1. 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 don’t know beverage is also our cultural food because beverage doesn’t 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 it’s 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
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1. 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 don’t know beverage is also our cultural food
because beverage doesn’t 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 it’s 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.
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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.
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2. Review of Literature
Most of the studies conducted on the customer satisfaction of beverage have been
reviewed in the subsequent section.
2.a Taylor Ellis & Abraham Pizam (1999) in “Customer satisfaction and its
measurement in hospitality enterprises” stated global issues and cultural
differences in customer satisfaction, overall satisfaction vs. satisfaction with
individual attributes, dimensions of satisfaction & the components of
satisfaction.
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.
2.d Mohajon Bangladeshi Online Bazar (2006) in “Beverage product view”
identified different beverages & their quality with prices.
2.e Transcom Beverage Limited official website (2003) in “Introduction” explained
that TBL manufactures the famous Pepsi range of beverages-Pepsi, 7up,
Mirinda Orange, Mirinda Lemon, Slice and Soda. As a corporate citizen
Pepsico believes it has a responsibility to contribute to the quality of life in our
communities.
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3. Beverage: Its Conceptual Analysis
3.a Definition of Beverage
A drink, or beverage, is a liquid specifically prepared for human consumption. In
addition to basic needs, beverages form part of the culture of human society.
3.b Types of Beverage
3.b.1 Water
Despite the fact that most beverages, including juice, soft drinks, and carbonated
drinks, have some form of water in them; water itself is often not classified as a
beverage, and the word beverage has been recurrently defined as not referring to
water.
Essential to the survival of all organisms, water has historically been an important and
life-sustaining drink to humans. Excluding fat, water composes approximately 70% of
the human body by mass. It is a crucial component of metabolic processes and serves
as a solvent for many bodily solutes. Health authorities have historically suggested at
least eight glasses, eight fluid ounces each, of water per day (64 fluid ounces, or 1.89
liters), and the British Dietetic Association recommends 1.8 litters. The United States
Environmental Protection Agency has determined that the average adult actually
ingests 2.0 liters per day.
Orange Juice
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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
3.b.2 Alcoholic Beverages
An alcoholic beverage is a drink containing ethanol, commonly known as alcohol,
although in chemistry the definition of an alcohol includes many other compounds.
Alcoholic beverages, such as wine, beer, and liquor have been part of human culture
and development for 8,000 years.
3.b.3 Non-alcohol Beverages
Non-alcoholic beverages are drinks that would normally contain alcohol, such as beer
and wine but are made with less than .5 percent alcohol by volume. The category
includes drinks that have undergone an alcohol removal process such as non-alcoholic
beers and de-alcoholized wines.
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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
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o Espresso
o Café au lait
o Frappé
o Flavored coffees (mocha etc.)
o Latte
Hot Chocolate
Hot Cider
o Mulled cider
Glühwein
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)
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3.c Industry Overview
The soda drink and bottled water industry in the US includes about 3,000 companies
that manufacture and distribute beverages, with combined annual US revenue of $70
billion. Coca-Cola and PepsiCo hold more than 50 percent of the market, following
strong consolidation in the past decade. Only a few other companies have annual
revenue above $500 million. Most are local or regional manufacturing and bottling
operations with annual revenue under $100 million.
3.d Competitive Landscape
Demand for non-alcoholic beverages is driven by consumer tastes and demographics.
The profitability of individual companies depends on effective marketing. Large
manufacturers have economies of scale in production and distribution, with average
annual revenue per production worker close to $1 million. Small companies can
compete by producing new products, catering to local tastes, or selling at lower prices.
3.e Products, Operations & Technology
Nonalcoholic beverages include sodas (carbonated soft drinks, or CSD), bottled
waters, juices, and a large variety of mixtures. Sodas account for about 60 percent of
the market. The manufacture and distribution of most national soda brands, including
Coke and Pepsi, is a two-tiered process. The primary manufacturer produces flavored
syrup called concentrate that is sold to local bottlers who manufacture and distribute
the finished product. In a typical bottling operation, the flavored syrup, corn syrup
(sugar), and filtered water are mixed in appropriate proportions, carbon dioxide gas is
injected, and the finished soda product is poured into bottles or cans, which are
capped, labeled, and packaged.(Beverage Manufacture and Bottling:2008).
3.f History
Soft drinks can trace their history back to the mineral water found in natural springs.
Bathing in natural springs has long been considered a healthy thing to do; and mineral
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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.
Soda Fountain Bar
LOC
3.g Joseph Priestley
In 1767, the first drinkable man-made glass of carbonated water was created by
Englishmen Doctor Joseph Priestley. Three years later, Swedish chemist Torbern
Bergman invented a generating apparatus that made carbonated water from chalk by
the use of sulfuric acid. Bergman's apparatus allowed imitation mineral water to be
produced in large amounts.
