Exploring consumer attitude for Maggi seasoning among the low income segment in Dhaka
This internship report is submitted in a partial fulfillment of the requirements for the degree of Bachelor of Business Administration,2016.
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BRAC University
2016
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| Sarrera elektronikoa: | http://hdl.handle.net/10361/6546 |
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10361-65462016-10-10T11:45:35Z Exploring consumer attitude for Maggi seasoning among the low income segment in Dhaka Imam, Tausif Adrita, Ummul Wara BRAC Business School, BRAC University Consumer attitude Maggi Low income Nestlé 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 38). Nestlé S.A. is the largest food company in the world, ranking 72 on the Fortune Global 500 in 2014. It is a Swiss transnational food and beverage company headquartered in Vevey, Vaud, Switzerland. I was appointed as an intern in the Sales department. In this three months long stay at Nestlé Bangladesh Limited I have been appointed into three different projects. Among these three projects I will be discussing in details about one of them. The project “Exploring consumer attitude for Maggi Seasoning among the low income segment in Dhaka” has been undertaken to have a better understanding of the consumer landscape, income, family size, expenditure on food, shopping pattern and the purchase points, which helps to clearly identify business gaps and opportunities, spot the drivers of the current business growth as well as develop potential long term strategic innovations. Therefore, at the first stage, Dhaka city was divided into six zones and each zone was visited and explored. The purpose was to identify the areas where the target customer (Sec: C&D) of Maggi Seasoning lives. 47 clusters were identified which provide a holistic picture of consumer landscape and buying points. In the second stage, to get the consumer insight and better understand their buying behavior 44 in-home interview was conducted, one from each cluster. These in-home interview provided important information regarding consumers such as their life style, consumption pattern, expenditure on food, shopping pattern, foods they consume etc. The information collected from the in‐home interview was analyzed thoroughly and recommendations were made upon the findings and observations. The recommendation part chalked out a marketing mix (product, price, place and promotion) for Maggi Seasoning in Bangladesh. The proposed recommendations will help to understand needs of the consumers and how Maggi can add value in their existing need gaps. Tausif Imam B. Business Administration 2016-10-10T11:32:20Z 2016-10-10T11:32:20Z 2016 2016-09-05 Internship report ID 12104038 http://hdl.handle.net/10361/6546 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. 38 pages application/vnd.openxmlformats-officedocument.wordprocessingml.document BRAC University |
| institution |
Brac University |
| collection |
Institutional Repository |
| language |
English |
| topic |
Consumer attitude Maggi Low income Nestlé |
| spellingShingle |
Consumer attitude Maggi Low income Nestlé Imam, Tausif Exploring consumer attitude for Maggi seasoning among the low income segment in Dhaka |
| description |
This internship report is submitted in a partial fulfillment of the requirements for the degree of Bachelor of Business Administration,2016. |
| author2 |
Adrita, Ummul Wara |
| author_facet |
Adrita, Ummul Wara Imam, Tausif |
| format |
Internship report |
| author |
Imam, Tausif |
| author_sort |
Imam, Tausif |
| title |
Exploring consumer attitude for Maggi seasoning among the low income segment in Dhaka |
| title_short |
Exploring consumer attitude for Maggi seasoning among the low income segment in Dhaka |
| title_full |
Exploring consumer attitude for Maggi seasoning among the low income segment in Dhaka |
| title_fullStr |
Exploring consumer attitude for Maggi seasoning among the low income segment in Dhaka |
| title_full_unstemmed |
Exploring consumer attitude for Maggi seasoning among the low income segment in Dhaka |
| title_sort |
exploring consumer attitude for maggi seasoning among the low income segment in dhaka |
| publisher |
BRAC University |
| publishDate |
2016 |
| url |
http://hdl.handle.net/10361/6546 |
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AT imamtausif exploringconsumerattitudeformaggiseasoningamongthelowincomesegmentindhaka |
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