Abstract:
new trend that started to spread across the nation at the turn of the century
substituted heavily processed, ready-to-cook foods for cooked meals. A total
of 110 consumers were randomly chosen for the study from the Dhaka
district's Mohammadpur and Dhanmondi neighbourhoods. The responses
from respondents were gathered from July through September of 2022 via a
pre-tested interview schedule. Using percentage analysis, socioeconomic
parameters such as gender, salary, education, occupation, family structure,
consumer awareness, and frequency of purchases were examined. Using
Binary Logistic Regression, the contributions of the variable were ascertained.
Both the number of homes headed by single parents and the desire of
consumers for processed foods are increasing. The study set out to describe
some of the characteristics of the consumers, assess how they felt about
processed foods, and pinpoint the variables that had a major impact on their
decision to purchase processed and ready-to-cook foods. The consumption of
processed and ready-to-cook meat items was the study's dependent variable,
while the respondents' seven significant characteristics made up the study's
independent variables. According to the interview poll, 67% of respondents
who bought processed food did so because they saw an advertisement from
someone else, and 92% of respondents who ate processed food were high
income earners. Only 47% of respondents were well educated. Within the
selected variables of the respondents, income, family type, medication, and
advertisements from others demonstrate a substantial correlation with the
purchase of processed and ready-to-cook foods. Therefore, the inventive firm
should consider these factors before venturing into such a business, and
producers, legislators, and those strategizing marketing campaigns for goods
with nutritional and qualitative worth ought to reconsider their decision to sell
such goods.
Description:
A thesis
Submitted to the Department of Agribusiness & 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
