Abstract:
With the quick shift in people's lifestyles, consumer food consumption pattern in
Bangladesh has experienced a remarkable transition in the last millennium. This paper's
main goals are to find out customer perceptions of branded and non-branded processed
food and assess the factors affecting their buying decision. A total of 100 consumers were
interviewed through a structured questionnaire in Gaibandha district in 2021. The result
shows that freshness, quality, and packaging items are the most important factors to
customers and time saving is the unquestionable reasons to choose processed foods. Young
generation’s (21-40) purchasing frequency of packaged branded processed food is higher
than other age group. Advertisement influences the customer more while purchasing.
Consumer perception and satisfaction have positive influence on buying decision of
consumer. More study might be done on a different section of customers, such as healthconscious
consumers, or package design could be included. It provides empirical
information concerning the nature and patterns of customer consumption. Customers'
satisfaction levels are measured based on a variety of elements, with the aftereffects, people
recommendation to other customers, that also boosting sales.
Description:
A thesis submitted to
The Department of Agribusiness and Marketing,
Sher-e-Bangla Agricultural University, Dhaka-1207
In partial fulfillment of the requirements for the degree of
MASTER OF SCIENCE
IN
AGRIBUSINESS AND MARKETING
SEMESTER: JANUARY-JUNE, 2021
