Pran Milk Candy

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Term paper

On

Consumer Behavior

Toward

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Prepared For

Md. Farhan Faruqui

Senior Lecturer, Department of Business Administration

Prepared by

|Name |ID | |Mir Saif Newaz |2008-2-10-234 | |Md. Sarwaruzzaman |2009-1-10-019 | |Md. Rashedul Islam |2009-1-10-132 | |Shamma Rahman |2009-2-13-038 |

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Table of Contents:

Executive Summary……………………………………………………………….…..3

Introduction…………………………………………………..……………………4 Origin…………………………………………..………………..…………….4 Objective……………………………………………………………….……...4 Scope……………………………………………………….……………….…4 Limitation……………………………………..………………….……………5 Methodology ………………………………………….………………....……5 Overview of Company and Product……………………………………………….6 Company Profile……………………………………….………………………6 Product Profile………………………………………...………………………6 Analysis of Consumer Behavior………………….……………………………….7 Market Segmentation, Target Market and Strategy…………………………..7 Learning……………………...……………………………………………….18 Memory………………………………………………………………………..21 Attitude………………………………………………………………………..25 Recommendation and Conclusion………………………………………………….35

Executive Summary

Understanding consumer behavior is pre requisite for any successful marketer. When it comes to the market like chocolate industries organization must be vigilant to changes and transform as their customers want them. Mainly because purchasing chocolate depends on brand loyalty, price, taste, availability.

Pran Milk Candy already has a prominent market share in the chocolate industries. ran Milk Candy is mainly targeting upper middle class and middle class people for their ongoing market expansion. Lastly, we can say that people are having a positive mind towards the Pran Milk Candy as we have surveyed a lot to find the fact one and this report are totally based on the people’s total respond. And if Pran Milk Candy uses the marketing concept properly, they can become a tough competitor for Alpenliebe Milk Candy

Introduction

Origin:
This study and the resulting report was conducted and submitted as a partial requirement for the Consumer behavior (MKT 410). Precisely it teaches how individuals feel, think and act in the market place. While doing the course we have learned the factors of influencing a buyer’s decisions, learning, attitude, memory, self-concept and so many. To implement all of those or in other way to practically experience those issues Mr. Farhan Faruqui, course teacher of Consumer Behavior has given us this assignment on “Pran Milk Candy.”

Objective:

➢ To apply the knowledge of consumer behavior which we have learned in “MKT410” course.

➢ To measure consumer behavior toward “Pran Milk Candy”.

➢ To find out the business strategy of “Pran Milk Candy”.

Scope:
This report is prepared focusing on consumer perception, belief, ideas, experiences, thought, feeling, and action. The area of the survey was only in Dhaka city. Basically all the inference will be made based on the city area. It is a comprehensive report based on structured questionnaire survey, data calculation, people’s opinion, our perception and knowledge, books of Consumer behavior and so on. The scope of the report is also collected from internet. The detailed analysis of survey is beyond the scope of our report and...
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