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Introduction
After independence the food habit of Bangladeshi people has been changed a lot.
Besides our traditional food consumer of Bangladesh like to take western food also
after 1980s. As a result of global marketing this was not too hard for the consumers.
Different foreign food companies were established in Bangladesh. Beverage industry is
one of them. But more interestingly we dont know beverage is also our cultural food
because beverage doesnt mean only carbonated drinks. Yoghurt, soup and lacchi are
also beverage of our own tradition which consumed for the last 100 years in
Bangladesh. But carbonated beverage is new in Bangladesh and today our research is
on carbonated beverage market in Bangladesh and consumer reaction to it.
Carbonated beverage entered into our market in the later part of 1980. At that time
there were only few companies in Bangladesh. But by the change of time and western
culture influences its become very popular in Bangladesh. By year 2000 more than 12
Beverage Company operating business in Bangladesh and most of them are foreign
companies. (Bangladesh Beverage: 2006)
This paper is divided into six sections. The first section contains introduction,
objectives and methodology. Section two is designed to focus on the literature review.
The third section is dedicated to the conceptual analysis of beverage. In the fourth
section, an overview of the beverage market in Bangladesh explained. Section five
presents the findings of the study. Finally write-up ends with some concluding remarks.
1.1 Objectives
The study undertaken with the following objectives:
1.1.a To know about the beverage market in Bangladesh
1.1.b To see the consumer patterns, occupation, their taste and criteria of
buying beverage.
1.1.c To know the satisfaction level of consumers toward the beverage
products.
1
1.2 Methodology
1.2.a Data Collection
This work is based on both secondary and primary sources. The secondary sources of
data include internet articles, some foreign and local websites on beverages. Most of
the data required for the study were collected from primary source through structured
questionnaire.
1.2.b Area Surveyed
The study was confined to Dhaka. This area has been selected because those areas are
close to Dhaka city and main center of beverage companies. Time and cost were other
important considerations for such decision.
1.2.c Selection of Sample
Because of the lack of sampling frame convenient method of sample were used.
Because our group members were only six and all of them are from different location.
So random sampling was not possible for us to use. We collect our data initially from
60 respondents. After that we find out the consumers of beverage product and continue
our research by focusing on their opinion.
1.2.d Analyze of Data
All the data were edited, coded and classified by our group members before making the
final analysis. Average, percentage and ranking were used for analyzing the data.
Different graphs, charts and table were used for presenting the data.
2. Review of Literature
Most of the studies conducted on the customer satisfaction of beverage have been
reviewed in the subsequent section.
2.b John S.A. Edwards & Hadyn Ingram (1995), volume 7; Issue 5; Page 25 28
in Food, beverage and accommodation: an integrated operations approach
mentioned that accommodation has a close relation with food & beverage.
2.c Mary Bellis (2005) in Food History - Beverages and Drinks explained the
history of Beer, Wine, Alcoholic & Non-Alcoholic beverages and Drinks.
Orange Juice
Distilled (pure) water is rarely found in nature. Spring water, a natural resource from
which much bottled water comes, is generally imbued with minerals. Tap water,
delivered by domestic water systems in developed nations, refers to water piped to
homes through a tap. All of these forms of water are commonly drunk, often purified
through filtration.
A Carbonated Beverage
Non-alcoholic Variants:
a. Low alcohol beer
b. Non-alcoholic wine
c. Sparkling cider
3.b.4 Soft Drinks
The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard
drink" and the term "drink", the latter of which is nominally neutral but often carries
connotations of alcoholic content. Beverages like colas, sparkling water, iced tea,
lemonade, squash, and fruit punch are among the most common types of soft drinks,
while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall
into this classification. Many carbonated soft drinks are optionally available in
versions sweetened with sugars or with non-caloric sweeteners.
3.b.5 Hot Beverages
A cup of coffee
Hot beverages, including infusions. Sometimes drunk chilled.
