1.

Introduction

After independence the food habit of Bangladeshi people has been changed a lot.
Besides our traditional food consumer of Bangladesh like to take western food also
after 1980s. As a result of global marketing this was not too hard for the consumers.
Different foreign food companies were established in Bangladesh. Beverage industry is
one of them. But more interestingly we don’t know beverage is also our cultural food
because beverage doesn’t mean only carbonated drinks. Yoghurt, soup and lacchi are
also beverage of our own tradition which consumed for the last 100 years in
Bangladesh. But carbonated beverage is new in Bangladesh and today our research is
on carbonated beverage market in Bangladesh and consumer reaction to it.

Carbonated beverage entered into our market in the later part of 1980. At that time
there were only few companies in Bangladesh. But by the change of time and western
culture influences it’s become very popular in Bangladesh. By year 2000 more than 12
Beverage Company operating business in Bangladesh and most of them are foreign
companies. (Bangladesh Beverage: 2006)

This paper is divided into six sections. The first section contains introduction,
objectives and methodology. Section two is designed to focus on the literature review.
The third section is dedicated to the conceptual analysis of beverage. In the fourth
section, an overview of the beverage market in Bangladesh explained. Section five
presents the findings of the study. Finally write-up ends with some concluding remarks.

1.1 Objectives

The study undertaken with the following objectives:

1.1.a To know about the beverage market in Bangladesh

1.1.b To see the consumer patterns, occupation, their taste and criteria of
buying beverage.

1.1.c To know the satisfaction level of consumers toward the beverage

products.

1
 1.2 Methodology

1.2.a Data Collection

This work is based on both secondary and primary sources. The secondary sources of
data include internet articles, some foreign and local websites on beverages. Most of
the data required for the study were collected from primary source through structured
questionnaire.
1.2.b Area Surveyed

The study was confined to Dhaka. This area has been selected because those areas are
close to Dhaka city and main center of beverage companies. Time and cost were other
important considerations for such decision.

1.2.c Selection of Sample

Because of the lack of sampling frame convenient method of sample were used.
Because our group members were only six and all of them are from different location.
So random sampling was not possible for us to use. We collect our data initially from
60 respondents. After that we find out the consumers of beverage product and continue
our research by focusing on their opinion.

1.2.d Analyze of Data

All the data were edited, coded and classified by our group members before making the
final analysis. Average, percentage and ranking were used for analyzing the data.
Different graphs, charts and table were used for presenting the data.

2
2. Review of Literature

Most of the studies conducted on the customer satisfaction of beverage have been
reviewed in the subsequent section.

2.a Taylor Ellis & Abraham Pizam (1999) in “Customer satisfaction and its
measurement in hospitality enterprises” stated global issues and cultural
differences in customer satisfaction, overall satisfaction vs. satisfaction with
individual attributes, dimensions of satisfaction & the components of
satisfaction.

2.b John S.A. Edwards & Hadyn Ingram (1995), volume 7; Issue 5; Page 25 – 28
in “Food, beverage and accommodation: an integrated operations approach”
mentioned that accommodation has a close relation with food & beverage.

2.c Mary Bellis (2005) in “Food History - Beverages and Drinks” explained the
history of Beer, Wine, Alcoholic & Non-Alcoholic beverages and Drinks.

2.d Mohajon Bangladeshi Online Bazar (2006) in “Beverage product view”

identified different beverages & their quality with prices.

2.e Transcom Beverage Limited official website (2003) in “Introduction” explained

that TBL manufactures the famous Pepsi range of beverages-Pepsi, 7up,
Mirinda Orange, Mirinda Lemon, Slice and Soda. As a corporate citizen
Pepsico believes it has a responsibility to contribute to the quality of life in our
communities.

3
3. Beverage: Its Conceptual Analysis

3.a Definition of Beverage

A drink, or beverage, is a liquid specifically prepared for human consumption. In

addition to basic needs, beverages form part of the culture of human society.

