This report attempts to study the consumers’ behavior for a particular cola brand, MOJO. It is brand of Akij Food and Beverage Ltd., a sister concern of prominent group of companies of Bangladesh, Akij Group. In the year 2007 MOJO was the market challenger in Bangladeshi cola market with a sales of about 52 crores BDT. The brand was launched in 14th April, 2005 targeting the youth of Bangladesh who like the Bangladeshi trends. All those years MOJO is doing satisfactory in the market place and competing well with RC Cola. The report survey says, the total consumers’ attitude toward RC Cola is 54.65 & MOJO Cola is 55.78. (Here less signifies positive). People prefer MOJO’s pricing but it has to improve its image in status and quality issues. Unfortunately, MOJO is lagging behind due to inadequate communication of its brand elements like slogan, name’s meaning etc. It has also failed to communicate its own positioning to the target consumers. However, still now MOJO has the chance to recover its own position because about 70% of the target customers (according to the survey result) are potential and have not constructed their belief structure for MOJO. For some particular aspects of consumer behavior such as perception, attitude, self-orientation and life style etc, this report has found out some drawbacks and recommended some affective strategies to recover those issues successfully.
1.1 Origin of the Report
While doing the Consumer Behavior course; our course instructor Ms. Kohinoor Biswas assigned us to do a term paper on the consumer behavior and marketing strategy of a product. Through a lottery our instructor gave us the topic “MOJO Cola” on which we have conducted our total term paper.
The main objectives of the term paper is to -
1. Find out the consumers belief, attitude and behavior about MOJO cola 2. Find out the segmentation and target market
3. The market positioning
4. Recognizing the consumers learning and perception
5. Building a strong marketing strategy for MOJO Cola.
The term paper having a great deal of issues has provided us a wide range of scope of doing survey, analyze, interpret and providing strategies. Here we have included consumer’s belief perception, learning, memory and lifestyle and their behavior about MOJO Cola.
Nature of study
This term paper is an exploratory type of study.
This term paper has been done on both primary and secondary information. Through the survey using questionnaire we have collected primary data according to which we have given some important strategies. It includes the questions about the demographic, cultural, behavioral factors. It also considers the belief and attitude toward different colas in the market (MOJO, coke, Pepsi).
Convenient sampling where especially students and friends have participated
Information Collection Instrument
Structured questionnaires including demographic factors, consumer’s belief, attitude and behavioral factors for the respondents
100 samples have been taken to do the survey.
Through visiting the website, collecting brochure and information from their office the secondary data have been collected. In this term paper 100 consumers were interviewed for this purpose.
Statistical techniques (SPSS) were used to analyze the collected information.
Presentation of Information
We have used graphs including pie chart, bar diagram to present the information.
Preparation and Submission of Report
This report has been prepared and submitted to the honorable instructor Mrs. Kohinoor Biswas under whom we have done this term paper.
There are some limitations that we faced while doing this term paper is:
1. Only 100 interviewees have been...