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Customer attitude is very importatnt
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A Thesis Report on
Customer Attitude towards Beverage Industry in
Dhaka City
Stamford University Bangladesh
Thesis Report
Customer Attitude towards Beverage Industry in
Dhaka City
Submitted to:
Shohana Islam
Assistant Professor
Department of Business Administration
Stamford University Bangladesh
Submitted by:
Shawkat Ali
BBA 041 13063
41 (A)
Specialization in Marketing
Date of Submission: June 30, 2013
Customer Attitude towards Beverage Industry in Dhaka City Page 3
Letter of Transmittal
June 30, 2013
To
Shohana Islam
Assistant Professor
Department of Business Administration
Stamford University Bangladesh
Subject: Submission of the Thesis Report
Dear Madam,
It is indeed a great pleasure for me to submit my thesis report, which is based on, Customer
Attitude towards Beverage Industry in Dhaka City.
I have tried my level best to present an effective report which will create various
opportunities for the marketer and marketing strategy developer to develop effective
marketing strategy.
I am confident enough that this report will create an opportunity to understand the value of
customer attitude towards beverage industry in Dhaka city and how this influences purchase
intention of consumer in this city.
Sincerely Yours,
Shawkat Ali
BBA 041 13063
41 (A)
Customer Attitude towards Beverage Industry in Dhaka City Page 4
Certificate
This is to certify that the thesis report on Customer Attitude towards Beverage Industry
in Dhaka City, submitted for the award of getting degree of Bachelor of Business
Administration with specialization in Marketing to the Stamford University Bangladesh is a
record of bona-fide research carried out by Shawkat Ali under my supervision. No part of the
thesis report has been submitted for any degree, diploma, title or recognition before.
Shohana Islam
Assistant Professor
Department of Business Administration
Stamford University Bangladesh
Customer Attitude towards Beverage Industry in Dhaka City Page 5
Declaration
I, Shawkat Ali student of Bachelor of Business Administration with specialization in
Marketing of Stamford University Bangladesh do hereby declare that the thesis report on
Customer Attitude towards Beverage Industry in Dhaka City has not been submitted
by me for any degree, diploma, title or recognition before.
Shawkat Ali
BBA 041 13063
41 (A)
Customer Attitude towards Beverage Industry in Dhaka City Page 6
Acknowledgement
At first I would like to express my gratitude to Almighty Allah who makes me able to prepare
this report with good health and sound mind.
Then I would like to express my deepest gratitude and warmest appreciation to my thesis
supervisor Ms. Shohana Islam, whose assistance and guidance was outstanding for the
successful completion of the report. Without her help, it was impossible for me to complete
this report. Her excellent method of guiding helped me to understand this critical title easily. I
also thanked her for kindly assigning such a nice and significant title which I am always
supposed to remember gratefully.
Last but not least, my appreciation and thanks to my friend Md. Mahin Uddin. He helped me
a lot on the time in making survey. I also like to pass my thanks to the interviewees for their
nice participation and cooperation.
Customer Attitude towards Beverage Industry in Dhaka City Page 7
Table of Contents
Chapter 1 .................................................................................................................................... 9
1.1 Preface ............................................................................................................................ 10
1.2 Objective of the Report .................................................................................................. 10
1.3 Methodology .................................................................................................................. 10
1.3.1 Sample Size ............................................................................................................. 10
1.3.2 Sources of Data ........................................................................................................ 10
1.3.3 Data Collection Process ........................................................................................... 10
1.4 Method of Analysis ........................................................................................................ 11
1.4.1 Frequency Distribution ............................................................................................ 11
1.4.2 Factor Analysis ........................................................................................................ 11
1.5 Limitation of the Report ................................................................................................. 11
Chapter 2 .................................................................................................................................. 12
2.1 Literature Review ........................................................................................................... 13
Chapter 3 .................................................................................................................................. 14
3.1 Overview of the Beverage Industry ............................................................................... 15
Chapter 4 .................................................................................................................................. 17
4.1 Findings and Analysis .................................................................................................... 18
4.1.1 Frequency Distribution ................................................................................................ 18
4.1.2 Factor Analysis ............................................................................................................ 19
Chapter 5 .................................................................................................................................. 27
5.1 Conclusion ......................................................................................................................... 28
Customer Attitude towards Beverage Industry in Dhaka City Page 8
Executive Summary
There are number of companies those are doing business in beverage industry. Basically,
Coca-Cola leads the Bangladesh market. Then PepsiCo, PRAN and Partex beverages are
playing leading role in beverage industry.
