Awareness of Pakistani Consumers towards Nutritional Labeling on Product Packaging in Terms of Buying Behavior
Syed Hassan Abbas Zaidi, Bakhtiar Muhammad

Abstract
Nutritional Labeling communicates to consumer that the product holds those attributes that can fill the required need and contains components that that are better as compared to the ones provided by the competitor. Nutritional labeling provides the customers with the opportunity to choose healthier food for themselves and their families. A sample size of 250 was chosen and questionnaire were distributed to find the preference of Pakistani customers towards labeling from which 207 filled questionnaire were returned and along with that 40 interviews were conducted by the researcher. The participants despite of the high education level and presence of children in family do not consider nutritional labeling. The results also revealed that most the Pakistani people consider expiry date and manufacturing date only because a positive image is already developed in their minds due to strong brand names.

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