BONAFIDE CERTIFICATE

This is to certify that Santonur Rahman, ID NO. 3-15-30-072 is a student of the Department of
Management of University of Dhaka. He has completed the project report titled “Key Factors for
Kazi Farms Kitchen to Achieve Leadership of The Frozen (Processed) Food Industry”
successfully under my supervision. Certified further that to the best of my knowledge the work
reported herein does not from part of any other internship report or dissertation on the basis of
which a degree or award was conferred on an earlier occasions on this or any other candidate.

I wish him every success in life.

Nadia Newaz Rimi

Associate Professor
Department of Management
Faculty of Business Studies
University of Dhaka

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 LETTER OF TRANSMITTAL
February 8, 2018
Nadia Newaz Rimi
Associate Professor
Department of Management
Faculty of Business studies
University of Dhaka

Subject: Submission of Project Paper on “Key Factors for Kazi Farms Kitchen to Achieve
Leadership of The Frozen (Processed) Food Industry”.

Dear Sir,
With due respect, I have prepared my project report on “Key Factors for Kazi Farms Kitchen to
Achieve Leadership of The Frozen (Processed) Food Industry” to fulfill the partial requirements
for the award of the degree of Master of Business Administration.
I am honestly thankful for your guidance during the preparation of the report. I have tried my level
best to conduct this in a professional manner. It is true that, it could have been done in a better
way. I hope you will assess my report considering the limitations of the study and time frame.

Yours sincerely,

Santonur Rahman
ID: 3-15-30-072
MBA Program (Evening)
Department of Management

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 ACKNOWLEDGEMENT

First of all I would like to thank Almighty who blessed me and made it possible for me to complete
this paper. I am also very grateful to my parents who supported me during the preparation of this
report. I wish to express profound gratitude to my supervisor Nadia Newaz Rimi for her persistent
guidance, keen interest and continuous encouragement.

I am also thankful to all my teachers of the Department of Management of University of Dhaka

who taught me and helped to apply the bookish knowledge into practical life. I am also extremely
thankful to my friends and acquaintances who helped me to complete the report.

Santonur Rahman
ID: 3-15-30-072
MBA Program (Evening)
Department of Management

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 Executive Summary

Frozen (processed) food industry in Bangladesh is growing day by day at a rapid pace as the

demand for “ready to cook” convenience food is increasing. The advent of nuclear family with

working parents in Bangladesh is increasing and city dwellers and households are progressively

adapting to frozen foods (not only protein- like fish and meats but also vegetables as well).

As demand is increasing, competition is increasing as well. Many participants are entering into

this sector with newer variety of frozen food products. From the analysis and findings it is

identified that to win in this competition as well as to achieve leadership, company has to adopt

key factors like taste, availability of products; visibility of products at the point of purchase;

customer satisfaction; customer loyalty; continuous innovation etc. are crucial and needed to be

ensured. Customers focus on more taste for choosing any brand. It is most important to them.

This report contains valuable information about the key factors to achieve leadership of the frozen

(processed) food industry of Bangladesh and the possible way to achieve leadership which is the

ultimate goal of all companies.

Kazi Farms Kitchen started its operation in this industry in November, 2013. Though it is

comparatively a new company, it has become one of the leading frozen food providers. ‘Key

Factors to Achieve Leadership of the Frozen (Processed) Food Industry’ will help them to achieve

leadership.

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 Table of Contents
Bonafide Certificate i

Letter of Transmittal ii

Acknowledgement iii

Executive Summary iv

List of Tables ix-x

List of Figures xi-xii

Chapters Particulars Page No.

