BUS 620: TERM

PROJECT

CULTURAL SHIFT
AND PRODUCT
CHOICE: A CASE
OF FOOD CHOICE
IN UPPER INCOME
GROUP
DR. S.M. RAFIUL HUQUE

11TH AUGUST, 2014

Name: Mazharul Hassan

Name: Mithila Taslima

ID: 1330530660

ID: 1331110660

Name: Adiba Sajjad

Name: Hasiba Akhter

ID: 1330623060

ID: 1331062060

Table of content

Appendix

Topic
Introduction
Background of the study

1-6
1

Literature Review

Objectives of the study

Rationality behind the study

Methodology

Research Body
Determinants of food choice
The Changing Food Preferences in
Bangladesh
The Culture and Food Choice: Establishing a
Relationship
The Cultural Shift and Breakfast Choice in
Bangladesh

7
7
8

Food choice models in view the consumer

demographics and consumer
psychographics.
Demographically who are most influenced by
cultural shift and product choice
Behaviorally who are most influenced by
cultural shift and product choice
REASONS BEHIND THE SHIFT IN
BREAKFAST CHOICE
Improvements in nutrition quality:
Advertisement
Breakfast cereal market in Bangladesh
Breakfast cereal companies & their products:
Conclusion

Survey questionnaire

Page no.

8
8

10
13
15
16
17
18
19
20

Introduction
Background of the study:
In 21st century, everything is changing rapidly because of the globalization, economic condition,
technological advancement, demographic fluctuation, pace of time and fierce competition. With these kinds
of changes peoples selection, habit, preference, quirk and taste are also keeping a stride. Whilst peoples
habit, selection, taste and opinion are changing so is the culture, though not rapidly but gradually because
people are sharing theirs beliefs, values and behaviors with other cultures people and this gradual change
of culture is known as a cultural shift. Now-a-days people are watching similar TV shows, wearing similar
cloths, eating similar foods and listening similar music even though they live in different countries with
different cultures.
In Bangladesh, there is a huge cultural difference in the upper income group and the lower income group
society, basically if we see closely we will find out that, they dont live in the same country within a similar
cultural background. We are doing our study on a certain group of people in the society, which is upper
class peoples breakfast choice due to the cultural shifts. Cultural shifts happen mainly in this upper income
society because they are more connected and affected with the changes of globalization, economic
condition, technological advancement, demographic fluctuation and pace of time.
Upper income group people actually want to live their life with ease, opportune, comfort and affluence. They
dont like agitation or any kind of burden that will hamper the ease of life. At breakfast, people used to have
homemade stuffs like roti, omelet, etc. and this food style was changed with the bread with butter and jam
and now this food style is also recoiled by the breakfast cereals. Breakfast cereals have made breakfast
more easy, fast and convenient for the upper income group. As they tend to follow the western culture and
go with the increasing pace of life, they change their food habit and took breakfast cereals in their breakfast
item.

Literature Review
This research Cultural Shift and Food Preference explored and examined the effects of cultural shift on
the breakfast eating behavior and choice in the context of Bangladesh. Given the immense impact of
cultural change in various current product choices in Bangladesh, it can be assumed that it also affected the
breakfast pattern which can be seen currently. But there is also a need for a greater understanding of the
determinants that affect food choice to reach a productive conclusion.
A variety of social, cultural and economic factors contribute to the development, maintenance and change
of dietary patterns. Intra-individual determinants such as physiological and psychological factors, acquired
food preferences and knowledge, can be distinguished from interpersonal or social factors such as culture,
family and group influences (Glanz and Mullis, 1988).
The major influences on food choice with a focus on those are amenable to change are reviewed under the
following headings:
Major determinants of food choice
The key driver for eating is of course hunger but what we choose to eat is not determined solely by
physiological or nutritional needs. Some of the other factors that influence food choice include:
Biological determinants of food choice
Our physiological needs provide the basic determinants of food choice. Humans need energy and nutrients
in order to survive and will respond to the feelings of hunger and satiety (satisfaction of appetite, state of no
hunger between two eating occasions).
Another physiological need is palatability. It is dependent on the sensory properties of the food such as
taste, smell, texture and appearance. The influence of palatability on appetite and food intake in humans
has been investigated in several studies. There is an increase in food intake as palatability increases, but
the effect of palatability on appetite in the period following consumption is unclear. Increasing food variety
can also increase food and energy intake and in the short term alter energy balance (Sorensen et al.
2003).
When reviewing physical needs such as hunger, the importance of regular breakfast consumption has long
been recognized. Hence, this research focused on how breakfast choices of people in Bangladesh have
changed due to cultural shift.
Social and Economic Determinants of food choice
These are some of the most important determinants of food choice and eating pattern of people throughout
the world.