3.h John Mathews
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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.
3.i Health Properties of Mineral Water
The drinking of either natural or artificial mineral water was considered a healthy
practice. The American pharmacists selling mineral waters began to add medicinal and
flavorful herbs to unflavored mineral water. They used birch bark, dandelion,
sarsaparilla, and fruit extracts. Some historians consider that the first flavored
carbonated soft drink was that made in 1807 by Doctor Philip Syng Physick of
Philadelphia. Early American pharmacies with soda fountains became a popular part
of culture. The customers soon wanted to take their "health" drinks home with them and
a soft drink bottling industry grew from consumer demand.
3.j The Soft Drink Bottling Industry
Over 1,500 U.S. patents were filed for a cork, cap, or lid for the carbonated drink bottle
tops during the early days of the bottling industry. Carbonated drink bottles are under
a lot of pressure from the gas. Inventors were trying to find the best way to prevent the
carbon dioxide or bubbles from escaping. In 1892, the "Crown Cork Bottle Seal" was
patented by William Painter, a Baltimore machine shop operator. It was the first very
successful method of keeping the bubbles in the bottle.
3.k Automatic Production of Glass Bottles
In 1899, the first patent was issued for a glass-blowing machine for the automatic
production of glass bottles. Earlier glass bottles had all been hand-blown. Four years
later, the new bottle-blowing machine was in operation. It was first operated by the
inventor, Michael Owens, an employee of Libby Glass Company. Within a few years,
glass bottle production increased from 1,500 bottles a day to 57,000 bottles a day.
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3.l Hom-Paks and Vending Machines
During the 1920s, the first "Hom-Paks" were invented. "Hom-Paks" are the familiar
six-pack beverage carrying cartons made from cardboard. Automatic vending
machines also began to appear in the 1920s. The soft drink had become an American
mainstay. (Inventors: 2003).
A Timeline of soft drink invention
First Beverage Shop in World
1798 The term "soda water" first coined.
1810 First U.S. patent issued for the manufacture of imitation mineral waters.
1819 The "soda fountain" patented by Samuel Fahnestock.
1835 The first bottled soda water in the U.S.
1850 a manual hand & foot operated filling & corking device, first used for bottling
soda water.
1851 Ginger ale created in Ireland.
1861 The term "pop" first coined.
1874 The first ice-cream soda sold.
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1876 Root beer mass produced for public sale.
1881 The first cola-flavored beverage introduced.
1885 Charles Aderton invented "Dr Pepper" in Waco, Texas.
1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.
1892 William Painter invented the crown bottle cap.
1898 "Pepsi-Cola" is invented by Caleb Bradham.
1899 The first patent issued for a glass blowing machine, used to produce glass bottles.
1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.
1919 The American Bottlers of Carbonated Beverages formed.
1920 The U.S. Census reported that more than 5,000 bottlers now exist.
Early 1920's The first automatic vending machines dispensed sodas into cups.
1923 Six-pack soft drink cartons called "Hom-Paks" created.
1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime
Sodas" later called "7 up". Invented by Charles Leiper Grigg.
1934 Applied color labels first used on soft drink bottles, the coloring was baked on the
face of the bottle.
1952 The first diet soft drink sold called the "No-Cal Beverage" a gingerale sold by
Kirsch.
1957 The first aluminum cans used.
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1959 The first diet cola sold.
1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of
Pittsburgh, PA. The pull-ring tab was invented by Alcoa.
1963 The Schlitz Brewing company introduced the "Pop Top" beer can to the nation in
March, invented by Ermal Fraze of Kettering, Ohio.
1965 Soft drinks in cans dispensed from vending machines.
1965 The resealable top invented.
1966 The American Bottlers of Carbonated Beverages renamed The National Soft
Drink Association.
1970 Plastic bottles are used for soft drinks.
1973 The PET (Polyethylene Terephthalate) bottle created.
1974 The stay-on tab invented. Introduced by the Falls City Brewing Company of
Louisville, KY.
1979 Mello Yello soft drink is introduced by the Coca Cola Company as competition
against Mountain Dew.
1981 The "talking" vending machine invented. (Mary Bellis: 2005)
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4. Overview of the Beverage Market in Bangladesh
At present Bangladesh has a very competitive market of beverage. Bangladesh has a
relatively hot weather and people tend to be thirstier. So they prefer to take soft drinks
most of the time. Beverage took the market of Bangladesh in the first half of 1980. In
that time two or three soft drinks were available in the market. But now lots of beverage
found in the market. Some of them are popular and some are not so popular.
4.a Beverage List: All Age Groups
Total 6 product(s) found in category of Beverage for all age groups in Bangladesh.
