Measuring supply chain of packed milk from consumer perspective in Pakistan

This paper aims to know consumer perspective of packed milk supply chain in Pakistan. Comprehensive study has been carried out by conducting survey from people belonging to different locations, professions and age. Overall industry has been our focus of study. It is found that there is still potential to bring betterment and advancement in supply chain of packed milk industry. As trends of consumers changing packed milk industry can flourish itself and provide better options to its customers. By focusing on proposed strategy milk industry can significantly increase its market share and can replace Gawalas/ classic milkman (who sells fresh milk from door to door in milk can).