur selected brand) from another brand?
No, I have never confused national with any other brand. Its logo is very prominent, its brand name,
font size, color contrast. I know all these factors are always in my mind whenever I go to buy this
product.
Through its brand name.
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How much do you think before buying the product? (Financial risk,psychological risk,social
I usually don’t invest a lot of time since I have a busy life. When It comes to spices category take
decision quickly because I know what I have to buy.
How loyal are you?How long have you been buying the product and how often do you use it?
Very loyal. I have been using it for around 20 years. Normally in Ramadan the consumption is high.
Usually like 2-3 packs in a month. Apart from Ramadan, the consumption is generally low.
the major benefits I derive from its consumption is tasty food and good presentation because of its
color.
brand?
No.
No.
What do people around you think about the product?
They have never complained until now about this brand.
I usually buy groceries very consciously.
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I evaluate this product on two factors, mainly taste and color, and it provides me both taste and color
in recipes.
Do you like spending time with your family or alone?
Always with family.
Do you get bored of your daily routine or do you get tired and seek rest?
I always get tired at the end of the day because of my hectic schedule.
Interview 2:
Interviewee name: Shazia Zaidi
Interviewer name: M. Taha Zaidi
I watched its advertisement on TV, I liked that ad, so I started using it and my mother also used
National’s spices while cooking.
Check predispositions and expectations
The product is Chatkhara and chatpata, and it enhances taste.
What do you think the brand communicates to you? What is the promise that it is delivering?
The brand talk about Chatkhara pan and chatpati dishes. Overall, National brand talks about cultural
dishes, quality and taste.
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I mainly use it because it enhances the taste. Whether itss fruit chat, fried fish, etc.
I do not specifically recall chat masala’s ad, however I think I remember ads of other spices of
National.
How did you understand this ad?what is it showing,what is the message? (What learning from
what ad)
The ad show different dishes/recipes for which chat masala can be used. Multiple usage is shown
and how chat masala can add chatkharapan in dishes and enhance taste. Other ads focus on a certain
single recipe.
The latest one.
One ad showed consumption occasion (Ramazan) and chat masala, the other ad was just about a
single recipe of chana chat, and the third ad showed multiple dishes where chat masala can be used.
I haven’t perceived any change in the brand uptil now.
Yes, I would definitely consider it.
I usually buy from super markets and yes ambiance of the store matters a lot.
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Check which ad did consumers recall and link it with id,superego and ego.
Id.
Determine their personality type.What brands do you consume?What are your hobbies?What
is your routine like? What do you do in the weekend when free?
I usally go for branded items, be it clothes, personal care or home care products. My routine is busy
because I take care of my home and I work as well. My lifestyle is busy. On weekends or at times
when I am free, I usually seek rest.
Check Social Character(Inner-Directedness or Outer-Directedness)Do you have your own
standards or own opinions when purchasing a new product or do you take guidance from
others?Do you focus on product information,benefits of product?or go for it once endorsed by
expert,celebrity(once you purchase this,you and your child would have social belonging) Is it
important for you to have expert recommendation or celebrity endorsement to purchase the
brand?or would you buy without it?What do you feel when you watch your brands
advertisement in any form?(Dogmatism)
I don’t go for celebrity endorsement. I mostly rely on my own opnion. I would go for product
information.
Would you choose imported version or local version of product? (Ethnocentrism)
i would go for local version.
Did you purchase product out of trial?Why the specific brand?if so,what was so unique about
this brand?
No.
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Do you ever confuse it with any other brand?what is that one thing that differentiates this
brand (ur selected brand) from another brand?
No, I don’t think I have ever confused this brand with any other brand. Its brand name is very clear
and prominent.
How much do you think before buying the product? (Financial risk, psychological risk, social
risk, time risk, physical risk)
Well, chat masala is not that expensive I believe, and it is a reliable brand so I don’t spend a lot of
time in thinking about what to buy. However, when buying the overall groceries I spend time in
deciding how much and what to buy. (financial risk)
How loyal are you? How long have you been buying the product and how often do you use it?
Sine I started cooking. I think it has been more than 15 years.
It enhances the taste of dishes and it provides an appealing look because of its color.
Its positive. I have never been disappointed by its quality.
brand?
No.
Shan’s spices I believe have more artificial colors. I do not like its color of spices.
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Think – feel - act
I usually evaluate it on quality and price. The prices are reasonable and quality provided is up to the
mark.
Interview 1:
Interviewer name: Syed Hamza Ahmed Bukhari
Interviewee Name: Samina Ahmed, Age 49, Housewife.
Background
Ans: It has been in our use ever since I can remember.
Perception:
Ans: It is superior and unique In taste. It is spicy and has a khatas factor in it . it is sealed pack which
prevents it from being mixed with impurities.
Ans: sense of belongingness and owner ship. That the products are our own Pakistani products and
not imported. Pakistani masalay are better than that of any other place.