In my study, it is observed that young consumes beverage mostly. Student is largely
habituated in the consumption of beverage. Male is more interested rather than female in
consuming beverage. The study shows that brand name, image, logo, slogan and price are
most important issues. Labeling is the essential issue. The colorful packaging attracts
consumers. Most of the consumers buys beverage when they are thirsty. They are interested
to consume it in the private place. Consumer in Dhaka city prefers to take beverage after
freezing. They prefer to give reasonable price in the return of good taste. Most of the
consumers are interested to pay more for their favorite beverage if it is needed. They have the
possibility to change their regular beverage in special occasion. Consumer would like to take
pure drinking water as substitution.
Customer Attitude towards Beverage Industry in Dhaka City Page 9
Chapter 1
1.0 Introduction
Customer Attitude towards Beverage Industry in Dhaka City Page 10
1.1 Preface:
A drink or a beverage is a liquid product which is specifically prepared for human
consumption. In addition to basic needs, beverage forms a part of the culture in human
society.
Consumers are individuals with likes and dislikes. When the preponderance of people in a
particular group feel one way or another about a product, service, entity, person, place or
thing, it is said to be a generalized consumer attitude that could affect the marketing of that
person, product or entity in positive or negative ways. Marketers strive to influence consumer
attitudes and understanding the prevailing attitude is the first step to changing it if needed.
The aim of this study is to know customer attitude towards beverage industry in Dhaka city.
1.2 Objective of the Report:
This report has mainly two objectives.
1. To examine the customer attitude towards beverage industry in Dhaka city.
2. To investigate the factors that affects the customer attitude towards beverage industry
in Dhaka city.
1.3 Methodology:
In my report, I have found the attitude of customer towards beverage industry in Dhaka city.
For this reason, I have collected data from the Dhaka city. I made nine questions and asked
50 respondents to fill up this questionnaire.
1.3.1 Sample Size:
It is known that the required sample size for conducting an exploratory factor analysis should
at least 4 or 5 times the total number of items used in the study. I considered 50 samples
which are quite enough for the thesis report.
1.3.2 Sources of Data:
This report is fully based on primary data. I have collected primary data by using nine
questions from Dhanmondi, Shyamoli and Mirpur areas.
1.3.3 Data Collection Process:
I have collected primary data in a systematic way. At first, I have developed total 9 questions
in likert scale format those were presented in a table. There were also 8 other general
questions. Then I asked 50 respondents to state their level of agreements by tick mark:
1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree.
Customer Attitude towards Beverage Industry in Dhaka City Page 11
1.4 Method of Analysis:
The statistical software (SPSS) 16.0 was used to analysis the data collected. A total of 2
analytical techniques were used to verify the acceptability of findings.
1.4.1 Frequency Distribution:
It was used to sum up the demographic information of the sample.
1.4.2 Factor Analysis:
It was used to know the number of agreement in each option. In KMO and Bartletts test if
the measurement of sampling adequacy is more than 60%, it is possible to continue the study.
In this study, it is 78.8%. It means that it is fulfilling the expectation.
1.5 Limitation of the Report:
The sample size is only 50. It is not well enough to know the overall situation.
I collected data only from Dhanmondi, Shyamoli and Mirpur areas. Here, the
convenience is getting priority.
I have taken data only from Dhaka and it may not represent all over the country.
