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    Understanding current HFD market dynamics

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    12304059.pdf (2.875Mb)
    Date
    2016-05-02
    Publisher
    BRAC University
    Author
    Islam, Md.Azimul
    Metadata
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    URI
    http://hdl.handle.net/10361/5426
    Abstract
    Globally health awareness has become new hype to the consumer. Health, consciousness of consumers, has become an important driving factor for healthier food product brands. They have entered the global markets with force in the past years and rapidly gained market share. Along with the economic development, Bangladesh has also become an attractive market for healthier food product brands. There is also a boost in Health Food Drinks (HFD) consumption. While previously HFD considered as an expensive and non-regular drink, now it is being consumed by middle class and even lower-middle-class people as a regular drink for kids. But there is another side of the coin. Growing market competitiveness, the rise of Milk Powder Brands as a competitive force and increasing parallel import are some issue need to be considered. The basic purpose of this research paper is to Identify existing and potential competitors, and their different selling propositions, Understand the impact of gray market and Unleash potential threats and opportunities of this specific market by studying the retail market of HFD in Bangladesh. Another aspect of this study is to identify the influence of various factors on the buying decision of customers. Paper also attempts to determine the awareness level & loyalty status of consumers. To develop the conclusions exploratory & descriptive research designs are used. Primary data had collected with the help of questionnaire method & data is analyzed with the help of various statistical techniques. Finally, I have put some recommendations by analyzing my data findings from the retail survey, consumer survey and other secondary data analysis.
    Keywords
    Business administration; HFD
     
    Description
    This internship report is submitted in a partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2016.
     
    Cataloged from PDF version of Internship report.
     
    Includes bibliographical references (page 84).
    Department
    BRAC Business School, BRAC University
    Collections
    • Internship Report, BBA (Brac Business School)

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