3.b Types of Beverage

3.b.1 Water
Despite the fact that most beverages, including juice, soft drinks, and carbonated
drinks, have some form of water in them; water itself is often not classified as a
beverage, and the word beverage has been recurrently defined as not referring to
water.

Essential to the survival of all organisms, water has historically been an important and
life-sustaining drink to humans. Excluding fat, water composes approximately 70% of
the human body by mass. It is a crucial component of metabolic processes and serves
as a solvent for many bodily solutes. Health authorities have historically suggested at
least eight glasses, eight fluid ounces each, of water per day (64 fluid ounces, or 1.89
liters), and the British Dietetic Association recommends 1.8 litters. The United States
Environmental Protection Agency has determined that the average adult actually
ingests 2.0 liters per day.

Orange Juice

4
Distilled (pure) water is rarely found in nature. Spring water, a natural resource from
which much bottled water comes, is generally imbued with minerals. Tap water,
delivered by domestic water systems in developed nations, refers to water piped to
homes through a tap. All of these forms of water are commonly drunk, often purified
through filtration.

A Carbonated Beverage

3.b.2 Alcoholic Beverages

An alcoholic beverage is a drink containing ethanol, commonly known as alcohol,

although in chemistry the definition of an alcohol includes many other compounds.
Alcoholic beverages, such as wine, beer, and liquor have been part of human culture
and development for 8,000 years.

3.b.3 Non-alcohol Beverages

Non-alcoholic beverages are drinks that would normally contain alcohol, such as beer
and wine but are made with less than .5 percent alcohol by volume. The category
includes drinks that have undergone an alcohol removal process such as non-alcoholic
beers and de-alcoholized wines.

5
Non-alcoholic Variants:

a. Low alcohol beer

b. Non-alcoholic wine
c. Sparkling cider

3.b.4 Soft Drinks

The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard
drink" and the term "drink", the latter of which is nominally neutral but often carries
connotations of alcoholic content. Beverages like colas, sparkling water, iced tea,
lemonade, squash, and fruit punch are among the most common types of soft drinks,
while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall
into this classification. Many carbonated soft drinks are optionally available in
versions sweetened with sugars or with non-caloric sweeteners.

3.b.5 Hot Beverages

A cup of coffee

Hot beverages, including infusions. Sometimes drunk chilled.

 Coffee-based Beverages
o Cappuccino
o Coffee

6
 o Espresso
o Café au lait
o Frappé
o Flavored coffees (mocha etc.)
o Latte

 Hot Chocolate

 Hot Cider
o Mulled cider

 Glühwein

 Tea-based Beverages
o Flavored teas (chai etc.)
o Green tea
o Pearl milk tea
o Tea

 Herbal Teas

 Roasted Grain Beverages

3.b.6 Other

Some substances may either be called food or drink, or accordingly be eaten with a
spoon or drunk, depending on solid ingredients in it and on how thick it is, and on
preference:

o Soup
o Yogurt

(Greenhalgh, Alison: March 2001)

7
 3.c Industry Overview

The soda drink and bottled water industry in the US includes about 3,000 companies
that manufacture and distribute beverages, with combined annual US revenue of $70
billion. Coca-Cola and PepsiCo hold more than 50 percent of the market, following
strong consolidation in the past decade. Only a few other companies have annual
revenue above $500 million. Most are local or regional manufacturing and bottling
operations with annual revenue under $100 million.

3.d Competitive Landscape

Demand for non-alcoholic beverages is driven by consumer tastes and demographics.

The profitability of individual companies depends on effective marketing. Large
manufacturers have economies of scale in production and distribution, with average
annual revenue per production worker close to $1 million. Small companies can
compete by producing new products, catering to local tastes, or selling at lower prices.