Respondents may provide the wrong information which can represent false
interpretation.
Respondents were not serious in answering the questions.
Customer Attitude towards Beverage Industry in Dhaka City Page 12
Chapter 2
2.0 Literature Review
Customer Attitude towards Beverage Industry in Dhaka City Page 13
2.1 Literature Review:
Andrew Anderson published in an article in 1992 that customer attitude is a fact that cannot
be ignored. He is a journalist of England. He said that customer attitude is an important factor
in terms of beverage industry. Brand name and image are the important issues. He mentioned
that these should be selected carefully. KMO and Bartletts sampling adequacy is more than
60%. It indicates that it was a successful study. It is 65.5%. Taste is an important factor
which can give extra value to the consumer. Color should be used carefully. Colorful
packaging can attract the mind of consumer. If price becomes more than a reasonable, no one
will purchase a beverage until it gets brand reputation. The price should not be slightly
increased before getting brand image. The size is an important factor when it is the question
about family size. Different size should be introduced for the different size of family. Slogan
can express everything about a brand. Everyone feels for consuming beverage when they are
thirsty. But it is not consumed in a regular basis. Everyone prefers the association of
reasonable price and good taste. In the conclusion, he said that beverage industry covers the
largest market in England. Brand loyalty is an important factor for getting the long term
success. If the long term relationship can be maintained properly with the consumer, it is
possible to get the benefit from it throughout the year after year.
John Cumberford is a writer of USA. He also found the importance of customer attitude
towards beverage industry throughout the world in 1995. He mentioned that it is a magical
thing to read the mind of consumer. It is possible to get access to the customer attitude
through analysis of consumers mind. Beverage is usually consumed when consumer feels
thirsty. Everyone prefers to consume beverage by the ice cube. It is not possible to use pure
drinking water as the substitution of beverage. He said that consumer would like to purchase
colorful beverage when it is the question about party in their home. They are interested to pay
more for their favorite beverage if it is needed. It shows their higher brand loyalty to the
brand. Color is essential to use carefully. Brand image is a most important factor. Brand name
is easier to identify through higher brand loyalty. At the end of conclusion, he said that it is
very important to know the attitude of consumer if anyone wants to launch beverage in the
USA or anywhere in this world.
John Carry wrote a book where he mentioned the importance of beverage industry of South
Africa in 1997. He is also a writer. In his many books, he tried to find the customer attitude
towards different industries. He mentioned that brand name and image are the most important
issues in terms of selecting beverage. It is essential to pick up the reasonable price. The
unusual shape should be removed. Colorful packaging has the ability to attract eyes of
consumer. The pure drinking water cannot be used as the substitution of beverage. In giving
conclusion, he said that beverage industry is a vital issue when it comes in the South Africa.
In the conclusion, it can be said that it is an important factor when it is possible to make
analysis on the customer attitude towards beverage industry.
Customer Attitude towards Beverage Industry in Dhaka City Page 14
Chapter 3
3.0 Overview of the Beverage Industry
Customer Attitude towards Beverage Industry in Dhaka City Page 15
3.1 Overview of the Beverage Industry:
The beverage industry is getting popularity day by day in Dhaka city. It is accepted by every
class of customer. For them, it is not just the soft drinks. It is more than that. There are many
beverage industries in Dhaka city those are doing their business with ease. But some of them
are the leading brands in the category of beverage industry. Few of them are described below.
In 1893, Coca-Cola was registered officially in the U.S. Patent and Trademark Office.
Since people kept asking for Coke, the Company relented to popular demand. In 1941, the
trademark Coke received equal prominence in advertising with Coca-Cola, and in 1945,
Coke was registered as a trademark.
In 1955, the Coca-Cola Company marketed its first soft other than Coca-Cola: an orange-
flavored soft drink introduced in Naples, Italy. The trademark, based on the word fantasy
was the result of a bottling plant employee contest. Fanta is now the numberfive soft drink
worldwide.