Cultural Influences and shifts

What people eat is formed and constrained by circumstances that are essentially social and cultural.
Population studies show there are clear differences in social classes with regard to food habit and choices.
Cultural influences lead to the difference in the habitual consumption of certain foods and in traditions of
preparation. Culture, may influence eating behavior directly, but more often it plays a moderating role on
other variables to determine inter-individual differences in food likes and eating behavior (Chrisler, 1997).
Different countries with different cultures have a wide range of eating pattern and food habit. But in almost
all the cultures breakfast consumption has been shown to be an important indicator of a healthy lifestyle.
Regular breakfast consumption is associated with a reduced risk of becoming overweight or obese among
adolescents in Europe (Szajewska & Ruszczynski, 2010). A good-quality breakfast can impact favorably on
adolescents mental health (Osullivan et al., 2009) and improve overall diet quality (Matthys, De Henauw,
2010).
The Cultural Shift and Breakfast Choice in Bangladesh
Cultural influences are however amenable to change: when moving to a different country, urbanization,
globalization etc. can influence the food habits of people.
Cultural Shift or transition tends to gradually change the consumer behavior of a certain place resulting from
the influences of a different culture. Transitions are periods of change where there are shifts in lifestyles
from one stage to another (Price et al. 2000). The concept of transitions works in collaboration with that of
trajectories in the life course perspective (Devine C.M., 2005). People often report that when some normal
life transitions occur, they are making small adjustments in their food choice to adapt to new food choice
settings.
Research has shown that changes in socio-demographic variables lay behind the evolution of food
consumption in many countries. One of the most influential variables has been urbanization and
globalization. While most developed countries have, by and large, completed such transition, urbanization
is still an ongoing process in many developing countries.
Urbanization occurs when populations move from rural areas to urban centers. This influences the food
choices of people to change due to more hectic lifestyles and also availability and choice of foodstuffs in
urban markets is typically greater, providing consumers with exposure to food patterns from foreign
cultures. It is also seen that the upper income group is more influenced by cultural shifts because they get
exposure to a greater variety of foodstuffs from foreign countries or brands which are relatively expensive
due to heavy taxes imposed on foreign goods.
Globalization, through the presence of multinational food processing and distribution firms operating in
many countries, reinforced by heavy advertising, have facilitated the process of food evolution due to

cultural shift. Due to globalization, preferences of people have become increasingly similar across cultures
and countries.
Bangladesh is greatly influenced by the western culture when it comes to food choices. As this country is
gradually getting caught up by globalization, the shifts or changes in cultural food preference are becoming
apparent. The impact of this cultural shift can be seen immensely on the breakfast choice of the upper
income group. The traditional breakfast spread of Bangladesh used to be roti, eggs, curry etc., which used
to take quite some time to prepare. As time is becoming more valuable and lifestyles are getting hectic,
there is usually very less time to spare for an elaborate breakfast. The easiest choice has become breakfast
cereals which originated from American culture. But this shift and choice has not yet spread vastly outside
the upper income group because the cereals found in Bangladesh are all foreign brands which are
expensive.
The Cereals
For thousands of years, many traditional cultures have eaten cereals in the form of porridge. Historically,
porridge was often seen as poor peoples food, or the kind of cuisine someone would get in prison or
hostels. Later, food manufacturers began to add vitamins and minerals to cereals, and people began to
view cereals as health-promoting rather than as prison or peasant cuisine. Nowadays there are many
different types of cereals that come in different shapes and sizes and health benefits.
As global demand grows for American-style breakfast foods, cereal marketers are battling to make their
brands the top choice in countries, where staples like bread and rice have been the traditional morning
norm. Opportunities are arising as consumers across the globe are acting more like Americans, the
research company said in a recent report: "Breakfast was traditionally a sit-down meal in most markets, but
is now often eaten hurriedly or on the go in the form of snack bars or ready-to-eat breakfast cereals."
But the market is still fierce with so many brands like Kelloggs, Nestle etc. Indeed, the toughest competition
might be from breakfast foods that have been in place for centuries. "Breakfast around the world is probably
the meal that is most rooted in tradition," said Gannon Jones, chief marketing officer for PepsiCo's Global
Nutrition Group.
In spite of a scarcity of studies related to this topic, this report would cover the aspects of the cultural shift
from the perspective of food choice based on upper income group.

Objectives of the study:

(a) The main objective of this study is to focus on the cultural shift occurred on the food industry in
Bangladesh, specifically at the food choice in upper income group. The study would be done on
ready-to-eat breakfast cereals like cornflakes, oats, etc. made by Nestle, Kelloggs etc. The study
examines the cost of marketing, customer and growth prospects.
(b) In the effort to achieve the broad objectives there are a number of definite aims:

Figure out the nutritional quality in the ready-to-eat breakfast cereals for different companies.

How individuals perception is changing about breakfast choice due to cultural shift.

Figure out positive and negative factors related to food processing

Figure out the kind of advertisement done.

Identifying the companies vision and growth target.