Coffee-based Beverages
o Cappuccino
o Coffee
o Espresso
o Caf au lait
o Frapp
o Flavored coffees (mocha etc.)
o Latte
Hot Chocolate
Hot Cider
o Mulled cider
Glhwein
Tea-based Beverages
o Flavored teas (chai etc.)
o Green tea
o Pearl milk tea
o Tea
Herbal Teas
Roasted Grain Beverages
3.b.6 Other
Some substances may either be called food or drink, or accordingly be eaten with a
spoon or drunk, depending on solid ingredients in it and on how thick it is, and on
preference:
o Soup
o Yogurt
(Greenhalgh, Alison: March 2001)
water was said to have curative powers. Scientists soon discovered that gas carbonium
or carbon dioxide was behind the bubbles in natural mineral water.
The first marketed soft drinks (non-carbonated) appeared in the 17th century. They
were made from water and lemon juice sweetened with honey. In 1676, the Companied
Lemonades of Paris were granted a monopoly for the sale of lemonade soft drinks.
Vendors would carry tanks of lemonade on their backs and dispensed cups of the soft
drink to thirsty Parisians.
In 1810, the first United States patent was issued for the "means of mass manufacture
of imitation mineral waters" to Simons and Rundell of Charleston, South Carolina.
However, carbonated beverages did not achieve great popularity in America until
1832, when John Mathews invented his apparatus for the making carbonated water.
John Mathews then mass-manufactured his apparatus for sale to soda fountain owners.
10
11
12
13
14
15
16
Danish Food Products, a Partex Group concern produces highest quality fruit drinks
under the brand name Danish Fruit Juices. Bangladeshi customers have welcomed the
mango fruit and orange flavored drink hygienically packed in 250ml aseptic packs.
Every age group can enjoy this drink, especially when served chilled in our hot
summers. [Packing]: Pack/ quantity 250 ml, Quantity /Carton 36pcs, Carton 3 ply
corrugated. Pack/ quantity 200 ml, Quantity /Carton 48pcs, Carton 3 ply corrugated.
(BangladeshiProducts: 2008)
4.b Beverage list: Young Consumers
In Bangladesh the choice of young people are always different from other age groups.
They prefer to take the following 15 categories of soft drinks.
18
19
Started in 1885
with Tea
Plantation
Fastest Growing
Business in
Bangladesh
Today
Employing over
5000 People in
Bangladesh
Contribute
Heavily on
Economic
Efficiency in
Bangladesh
21
Franchise
for
Bangladesh
from
Pepsico USA
Acquired
three
modern
bottling
plants
Produce
Pepsi,
7up,
Mirinda,
Slice and
Soda
Contribute
highly to the
quality of
life in our
communities
Give support
to social
agencies,
projects and
programs
Transcom
group also
followed
corporate
ideology.
22
8.c
8.d
23
24
But the main two products of Transcom Beverage Limited are 7 up and Pepsi. Though
there are three other supporting products (Mirinda, Slice and Soda) added later.
(History of Transcom: 2008).
5.e The History of Pepsi Cola
Caleb Bradham of New Bern, North Carolina was a pharmacist. Like many
pharmacists at the turn of the century he had a soda fountain in his drugstore, where
he served his customers refreshing drinks, that he created himself. His most popular
beverage was something he called "Brad's drink" made of carbonated water, sugar,
vanilla, rare oils, pepsin and cola nuts.
"Brad's drink", created in the summer of 1893, was later renamed Pepsi Cola in 1898
after the pepsin and cola nuts used in the recipe. In 1898, Caleb Bradham wisely
bought the trade name "Pep Cola" for $100 from a competitor from Newark, New
Jersey that had gone broke. The new name was trademarked on June 16th, 1903.
25
Bradham's neighbor, an artist designed the first Pepsi logo and ninety-seven shares of
stock for Bradham's new company were issued.
After seventeen years of success, Caleb Bradham lost Pepsi Cola. He had gambled on
the fluctuations of sugar prices during W.W.I, believing that sugar prices would
continue to rise but they fell instead leaving Caleb Bradham with an overpriced sugar
inventory. Pepsi Cola went bankrupt in 1923.
In 1931, Pepsi Cola was bought by the Loft Candy Company Loft president, Charles G.
Guth who reformulated the popular soft drink. Guth struggled to make a success of
Pepsi and even offered to sell Pepsi to the Coca-Cola company, who refused to offer a
bid?
In 1940, history was made when the first advertising jingle was broadcast nationally.
The jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the
price of Pepsi and the quantity for that price. "Nickel Nickel" became a hit record and
was recorded into fifty-five languages.
In 1964, Diet Pepsi was introduced. (Mary Bellis: 2005)
26
"Howdy". When he eventually moved on from Warner Jenkinson Co., he took his soft
drink "Howdy" with him.
Together with financier Edmund G. Ridgway, Grigg went on to form the Howdy
Company. So far, Grigg had invented two orange-flavored soft drinks. But his soft
drinks struggled against the king of all orange pop drinks, "Orange Crush". "Orange
Crush" grew to dominate the market for orange sodas.
Charles Leiper Grigg decided to focus on lemon-lime flavors and and by in October of
1929 he had invented a new drink called, "Bib-Label Lithiated Lemon-Lime Sodas".
The name was quickly changed to 7 Up Lithiated Lemon-Lime" and then again
quickly changed to just plain 7up.
7up merged with "Dr Pepper" in 1986. (Mary Bellis: 2005)
Suncrest Cola
Suncrest Orange
28
Royal Crown (RC) Cola made by the Royal Crown Cola Company is the third most
popular Cola in America. It is tasty, refreshing soft drink. In 1905, it was at first
designed merely to meet the needs of grocery customers in a limited graphical
territory.
A young man named Claude Hatcher who was a good chemist, developed Royal Crown
Ginger Ale in 1906. Royal Crown Ginger Ale was a product of Hatcher Grocery
Company of Columbus. Later around 1910, it was renamed and was called Chero-Cola
rich in cherry flavor.
In 1923, the firm came up with a fruit flavored drink name Melo. A year later the brand
name was changed to Neli. Neli was a quick seller and by 1928 a new company was
formed called Neli Inc. and Chero-Cola was then became a product of Neli Inc. in
1932 Neli Chemist Rufus Kamm concentrated with a new cola drink and his
concentration result was royal crown cola. It was introduced in 1934. In 1959, the
company name changed to Royal Crown Cola. Royal Crown Cola companys
technicians made what industry leaders term The most amazing break through soft
drink technological history. Royal Crown Cola Company was the first soft drink
company to introduce a sugar free product in 1962 and it was the first company to
introduce a salt/sodium free cola in 1980.
The Royal Crown Cola Company made a late start on the international scene and the
reason for this was simple. Its management wanted to marshal its resources and
concentrate its efforts on the biggest growth market in the world at the time in United
States.
In early 70s, RC Co. decided to go for global reach and at that time, a number of
experienced soft drink people assembled to manage and direct the companys
international efforts. Since then, RC Cola has been able to establish a viable base in
the world market and it is currently sold in 63 countries through a network of 78
franchise bottling plants.
Beverage has been very popular in Bangladesh since 1985. Our research is oriented
with consumer satisfaction regarding different Beverages of Bangladesh. As the
researcher we followed personal inspection system with the consumers and try to get
their point of view by developing a questionnaire. Despite a lot of barriers we tried our
level best to find out the actual reaction of consumers towards the products of
Transcom Beverage Limited such as: 7-Up, Pepsi, Mirinda and Slice. Besides this,
we hope that you will get a good preview of consumers reaction towards other
Beverage products also.
We have divided our findings in two parts where the first part will show you the overall
consumers reaction on Beverages and second part will represent the satisfaction level
of consumers towards our selected companys (Transcom Beverage Limited) product.
6.a Overall Consumer Reaction
In this part of our findings we will focus on the reactions of the consumers of
beverages. Having the knowledge of overall reactions of beverage consumers, we can
get the actual position of our selected companys beverage. It will help us to find out
the satisfaction level of Transcom Beverage Limited.
6.a.1 The Number of Respondents
We went to 60 respondents of beverage consumers where 37 of them are male and 23
of them are female.
Table1: Number of Respondents According to Gender
Gender
Male
female
Total respondents
37
23
Percentage
61.67
38.33
30
Total Respondents
Female
38%
Male
Female
Male
62%
From the above illustration we can clearly see that 62% of total respondents were male
and the rest 38% respondents were female.