The idea for the name of the lemon-lime soft drink, Sprite, came from early advertising.
During the 1940s, an elf with silver hair and a big smile (and most often wearing a bottle cap
for a hat!) was used in advertising for Coca-Cola. This character, known affectionately as the
Sprite Boy, urged consumers to buy more of the product.
In the late 1950s, the company developed a circus-flavored drink. The short, sharp and
memorable sound of Sprite made it an ideal name for the new product. Since another
company had been using the name since 1955, the company had to purchase and register
Sprite as its property. In 1961, Sprite made its U.S. debut. The Coca-Cola Company
acquired minute Maid another popular in 1960. In 1985, the name was extended to a new
U.S. soft drink, Minute Maid orange.
The Coca-Cola Company is named as Tabani Beverage Company Limited. It is the No. 1 soft
drinks now in Bangladesh as well as all over the world. It is now doing almost a monopoly
business in the beverage sector.
Coca-Cola has three varieties. These are, Cola-Cola Flavor, Sprite-Clear Flavor and Fanta-
Orange Flavor.
Pepsi Cola Company Limited is incorporated and continuing its operation in Bangladesh as a
private company. It is named as Bangladesh Beverage Company Limited.
The company is currently operating four plants located in Dhaka, Chittagong, Bogra and
Jessor. Pepsi now has six different flavors including its new arrivals, Slice (Mango flavor)
and Mirinda lime (Orange flavor). Others are, Pepsi-Cola Flavor, 7 UP-Clear Flavor and
Mirinda-Orange Flavor.
Customer Attitude towards Beverage Industry in Dhaka City Page 16
Pepsi is one of the oldest brands in Bangladesh. Pepsi is first arrived in Dhaka in 1976. Late
Mia Amanullah, Former Executive Director of Pepsi Cola Co. Bangladesh, introduced the
brand. At first, Pepsi and 7 UP were separate companies. However, in 1989, the companies
merged and named under Pepsi Company Limited Bangladesh. Its varieties are given below.
The Pepsi Cola story itself begins with a drugstore in New Bern, North Carolina and a
pharmacist named Caleb Bradham. Bradhams aim was to create a fountain drink that was
both delicious and healthful in aiding digestion and boosting energy. It would be free of the
impurities found in many bottled health tonics and it would contain none of the stronger
narcotics often-added to popular fountain drinks.
By 1902, he succeeded in doing so and Pepsi was invented. The demand increased so
dramatically it dawned on Bradham that Pepsi-Cola was something special. On December 24,
1902, he filed incorporation papers with the state of North Carolina. In these, he indicated his
plans for corporate branches in Virginia, Maryland, Pennsylvania and New York.
AMCL market its product under the brand name PRAN that stands for Program for Rural
Advancement Nationally. The Agriculture Marketing Company Limited (AMCL) was
incorporated in Bangladesh on 15th May, 1985 as private limited company under the
companies Act, 1913 and subsequently on 2nd June, 1993 the company was converted into
public limited company, the shares of the company were listed in Dhaka and Chittagong
stock exchanges.
The company is financed by industrial Promotion and Development Company of Bangladesh
Limited, ANZ Grindlays Bank, Dutch Bangla Bank and by its stakeholders.
Initially PRAN had jam, Jelly and Pickle in its product line. In January, 1995 production of
orange juice and in June production of PRAN mango bottled juice started. PRAN now
operates by having eight zones throughout the country. The zones are Dhaka Metro, Adjacent
Dhaka, Comilla, Chittagong, Sylhet, Khulna, Barisal and Rajshahi. The company also has
three more sub zones.
The companys business activities are farming, trading, processing of fruits, vegetables and
other agro products. Unit wise activities of the company are shown below.
Unit-1 for Processing of agro products, Unit-2 for Farming, Unit-3 for Bottling, Tetra
Packaging of Juice and Mineral Water, Unit- 4 for Trading.