It is expected that the analysis would extract valuable information on the new trend of breakfast and
assist the group who eat such cereals in making positive decision.

Rationale behind the study:

Experts worldwide agree that breakfast is the most important meal of the day, for kids and adults alike.
Ready-to-eat cereal ranks as one of the best choices available as part of a nutritious breakfast.
Breakfast cereal what scientific studies say?
Despite regional differences in nutritional fortification around the world, breakfast cereal is an effective way
to provide vitamins and minerals to the diet.
Cereal helps incorporate milk into the diet. About 95 percent of ready-to-eat cereal in developed markets
is eaten with milk, thereby providing calcium and protein for consumers.
Cereal eaters typically have lower BMIs (body mass indexes) than their non-cereal eating counterparts.
The health benefits of cereals are many. Cereals are great source of energy, protein; it contains high
mineral, Prevent cancer, Prevent Constipation and colon Disorders, Maintain blood sugar level. This study
will help us to change our traditional consensus about having cereals as breakfast also help us to know
about how it benefits the manufacturer, importer, consumer buying behavior, and thus put a significant
impact on overall economic growth.

Methodology:

Nature of the Study:

The study will be of exploratory and also descriptive in nature. Conclusive research will also be used.

Data collection technique:

Secondary data have been explored using literature reviews and primary data was collected from
exploratory survey of 100 consumers in the age group of 12-50 Years old. Data obtained from the reliable
sources (e.g. World Health Organization, Euromonitor International and Datamonitor International) has been
used to study the implications of consumer food choice and growing trend towards Processed Food.
In this study, primary data was gathered from private university students, school going children whose
parents income range fall in the upper class through social networking sites and importers of ready-to-eat
breakfast cereals. Departmental stores will be visited to reach the importers.
Limitations:
Data obtained from the convenience sample and literature reviews has been generalized for inferring
consumption patterns of Bangladeshi consumers (population). A major limitation was the scarcity of records
and previous studies regarding this topic. The limitation of conducting this research was that there are very
few articles or researches about the Bangladeshi cultures that influence on breakfast choices.

Determinants of food choice

The purpose of this research was to explore the determinants (psychographics and demographics)
impacting the consumers food choice and especially study the aspects and effects of the cultural shift
(psychographic) from the perspective of food choice towards cereal processed breakfast based on upper
income group in the context of Bangladesh.
As it has been explained in the methodology, this research has been carried out in two stages: exploratory
literature study on secondary data and consumer survey for primary data.
For this section of the research paper vast scale of exploratory literature analysis was done based on
secondary data and in few cases consumer survey was also used.
The Changing Food Preferences in Bangladesh
Consumption of processed food and fast food by young adolescents is no longer confined to the developed
countries; it has spread to the developing countries as well.
Food consumption patterns in Bangladesh are rapidly changing from traditional food products to high value
food products and slowly from fresh, unprocessed, unbranded food products to processed, packaged and
branded products. The culture of convenient and easy food has replaced the traditional meal. It was found
out from this study that there an immense change in the breakfast pattern which can be seen currently in
Dhaka. An online survey was carried out among students of some of the leading private universities of
Dhaka. The aim of the study was to examine the preference, prevalence and pattern of processed food
consumption among the students. The survey results showed that around 53% of the students prevalence
was on the processed food consumption. Among the 53% students, most of the students major processed
food consumption was during breakfast. The important factors for the preference of cereal processed
breakfast include good taste, easy accessibility, increased convenience and less time consuming. The
survey also revealed that majority of the students used to skip breakfast due to a variety of reasons before
they became aware of the breakfast cereals choices.
From these results it can be substantially said that the breakfast preference is undergoing a transition in
Bangladesh mainly Dhaka. The remaining part of the research explores the factors influencing the change
in breakfast habits and food choices in Dhaka especially the impact of cultural shift.
The Culture and Food Choice: Establishing a Relationship
Food choice, like any complex human behavior, is influenced by many interrelating factors. It is not
determined entirely by physiological or nutritional need, but is also greatly influenced by social and cultural
factors (psychographics). The culture in which individuals stay has a very strong influence on the types of
food choices made, and societal interactions have a profound effect on our views of food and our eating
behavior.
The various exploratory literature studies show that there are few or no definite model which can quantify
the relative influences of the different factors and food choices. A number of models seeking to delineate
the effects of likely influences have been put forward. However, few of these models present any indication
of likely mechanisms of action. Also they do not allow any quantitative tests which are predictive of food
choice. Many such models are only catalogues of the likely influences. (Shepherd, Randall & Sanjur,
1985).

For further understanding in this research the following figure was modeled which categorizes the factors
influencing food choice.