Number of Respondents
7
30
14
9
Percentage
11.67
50
23.33
15
31
50
Percentage
40
30
23.33
20
10
11.67
15
0
B elow 15
15-25
y ears
y ears
26-35
y ears
A bove 35
years
Age G roup
We have tried to get the opinion of all age groups from where 11.67% respondents are
below 15 years, 50% of them are 15-25 years, 23.33% of them are 26-35 years and the
rest 15% are above 35 years.
32
6.a.3 Occupation
In our questionnaire we have divide the occupation in five categories namely student,
service, housewife, business and others.
Table 3: Number of Respondents According to Occupation
Occupation
Student
Service
Housewife
Business
Others
Number of respondents
36
10
5
8
1
Percentage
60
16.67
8.33
13.33
1.67
Respondent's Occupaion
1.67
Others
13.33
Business
8.33
Housewife
16.67
Service
60
Student
0
10
20
30
40
50
60
70
Percentage
In a total of 60 respondents we found that students are leading the position of beverage
consumers. Service holders and businessmen also take beverages. Small percentage of
housewives also takes beverage as we can see clearly from the chart.
33
From our research we found that only upper class people and middle class people are
the main consumers of beverage. Only a small percentage of lower middle class people
take beverage.
Table 4: Number of Respondents According to Family Income
Range of Income
Below TK 5000
TK 5000-10000
TK 10000-15000
TK 15000-20000
Above 20000
Number of Respondents
2
3
3
7
45
Percentage
3.33
5
5
11.67
75
Percentage
75
3.33
Below
5000
500010000
1000015000
11.67
1500020000
Above
20000
34
Frequency
Weekly
Fortnightly
Monthly
Everyday
Number of consumers
35
4
0
21
Percentage
58.33
6.67
0
35
58.33%
Weekly
6.67%
0%
Fortnightly
Monthly
S1
Everyday
Number of Consumers
34
18
6
2
Percentage
56.67
30
10
3.33
Ranking
1
2
3
4
35
60
Percentage
50
40
30
30
10
20
3.33
10
0
Lunch
Evening
Dinner
Breakfast
Time
Number of Consumers
22
16
14
8
Percentage
36.67
26.67
23.33
13.33
Ranking
1
2
3
4
36
.5-1 liters
23%
2-4 liters
27%
Number
Consumers
28
19
6
5
2
of Percentage
46.67
31.67
10
8.33
3.33
Ranking
1
2
3
4
5
37
31.67
Percentage
40
30
10
20
8.33
3.33
10
0
7up
Coca-Cola
RC
Mojo
Virgin
Criteria
Taste
Color
Flavor
Attractive Packaging
Advertisement
Company Reputation
Very important
5
4
78.33%
21.67%
26.67%
31.67%
50%
31.67%
28.33%
23.33%
28.33%
25%
58.33%
30%
3
0%
18.33%
18.33%
23.33%
21.67%
3.33%
38
Company Reputation
6.67%
1.67%
3.33%
10%
15%
Advertisement
8.33%
Attractive Packaging
Flavor
58.33%
21.67%
25%
28.33%
16.67%
23.33%
23.33%
28.33%
0%
0%
18.33%
31.67%
13.33%
10%
18.33%
Color
Taste
30%
31.67%
26.67%
0%
0%
0%
21.67%
78.33%
Average
4.78
4.37
4.32
3.52
3.52
3.50
Ranking
1
2
3
4
4
5
39
Among the 3 forms of beverage packaging our respondents like the plastic packaging
form, paper and glass packaging also preferred by some consumers.
Table 11: Form of Packaging
Packaging
Plastic
Glass
Paper
Number of Consumers
33
15
12
Percentage
55
25
20
Ranking
1
2
3
Form of Packaging
55
60
Percentage
50
40
25
20
30
20
10
0
Plastic
Glass
Paper
Packaging Form
40
Consumers Answer
Yes
No
Number of Consumers
58
2
Percentage
96.67
3.33
No, 3.33
Yes, 96.67
Number of
Consumers
33
22
5
0
Percentage
Ranking
55
36.67
8.33
0
1
2
3
4
41
Pricing of Beverage
55
Percentage
60
36.67
40
8.33
20
High
Low
Not Sure
Reasonable
Price
Number of Consumers
45
15
Percentage
75
25
Yes
75%
42
43 of our respondents feel that their preferred beverage should be more available in
the rural areas.
