Evaluating consumer preferences in nutrition products: a marketing strategy for Nestlé Bangladesh

Abstract

The internship report at hand is a deep analysis of consumer preferences regarding nutrition products in Bangladesh with a strategic focus of improving the position of the Nestlé in Bangladesh PLC in the market. This research was done as part of an internship in the Nutrition Marketing Department and combines primary research, conducted by way of surveys administered among different consumer groups, and secondary industry information. The results also show that nutrition-based buying decisions largely depend on the perception of nutritional value, brand name and recommendation by healthcare professionals. Though milk powder and products related to the nutrition of infants continue to be the fundamental categories, a certain change can be observed toward health drinks and supplements among adults indicating a gradual diversification of consumer demand. The reputation and consumer trust of Nestlé Bangladesh is relatively high, and there are no serious complaints about the company, but the percentage of consumers who buy the product occasionally is large as compared to the number of those who purchase it regularly. The most widespread channels of distribution are pharmacies and supermarkets, and online distribution is gaining increased relevance. The key sources of information that influences consumer perceptions include information provided by healthcare professionals and personal networks. The report suggests enhancing consumer loyalty with specific engagement efforts, promoting transparency in the communication of products, reaching out to rural and digital consumers, and launching locally appropriate innovations. These measures, implemented within a compliancefirst framework, will enable Nestlé Bangladesh to reinforce brand equity, drive repeat purchases, and sustain leadership in an evolving nutrition market.