There are also some other beverage industries those are significantly making competition
with the leading brands in the category of beverage industry.
Customer Attitude towards Beverage Industry in Dhaka City Page 17
Chapter 4
4.0 Findings and Analysis
Customer Attitude towards Beverage Industry in Dhaka City Page 18
4.1 Findings and Analysis:
The sample size for this study is 50. It was taken randomly. The mean values of age, gender
and occupation are 24.24, 1.24 and 1.38 respectively. The age is found as the numeric data. In
gender, male is identified as 1 and female is identified as 2. In occupation, student is 1,
service holder is 2, business man is 3 and house wife is 4. The minimum age is 20. The
maximum age is 48. There is no missing data.
Statistics
Age Gender Occupation
N Valid 50 50 50
Missing 0 0 0
Mean 24.24 1.24 1.38
Minimum 20 1 1
Maximum 48 2 4
4.1.1 Frequency Distribution:
Age
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 20 1 2.0 2.0 2.0
21 11 22.0 22.0 24.0
22 10 20.0 20.0 44.0
23 14 28.0 28.0 72.0
24 3 6.0 6.0 78.0
25 4 8.0 8.0 86.0
26 2 4.0 4.0 90.0
28 1 2.0 2.0 92.0
35 1 2.0 2.0 94.0
39 1 2.0 2.0 96.0
45 1 2.0 2.0 98.0
48 1 2.0 2.0 100.0
Total 50 100.0 100.0
The most frequency lies on age 23. The percentage of age 23 is 28. The least frequencies of
age are 20, 28, 35, 39, 45 and 48. The percentage of these ages is 2.
The ending of cumulative percentage is 100. It shows the appropriateness of this study.
Customer Attitude towards Beverage Industry in Dhaka City Page 19
Gender
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Male 38 76.0 76.0 76.0
Female 12 24.0 24.0 100.0
Total 50 100.0 100.0
The most number of frequency lies on male. The frequency of female is 12. The percentage
of male is 76. The female percentage is 24. The number of male is 38 and female is 12.
Occupation
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Student 39 78.0 78.0 78.0
Service
Holder 6 12.0 12.0 90.0
Business Man 2 4.0 4.0 94.0
House Wife 3 6.0 6.0 100.0
Total 50 100.0 100.0
The frequency of student is 39. It is the most frequency with the percentage of 78. The least
frequency lies on business man. The percentage of it is 4.
4.1.2 Factor Analysis:
KMO and Bartlett's Test
Kaiser-Meyer-Olkins Measurement for
Sampling Adequacy .788
Bartlett's Test for
Sphericity
Approx. Chi-Square 151.283
Degree of Freedom 36
Significance .000
It is the test of KMO and Bartlett. It is the measurement of the factors. The sampling
adequacy is .788. The percentage of it is 78.8. It is more than 60%. It is showing that it is
possible to continue the study. It is indicating higher sampling adequacy for the factor
analysis. The approximate chi-square of Bartletts test is 151.283. The degree of freedom is
36. Here, the significance is .000.
Customer Attitude towards Beverage Industry in Dhaka City Page 20
These are the 9 factors that are considered for knowing the customer attitude towards
beverage in Dhaka city. It is the extraction method for getting principal component analysis.
The initial values are 1 individually. The most extraction lies on .755. The labeling is entitled
with least extraction with .384.
The total variance is explained in the table below. There are 9 factors to be considered.
43.356% said that brand name should be selected carefully. One appropriate brand name can
explain about the quality of beverage. The brand image is the second most important factor
with the percentage of 13.312. In the factor of logo and slogan, the cumulative percentage is
exceeding 60%. In the 3rd component, the cumulative percentage is 66.396%. It is showing
the good indication of this study. The ending of this percentage is closed with 100.