148
Ans: Taste, Cleanliness/ Purity, Originality.
Ans: Shan Masala is not good these days. The taste and color is not good whereas National has a
consistent taste and scent.
Ans: National ka Pakistan.
Ans: 12 masalay ad of biryani. Har zarra saaf. In Ramazan Chat Masala ad is mosly seen but cant
recall the exact ad. It was about sprinkiling in fruit chat and stuff.
ad)
Ans: the 1st ad shows that chat masala goes with everything and brings out its taste. Whereas the 2nd
ad also talks about relationships and talks about Aftaari specifically.
Ans: The second ad (Chirak Chirak).
Ans: The 1st ad is only about taste Whereas the second ad talks about relationships as well. The
jingle is different in both the ads.
149
Ans: Packaging has changed and it offers a much more variety of spices and taste and color is more
original and better.
Ans: Since it was a packaged masala so my first impression was good about it as it seemed to be
clean of any impurities and with a good taste.
Ans: I would definitely try first.
Ans: Marts and retails both. But yes ambiance matters because marts offer a quality of products and
you can see the variety of the products that can be purchased. Whereas in retail/kiryana it is over the
counter and the visibility of the products is not that good.
Personality:
Ans: Superego.
Determine their personality type.What brands do you consume?What are your hobbies?What is your
routine like?What do you do in the weekend when free?
Ans: Quality would be preferred over Brand name. But if the Brand name is good and the quality is
also good then it is a win win for me. So Brand name also matters as long as it is delivering the
promised quality other wise I would opt for another product. Hobbies include watching TV and
sometimes using facebook/viber to link up with my sisters. I have a hectic routine like I wake up
150
early to prepare breakfast for my husband and children so that they can go to office and university
respectively then i watch some morning shows and then my maasi comes so I look after the cleaning
and all with her meanwhile preparing for lunch and dinner. In the weekends I go to my Mother’s
house.
Check Social Character(Inner-Directedness or Outer-Directedness)Do you have your own standards
or own opinions when purchasing a new product or do you take guidance from
Ans: I would take guidance from others. It depends on the product for eg if I buy a face cream then I
would read the product info other wise I wont. I wont go for it if there’s a celebrity endorsement but yes
an expert recommendation will matter.
Ans: expert recommendation matters as it brings credibility to the product so I would buy it. I would
feel good about the brand.
Would you choose imported version or local version of product?(Ethnocentrism)
Ans: imported because mostly local products are fake,
Learning:
Ask what do you understand from it and learn(apply classical conditioning concepts)
151
Ans: Taste and relationship.
Ans: there are descriptions and recipie methods to use a Masala but for a Chat Masala you have to
learn on your own as to how much and on what things to use.
Did you purchase product out of trial?Why the specific brand?if so,what was so unique about this
brand?
Ans: we have been using National for a long time like when I was a kid myself. National is very old
and the first one in the market and also because of its good taste and originatlity.
Do you ever confuse it with any other brand?what is that one thing that differentiates this brand (ur
selected brand) from another brand?
Ans: No for Chat Masala I wont confuse it with any other brand. National’s name itself is
distinctive.
Ans: we have been using it for a longtime so I haven’t really forgetten it and I see National’s ad on
TV so it refreshes my memory.
Why do you consume the product(check negative & positive reinforcement)
Ans: Good chat masala will bring a good taste in the dish which will lead to satisfied diners
whereas if don’t use it or use a loose masala then it might ruin the color/presentation and taste of
the dish.
How much do you think before buying the product ?(Financial risk,psychological risk,social

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Ans: Not much.
How loyal are you?How long have you been buying the product and how often do you use it?
Ans: Have been using it since the start and for chat masala I would prefer national above all. I use it
in Ramazan specifically on fruit chat, pakoray, dhai balay etc and otherwise I use it on Haleem or
French fries
ATTITUDE TOWARD PRODUCT
Ans: I have a positive attitude towards National because of its consistency.
brand?
Ans: No not for this brand. It’s really my decision.
Ans: Yes it has because as compared to Shan national is offering more originality in its products
which is absent in Shan.
Ans: Rational Hierarchy. Think first.
Interview 2:
Interviewer name: Syed Hamza Ahmed Bukhari
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Interviewee Name: Sahar Tariq Abbasi, 28, Student
Background
Ans: My parents used it so that’s how I know about it.
Perception:
Ans: Taste and quality is amazing. One of the biggest brands for me in terms of food. For Chat
Masala, National is the winner for me compared to its competitors.
Ans: Quality, reliability, convenience, and homliness because my brother went abroad so he took
National with him as it gives a sense of belongingness.
Ans: Taste and convenience.
Ans: in my home we have national chat masala in our cabinet all over the year. We use it in almos
evry dish which we want to make spicy because it has a good and spicy taste.
154
Ans: Cant recall National Chat Masala ad but I do remember the Ketchup ad where the jingle was
like national ketchup zaroori.
Ans: I have seen Chatpata Chatkhara’s ad. Cant recall the whole ad though.
ad)
Ans: I liked this ad because the jingle is catchy and the dishes look good, the visuals are more
appealing. It is showing that Chat Masala compliments every food whereas in its old ad there is too
much music for Chat masala ad.
Ans: the first one is more appealing.
Ans: Although both the ads are about iftaar time but the jingles and the quality of visuals are very
different.
Ans: Packaging has improved a lot. Ad content has improved. In spices category it is the most
preferable brand.
Ans: Positive.