Vita Fresh (Orange) [2008-04-26]
Kohinoor Chemical Company (BD) Ltd. [City: Dhaka]
Vita Fresh (Orange) is a delicious drink of orange prepared from natural orange juice
crystals. No artificial sweetener is added to preserve the natural taste and flavor of
orange. Each sachet pack contains 25ge of dried Orange powder enough to prepare a
glass of rejuvenating drink. [Net Weight]: 25ge.
Premium Classic Mango/Orange Juices [2008-04-26]
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The ACME Agro vet & Beverages Ltd. [City: Dhaka]
ACME Premium and Classic mango and orange juices are unique because of their
taste and flavor. [Pack Size]: Available in 250ml hygienic UHT packs.
Vita Fresh (Mango) [2008-04-26]
Kohinoor Chemical Company (BD) Ltd. [City: Dhaka]
Delicious drink in powder form extracted from rich and fabulous garden fresh mango
crystals. No artificial sweetener is added to preserve the natural taste of mango. Each
sachet pack contains 25ge dried MANGO juice enough to prepare a glass of
rejuvenating drink. [Net Weight]: 25ge.
ACME Juices [2008-04-23]
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The ACME Agro vet & Beverages Ltd. [City: Dhaka]
ACME Premium and Classic mango, orange and Mango range juices are unique
because of their taste and flavor. [Pack Size]: Available in 1000ml hygienic UHT
packs.
ACME Premium Drinking Water [2008-04-23]
The ACME Agro vet & Beverages Ltd. [City: Dhaka]
ACME premium drinking water is synonymous to purity. Arsenic Free Mineral water
contains proper mineral balance, is suitable for all age groups and bottled in
Environment friendly PET bottle as per guide line of BSTI. [Pack Size]: Available in
500ml, 1000ml, and 1500ml bottles.
Danish Mango Juice [2008-03-17]
PARTEX Group [City: Dhaka]
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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
8.i Food and Drinks in Bangladesh, (2005), “Bangladesh Cultural Information”,
March 25, 2009, Source (http://www.pigeontravels.com,14.9 kb)
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 CustomerDear 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: Age: Below 18 18-29
30-40 41-50
Above 50
Occupation: Gender: Male Female
Area of residence: Income level: Tk 1000- 5000 Tk 5000-10000 Tk 10000-30000 Tk 30000-50000
1. Which brand do you prefer most?
a. Coke b. Pepsi c. RC d. Virgin e. Others
2. Which flavor do you like most?
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a. Cola b. Orange c. Lemon d. Diet e. Mango
3. Which thing influence you most to choose a soft drinks?
a. Taste b Brand c. Advertisement d. Friend’s influence e. Availability
4. Which package do you like most?
a. 300ml b. 1000ml c. 1500ml pet d. 1000ml
e. Glass bottle f. 250 ml can
5. Who is the consumer group for beverage according to you?
a. Children b. teen age c. youth d. elderly people e. over 35
6. What your desires while you want to have cold drinks?
a. Chilled b. Availability c. Taste
7. Which medium of advertisement influences you most?
a. Press b. TV c. Radio d. out door e. point of parches
8. For TV ads, which channel is most preferred by you?
a. BTV b. Channel I c. E TV d. A T N Bangla e. Others
9. If you like to have Lemon, which one is best by taste?
a. Cloudy lemon b. Miranda Lemon c. Sprite d. 7UP
e. Bubble UP f. Upper 10
10. For Diet which brand you like most?
a. Coke b. Pepsi c. R C d. Virgin e. Others.
11. As a customer, which point(s) you like most to purchase a product?
a) Availability b) Selection c) Quality d) Reliability e)
Service f) Customer g) Friendliness h) Cost
12. As a customer, what is your promotion behind buying a product?
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a) Company slogan b) Advertisement c) Package outlook
d) Brand name e) Others
13. Do you prefer to buy product when it offers some other things for free?
a) Always b) Sometimes c) Never unless my specific brand offers
14. In western countries most company offer Gift hamper of all of their products. If these sorts of packages were available for our country—products, would you prefer to buy that product?
15. What is the color of your favorite drinks?
a) Red b) Blue c) Green d) Pink e) White f) Off white g) Cyan h) Magentas i) Violate j) Light k) others
16. Soft Drinks are good for health?
a) Strongly Agree b) Agree c) Neutral
d) Dissatisfied e) Strongly Dissatisfied
17. Can Soft Drinks refresh your mind?
a) Strongly Agree b) Agree c) Neutral
d) Dissatisfied e) Strongly Dissatisfied
18. Soft Drinks are available in the Retail shop?
a) Strongly Agree b) Agree c) Neutral
d) Dissatisfied e) Strongly Dissatisfied
19. Quality of Soft Drinks is good
a) Strongly Agree b) Agree c) Neutral
d) Dissatisfied e) Strongly Dissatisfied
20. Every Soft Drink is Alcohol free
a) Strongly Agree b) Agree c) Neutral
d) Dissatisfied e) Strongly Dissatisfied
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21. Usually younger more like Soft Drinks
a) Strongly Agree b) Agree c) Neutral
d) Dissatisfied e) Strongly Dissatisfied
22. Every Soft Drinks has different taste
a) 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) Strongly Agree b) Agree c) Neutral
d) Dissatisfied e) Strongly Dissatisfied
10. b Research Proposal
TOPIC: Research Proposal for Attitude Measurements towards Beverage Items in Bangladesh”: A case study in Dhaka City.