Physiological
Factors

Psycholograpic Factors
(culture and social)

Demographic and
Economic Factors

One approach to studying food choices derives from social psychological research into attitude-behavior
relationships. In this approach it is assumed that many of the influences on food choice are likely to be
mediated by the beliefs and attitudes held by an individual. Beliefs about the nutritional quality and health
effects of a food may be more important than the actual nutritional quality and health consequences in
determining an individuals choice. This attitude has been used by the breakfast cereal manufacturers for a
long time to change the breakfast culture by marketing their breakfast cereals and oats as processed foods
loaded with nutritional elements like vitamins, irons etc. and positioning these as healthy breakfast choices.
(The Theory of Planned Behavior, Ajzen et al).
The idea behind measuring attitudes is that they are thought to be casually related to behavior. This link is
true both in the common use of the term attitude and in the research literature in social psychology, but the
empirical evidence for this link have not always been clear. (Eagly & Chaiken, 1993).
Though few studies mentioned above is not clear about the empirical evidence, there are some models
derived in the later years that shows major links between cultural influence and behavior of consumers in
food choices. One such model is The Theory of Reasoned Action developed by Ajzen and fishbein in 1980.
This theory seeks to explain behavior which is under the control of the individual and in addition it also
seeks to be applicable to behaviors resulting from culture nad perceived social pressure, which are not
under the individuals control. In this theory it is argued that intention to perform or choose a behavior is the
best predictor of the behavior. The theory of Reasoned Action has been widely applied to many issues in
social psychology and more recently also successfully applied to a range of food choice issues. (Tesser &
Shaffer,1990). Shepherd and Stockley carried out a meta-analysis of 87 studies using this model in the
area of general consumer choice. They found an estimated correlation of 0.53 between intention and
behavior and a multiple correlation of 0.66 between attitudes against intention. (Shepperd et al, 1988).
Thus this model has validity both in the study of general consumer choice and the study specifically of food
choice. These evidences and literature studies show that cultural is a major determinant of food choice
which is the platform for this research.
The other determinants will be discussed in the latter part of this research.
The Cultural Shift and Breakfast Choice in Bangladesh
Cultural Shift or transition tends to gradually change the consumer behavior of a certain place resulting from
the influences of a different culture. Transitions are periods of change where there are shifts in lifestyles
from one stage to another (Price et al. 2000). The source of new cultural elements in a society may also be
another society. The process by which cultural elements are incorporated into another culture of the
recipient is known as the cultural shift/diffusion. (Pearson).

As already mentioned earlier the most changing scene in food preferences in Dhaka is the breakfast scene.
The culture of Bangladeshis regarding breakfast choices has been changing rapidly in the past decade. The
traditional breakfast of a typical Bangladeshi household used to be handmade roti (flat bread), a mixture of
vegetables or eggs which were all freshly cooked in the morning. But gradually the trend of having an
elaborate breakfast is changing due to the shifting culture which is a result of globalization, urbanization,
better economic conditions etc. As already mentioned earlier the most changing scene in food preferences
in Dhaka is the breakfast scene. Following are some of the major reasons for the cultural shift in
Bangladesh and their effect on breakfast choice.
Two of the most influential variables have been urbanization and globalization. While most developed
countries have, by and large, completed such transition, urbanization is still an ongoing process in many
developing countries like Bangladesh. Urbanization influences the food choices of people to change due to
more hectic lifestyles and also availability and choice of foodstuffs in urban markets is typically greater,
providing consumers with exposure to food patterns from foreign cultures. The quest to make life better in
Dhaka, people is getting busier day by day and to keep up with this busy and hectic schedule the food
pattern is also changing. While urbanization will proceed very slowly in many industrial and transition
countries (such countries already being predominantly urban), it will continue to grow unabated in those
countries where the vast majority of the country is rural. This is already particularly evident in sub-Saharan
Africa (urbanization rate greater than 4%) and East Asia (urbanization rate greater than 3%). (Hawkes,
2003). Urbanization had numerous consequences in that it lead the people of Dhaka to new and improved
marketing (with greater access to modern mass media), distribution infrastructure, which attracted large
supermarkets dominated by multinational corporations. As Bangladesh is a developing country the people
of this country have to compete very hard with the developed countries and hold their ground. Rapid
urbanization has had, and will continue to have, a profound effect on food consumption patterns (Popkin
1999).This is leading the country to globalization of the food consumption pattern especially breakfast
pattern.
Globalization, through the presence of multinational food processing and distribution firms operating in
many countries, reinforced by heavy advertising, have facilitated the process of food evolution due to
cultural shift. Due to globalization, preferences of people have become increasingly similar across cultures
and countries. It is also seen that the upper income group is more influenced by cultural shifts because they
get exposure to a greater variety of foodstuffs from foreign countries or brands which are relatively
expensive due to heavy taxes imposed on foreign goods. The increased access to media also influenced
this cultural change tas they are more exposed to the western culture.Transnational food corporations
(TFCs) (franchises and manufacturers) such as KFC, McDonalds, Kraft and Nestl are all drivers of the
fast-food market, processed foods and Western lifestyle that have become so widespread in developing
countries. (Hawkes 2005).
Bangladeshi culture is considered to be a subordinate one compared to the Western dominant culture by
the people. The survey done for this research showed that 62% of the young adults preferred the western
culture than the Bangladeshi culture and lifestyle. They perceive that the western culture is more
convenient and advantageous regarding the hectic lifestyle in Bangladesh.
Imports of food such as cereals and cereal products have increased since globalization began in
Bangladesh. The imports of many food items were liberalized which lead to greater availability of the cereal
products. The traditional breakfast spread of Bangladesh used to be roti, eggs, curry etc., which used to
take quite some time to prepare. As time is becoming more valuable and lifestyles are getting hectic, there
is usually very less time to spare for an elaborate breakfast. The easiest choice has become breakfast
cereals which originated from Western culture. But this shift and choice has not yet spread vastly outside
the upper income group because the cereals found in Bangladesh are all foreign brands which are
expensive.