Table 15: Availability in the Rural Areas
Answer
Yes
No
Number of Consumers
43
17
Percentage
71.67
28.33
AvailabilityintheRural Areas
No
28%
Yes
72%
Number of Consumers
31
29
Percentage
51.67
48.33
43
No
48%
Yes
52%
Number of Consumers
27
12
21
Percentage
45
20
35
Yes
45%
No
20%
44
28
32
7-Up
46.67
Others
53.33
7-Up
Others
From the above table we can clearly see that 28 of our 60 respondents like 7up and 32
like other products. You can see the percentage of 7up and other products consumer
from the above graph. Here our focus point is on those 28 7up consumers. 7up is the
main product of Transcom Beverage. So we are focusing on the consumer satisfaction
on 7up.
6.b.1 Consumers of Transcom Beverage Limited Gender wise
Out of 28 consumers 18 and 10 people were male and female respectively. We went to
23 female consumers 10 of them chose 7-Up which is a product of Transcom
Beverage Limited and from 37 male consumers 18 of them chose 7-Up.
45
Number of Consumers
18
10
Percentage
64.29
35.71
Female
35.71
Male
Female
Male
64.29
6.b.2
Number of Respondents
Male
Female
0
0
2
0
1
0
4
1
11
9
Tota
l
0
2
1
5
20
Percentage
Male
Female
0
0
11.11
0
5.56
0
22.22
10
61.11
90
46
F a m ily In c o m e A c c o rd in g to G e n d e r
61.11
0 0
22.22
M a le
5.56
90
80
70
60
50
40
30
20
10
0
11.11
Percentage
90
10
F e m a le
B e lo w 5 0 0 50 0 0 0 -1 0 0 0100 0 0 0 -1 5 0 10 50 0 0 0 -2 0 0 A0 0b o ve 2 0 0 0 0
In c o m e R a n g e (T K )
From the above chart and graph we can see that about 71% of 7-Up consumers have a
family income of above TK. 20000. About 18% of 28 consumers have a family income
of TK. 15-20000.More interestingly our female consumer has a greater family income
than male consumer.
6.b.3 Frequency
In case of frequency of taking our product we found that most of the consumers prefer
to take it weekly rather than daily. Female consumers drink our product weekly more
often while a few of our male consumers drink it daily.
47
Frequency
Number of consumers
Male
Female
13
7
0
1
0
0
5
2
Weekly
Fortnightly
Monthly
Everyday
Total
20
1
0
7
Percentage
Male
Female
72.22 70
0
10
0
0
27.78 20
Male
72.22
Female
27.78
Percentage
70
80
70
60
50
40
30
20
10
0
10
0
Weekly
Fortnightly
20
Female
0
Monthly
Male
Everyday
Frequency
48
Number of consumers
Male
Female
0
0
9
4
5
5
4
1
Total
0
14
10
5
Percentage
Male
Female
0
0
50
40
27.78
50
22.22
10
50%
10%
0%
Female
Male
50%
0%
Breakfast
Lunch
27.78%
22.22%
Evening
Dinner
Male
Female
Time
Number of consumers
Male
Female
6
5
1
1
7
3
4
1
Total
11
2
10
5
Percentage
Male
Female
33.33
50
5.56
10
38.89
30
22.22
10
49
Purchasing Quantity
Male
Female
50%
30%
10%
10%
22.22%
6%
1-2 liters
Female
38.89%
33%
2-4 liters
Male
1/2-1 liter
0-1/2
Liters
Number of consumers
Male
Female
12
6
5
1
1
3
Total
18
6
4
Percentage
Male
Female
67.67
60
27.78
10
5.56
30
50
Packaging
Female
Male
30%
Paper
38.89%
10%
Glass
6%
50%
Plastic
33%
0%
10%
20%
30%
40%
50%
Price
Low
High
Reasonable
Not sure
Number
0
13
13
2
Percentage
0
46.43
46.43
7.14
51
Not sure
7.14%
Reasonable
46.43%
High
46.43%
Low
0%
Number of Consumers
6
22
Percentage
21.43
78.57
52
No
79%
Yes
21%
Number of Consumers
22
6
Percentage
78.57
21.43
Yes
79%
No
21%
53
Number
15
10
3
0
0
Percentage
53.57
35.71
10.71
0
0
Ranking
1
2
3
4
5
Competitors Position
60
53.57
Percentage
50
35.71
40
30
10.71
20
10
0
0
S1
Coca-Cola
RC
Mojo
Pran
Virgin
Competitors Name
