ABSTRACT. This current research endeavors to study important factors having significant impact on consumer's choice of beverages in Punjab province of Pakistan. Beverages in two major categories of 'hot' and 'cold' have been studied to examine consumer consumption pattern. Data has been collected through interview from 80 respondents belonging to two major cities of Punjab, i.e. Lahore and Faisalabad, by incorporating stratified random sampling technique. These two cities of Punjab were selected because of bi… Show more
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