Food choice models in view the consumer demographics and consumer

psychographics.
In Bangladesh, food consumption pattern are changing day by day due to cultural shift, which is caused by
globalization, economic condition, technological advancement, demographic fluctuation and pace of time.
Another change happen due to cultural shift is the breakfast consuming pattern. People are moving from
consuming traditional breakfast towards to more readymade food, processed food and packaged food. That
is the reason breakfast cereal is becoming more and more popular to a very particular society in our
country.
All of the people in a country do not swayed by the cultural shift or change. A particular society always
wants to groove with the change and shift and bring a change in the market and product choice.
Demographically and behaviorally people are being segmented in the market and product choices and
certain groups are the most influenced one of the cultural shift.
Just like all other products breakfast cereal is one of the products, which has been marketed in Bangladesh
due to cultural shift. Even though there are no local producer of breakfast cereal in our country a large
number of people are consuming it everyday as their breakfast item.
The following table shows that cultural shift can make a huge difference in product choice of consumer thus
Breakfast cereals make a place in the consumer budget.
Table: Food item category, budget share and quantity consumed
Food no.
category

Unit Constituent food items

Budget

Quantity consumed

share(%) per capita per year (kg)

1. Rice

Kg Fine rice, coarse rice, medium rice, beaten

flattened rice (0.85), popped rice

28.5

167.39

2. Wheat

Kg Flour (0.95)

1.8

5.4

3. Pulses

Kg Lentils (musur), chickling-vetch (mug), green

gram (boot), pea gram (kheshari), mashkalai,
others

3.2

5.44

4. Fish

Kg Hilsa, rhui / katla / mrigel / kal baush, pangash/

boal/ air, kai/ magur/shinghi/khalisha, koi, silver
carp/ grass carp/ mirror carp, shoal/gajar/taki, puti /
big puti / telapia / nilotica, mala-kachi/chalachapila, shrimp, dried fish, tangra/eelfish, sea fish,

14.2

16.43

5. Eggs

No. Hen eggs, duck eggs, others

1.5

34.0*

6. Beef and
other meat

Kg Beef, buffalo, mutton, sheep Kg Potato,

brinjal (eggplant), white gourd, pumpkin, water

3.56

7. Bird meat

Kg Hen, duck, others

2.8

2.78

8. Vegetables gourd, balsam apple, perbol, ribbed gourd, green

banana, green papaya, ol-kachu, kachur- mukhi,
cauliflower, cabbage, bean, lobeya, tomato, radish,
ladys-finger (okra), spinach, basil, others

11.1

85.78

9. Milk

3.2

14.9

Kg Liquid milk, powdered milk (100/13), curd

casein (paneer), butter, milk drinks, others,

10. Oils

kg Mustard oil, soybean oil, Dalda, vanaspati,

ghee, others

5.6

6.58

11. Fruits

Kg Ripe banana, mango, melon, bangi, jackfruit,

Leeches Ripe papaya, guava, pineapple, safeda,
palm, bedana apple (pomegranate), orange,
grape, amra, kamranga (star fruit), others

3.3

13.04

12. Sugar

Kg Sugar, misri (rock sugar)

1.1

2.41

13. Others

BDT Other cereals, Sweetmeat, miscellaneous

food, tobacco and tobacco products, spices

19.8

$
30.44

Diagram of who are the influencers of the cultural shift and product choice (Breakfast Cereal):
Due to cultural Shift

Eating Breakfast Cereal

Who are mostly influenced by cultural

shift?

