INTRODUCTION
Background of Various market segments and the food shopping behavior of individuals in the Pakistan have been studied from innumerable perspectives, and many of the concepts and findings have helped marketers gain a better understanding of the characteristics of Karachiitte food shoppers The results have often provided a basis for more effective marketing strategies. Much also has been written about the need for increasing the general knowledge of marketing in other countries and how different marketing systems operate in delivering frozen food products to consumers. In the rapidly growing cities of Pakistan the socio-economic environment of Frozen food retailers is extremely difficult. With inflation and other health-related conditions getting sever and prevailing in Pakistan. People tend to save themselves and the market can see more frozen and hygienic brands of groceries appearing at cost beneficial prices. Cases like cholera and dengue virus have proven to be quite the thought-provokers for consumers as during this inflation infected age of today consumers tend to see going to the hospital and getting treatment for disease to be rather very expensive and hence the preventive approach for eating healthy has risen for the past few years.