Communalities
Initial Extraction
Brand Name 1.000 .720
Brand Image 1.000 .731
Logo and Slogan 1.000 .670
Size and Shape 1.000 .469
Color 1.000 .403
Taste 1.000 .552
Labeling 1.000 .384
Colorful
Packaging 1.000 .755
Price 1.000 .416
Extraction Method: Principal
Component Analysis
Customer Attitude towards Beverage Industry in Dhaka City Page 21
Total Variance Explained
Compone
nt
Initial Eigen Values Extraction Sums of
Squared Loadings
Rotation Sums of
Squared Loadings
Tota
l
% of
Varianc
e
Cumulativ
e %
Tota
l
% of
Varianc
e
Cumulativ
e %
Tota
l
% of
Varianc
e
Cumulativ
e %
1 3.90
2 43.356 43.356
3.90
2 43.356 43.356
2.56
0 28.448 28.448
2 1.19
8 13.312 56.668
1.19
8 13.312 56.668
2.54
0 28.220 56.668
3 .876 9.728 66.396
4 .805 8.942 75.338
5 .719 7.992 83.331
6 .585 6.500 89.831
7 .405 4.498 94.329
8 .306 3.398 97.727
9 .205 2.273 100.000
Extraction Method: Principal
Component Analysis
In the component matrix, it is seen that brand name and image are the most important factors
with the percentage of .849 and .832 respectively. Taste and price are also the vital issues for
the beverage in the Dhaka city. In the 2nd component, the ending value is .647. It is showing
the appropriateness of this study.
Customer Attitude towards Beverage Industry in Dhaka City Page 22
Component Matrixa
Component
1 2
Brand Name .849
Brand Image .832
Logo and Slogan .574 -.584
Size and Shape .681
Color .592
Taste .598 -.441
Labeling .619
Colorful
Packaging .580 .647
Price .518
Extraction Method: Principal
Component Analysis
a. 2 Components Extracted
Rotated Component Matrixa
Component
1 2
Brand Name .609 .591
Brand Image .729 .446
Logo and Slogan .818
Size and Shape .433 .531
Color .580
Taste .735
Labeling .427 .449
Colorful
Packaging .868
Price .638
Extraction Method: Principal
Component Analysis
Rotation Method: Varimax with
Kaiser Normalization
a. Rotation Converged in 3 Iterations
Customer Attitude towards Beverage Industry in Dhaka City Page 23
In the rotated component matrix, the highest value in 1st component lies on logo and slogan
with .818. The least value is .427 in labeling. In the 2nd component, the ending value is .638
which is more than 60%.
Component Transformation
Matrix
Component 1 2
1 .710 .704
2 -.704 .710
Extraction Method: Principal
Component Analysis
Rotation Method: Varimax
with Kaiser Normalization
In this table above, there are 2 components. It is the matrix for transformation. In the 2nd
component, the ending value is .710. The 2nd value of 1st component is showing the minus
figure.
Statistics
Ag
e
Gen
der
Occu
pation
Feeli
ng
Weekly
Consum
ption
Comfor
t Zone
Consu
ming
Way
Associ
ation
Payin
g
More
Changing
Possibility
Substi
tution
N
Va
lid 50 50 50 50 50 50 50 50 50 50 50
Mi
ssi
ng
0 0 0 0 0 0 0 0 0 0 0
Mean 24.
24 1.24 1.38 1.76 1.80 1.44 1.92 1.22 1.14 1.28 1.30
Mini
mum 20 1 1 1 1 1 1 1 1 1 1
Maxi
mum 48 2 4 3 3 2 3 2 2 2 2
Customer Attitude towards Beverage Industry in Dhaka City Page 24
These are the frequencies of every factor. The mean value of feeling is 1.76. The minimum
value of association is 1 and the maximum value is 2. The mean value of changing possibility
is 1.28.
Feeling
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Thirsty 26 52.0 52.0 52.0
Break 10 20.0 20.0 72.0
Lunch or
Dinner 14 28.0 28.0 100.0
Total 50 100.0 100.0
It is the frequency table of feeling. It is the question about when they feel that they should
consume beverage. The most frequency lies on thirsty with 52%. After lunch or dinner has
the 2nd highest percentage with 28%. It can be said that thirsty has the most impact for
consuming beverage in Dhaka city.