3.e Products, Operations & Technology

Nonalcoholic beverages include sodas (carbonated soft drinks, or CSD), bottled

waters, juices, and a large variety of mixtures. Sodas account for about 60 percent of
the market. The manufacture and distribution of most national soda brands, including
Coke and Pepsi, is a two-tiered process. The primary manufacturer produces flavored
syrup called concentrate that is sold to local bottlers who manufacture and distribute
the finished product. In a typical bottling operation, the flavored syrup, corn syrup
(sugar), and filtered water are mixed in appropriate proportions, carbon dioxide gas is
injected, and the finished soda product is poured into bottles or cans, which are
capped, labeled, and packaged.(Beverage Manufacture and Bottling:2008).

3.f History

Soft drinks can trace their history back to the mineral water found in natural springs.
Bathing in natural springs has long been considered a healthy thing to do; and mineral

8
water was said to have curative powers. Scientists soon discovered that gas carbonium
or carbon dioxide was behind the bubbles in natural mineral water.

The first marketed soft drinks (non-carbonated) appeared in the 17th century. They
were made from water and lemon juice sweetened with honey. In 1676, the Companied
Lemonades of Paris were granted a monopoly for the sale of lemonade soft drinks.
Vendors would carry tanks of lemonade on their backs and dispensed cups of the soft
drink to thirsty Parisians.

Soda Fountain Bar

LOC

3.g Joseph Priestley

In 1767, the first drinkable man-made glass of carbonated water was created by
Englishmen Doctor Joseph Priestley. Three years later, Swedish chemist Torbern
Bergman invented a generating apparatus that made carbonated water from chalk by
the use of sulfuric acid. Bergman's apparatus allowed imitation mineral water to be
produced in large amounts.

3.h John Mathews

9
In 1810, the first United States patent was issued for the "means of mass manufacture
of imitation mineral waters" to Simons and Rundell of Charleston, South Carolina.
However, carbonated beverages did not achieve great popularity in America until
1832, when John Mathews invented his apparatus for the making carbonated water.
John Mathews then mass-manufactured his apparatus for sale to soda fountain owners.

3.i Health Properties of Mineral Water

The drinking of either natural or artificial mineral water was considered a healthy
practice. The American pharmacists selling mineral waters began to add medicinal
and flavorful herbs to unflavored mineral water. They used birch bark, dandelion,
sarsaparilla, and fruit extracts. Some historians consider that the first flavored
carbonated soft drink was that made in 1807 by Doctor Philip Syng Physick of
Philadelphia. Early American pharmacies with soda fountains became a popular part
of culture. The customers soon wanted to take their "health" drinks home with them
and a soft drink bottling industry grew from consumer demand.

3.j The Soft Drink Bottling Industry

Over 1,500 U.S. patents were filed for a cork, cap, or lid for the carbonated drink
bottle tops during the early days of the bottling industry. Carbonated drink bottles are
under a lot of pressure from the gas. Inventors were trying to find the best way to
prevent the carbon dioxide or bubbles from escaping. In 1892, the "Crown Cork Bottle
Seal" was patented by William Painter, a Baltimore machine shop operator. It was the
first very successful method of keeping the bubbles in the bottle.

3.k Automatic Production of Glass Bottles

In 1899, the first patent was issued for a glass-blowing machine for the automatic
production of glass bottles. Earlier glass bottles had all been hand-blown. Four years
later, the new bottle-blowing machine was in operation. It was first operated by the
inventor, Michael Owens, an employee of Libby Glass Company. Within a few years,
glass bottle production increased from 1,500 bottles a day to 57,000 bottles a day.

10
 3.l Hom-Paks and Vending Machines

During the 1920s, the first "Hom-Paks" were invented. "Hom-Paks" are the familiar
six-pack beverage carrying cartons made from cardboard. Automatic vending
machines also began to appear in the 1920s. The soft drink had become an American
mainstay. (Inventors: 2003).

A Timeline of soft drink invention

First Beverage Shop in World

1798 The term "soda water" first coined.

1810 First U.S. patent issued for the manufacture of imitation mineral waters.

1819 The "soda fountain" patented by Samuel Fahnestock.

1835 The first bottled soda water in the U.S.

1850 a manual hand & foot operated filling & corking device, first used for bottling
soda water.

