An Evaluation of Consumer Purchase Intention: A Study on Juice Industry in Bangladesh

Abstract

Purchase intention is a process of decision making by which consumer decide which product is to buy. In this internship report, mentioned about an evaluation of the consumer purchase intention of juice industry in Bangladesh. Now a day because of globalization many organization and industries rise up with various product and services. In this my internship report I was assigned to make a report on “A study on juice industry in Bangladesh” For preparing this report a well-designed structured questionnaire provided to the respondents (Consumer)and they response. Total response collected from online survey with the help of Google doc. file and spared the link at Facebook or E-mail. Here in this report I discussed about six industries beverages product like Juice. Many organizations introduce various flavor drinks or juice because of the demand of the consumers. In this internship report I was discussed about the factors that influence the purchase intention of consumer. There are four dependent variables such as Brand Consciousness, Quality Perception, Emotional Value as well as Perceived Product Price & one Independent variable Purchase Intention. For my survey I developed structured questionnaire and sample size was 100.After collecting information convert it to the excel workbook and generated bar and pie charts to interpret the results and analysis the data accordingly measure the five variables. Lastly I provide Recommendation and conclusion so that juice industries become enriched.