Weekly Consumption
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Less of 7 25 50.0 50.0 50.0
7 Times 10 20.0 20.0 70.0
More of
7 15 30.0 30.0 100.0
Total 50 100.0 100.0
Most of the consumer choose beverage not as a regular habit with the percentage of 50. The
least percentage lies for 7 times in a week. It is the question about consumption on a weekly
basis.
Comfort Zone
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Private 28 56.0 56.0 56.0
Public 22 44.0 44.0 100.0
Total 50 100.0 100.0
Customer Attitude towards Beverage Industry in Dhaka City Page 25
It is the question about the comfort zone of consuming beverage. Most of the consumer
prefers to consume beverage in private place with 56%. The public place has the percentage
of 44. As we know that taste differs by the place. It is also the question about the probability
of sharing.
Consuming Way
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Ice Cube 9 18.0 18.0 18.0
Freezing 36 72.0 72.0 90.0
Without
Freezing 5 10.0 10.0 100.0
Total 50 100.0 100.0
It is the question about the way of consumption. Most of the consumer prefers to consume
beverage by freezing with 36%. The least frequency lies without freezing with the percentage
of 5. The 2nd highest frequency lies with ice cube with 9%.
Association
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Low and
Good 39 78.0 78.0 78.0
High and
Good 11 22.0 22.0 100.0
Total 50 100.0 100.0
It is the question about association when consumer thinks about the beverage. The most
frequency lies on low price and good taste with 78%. Here, low price indicates reasonable
price what consumer usually likes to pay. The least frequency lies on high price and good
taste.
Paying More
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 43 86.0 86.0 86.0
No 7 14.0 14.0 100.0
Total 50 100.0 100.0
Customer Attitude towards Beverage Industry in Dhaka City Page 26
It is the question about paying more for favorite beverage if it is needed. 86% consumers said
that they are interested to pay more even if the price rises. It means that they are not going to
give up the brand at any cost. It shows their higher brand loyalty.
Changing Possibility
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 36 72.0 72.0 72.0
No 14 28.0 28.0 100.0
Total 50 100.0 100.0
The most frequency lies on consumers are going to change their regular beverage in the
special occasion with 72%. The least frequency lies on not to change their regular beverage
with the percentage of 28. It is the question about response in the special occasion.
Substitution
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 35 70.0 70.0 70.0
No 15 30.0 30.0 100.0
Total 50 100.0 100.0
It is the question about using pure drinking water as a substitution. The most frequency lies
on it is possible to use pure drinking water as substitution with the percentage of 70. The least
frequency lies on not possible to use substitution with 30%.
Customer Attitude towards Beverage Industry in Dhaka City Page 27
Chapter 5
5.0 Conclusion
Customer Attitude towards Beverage Industry in Dhaka City Page 28
5.1 Conclusion:
This study is entitled to get the scenario about beverage in Dhaka city. In this study, it is seen
that young ages are interested to consume beverage. Male is more interested in consuming
beverage rather than the female. Student would like to buy more beverage rather than others.