Chapter 1 Introduction 1-3

1.1 Introduction and Background 1

1.2 Problem Statement 2

1.3 Importance 2

1.4 Objectives 3

1.5 Scope 3

1.6 Limitations 3

Chapter2 Methodology 4-6

2.1 Introduction 4

2.2 Area of Study 4

2.3 Methods of Data Collection 4

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 2.4 Types of Research 4

2.5 Sampling Technique and Sample Size 5

2.6 Questionnaire Design 5

2.7 Data Analysis Tool 6

Chapter3 Industry Overview 7-18

3.1 Frozen Food 7

3.2 Types of Frozen Food 7

3.3 Participants of Frozen Food Industry 7

3.4 Market Trends 8

3.5 Kazi Farms Kitchen 8

3.6 Marketing Mix (7 Ps) of Kazi Farms Kitchen 11

Chapter4 Literature Review 19-21

4.1 Developing Brand Positioning 19

4.2 Brand Intangibles 19

4.3 Leadership 19

4.4 Consumer Behavior 20

Chapter5 Overview of Leadership & 22-33

Key Factors to Achieve Leadership in Frozen Food Sector
5.1 Leadership 22

5.2 Advantages of a Market Leader 22

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 5.3 Key Factors to Achieve Leadership in Frozen Food Sector 23

Chapter6 Data Presentation and Analysis 34-55

6.1 Acceptance of Frozen Food 34

6.2 Buying Frequency 35

6.3 Purchasing Point 36

6.4 Purpose of Purchase 37

6.5 Brand Preference 38

6.6 Taste 39

6.7 Quality 40

6.8 Packaging 40

6.9 Size and Amount 41

6.10 Availability 42

6.11 Validity 43

6.12 Price 44

6.13 Actions Taken against Complains 45

6.14 Influence of Product Availability 46

6.15 Adaption of New Food 47

6.16 Influence of Salespeople 48

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 6.17 Peer Pressure 49

6.18 Trust on Brands 50

6.19 Acceptance of Available Brand over Demanded Brand 51

6.20 Preference for Particular Brand 52

6.21 Summary of Findings 53

Chapter7 Conclusion and Recommendations 56-57

7.1 Conclusion 56

7.2 Recommendations 56

References 58-59

Appendix 60-63

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 List of Tables
Table 3.1 Participants of Frozen Food Sector 8

Table 6.1 Acceptance of Frozen Food 34

Table 6.2 Buying Frequency 35

Table 6.3 Purchasing Point 36

Table 6.4 Purpose of Purchase 37

Table 6.5 Brand Preference 38

Table 6.6 Taste 39

Table 6.7 Quality 40

Table 6.8 Packaging 40

Table 6.9 Size and Amount 41

Table 6.10 Availability 42

Table 6.11 Validity 43

Table 6.12 Price 44

Table 6.13 Actions Taken against Complains 45

Table 6.14 Influence of Product Availability 46

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Table 6.15 Adaption of New Food 47

Table 6.16 Influence of Salespeople 48

Table 6.17 Peer Pressure 49

Table 6.18 Trust on Brands 50

Table 6.19 Acceptance of Available Brand over Demanded Brand 51

Table 6.20 Preference for Particular Brand 52

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 List of Figures
Figure 3.1 Distribution System of Kazi Farms Kitchen 13

Figure 5.1 Reference Groups 25

Figure6.1 Acceptance of Frozen Food 34

Figure 6.2 Buying Frequency 35

Figure 6.3 Purchasing Point 36

Figure 6.4 Purpose of Purchase 37

Figure 6.5 Brand Preference 38

Figure 6.6 Taste 39

Figure 6.7 Quality 40

Figure 6.8 Packaging 41

Figure 6.9 Size and Amount 42

Figure 6.10 Availability 43

Figure 6.11 Validity 43

Figure 6.12 Price 44

Figure 6.13 Actions Taken against Complains 45

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Figure 6.14 Influence of Product Availability 46

Figure 6.15 Adaption of New Food 47

Figure 6.16 Influence of Salespeople 48

Figure 6.17 Peer Pressure 49

Figure 6.18 Trust on Brands 50

Figure 6.19 Acceptance of Available Brand over Demanded Brand 51

Figure 6.20 Preference for Particular Brand 52

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