54
Answer
Yes
No
Uncertain
Number of Consumers
10
6
12
Percentage
35.71
21.43
42.86
42.86
Percentage
50
35.71
40
21.43
30
20
10
0
Yes
No
Uncertain
55
Number
16
5
3
3
1
Percentage
57.14
17.86
10.71
10.71
3.57
Ranking
1
2
3
4
5
Consumer's Occupation
3.57
Others
10.71
Business
10.71
Housewife
17.86
Service
57.14
Student
0
10
20
30
40
50
60
Percentage
56
Human mind is significantly different from each others. Reasons of buying our
companies beverage are not same for all. Someone think flavor is most important
features of our beverages while someone feels taste and company reputation are the
main features of Transcoms beverage. We will show our findings regarding how
different criteria affecting consumers to buy our companies beverage by following
table and graph:
Table 31: Criteria Affecting Buying Transcom Beverage
Criteria
Taste
Color
Flavor
Attractive Packaging
Advertisement
Company Reputation
Very important
5
4
67.86%
32.14%
17.86%
21.43%
53.57%
25%
28.57%
28.57%
17.86%
25%
53.57%
35.71%
3
0%
21.43%
21.43%
17.86%
25%
0%
57
0%
35.71%
53.57%
14.29%
17.86%
Advertisement
Company
Reputation
3.57%
7.14%
25%
25%
17.86%
17.86%
Flavor
Attractive
Packaging
7.14%
17.86%
28.57%
28.57%
2
3
4
V ery Important (5)
0%
0%
21.43%
25%
53.57%
25%
Taste
Color
14.29%
21.43%
21.43%
17.86%
0%
0%
0%
32.14%
67.86%
Average
4.68
4.32
4.29
3.43
3.14
2.93
Ranking
1
2
3
4
5
6
Our study states that beverage is very much popular in Bangladesh. Though we
have surveyed only in 5 areas but those are important areas of Dhaka city. Our
research will be more successful for the organization if we can survey on the
consumers of all areas. But we have some limitations and thats why we surveyed
on 60 respondents. According to their opinion we find that our product has the
majority of consumers. 7up is the most favorite drinks among all the Transcom
products.
During our research we find that there are close relation between family income
and frequencies of taking beverage. The person has family income of at least 20000
prefer to take beverage daily. We also find that there are significant differences
between different consumers. Some of them prefer to take beverage in lunch time;
some prefer evening time and some of them like it in dinner time. Students are the
main consumer of beverage product.
After finishing our survey we found some lacking of Transcom Beverage which is
mentioned by our respondents. First of all 7up dont have any 250 ml bottle. They
should provide mini bottle size to the consumers at a lower price. Secondly they can
reduce their price a bit to get competitive advantage because some of their
consumers are threatening to shift in other companys product. Thirdly 7up doesnt
have any paper packaging, so they can introduce it because some of their consumer
complains against glass and plastic packaging. Fourthly Transcom Company
should use local model in case of advertising. Advertisement of products like 7up
and Pepsi is very important from companys point of view. Local model can
communicate more successfully with the consumers of rural areas. Finally,
availability of Trannscom product should be increased specially in the rural areas.
So at last we can say that our research report will help you to provide overall ideas
of beverage market in Bangladesh and will also established our companys position
in Bangladesh market.
