Question : Read the case study and answer the questions.

Vegetarianism-ranging from avoiding only red meat to avoiding all animal products-is clearly on the rise in the United States. By mid-1990s, 7 percent of the population classified themselves as vegetarian and 8 percent of those aged 8-17 did so. Sales of vegetarian foods have been increasing at almost 40 percent a year. In addition, many more people have adopted a vegetarian orientation-a preference for vegetarian meals while still consuming some meat.

Most vegetarians in the United States made a conscious decision to adopt the practice, as opposed to having been raised a vegetarian. Several studies have explored the motives for this decision. One found four primary motives: (1) moral-focused on animal welfare and suffering. (2) gustatory-relating to a negative reaction to the taste or texture of meat, (3) health-the belief that meat consumption is bad for one's health, and (4) ecological-concern that the practice of raising animals for food is not good for the environment. Another study found the first three motives listed above but identified reference group influence as a fourth motive.

Being a vegetarian now is easier than a few years ago, but it still requires considerable commitment. It is difficult and time consuming to be sure that purchased food products, particularly restaurant meals, are indeed vegetarian Food options for vegetarians are still limited in terms of recipes, restaurant meals choices, and prepared foods. Most vegetarians face social pressures to conform to the "normal" eating practices of the majority. Sometimes these pressures can be quite strong:

My dad was very prickly about it (my being vegetarian) because he thought this was like a value judgment against him. He thought that by disagreeing with his dietary choice I was kind of saying that his food wasn't good enough for me.

Vegetarianism is produced by a complex set of motives, which differ between males and females. For example, male vegetarians are more independent or nonconforming than are female vegetarians. This is probably due to a cultural belief that red meat is a "man's" food while vegetables and other light foods are for women. Thus, a male vegetarian is going more against social norms than is a female. There are also noticeable differences in motives between vegetarians and those with a strong vegetarian orientation. For example, vegetarians are motivated in part by a concern for the environment. This does not appear to Influence those with a strong vegetarian orientation

Case questions: Answer the following.

1. To what extent are vegetarianism and vegetarian orientation influenced by culture and value system?

(4 Marks)

2. Identify personality trait of potential target market for a vegetarian restaurant according to trait theory who might adopt vegetarianism

(4 Marks)

3. Develop comprehensive research guide for depth interview you might conduct in order to explore purchase decision of vegetarian consumer in Karachi. Identify what aspect of consumer decision buying behaviour you would like to explore during depth interview in research guide.

(6 Marks)

4. To what extent do social and religious and individual norms and belief might affect vegetarian diet in Pakistan. Develop a questionnaire in order to collect information from consumer of Pakistan,

(6 Marks)