1851 Ginger ale created in Ireland.

1861 The term "pop" first coined.

1874 The first ice-cream soda sold.

11
1876 Root beer mass produced for public sale.

1881 The first cola-flavored beverage introduced.

1885 Charles Aderton invented "Dr Pepper" in Waco, Texas.

1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.

1892 William Painter invented the crown bottle cap.

1898 "Pepsi-Cola" is invented by Caleb Bradham.

1899 The first patent issued for a glass blowing machine, used to produce glass bottles.

1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.

1919 The American Bottlers of Carbonated Beverages formed.

1920 The U.S. Census reported that more than 5,000 bottlers now exist.

Early 1920's The first automatic vending machines dispensed sodas into cups.

1923 Six-pack soft drink cartons called "Hom-Paks" created.

1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime
Sodas" later called "7 up". Invented by Charles Leiper Grigg.

1934 Applied color labels first used on soft drink bottles, the coloring was baked on the
face of the bottle.

1952 The first diet soft drink sold called the "No-Cal Beverage" a gingerale sold by
Kirsch.

1957 The first aluminum cans used.

12
1959 The first diet cola sold.

1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company of
Pittsburgh, PA. The pull-ring tab was invented by Alcoa.

1963 The Schlitz Brewing company introduced the "Pop Top" beer can to the nation in
March, invented by Ermal Fraze of Kettering, Ohio.
1965 Soft drinks in cans dispensed from vending machines.

1965 The resealable top invented.

1966 The American Bottlers of Carbonated Beverages renamed The National Soft
Drink Association.

1970 Plastic bottles are used for soft drinks.

1973 The PET (Polyethylene Terephthalate) bottle created.

1974 The stay-on tab invented. Introduced by the Falls City Brewing Company of
Louisville, KY.

1979 Mello Yello soft drink is introduced by the Coca Cola Company as competition
against Mountain Dew.

1981 The "talking" vending machine invented. (Mary Bellis: 2005)

13
4. Overview of the Beverage Market in Bangladesh

At present Bangladesh has a very competitive market of beverage. Bangladesh has a

relatively hot weather and people tend to be thirstier. So they prefer to take soft drinks
most of the time. Beverage took the market of Bangladesh in the first half of 1980. In
that time two or three soft drinks were available in the market. But now lots of
beverage found in the market. Some of them are popular and some are not so popular.

4.a Beverage List: All Age Groups

Total 6 product(s) found in category of Beverage for all age groups in Bangladesh.

Vita Fresh (Orange) [2008-04-26]

Kohinoor Chemical Company (BD) Ltd. [City: Dhaka]

Vita Fresh (Orange) is a delicious drink of orange prepared from natural orange juice
crystals. No artificial sweetener is added to preserve the natural taste and flavor of
orange. Each sachet pack contains 25ge of dried Orange powder enough to prepare a
glass of rejuvenating drink. [Net Weight]: 25ge.

Premium Classic Mango/Orange Juices [2008-04-26]

14
The ACME Agro vet & Beverages Ltd. [City: Dhaka]
ACME Premium and Classic mango and orange juices are unique because of their
taste and flavor. [Pack Size]: Available in 250ml hygienic UHT packs.

Vita Fresh (Mango) [2008-04-26]

Kohinoor Chemical Company (BD) Ltd. [City: Dhaka]

Delicious drink in powder form extracted from rich and fabulous garden fresh mango
crystals. No artificial sweetener is added to preserve the natural taste of mango. Each
sachet pack contains 25ge dried MANGO juice enough to prepare a glass of
rejuvenating drink. [Net Weight]: 25ge.

ACME Juices [2008-04-23]

15
The ACME Agro vet & Beverages Ltd. [City: Dhaka]
ACME Premium and Classic mango, orange and Mango range juices are unique
because of their taste and flavor. [Pack Size]: Available in 1000ml hygienic UHT
packs.