Demographic Segmentation

Behavioral Segmentation

Children (4-12)
Initiator

DECISION ROLE

AGE & GENDER

Teenage (13-18)
Women (24-40)

Influencer
Buyer
Buyer

LIFE STYLE

INCOME

Upper income
group

Time constrained

GENERATION

Young generation

Post parenthood

LIFECYCLE STAGE
Honeymooner
bachelorhood

SOCIOECONOMIC
BACKGROUND

Urban
Educational level
Occupation

Demographically who are most influenced by cultural shift and product choice (consuming of
breakfast cereal):

Influence of cultural shift strokes in the most of the demographic segmentation of consumer. Due to
Cultural shift, breakfast choice has changed and which demographic groups are affected by that are
discussed below:
Age and Gender:
By doing the survey we find out, children (4-12), teenager (13-18), young adults (19-24) and women (24-45)
are changing their breakfast habit due cultural shift. Children, teenager and young adults are choosing
breakfast cereal by watching cartoons, movies and advertisements. Middle-aged Women are basically
choosing the breakfast cereal to stay fit and slim.
From surveying people we found out that 18% are children, 15% teenagers, 57% young adults, 7% women
and only 3% men are consuming cereal as their breakfast items.
Income:
Upper income group people actually want to live their life with ease, opportune, comfort and affluence. They
dont like agitation or any kind of burden that will hamper the ease of life. Breakfast cereals have made
breakfast more easy, fast and convenient for the upper income group. As they tend to follow the western
culture and go with the increasing pace of life, they change their food habit and took breakfast cereals in
their breakfast item. In Bangladesh per capita income has increased which leads people to buy expensive
items.
Upper income groups are the consumer of cereal we can say that from survey percentage; income range
(40,000-80,000) are 9% and (80,000-120,000) are 55% and (120,000-up) are 36%.
Generation:
The younger generation plays a significant role not only as consumers but also as initiators and influencers
of buying decisions. (Kotler, Keller and Keller; Ed.2014 )
Young generations are the most imperative part of cultural shifts because they followed information from
television, social media and outdoor media. They tend to follow those and imitate others culture and due to
that cultural shift happen.
Life Cycle Stage:
There are five family life cycle stage but not all the stage are influenced by the cultural shift of breakfast
choice and taking cereals as the breakfast items. Only three stages are affected by the cultural shift of
breakfast choice; one is post parenthood stage, number two is bachelorhood and another one is
honeymooners.
Parent hood and Post Parenthood stage are affected by this shift because while doing survey we found out
that 39% and 48% of parents work as a buyer while the initiator and influencer are their children as
breakfast cereal main consumer are children, teenager and young adults.
Bachelorhood stage is affected by this shift because 5% of surveyors think they want easy, fast and
convenient food to consume and for breakfast cereal is the best option for them.
Another consumer of breakfast cereal are 8% of women, who wants to stay fit and slim and in that category
honeymooners female one is the best apt for choosing cereal as breakfast.

Socio-Economic Background:
Mainly urban people familiarized with the cereal and rural people have no idea about the cereal and that is
why cultural shift and product choices are affected the urban portion of the country.
Educational level and occupation have a vast influence on the cultural shift and product choice. The family
mostly consumes breakfast cereal, when both the spouse is working and breakfast cereal is the best option
for them as breakfast items.

Behaviorally who are most influenced by cultural shift and product choice (consuming of breakfast
cereal):

Decision Role:
People play five roles in a buying decision: initiator, influence, decider, buyer and user. ((Kotler, Keller and
Keller; Ed.2014).
As children, teenage and young adult work as initiator and influencer for buying decisions so the
breakfast cereal is one of the products which is bought for these group by their parents who work in this
scenario as Buyer which are 74%.
Women play a significant role in the decisional role so they are the Buyer of breakfast cereal and 26%
women buy for their own.
Lifestyle:
Lifestyles are shaped partly by whether consumers are money constrained or time constrained.
Breakfast cereal is for those people who maintain their lifestyle in time-constrained situation; working
parents and working spouse. Women choose to consume cereal because of ease which is 47% and
convenience which is 18%.