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Ans: depends on the product. I will try if it’s a relevant product.
Ans: Imtiaz. Yes it does. You have a lot more variety there. Imtiaz has a good display.
Personality:
Ans: Ego.
Determine their personality type.What brands do you consume?What are your hobbies?What is your
routine like?What do you do in the weekend when free?
Ans: Not brand conscious. It’s about quality. I watch TV shows online. Busy weekend.
Check Social Character(Inner-Directedness or Outer-Directedness)Do you have your own standards
or own opinions when purchasing a new product or do you take guidance from
Ans: Inner directedness. It’s totally my opinion. Doesn’t read benefits, buy it if it looks appealing.
Endorsements don’t matter.
Ans: endorsement doesn’t matter. It would make me feel that the brand is popular specifically
happens with phones. Chef Sadat’s endorsement works for me.
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Would you choose imported version or local version of product?(Ethnocentrism)
Ans: depends on the product.
Learning:
Ans: learned by myself.
Did you purchase product out of trial?Why the specific brand?if so,what was so unique about this
brand?
Ans: not for trial. Have been using it for a long time so we believe in the brand. Taste is the
uniqueness of this product.
Do you ever confuse it with any other brand?what is that one thing that differentiates this brand (ur
selected brand) from another brand?
Ans: Never. I would find national. I would find that orange box. Taste is most distinctive factor.
Why do you consume the product(check negative & positive reinforcement)
Ans: if I don’t use it then the dish would be incomplete and if we use some other masala then
people don’t like it. If we use it then everyone would like it.
How much do you think before buying the product ?(Financial risk,psychological risk,social
Ans: Not much for chat masala.
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ATTITUDE TOWARD PRODUCT
Ans: Positive. Our brand.
brand?
Ans: yes. Everyone prefers national in our family.
Ans: when we used national chat masala, it was way better than shan chat masala so we never
bought shan’s masala after that.
Ans: Its ACT. Because i believe in the brand so I would not think first.
Ans: Good in taste. Consistent taste. Good packaging. Good color.
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Contribution Statement
 M. Taha Zaidi (Team Leader)
 Syed Hamza Ahmed
 S. M. Raza Rizvi
 Shahmeer Naeem
 Abdul Qadeer Shaikh
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 Maisam Zulfiqar
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National Spices

Submitted to: Ms. Fatima Akhund

introduced crackers with the brand name Scene On.

- Dried Mango powder

- Dried Ginger powder

considered of superior quality and free of impurities.

- in-depth interview with the brand manager

- Focus group discussion(s)

reach PKR15 billion in 2022.

the market leader in the chat masala category.

and condiments landscape from scratch with its brands.

and competitive pricing.

In this way, the category is becoming increasingly concentrated and competitive.

geographical penetration. However, this is likely to be a long-term trend. Independent small

stagnate in the future.

an increase in prices over the past five years.

Herbs and Spices Value Growth Forecast

over the past few years expanding in size.

Herbs and Spices Volume Growth Forecast

expected to slow down.

constant in the future increase in consumers or per consumer consumption.

room for growth.

share of voice in the category.

global financial crises affected all the markets.

branding separate shelves, trade promotions and other in store communications.

Shan 35 65 Mehran and Shan.

Nestlé’s Maggi, Mitchells and Unilever’s Knorr.

maintained a leadership position in the Industry.

2017, it could recover from catastrophic losses of 2016.

another basis of segmentation used that is psychographic.

(a) The functional utilities that chat masala should provide

(b) The difference between branded and “khula” chat masala

about making it yourself at home.

differentiation from its competitors that is used by National chat masala is

- Better quality as compared to unbranded chat masala

- More “chatkharapan” as compared to Shan (direct competitor).

branded house and not a house of brands.

moments of chat masala.

ingredient” tag from the product.

Seeks appreciation & Convenience &

Caring and loving

This convenience is the product’s actual unique selling proposition.

chat masala and unpackaged chat masala.

continued to deliver on its promise and be perceived as consistent and reliable.

slightly cheaper in terms of Price/gram.

additional Chat Masala, to increase Sales

campaign known as ‘National ka Pakistan’.

Role of Distribution Channel

Type of Distribution Channel

1. Producer – Wholesaler – Retailers -- End user/Consumer

major markets and big stores of all the parts of Karachi

2. Producer -- Agents – Wholesaler – Retailers – End user/Consumer

to distribute the product in different other cities.

products as well as taking care of after sales services.

Intensity of Distribution Channel

needs motivate them to accomplish their goals and achieve satisfaction.

Brand Manager’s Perspective

making decisions to satisfy basic needs of taste in their recipes.

the social motives of consumers.

best for them.

tasty food towards which the consumers’ behavior is directed.

subconscious level too.

beautiful images of food, whereas the jingles appeal to the hearing.

Sensation Selection Sense Making