ACME Premium Drinking Water [2008-04-23]

The ACME Agro vet & Beverages Ltd. [City: Dhaka]

ACME premium drinking water is synonymous to purity. Arsenic Free Mineral water
contains proper mineral balance, is suitable for all age groups and bottled in
Environment friendly PET bottle as per guide line of BSTI. [Pack Size]: Available in
500ml, 1000ml, and 1500ml bottles.

Danish Mango Juice [2008-03-17]

PARTEX Group [City: Dhaka]

16
Danish Food Products, a Partex Group concern produces highest quality fruit drinks
under the brand name Danish Fruit Juices. Bangladeshi customers have welcomed the
mango fruit and orange flavored drink hygienically packed in 250ml aseptic packs.
Every age group can enjoy this drink, especially when served chilled in our hot
summers. [Packing]: Pack/ quantity 250 ml, Quantity /Carton 36pcs, Carton 3 ply
corrugated. Pack/ quantity 200 ml, Quantity /Carton 48pcs, Carton 3 ply corrugated.
(BangladeshiProducts: 2008)

4.b Beverage list: Young Consumers

In Bangladesh the choice of young people are always different from other age groups.
They prefer to take the following 15 categories of soft drinks.

At present there are 19 beverage companies operating business in Bangladesh. They

are:

1. Transcom Beverage Ltd.

17
2. Sun Crest Beverage Industries Ltd

3. Abdul Monem Limited

4. K.Rahman and Company

5. Eastern Beverage Industries Ltd.

6. Sanowara Drinks and Bev. md. Ltd.

7. Asia Business Ltd.

8. Desh Beverage Co. Ltd.

9. Northern Beverage Ltd.

10. National Beverage Industries Ltd.

11. Bridge Corporation Limited

12. Tezarat Enterprise

13. Southern Beverage Ltd.

14. K.Rahman and Company

15. Bangladesh Beverage Ind. Ltd.

16. Dhaka Beverage Industries Ltd

17. Sunny Foods and Beverage Ltd.

18. Tabani Beverage Co. Ltd.

19. K.Rahman and Company

18
(Bangladesh Beverage: 2008)
5. Profile of Different Beverage Company in Bangladesh

5.a A Brief look at history

Originated with tea plantation in 1885, today one of the leading and fastest growing
diversified business houses in Bangladesh employing over 5000 people. Not many
industrial groups in Bangladesh can claim a history of continuous business pursuits
stretching back over 100 years. Initially tea and jute formed the backbone of the family
business. Although these are still part of the activities, they contribute marginally to the
overall group turnover.

The Journey of Transcom Beverage Ltd

19
 Started in 1885
with Tea
Plantation

Contribute
Fastest Growing Heavily on
Employing over
Business in Economic
5000 People in
Bangladesh Efficiency in
Bangladesh
Today Bangladesh

5.b Transcom today

These early industrial ventures have moved over to businesses involved in high-tech
manufacturing, international trading and distribution, forming strong ties with a host
of blue chip multinational companies. In recent years Transcom has emerged as an
increasingly significant media house in Bangladesh.

5.c History of Transcom Beverage Limited

On the basis of an exclusive Franchise for Bangladesh from Pepsico USA, TBL
acquired three modern bottling plants at Dhaka, Chittagong and Bogra from BBIL,
Dhaka; EBIL, Chittagong and NBIL, Bogra; in March 2000. TBL manufactures the
famous Pepsi range of beverages-Pepsi, 7up, Mirinda Orange, Mirinda Lemon, Slice

20
and Soda. As a corporate citizen Pepsico believes it has a responsibility to contribute
to the quality of life in our communities. TBL has put into action this philosophy
through support of social agencies, projects and programs and the scope of this
support is extensive and it has not been difficult to blend with this philosophy since the
TRANSCOM group also followed such a corporate ideology.

8.a Details of Transcom Beverage Bangladesh

21
 Franchise
for
Bangladesh
from
Pepsico USA

Produce Transcom
Acquired Contribute Give support
Pepsi, group also
three highly to the to social
7up, followed
modern quality of agencies,
Mirinda, corporate
bottling life in our projects and
Slice and ideology.
plants communities programs
Soda

22
 8.b Location of Transcom Beverage Ltd.