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Cell Number:
Signature:
Prepared For
Ishtiaque Arif,
Lecturer,School of business studies
Southeast University.
Prepared BY
MD. RASHEL BHUYAN ID
2006210000094
MAHMUDA AKHTER ID
2006110000038
(On behalf of all the students ofBatch-14th, Section- C)
SUBMISSION DATE: APRIL 13, 09
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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 consumer’s 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.
2. Find Out What is Known About the Topic:
A drink, or beverage, is a liquid specifically prepared for human consumption. In addition to basic needs, beverages form part of the culture of human society.
At present Bangladesh has a very competitive market of beverage. Bangladesh has a relatively hot weather and people tend to be thirstier. So they prefer to take soft drinks most of the time. Beverage took the market of Bangladesh in the first half of 1980. In that time two or three soft drinks were available in the market. But now lots of beverage found in the market. Some of them are popular and some are not so popular.
These early industrial ventures have moved over to businesses involved in high-tech manufacturing, international trading and distribution, forming strong ties with a host of blue chip multinational companies. In recent years Transcom has emerged as an increasingly significant media house in Bangladesh.
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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 consumer’s reaction towards other Beverage products also.
The central meaning of that topic is to improve customer satisfaction and company’s product quality through a research program where consumers express their thoughts toward our products.
3. Clarify Concepts and their Measurements :
“Consumer Satisfaction of Transcom Products” has both validity and reliability. Validity is here because consumer satisfaction produces a great deal of improvement in the organization performance. After finishing our survey on that topic a clear result of improving organizational performance will take place.
On the other hand reliability is here, as because the measurement leads to a consistent outcome.
For clarifying concepts and their measurement following questions can be answered---
o Is there any problem in Transcom products?
o Does the price of Transcom products are high?
o Are the Transcom products available in the rural market?
o Does the taste, color and flavor of Transcom products is good enough?
o What packaging will be the best for Transcom products?
o How Transcom products can be improved?
4. Establish as Appropriate Data Collection Method:
This work will be based on both secondary and primary sources. The secondary sources of data will include internet articles, some foreign and local websites on
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beverages. Most of the data required for the study will be collected from primary source through a structured questionnaire.
5. Consider the Purpose, Value and Ethics of the Study:
Now a day’s competition increased significantly in the business area. Beverage sector is not separate from it.
The purpose of this research is to know consumers attitude towards Transcom products.
The value of this research is to develop company’s product quality according to the consumers demand.
By developing this research program Transcom Beverage Ltd. can know the customer feedback and opinion towards their product. By knowing this we hope they can improve product quality as well as their market share.
6. Operationalize Concepts and Design the Research Instrument:
We will operate our survey by developing a questionnaire and take opinion from our respondents. The overall concepts that we are expecting to find from our survey can be stated as follows:
o Students would be the main consumers of carbonate beverage.
o The person has family income of more than 20000 taka would take beverage daily.
o 7up would be the leading beverage brand in Bangladesh.
o Coca-Cola would be the biggest competitor of 7up.
o Most of the consumer would select beverage on the basis of its taste, flavor a company reputation.
o TV media would be the most used media for beverage advertisements.
o Plastic packaging would be the most convenient for the consumers.
o Most of the consumer would feel that price of 7up is reasonable.
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o Some of the consumer would feel 250ml bottle of 7up should be introduces.
7. Select a Sample of Subjects to Study:
Our target organization for this research is Transcom Beverage Ltd. We will use non-probability sample and will go to 60 respondents. We will finish our research on the basis of those 60 respondent opinions.
8. Collect the Data:
This work will be 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 will be collected from primary source through structured questionnaire.Before surveying the questionnaire our teacher will test the questionnaire and help us to develop it.
9. Process the Data:
For this research both qualitative and quantitative data analysis will be required. There are also some statistical evaluation of beverage consumers and their patterns. For processing the data in computer Microsoft word and excel is required.
10. Analyze the Data:
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.
11. Present the Results:
We are presenting our research report both in soft and printed copy to our honorable course teacher through a CD. We will make a presentation where our entire six researchers will take part.