8. References
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8.b History of Transcom Group, (2007), Transcom Today, March 15, 2009, Source
(http://www.transcombd.com,33 kb)
8.c Mary
Bellis, (2005), The History of Beer, Wine, and Alcoholic Beverages and
8.d Charles
Leiper Grigg, (2005), The History of 7up, March 15, 2009, Source
(http://www.7up.com,59 kb)
8.e Caleb
Bradham, (1982), The History of Pepsi Cola, March 15, 2009, Source
(http://www.pepsicola.com,721 kb)
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8.f
8.g Bangladesh
8.h Bangladeshi
(http://www.mohajon.com,55.1 kb)
8.i
8.j New Pepsi drink, (2003), Star Business Report, March 25, 2009, Source
(http://www.thedailystar.net,42 kb)
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9. Appendices
9.a Questionnaire
Southeast
University
School of business studies
Questionnaire to Customer
Dear sir / madam,
This questionnaire has been designed to extract necessary facts
about Beverage items in Bangladesh for conducting the academic
research on Customer Satisfaction Delighted with Profitability.
Please feel free to answer the questions & help to extract the truth.
Your answers will not be published elsewhere & will be kept secret.
Name:
Occupation:
Area of residence:
1.
Age:
Below 18
18-29
30.40
41-50
Above 50
Gender:
Male
Female
Income level:
Tk 1000- 5000
Tk 5000-10000
Tk 10000-30000
Tk 30000-50000
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a. Coke
2.
b. Pepsi
b. Orange
b.
e. Glass bottle
10.
e. Mango
d. Friends influence
c.
1500ml pet
d. 1000ml
f. 250 ml can
d. elderly people
e. over 35
b. Availability
c. Taste
c. Radio
9.
Diet
a. Press
parches
8.
c. Advertisement
1000ml
a. Chilled
7.
d.
6.
c. Lemon
5.
e. Others
4.
d. Virgin
3.
c. RC
b. Channel I
c. E TV
d. A T N Bangla
e. Others
b.
Miranda Lemon
e. Bubble UP
f. Upper 10
c. Sprite
d. 7UP
b.
Pepsi
c.
RC
d. Virgin
e. Others.
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11.
b) Selection
f) Customer
c) Quality
g) Friendliness
d) Reliability
e)
h) Cost
b)
Advertisement
c) Package outlook
e) Others
b) Sometimes
14.
15.
a) Red
b) Blue c) Green
h) Magentas
i) Violate
16.
17.
18.
d) Pink
j) Light
e) White
k) others
f) Off white
g) Cyan
Strongly Agree
b)
Agree
c)
Neutral
d)
Dissatisfied
e)
Strongly Dissatisfied
Strongly Agree
b)
Agree
c)
Neutral
d)
Dissatisfied
e)
Strongly Dissatisfied
Strongly Agree
b)
Agree
c)
Neutral
d)
Dissatisfied
e)
Strongly Dissatisfied
64
19.
20.
21.
22.
Strongly Agree
b)
Agree
c)
Neutral
d)
Dissatisfied
e)
Strongly Dissatisfied
Strongly Agree
b)
Agree
c)
Neutral
d)
Dissatisfied
e)
Strongly Dissatisfied
Strongly Agree
b)
Agree
c)
Neutral
d)
Dissatisfied
e)
Strongly Dissatisfied
Strongly Agree
b)
Agree
c)
Neutral
d)
Dissatisfied
e)
Strongly Dissatisfied
23.
Promotional tools of the Company would inspired you to buy Soft
Drinks
a)
d)
Strongly Agree
b)
Agree
c)
Neutral
Dissatisfied
e)
Strongly Dissatisfied
Cell Number:
Signature:
65
Prepared For
Ishtiaque Arif,
Lecturer,
School of business studies
Southeast University.
Prepared BY
MD. RASHEL BHUYAN
ID
2006210000094
MAHMUDA AKHTER
ID
2006110000038
Batch-14th, Section- C)
Southeast University
Bangladesh
1. Define the Research Topic:
Beverage can be of many types. But our research is on carbonated and non carbonated
beverages. In our research we will find out the consumer satisfaction of Transcom
Beverage products. Consumers satisfaction means to which extend consumers are
satisfied on our products. By knowing this information we can set policy for our
company in a more specific way. We can also produce products according to
consumers choice.
The objectives of this research are:
o To know about the beverage market in Bangladesh
o To see the consumer patterns, occupation, their taste and criteria of
buying beverage.
o To know the satisfaction level of consumers toward the products of
Transcom beverage.
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68
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All the data will be edited, coded and classified by our group members before making
the final analysis. Average, percentage and ranking method will be used for analyzing
the data. Different graphs, charts and table will also be used for presenting the data.
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