Transcom Beverage Ltd. Bangladesh

Main factory located in Also have 2 regional factories in

Telirchara,Mouchak. Chittagong and
Kaliakair,Gazipur Bogra

8.c
8.d

23
 8.e Organogram of Transcom Beverage Ltd.

8.f Director and Top Level Employees of Transcom Beverage Ltd.

24
Transcom Group Chairman - Latifur Rahman

Director - Saifur Rahman

Country Manager of Pepsi Bangladesh - Anish Roy

Executive director of Transcom Beverages Limited - Gulam Quddus Chowdhury

National sales manager of Transcom Beverages Limited - Khurshid Irfan

5.d Products of Transcom Beverage Limited

But the main two products of Transcom Beverage Limited are 7 up and Pepsi. Though
there are three other supporting products (Mirinda, Slice and Soda) added later.
(History of Transcom: 2008).

5.e The History of Pepsi Cola

Caleb Bradham of New Bern, North Carolina was a pharmacist. Like many
pharmacists at the turn of the century he had a soda fountain in his drugstore, where
he served his customers refreshing drinks, that he created himself. His most popular
beverage was something he called "Brad's drink" made of carbonated water, sugar,
vanilla, rare oils, pepsin and cola nuts.

"Brad's drink", created in the summer of 1893, was later renamed Pepsi Cola in 1898
after the pepsin and cola nuts used in the recipe. In 1898, Caleb Bradham wisely
bought the trade name "Pep Cola" for $100 from a competitor from Newark, New
Jersey that had gone broke. The new name was trademarked on June 16th, 1903.

25
Bradham's neighbor, an artist designed the first Pepsi logo and ninety-seven shares of
stock for Bradham's new company were issued.

After seventeen years of success, Caleb Bradham lost Pepsi Cola. He had gambled on
the fluctuations of sugar prices during W.W.I, believing that sugar prices would
continue to rise but they fell instead leaving Caleb Bradham with an overpriced sugar
inventory. Pepsi Cola went bankrupt in 1923.

In 1931, Pepsi Cola was bought by the Loft Candy Company Loft president, Charles G.
Guth who reformulated the popular soft drink. Guth struggled to make a success of
Pepsi and even offered to sell Pepsi to the Coca-Cola company, who refused to offer a
bid?

In 1940, history was made when the first advertising jingle was broadcast nationally.
The jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the
price of Pepsi and the quantity for that price. "Nickel Nickel" became a hit record and
was recorded into fifty-five languages.

In 1964, Diet Pepsi was introduced. (Mary Bellis: 2005)

5.f The History of 7up

Charles Leiper Grigg was born in 1868 in Price's Branch, Missouri. As an adult, Grigg
moved to St. Louis and started working in advertising and sales, where he was
introduced to the carbonated beverage business.

By 1919, Charles Leiper Grigg was working for a manufacturing company owned by
Vess Jones. It was there that Grigg invented and marketed his first soft drink called
"Whistle".

After a dispute with management, Charles Leiper Grigg quit his job (giving away
"Whistle") and started working for the Warner Jenkinson Company, developing
flavoring agents for soft drinks. Grigg invented then his second soft drink called called

26
"Howdy". When he eventually moved on from Warner Jenkinson Co., he took his soft
drink "Howdy" with him.

Together with financier Edmund G. Ridgway, Grigg went on to form the Howdy
Company. So far, Grigg had invented two orange-flavored soft drinks. But his soft
drinks struggled against the king of all orange pop drinks, "Orange Crush". "Orange
Crush" grew to dominate the market for orange sodas.

Charles Leiper Grigg decided to focus on lemon-lime flavors and and by in October of
1929 he had invented a new drink called, "Bib-Label Lithiated Lemon-Lime Sodas".

