Reference group influence on purchase decision making of soft drinks: a demographic study based on Clemon
This internship report is submitted in a partial fulfillment of the requirements for the degree of Master of Business Administration,2013.
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| 語言: | English |
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BRAC University
2014
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| 在線閱讀: | http://hdl.handle.net/10361/3082 |
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10361-3082 |
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10361-30822019-09-30T03:49:03Z Reference group influence on purchase decision making of soft drinks: a demographic study based on Clemon Ahmed, Zoheb Haq , Mahmudul BRAC Business School, BRAC University Business administration Reference group This internship report is submitted in a partial fulfillment of the requirements for the degree of Master of Business Administration,2013. Cataloged from PDF version of Internship report. Includes bibliographical references (page 77). The 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. Zoheb Ahmed M. Business Administration 2014-03-29T04:42:25Z 2014-03-29T04:42:25Z 2013 2013-09-30 Internship report ID 11364023 http://hdl.handle.net/10361/3082 en BRAC 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. 87 pages application/pdf BRAC University |
| institution |
Brac University |
| collection |
Institutional Repository |
| language |
English |
| topic |
Business administration Reference group |
| spellingShingle |
Business administration Reference group Ahmed, Zoheb Reference group influence on purchase decision making of soft drinks: a demographic study based on Clemon |
| description |
This internship report is submitted in a partial fulfillment of the requirements for the degree of Master of Business Administration,2013. |
| author2 |
Haq , Mahmudul |
| author_facet |
Haq , Mahmudul Ahmed, Zoheb |
| format |
Internship report |
| author |
Ahmed, Zoheb |
| author_sort |
Ahmed, Zoheb |
| title |
Reference group influence on purchase decision making of soft drinks: a demographic study based on Clemon |
| title_short |
Reference group influence on purchase decision making of soft drinks: a demographic study based on Clemon |
| title_full |
Reference group influence on purchase decision making of soft drinks: a demographic study based on Clemon |
| title_fullStr |
Reference group influence on purchase decision making of soft drinks: a demographic study based on Clemon |
| title_full_unstemmed |
Reference group influence on purchase decision making of soft drinks: a demographic study based on Clemon |
| title_sort |
reference group influence on purchase decision making of soft drinks: a demographic study based on clemon |
| publisher |
BRAC University |
| publishDate |
2014 |
| url |
http://hdl.handle.net/10361/3082 |
| work_keys_str_mv |
AT ahmedzoheb referencegroupinfluenceonpurchasedecisionmakingofsoftdrinksademographicstudybasedonclemon |
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1814307960136925184 |