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dc.contributor.advisorHaq , Mahmudul
dc.contributor.authorAhmed, Zoheb
dc.date.accessioned2014-03-29T04:42:25Z
dc.date.available2014-03-29T04:42:25Z
dc.date.copyright2013
dc.date.issued2013-09-30
dc.identifier.otherID 11364023
dc.identifier.urihttp://hdl.handle.net/10361/3082
dc.descriptionThis internship report is submitted in a partial fulfillment of the requirements for the degree of Master of Business Administration,2013.
dc.descriptionCataloged from PDF version of Internship report.
dc.descriptionIncludes bibliographical references (page 77).
dc.description.abstractThe beverage industry in our country compiles various sorts of marketing aspects that significantly enhanced my interest towards doing my internships report on the topic of “Reference Group Influence on Purchase Decision Making of Soft Drinks: A Demographic Study Based on Clemon.” The objective of this research is to measure the reference group influence on purchase decision making of soft drinks. This research is descriptive in nature. To conduct this study the primary and secondary are used. My research report initially provides a nominal idea of the beverage industry in our country. Then derailed overview of AKIJ Group and also AKIJ Food & Beverage Ltd (AFBL), which is a venture of Akij group, is presented. After the company descriptive part, analysis segment is incorporated. Starting with 4ps analysis of AFBL, budgeting & sales forecasting, SWOT analysis. The current competitive culture in the soft drinks industry leads the organization to the difficult situation to survive. Therefore, this study enables the marketers to take appropriate decision about the consumers buying behavior. The sample of 172 is determined through non-probability convenience sampling technique. Data is collected through structured questionnaire and in-depth interview. Internet is also used for collecting secondary data. The data is analyzed through different mathematical tools. Microsoft excels, Statistical Package for Social Science (SPSS16.0) are used to analyzed the data. This research found that consumers own personality is the most influencing factor to take a purchase decision regarding the soft drinks’. Consumers collect information from those who know more about soft drinks on the other hand they do not collect information from those who work in soft drink Company. This research also found that celebrity and role model have less impact on the consumers to choose a specific brand of soft drinks.en_US
dc.description.statementofresponsibilityZoheb Ahmed
dc.format.extent87 pages
dc.language.isoenen_US
dc.publisherBRAC Universityen_US
dc.rightsBRAC University Internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission.
dc.subjectBusiness administration
dc.subjectReference group
dc.titleReference group influence on purchase decision making of soft drinks: a demographic study based on Clemonen_US
dc.typeInternship reporten_US
dc.contributor.departmentBRAC Business School, BRAC University
dc.description.degreeM. Business Administration


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