Customer Attitude Towards Beverage Industry in Dhaka City

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


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



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)


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




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)


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.


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


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.


Chapter 1

1.0 Introduction


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.


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.


Chapter 2

2.0 Literature Review


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.


Chapter 3

3.0 Overview of the Beverage Industry


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.


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.


Chapter 4

4.0 Findings and Analysis


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.


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.


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


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


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.


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


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


Component Analysis

Rotation Method: Varimax with

Kaiser Normalization

a. Rotation Converged in 3 Iterations


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


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


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


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


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%.


Chapter 5

5.0 Conclusion


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.

.


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


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


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.

Customer Attitude Towards Beverage Industry in Dhaka City

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