REASONS BEHIND THE SHIFT IN BREAKFAST CHOICE

The Processed food Industry in Bangladesh and Consumers food choice:
Bangladesh is a country which is largely attached with the roots. The culture did not change much for years
until the advent of globalization. During the past 15-20 years, citizens in Bangladesh did not only change the
way they travel and the way they communicate but also their eating behavior.
The effect of Globalization has taken place in almost all countries including Bangladesh. The industries
which are most affected due to globalization is our Food and clothing industries. In the society with food
combining lifestyle, trend for both spouses working and healthy food concept has emerged with
Bangladeshi economy and culture going global since last decade of twentieth century. Over the years
global food giants have been able to construct a huge consumer base in Bangladesh, especially in the high
income group. High income people now-a-days are cooking less traditional food and members of the family
often eat Processed Food. More so, the frequency of eating Processed Food in general and processed
Breakfast in particular has been rising with relative importance of convenience, time saving and a relative
decline in traditional food and eating habits. This trend is more visible in young consumers. Consumers are
switching towards modern eating habits. The promotion strategies of the companies are in fact targeting
children, youngsters and small families.
Implications of processed breakfast consumption:
In Bangladesh, eating home cooked food together with family after spending a lot in food purchase and
food preparation has been the culture traditionally, whereas today quick meals particularly Breakfast has
become an essential part of our lifestyle. Traditional food and eating habits are vanishing under the
appearance of modern food and eating habits. Earlier Eating processed food was confined to occasional
eating but today eating processed breakfast is a growing phenomena of our changing society. Processed
Breakfast Industry like Kellogs, Nestle etc is spending heavily on advertisements to target different types of
consumers like health-oriented, taste oriented, vegetarian, etc.
The traditional breakfast of Bangladesh contains paratha, roti with gravy meat, omelet, heavy fat milk etc
and it has lead to increase in obesity and related problems. Obesity has reached epidemic proportions
globally, with more than 1 billion people overweight and at least three million of them clinically obese and is
a major contributor to the global burden of chronic disease and disability. Obesity and overweight pose a
major risk for serious diet-related chronic diseases, including type 2 diabetes, cardiovascular disease,
hypertension and stroke, and certain forms of cancer. Obesity rate in Bangladesh for adults is 17% and for
children is 4.5% in 2013 according to a study. Growing concerns over unhealthy food, fat content, exotic
processing has widely addressed significance of food which is produced according to a set of principles and
standards concerning food safety and quality. To counter the rising obesity and related health problems,
corporates have shifted their thrust to making and marketing cereal based processed food like brown bread,
oats and cornflakes which are rich in nutrition and fiber content.
Undoubtedly the Processed food industry has been very successful in promoting processed food culture in
Bangladesh, more precisely in higher income groups in Bangladesh. According to the players in the food
industry "The Processed food industry is the fastest growing industry in Bangladesh" and will be the world's
largest food factory in the times to come.
Eating a healthy, whole foods diet including cereal based fiber-rich processed food can eliminate diseases
related with obesity. The modern diet is a major concern among researchers, public health expert and
policy makers. Diets are frequently characterized by a poor nutrition and a high amount of so called empty
calories and have contributed to the increased prevalence of a number of serious illness and subsequent
costs for individuals in particular and society at large.
Food habits actually change very quickly and that these changes are driven primarily by rising incomes as
shown by studies. With rising incomes, people include diverse food in their menu.

Nutritional factors of breakfast cereals:

Changes in nutrition content of child, family, and adult cereals

NPI Score

Sugar Content

# of varieties
2012

2009

Fiber content

(%)
2012

2009

(%)

Sodium
(per 100 mg)

2012

2009

2012

2009

2012

Child brands 29

40

43*

36

33*

5.5

5.1

559

525*

General Mills 12

40

44*

36

33*

7.6

5.6

611

555*

Kellogg

11

41

46*

35

32

4.6

5.5

525

475*

Post

42

34

33

34

8.3

2.1

542

558

Other companies

54

52

20

27

16.7

10.0

533

533

Family brands

79

51

53*

27

26

6.8

8.3* 470

General Mills 25

46

50*

26

25

6.0

7.4*

669

Kellogg

13

62

68

28

24

8.0

10.0* 171

77

Post

46

46

40

40

6.9

6.9

389

386

Quaker

10

44

43

32

32

5.0

7.4

602

533

Other companies

27

51

55

23

23

8.5

8.9

498

399*

Adult brands

153

56

59*

20

21

10.6 10.7* 372

General Mills 19

56

58

21

20

13.6

11.8

481

Kellogg

34

50

52

24

25

10.6

10.7* 476

465

Post

22

59

61*

20

18

8.0

9.1*

324

287*

Quaker

53

66*

23

20*

7.5

9.6

290

223

Other companies

70

60

61

18

19

11.5

10.3

310

312

420*

580*

351

415

Improvements in nutrition quality:

As people in Bangladesh are becoming more and more health conscious, especially the high income group,
and also due to fraudulent activities of local food producers, the people are in some way forced to change
the way they eat. Breakfast is the time when you start your day and the body needs required nutrition. So,
our people eat breakfast cereals mainly with milk, both of which are believed to be nutritious.
From survey how many have changed habit due to nutrition

We have seen that from our survey that 22% of cereal eaters are driven due to nutritious factors which is a
significant amount and stays second after imitation of other culture.
Advertisement
Cereal advertisers are clever enough to target groups and advertise accordingly. The advertisement is done
during Western Movies, TV shows and cartoon channels during popular cartoon shows to attract the kids.
As the kids section is covered, now the advertisement for health-oriented people has started. Bangladeshi
high society has by and large affected by these advertisements.
From survey which influenced more.
According to our survey result, most cereal eaters have actually shifted due to watching of Western Movies
followed by Western shows and cartoons, with TV advertisement coming after that and Peers, families or
others influence coming last with a mediocre 7%.

