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.
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. 1
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.
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 measurement in hospitality enterprises” stated global differences in customer satisfaction, overall satisfaction individual attributes, dimensions of satisfaction & satisfaction.
satisfaction and its issues and cultural vs. satisfaction with the components of
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...