The name was quickly changed to “7 Up Lithiated Lemon-Lime" and then again
quickly changed to just plain 7up.

7up merged with "Dr Pepper" in 1986. (Mary Bellis: 2005)

5.g The company profile of Pran

AMCL market its product under the brand name PRAN that stands for Program for
Rural Advancement Nationally. The Agriculture Marketing Co. Ltd. (AMCL) was
incorporated in Bangladesh on 15th May 1985 as private limited company under the
companies Act 1913 and subsequently on 2nd June 1993 the co. was converted into
public limited co. the shares of the co. were listed in Dhaka and Chittagong stock
exchanges.

The company is financed by industrial Promotion and Development Co. of Bangladesh

Ltd., ANZ Grindlays Bank, Dutch Bangla Bank and by its stakeholders.

Initially PRAN had jam, Jelly and Pickle in its product line. In January, 1995
production of orange juice and in June production of PRAN mango bottled juice
started. PRAN now operates by having eight zones throughout the country. The zones
are Dhaka Metro, Adjacent Dhaka, Comilla, Chittagong, Sylhet, Khulna, Barisal and
Rajshahi. The company also has three more sub zones.

The company’s business activities are farming, trading, processing of fruits, vegetables
and other agro products. Unit wise activities of the company are shown below.

27
Unit-1 Processing of agro products
Unit -2 Farming
Unit- 3 Bottling, tetra packaging of juice and mineral water.
Unit- 4 Trading

5.h The company profile of Virgin

Virgin-the third most recognized brand in Britain is involved in planes, trains, finance,
soft drinks, music, mobile phones, cars, wines, publishing, bridal, wear, etc. they crated
over 200 companies world wide, employing over 25,000 people. Their total revenues
around the world in 19999 exceeded U S $5 billion. They claim that their brand Virgin
is now becoming the first global brand name of the 21st century.

They said their companies are part of a family rather than a hierarchy. They are
empowered to run their own affairs, yet other companies help one another, and
solutions to problems come from all kinds of sources. In a sense they are community,
with shared ideas, values, interests and goals. And Virgin cola is just a member of that
family.

5.i The company profile of Suncrest

National Beverage Industry Ltd., a unit of Sunman Group, first bought Bangladesh
Suncrest. The head office of the company is in Chittagong and in 1997, a branch office
in Dhaka was started. The company has its factory located at Hemayatpur, Savar.
Initially the company used to produce eight flavors, but it is now continuing with five
flavors. Suncrest was the company to introduce a 1.5 litter plastic bottle, which turned
out to be a profitable step for them. It is called the Suncrest Mega. Its varieties are:
ü Suncrest Cola
ü Suncrest Orange
ü Kickapoo Joy Juice

5.j The story of RC (Royal Crown)

28
Royal Crown (RC) Cola made by the Royal Crown Cola Company is the third most
popular Cola in America. It is tasty, refreshing soft drink. In 1905, it was at first
designed merely to meet the needs of grocery customers in a limited graphical
territory.

A young man named Claude Hatcher who was a good chemist, developed Royal Crown
Ginger Ale in 1906. Royal Crown Ginger Ale was a product of Hatcher Grocery
Company of Columbus. Later around 1910, it was renamed and was called Chero-Cola
rich in cherry flavor.

In 1923, the firm came up with a fruit flavored drink name Melo. A year later the brand
name was changed to Neli. Neli was a quick seller and by 1928 a new company was
formed called Neli Inc. and Chero-Cola was then became a product of Neli Inc. in
1932 Neli Chemist Rufus Kamm concentrated with a new cola drink and his
concentration result was royal crown cola. It was introduced in 1934. In 1959, the
company name changed to Royal Crown Cola. Royal Crown Cola company’s
technicians made what industry leaders term “ The most amazing break through soft
drink technological history.” Royal Crown Cola Company was the first soft drink
company to introduce a sugar free product in 1962 and it was the first company to
introduce a salt/sodium free cola in 1980.

