CONSUMERS’ ATTITUDES TOWARDS DIFFERENT BRANDS OF SOFT DRINKS IN BANGLADESH: AN EMPERICAL STUDY ON RAJSHAHI METROPOLITAN CITY

Md. Kamal Hossain; Subrata Kumar; Mohammad Ataur Rahman

Volume : VI, Issue : IX, September - 2016

CONSUMERS’ ATTITUDES TOWARDS DIFFERENT BRANDS OF SOFT DRINKS IN BANGLADESH: AN EMPERICAL STUDY ON RAJSHAHI METROPOLITAN CITY

Md. Kamal Hossain, Subrata Kumar, Mohammad Ataur Rahman

Abstract :

 Consumer attitude towards the object continues to be one of the critical areas for marketing practitioners. As because some important attributes that affect the and’s choice behavior of soft drinks have identified where consumers give special emphasis. This study explores some attributes of soft drinks which have strong influence on consumer and choice preference in Bangladesh. For comparative purposes, an empirical study is conducted on the top five different soft drink ands in Bangladesh based on ten attributes. In addition to the and and the top attributes being measured, overall attitudes towards the and and the impact of other attributes have been included. It reveals from the study that 7up bears highest and Pepsi bears lowest and image among the selected ands to the consumers. Means differences of different attributes for different ands are measured through ANOVA for test of significance. The Duncan‘s Multiple Range Test has been applied for assessing and compå different mean values and find out the range from one to another. Outcomes of the paper may be used as an index by the soft drinks manufacturing companies for improvement of their products and formulating marketing strategies as well.