Customer Preference Analysis of Akij Food and Beverage

Abstract

In Bangladesh's extremely competitive food and beverage industry, this study explores the complex interactions between consumer preferences and the product landscape provided by Akij Food and Beverage Ltd. (AFBL). The study is a methodical investigation of a number of aspects with the goal of offering a comprehensive perspective of AFBL's position in the market and its conformity with consumer preferences.

The study commences by setting the stage with a detailed examination of AFBL's organizational background. As a significant player under the renowned Akij Group's umbrella, AFBL is characterized by a rich legacy of commitment to excellence. The report underscores how AFBL's journey since its inception in 2006 has been driven by the vision of becoming the most respected food and beverage company in Bangladesh. The diverse product portfolio ranging from carbonated beverages to dairy products showcases AFBL's versatility and its dedication to fulfilling diverse consumer needs.

The analysis moves on to identify key competitors in the sector, including Pran Foods, Square Food & Beverage, PepsiCo Bangladesh, and Coca-Cola Bangladesh. This exploration outlines the competitive landscape AFBL operates within and emphasizes the need for strategic innovation to maintain a competitive edge. The study underscores the significance of keeping a finger on the pulse of consumer preferences and constantly innovating to meet evolving market demands.

Methodologically, the study employs a dual approach of primary and secondary data collection. The primary data collection involves meticulously designed surveys to gauge consumer sentiments and preferences directly. This approach ensures the incorporation of real-time insights directly from the target audience. Concurrently, secondary data is harnessed from trusted sources to enhance the depth of analysis and validation of primary data findings.

The key findings reveal intriguing insights into consumer preferences for various product categories, specifically Dairy, Chanachur, and Chips brands. The positioning of AFBL's products in comparison to its competitors unveils valuable market insights. Furthermore, the recommendations segment provides actionable strategies for AFBL to strengthen its market position. Emphasizing the consistency of marketing efforts, establishing brand credibility, and diversifying marketing channels are central to these recommendations.

In conclusion, this study reinforces the symbiotic relationship between consumer preferences and AFBL's market strategies. The insights gained from the analysis serve as a compass, guiding AFBL's decisions toward aligning its product offerings with consumer desires.