Breakfast cereal market in Bangladesh

Breakfast cereal companies available in Bangladesh

Company name
Nestle

Products
Cereals: Chocapic, Cini Minis, Cookie Crisp, Estrelitas,
Fitness, Nesquik Cereal
Baby cereals

Kelloggs:

Tatka food & feed

industries ltd.
Sams corporation

M.R.S syndicate
Sajeeb
birijjen
Magic time

Radiant berries organic

Breakfast cereal ORG

Crunchy Nut, Special K Oats and

honey,http://www.kelloggs.com.au/en_AU/special-kmultigrain-oats-honey-product.html Coco Pops
Chocolatey Liquid Breakfast, Nutri-Grain Breakfast
Fuel, All-Bran , Sultana Bran
Corn Flakes
Amar Choco choco corn flakes.
Rice flakes
Puffed rice

Corn Flakes, Sajeeb Diet Corn Flakes, Mr. Chocoz

Corn flakes
MagicTime Frosty Stars & Marshmallows, apple ring
cereals, chocolate cookies crispy cereals, enriched bran
flakes, magic time fitness flakes, Frosty flakes cereals
Radiant berries Breakfast cereal, corn flakes, radiant
fruity breakfast cereal, Radiant millet hulled, Radiant
nutty breakfast cereals.

Breakfast cereal companies& their products:

Kelloggs:

Lactogen
NAN
Cerelac

Shajeeb:
Corn Flakes
Sajeeb Diet Corn Flakes
Mr. Chocoz

Nestle Cereals

Tatka food & feed industries ltd.

Corn Flakes
Amar Choco choco corn flakes.
Sams corporation
Rice flakes
Puffed rice
M.R.S syndicate
SK corporation
Magic time

Others Reliable trade internationals, OCG international, M/S credenza internationals, root Bangladesh, Jute
export corporation, National bong Agro, GA traders, Unity future, Hifs agro food industries.
Distributor
Mainly breakfast cereals are marketed through various supermarket(Agora, Meena bazar, Almas, G mart,
Showapno, Prince bazar), different departmental store And many more local shops.

Trader/ importer

Alibaba: Alibaba is an important importer of Agro based breakfast cereal raw material,
machine.

Mak Trade International: Our Company is Trading Company based at Chittagong Port City in
Bangladesh. We deal in agro commodities & Heavy equipment Machinery. We are importer,
Indenter & also oversea manufacturer\'s representative.

Advertisement
Mainly in our country breakfast cereals has not been advertised through newspaper, billboard or leaflets.
Commercial tv advertisement are the main advertising program. Cereal advertisers are clever enough to
target groups and advertise accordingly. The advertisement is done in cartoon channels during popular
cartoon shows to attract the kids. Different cartoon characters also making breakfast cereals more attractive
to the kids. As the kids section is covered, now the advertisement for health-oriented people has started.
Bangladeshi high society has by and large affected by these advertisements. Various Women are also
affected by various weight loose & fitness beneficial cereals. Different movies characters are influencing
teenagers. & young adults.
Future growth & prospects

Breakfast cereals is expected to continue growing. Growing awareness of the health benefits
associated with breakfast cereals along with the rising health and wellness trend among
Bangladeshi consumers in general, will drive sales of breakfast cereals. Leading players, such as
Kellogg, Nestle and magic time, are expected to continue carrying out consumer awareness
programmes regarding the health benefits associated with breakfast cereals over the forecast
period. Rapid urbanisation and growth of modern retail outlets will also help propel sales of
breakfast cereals. Nestle & Kelloggs are the leading brands penetrating the market. Shajeeb bd.
Food is also introducing various cereals in the market & successfully competing the leading brands
in the Bangladesh market.

Conclusion
Food choice is potentially influenced by a large range of potential factors. Many models put forward in this
area involve merely listing the likely influences rather than offering a framework for empirical research and
practical application. Although there is general agreement on the types of influences likely to be important,
the integration of these factors into a coherent and quantitative model of food choice remains an area in
need of development.
Breakfast is the time when you start your day and the body needs required nutrition. So, people eat
breakfast cereals mainly with milk, both of which are believed to be nutritious. Breakfast cereal has become
significantly popular in upper class people as cereals are undoubtedly full of nutrition.
In Bangladesh, eating home cooked food together with family after spending a lot in food purchase and
food preparation has been the culture traditionally, whereas today quick meals particularly Breakfast has
become an essential part of our lifestyle. Children are now a days very much reluctant to have conventional
breakfast before going to school. The family mostly consumes breakfast cereal, when both the spouse is
working and breakfast cereal is the best option for them as breakfast items. With the changes of time
breakfast cereal has become more popular with different age group people, different class & different
income level people.
Now a days breakfast cereals has not only changed the food habit of kids but also changed overall
perspective of people regarding the food with the cultural shift. This study will help us change our traditional
consensus about having cereals as breakfast also help us to know about how it benefits the manufacturer,
importer, consumer buying behavior, and thus put a significant impact on overall economic growth.

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