Age, gender and occupation are used to know about the status of consumers. The KMO and
Bartletts test shows that it is possible to make study with beverage in Dhaka city. Beverage
is usually consumed when they feel that they are thirsty. It is shown that consumers are not
ready to take beverage in regular basis. It is known that taste matters by the place. This is the
reason for selecting question about comfort zone. They are mostly preferred with private
place for consumption. There is also the question about way of consumption. Consumers are
habituated to consume beverage after freezing. It is seen that most of the consumers prefers to
make association with low price and good taste. Here, low price is the indicator of reasonable
price. Consumers are interested to pay reasonable price. It is found that if the quality is
maintained with reasonable price, it is more than better. It is seen that most of the consumers
would like to pay more for their favorite beverage. It shows their higher brand loyalty. Most
consumers are interested to change their regular beverage in the special occasion if it is
needed. Pure drinking water can be used as the substitution of beverage. It is seen that brand
name is an important factor for the beverage in Dhaka city. It is useful if it is possible to
choose brand name carefully. Brand image is also the most important issue. It is possible to
get proper brand image through enriched brand name. It can be said that brand name and
image are the equally most important factors for beverage in Dhaka city. It is found that logo
and slogan express everything about the brand name. The useful logo is the indicator of a
brand name. The meaningful slogan tells everything about a brand name. It is seen that
reasonable color can attract the eyes of a consumer. It is found that taste is the most vital
issue. It can be said that taste is the heart of a beverage in Dhaka city. It is more than essential
to add good taste. It is found that useful labeling is the vital factor. It is seen that colorful
packaging is used for attraction. Reasonable price is the essential issue for a beverage.
It can be said that beverage industry in Dhaka city can make improvement if they are able to
make strategy which is appropriate for consumers.
.
Customer Attitude towards Beverage Industry in Dhaka City Page 29
Bibliography
Hawkins, Del I., Best, Roger J., Coney, Kenneth A. 2012-2013, Consumer Behavior,
McGraw-Hill Companies Inc., New York
Malhotra, Naresh K., Dash, Satyabhushan 2011-2012, Marketing Research, Prentice Hall,
USA
Coca-Cola Company Limited, viewed 25 June 2013,
Pepsi Cola Company Limited, viewed 25 June 2013,
PRAN Company Limited, viewed 25 June 2013,
Andrew, Anderson 1992, Attitude Analysis, Herald, March, pp. 22-27
Cumberford, John 1995, Cultural USA, Prentice Hall, USA
Carry, John 1997, Throughout the Country, Babylon, South Africa
Customer Attitude towards Beverage Industry in Dhaka City Page 30
Appendix
Survey on Customer Attitude towards Beverage
(For an Academic Purpose)
Dear Respondent,
It is to certify that I am Shawkat Ali from Stamford University Bangladesh in BBA program.
It is the survey that is entitled as- Customer Attitude towards Beverage Industry in
Dhaka City. It is the partial requirement to complete my thesis paper. I am requesting you
to complete this questionnaire. I would like to confirm you that answers will be kept
confidential.
Things to Fill:
Age:
Gender: (A) Male (B) Female
Occupation: (A) Student (B) Service Holder (C) Business Man (D) House Wife
Questionnaire:
1. When do you feel that you should consume beverage?
(A) I am Thirsty (B) In a Break of Work (C) After Having Lunch or Dinner
2. On an average, how many times in a week would you like to consume beverage?
(A) Less Than 7 Times (B) 7 Times (C) More Than 7 Times
3. What is the comfort zone of consuming beverage?
(A) Private Place (B) Public Place
4. How do you consume beverage?
(A) With Ice Cube (B) After Freezing (C) Without Freezing
5. When you are thinking about beverage, what association would you like to see?
(A) Low Price and Good Taste (B) High Price and Good Taste (C) Low Price and Bad Taste
6. Are you interested to pay more for your favorite beverage if it is needed?
(A) Yes (B) No
Customer Attitude towards Beverage Industry in Dhaka City Page 31
7. Please put a tick mark for showing your level of agreement regarding the following
statements. The given numbers indicate the following levels of agreement:
1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree
In terms of selecting beverage-
Statements 1 2 3 4 5
Brand name is an important issue
Brand image is an important issue
Logo and slogan are the important issues
Size and shape are the important issues
Color is an important issue
Taste is an important issue
Labeling is an important issue
Colorful packaging is an important issue
Price is an important issue
8. In the time of a special occasion, would you like to change your regular beverage?
(A) Yes (B) No
9. Can pure drinking water be used as the substitute of beverage?
(A) Yes (B) No
Thank you for giving your valuable time.