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Consumer awareness is making the consumer aware ofHis/Her rights.Consumer awareness it a marketing
term. It means that consumers note or are aware of products
or services, its characteristics and the other marketingP's (place to buy, price, and promotion).
Consumer awareness:
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Factors affecting Consumer Behavior:
Occupation
Age
Economic Condition
Lifestyle
Personality
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Soft drinks market in Bangladesh:
Bangladesh soft drink market is under volatility and itis one of the fastest growing markets in Bangladesh.During 80’s the consumer of Bangladesh even neverthought of having energy drink by paying almostequivalent amount of money as required to buy acarbonated soft drink.
From marketing point of view, 30 years ago it was not acommodity.
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Survey Analysis
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Consumer Demand effect on Pushing sales
ModelSum ofSquares df
MeanSquare F Sig.
1 Regression .168 1 .168 .331 .568a
Residual 24.332 48 .507
Total24.500 49
a. Predictors: (Constant), Consumer_Demand
b. Dependent Variable: Pushing_sell
Here f test value is lower than the tabulated value. Fail to accept nullhypothesis. So the assumption of Consumer Demand effect on Pushing salescannot be accepted.
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In this graph, it is seen that when consumer demand is high, pushing sell islower than the previous.
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Consumers demand effect on supply chain
Sum of Squares df Mean Square F Sig.
Regression.014 1 .014 .025 .875
Residual
27.666 48 .576
Total27.680 49
The independent variable is Consumer_Demand.
In the table, as f test value is lower than the tabulated value, theassumption of null hypothesis Consumers demand effect on supplychain is not true.
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Consumer demand effect on Companyincentives
Sum of Squares df Mean Square F Sig.
Regression.702 1 .702 1.198 .279
Residual28.118 48 .586
Total28.820 49
The independent variable is Consumer_Demand.
The f test value from the above table is lower than the tabulated value, So theassumption Consumer demand effect on Company incentives ofConsumer demand effect on Company incentives is rejected as nullhypothesis is rejected.
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Consumers demand’s effect on suppliersavailability
Sum of Squares df Mean Square F Sig.
Regression.011 1 .011 .024 .877
Residual22.809 48 .475
Total22.820 49
The independent variable is Consumer_Demand.
Here, as f test value is lower than the tabulated value, null hypothesis is rejected.So the assumption Consumers demand’s effect on suppliers availability is not true.
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Consumer Demand effect on Pushing sales (for sprite)
Sum of Squares df Mean Square F Sig.
Regression.114 1 .114 .201 .656
Residual
27.166 48 .566
Total27.280 49
The independent variable is Consumer_Demand.
From the above table, f test value is lower than the tabulated value. So nullhypothesis is rejected and the assumption Consumer Demand effect onPushing sales is not true.
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Consumers demand effect on supply chain(sprite )
Sum of Squares df Mean Square F Sig.
Regression.219 1 .219 .472 .495
Residual22.281 48 .464
Total22.500 49
The independent variable is Consumer_Demand.
The f test value in the above table is lower than the tabulated value. As nullhypothesis is rejected, the assumption Consumers demand effect on supplychain is not true.
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Consumer Demand effect on incentivesFor SpriteSum ofSquares df Mean Square F Sig.
Regression.430 1 .430 .735 .396
Residual 28.070 48 .585
Total28.500 49
The independent variable is Consumer_Demand.
In the above table, f test value is lower than the tabulated value, sonull hypothesis is rejected and the assumption Consumer Demandeffect on incentives is not true.
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Consumer demand effect on incentive (for sprite )
Sum of Squares df Mean Square F Sig.
Regression.013 1 .013 .028 .867
Residual21.507 48 .448
Total21.520 49
The independent variable is Consumer_Demand.
From the above table, null hypothesis is rejected as the calculated f value islower than tabulated value. So the assumption Consumer demand effecton incentive for sprite is not true.
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Brand effect on Availability ( for sprite)
Sum of Squares df Mean Square F Sig.
Regression1.046 1 1.046 1.446 .235
Residual34.734 48 .724
Total35.780 49
The independent variable is Brand.
In the above table, as f test value is lower than the tabulated value, nullhypothesis is rejected and the assumption Brand effect on Availability isalso false.
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Findings
Most people, who drink soft drinks mainly prefer top renownedbrand.
Marketer mainly focus on top beverage products.
Most of the time, a lot of consumer do not care about brands.They just drink those soft drinks which are available in nearbyshop.
Sprite has well market share and well brand awareness.
Various assuming factors actually don’t work in beverageproducts market.
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