Consumer Behavior
Contents Executive Summary 4 Industry Background 5 Product Background: ACI pure salt 5 Objectives 6 Broad Objective 6 Specific Objectives 6 Scope 6 Methodology 6 Primary Sources 6 Secondary Sources 7 Limitations 7 Target Market 7 Cultural Factors 7 Gender Factors 7 Consumers Perception 8 Exposure: Deliberate 8 Attention: Low Involvement 8 Interpretation: Cognitive 8 Memory: Schematic 8 Short Term memory 8 Positive Perception 9 Negative Perception 9 Learning 9 Group Influence 10 How branding helps on buying behavior 10 Branding of ACI pure salt 10 Branding of Necessity Products 10 Positioning of Necessity Goods 11 Branding as ‘Iodized Salt’ 11 Branding as ‘Vacuum Evaporated Salt’ 11 How Branding Beats Competition for ACI pure salt 11 How ACI pure salt Measures Brand Performance 12 Current Shelf Coverage and Current Sales 12 Long Term Brand Vision 13 Bridge between Consumers’ Needs and Product Benefits 13 Motives for Choosing ACI Pure salt 13 Situational Influence 13 Temporal Perspective 13 Task Definition 13 Ritual Situations 14 Emotional Appeal 14 ACI Pure Salt as a Lifestyle Brand 14 What advertising and promotional programs can positively influence consumer behavior 14
Executive Summary
Industry Background
A daily commodity salt produced in Bangladesh mainly by a process of drying up seawater by solar heat, although the lixiviation technology is also in use to manufacture about 5% of the production. Salt was manufactured in Bengal as an indigenous product along a line of seacoast extending from Cuttock to Chittagong. The Malangies were the primary producers of salt from the seawater.
The salt producing areas were in coastal belt of chittagong, noakhali, barisal and khulna districts and the offshore lands. Production fluctuated from year to year due to natural calamities, variations in rainfall and changes in the terms of land lease. After liberation of Bangladesh in
Executive Summary
Industry Background
A daily commodity salt produced in Bangladesh mainly by a process of drying up seawater by solar heat, although the lixiviation technology is also in use to manufacture about 5% of the production. Salt was manufactured in Bengal as an indigenous product along a line of seacoast extending from Cuttock to Chittagong. The Malangies were the primary producers of salt from the seawater.
The salt producing areas were in coastal belt of chittagong, noakhali, barisal and khulna districts and the offshore lands. Production fluctuated from year to year due to natural calamities, variations in rainfall and changes in the terms of land lease. After liberation of Bangladesh in
Bibliography: Habibullah, M. (n.d.). http://www.banglapedia.org/HT/S_0045.HTM. Retrieved from Bangladpedia.org. Moni, S. H. (2012, 06 16). http://www.thefinancialexpress-bd.com/more.php?news_id=133150&date=2012-06-16. Retrieved from Financial Express. Appendix Promotional activities of ACI pure salt Consumer Survey Survey Question Here is the consumer survey that we carried out in http://www.surveymonkey.com/s/W7TPNPX survey results