An Examination of Consumer Attitude towards Frozen Foods in Bangladesh

Abstract

The project report is on “an examination of consumer attitude towards frozen foods in Bangladesh”. The study is exploratory in nature and is conducted to identify consumer’s perception of frozen food. The frozen food industry is the second biggest export sector in Bangladesh. This report considered three types of frozen foods including (frozen) fruits and vegetables, fish and meat-based frozen food, and wheat-based frozen food. To evaluate the consumer attitudes towards the frozen foods in Bangladesh, several influencing factors are identified that includes price, quality, taste, availability, and freshness. To measure their impact on consumer attitude, data were collected by using a questionnaire. Additionally, secondary sources of data were also used to establish the conceptual foundation of the study. Results show that among these variables some are more influencing than others to impact on consumer attitudes towards the frozen foods in Bangladesh. Based on the findings, several recommendations are forwarded along with the conclusion of the report. The entire report is divided into five chapters. The initial chapter includes introduction, objectives, study`s background, study’s rationale, problems statement, and report`s limitation has been described. In chapter two, the study covers the overview and literature review of the frozen food industry. It also covers the history of the frozen food industry, competitive market scenario and market trend of frozen food. In the literature part, it covers a short brief about frozen food, why frozen food is important, a short brief of some influential factors and a theoretical framework. Chapter three contains the information with research methodology. The fourth chapter contains analysis and discussions that can be done on the basis of collected data from the responses. In addition, conclusion and recommendations are given at the end of the report.