Consumer Perception of Ice Cream Brand in Bangladesh

Abstract

Consumer perception is the process by which they organize the pattern of stimuli and develop a meaningful picture. The purpose of this report of study is to analyze consumer perception towards ice cream brands in Bangladesh. Here various renowned Ice-cream brands have taken as stimuli to conduct the study. Bangladesh's ice cream business has existed for decades. An ever-evolving Ice Cream Industry has seen a great deal of innovation in terms of flavors and packaging, and it's just going to get better. For many years, people have enjoyed ice cream since the invention of fridges and deep freezers and can be found in various flavors in all the countries. To examine the consumer perception of Ice-cream brands in Bangladesh, several variables including Brand Reputation, Brand Preference, Brand Quality, and Brand Price are taken as independent variables. A self-administered survey questionnaire with a five-point Likert scale is used to collect the primary data. We also explored various websites to gather secondary data to conduct the study. Through data analysis, several important variables have been identified that influence the consumer perception towards various Ice-cream brands. Findings show that IGLOO, Polar, Bellissimo, Kwality, and BLOOP ice cream brands are the main players in Bangladesh, which occupy 70 percent of the overall market. Igloo is the most famous brand and its sections are better than others are. It is also evident that the summer seasons are the peak time for the sales of ice cream in our country when almost everyone consumes some kind of frozen treat. Based on the findings, several recommendations are forwarded that may be beneficial for the branded Ice-cream marketer in Bangladesh.