Abstract
A comparison of two ghee firms Kashmir and Kisan in Pakistan was undertaken to seek opinion of customers about the taste, availability, affordability of their products. The survey revealed that the consumers preferred Kashmir products due to their widespread availability, quality and taste. The research finding suggest that there is a cut throat competition between the two firms which compelled them to improve quality of their products and change a price afforded by larger segment of population from both the middle income earning group and the poorer section of society. Key Words: Ghee, availability, affordability, quality, packaging, competition