The Royal Crown Cola Company made a late start on the international scene and the
reason for this was simple. Its management wanted to marshal its resources and
concentrate its efforts on the biggest growth market in the world at the time in United
States.

In early 70’s, RC Co. decided to go for global reach and at that time, a number of
experienced soft drink people assembled to manage and direct the company’s
international efforts. Since then, RC Cola has been able to establish a viable base in
the world market and it is currently sold in 63 countries through a network of 78
franchise bottling plants.

6. Findings of the Study

29
Beverage has been very popular in Bangladesh since 1985. Our research is oriented
with consumer satisfaction regarding different Beverages of Bangladesh. As the
researcher we followed personal inspection system with the consumers and try to get
their point of view by developing a questionnaire. Despite a lot of barriers we tried our
level best to find out the actual reaction of consumers towards the products of
“Transcom Beverage Limited” such as: 7-Up, Pepsi, Mirinda and Slice. Besides this,
we hope that you will get a good preview of consumer’s reaction towards other
Beverage products also.

We have divided our findings in two parts where the first part will show you the overall
consumers reaction on Beverages and second part will represent the satisfaction level
of consumers towards our selected company’s (Transcom Beverage Limited) product.

6.a Overall Consumer Reaction

In this part of our findings we will focus on the reactions of the consumers of
beverages. Having the knowledge of overall reactions of beverage consumers, we can
get the actual position of our selected company’s beverage. It will help us to find out
the satisfaction level of “Transcom Beverage Limited”.

6.a.1 The Number of Respondents

We went to 60 respondents of beverage consumers where 37 of them are male and 23

of them are female.

Table1: Number of Respondents According to Gender

Gender Total respondents Percentage

Male 37 61.67
female 23 38.33

Source: Field Survey, 2009

30
 Total Respondents

Female
38%
Male
Female
Male
62%

From the above illustration we can clearly see that 62% of total respondents were male
and the rest 38% respondents were female.

6.a.2 Respondent’s Age Group

We divide the age group in four categories that are: below 15 years, 15-25 years, 26-
35 years, above 35 years. Number of respondents in each age group is illustrated as
follows:

Table 2: Number of Respondents According to the Age Group

Age Groups Number of Respondent’s Percentage

Below 15 years 7 11.67
15-25 years 30 50
26-35 years 14 23.33
Above 35 years 9 15

Source: Field Survey, 2009

31
 R esp o n d en t's Ag e Gro u p

50 50

40
Percentage 30

20 23.33
11.67
10 15
0
B elow 15
15-25
y ears 26-35
y ears A bove 35
y ears
years
Age G roup

We have tried to get the opinion of all age groups from where 11.67% respondents are
below 15 years, 50% of them are 15-25 years, 23.33% of them are 26-35 years and the
rest 15% are above 35 years.

32
 6.a.3 Occupation

In our questionnaire we have divide the occupation in five categories namely student,
service, housewife, business and others.

Table 3: Number of Respondents According to Occupation

Occupation Number of respondent’s Percentage

Student 36 60
Service 10 16.67
Housewife 5 8.33
Business 8 13.33
Others 1 1.67

Source: Field Survey, 2009

Respondent's Occupaion
1.67

Others
13.33

Business
8.33

Housewife
16.67

Service

Student
60

0 10 20 30 40 50 60 70
Percentage

In a total of 60 respondents we found that students are leading the position of beverage
consumers. Service holders and businessmen also take beverages. Small percentage of
housewives also takes beverage as we can see clearly from the chart.

6.a.4 Family income

33
From our research we found that only upper class people and middle class people are
the main consumers of beverage. Only a small percentage of lower middle class people
take beverage.

Table 4: Number of Respondents According to Family Income

Range of Income Number of Respondents Percentage

Below TK 5000 2 3.33
TK 5000-10000 3 5
TK 10000-15000 3 5
TK 15000-20000 7 11.67
Above 20000 45 75
Source: Field Survey, 2009

Respondents Family Income

80 75
70
60
Percentage

50
40
30
20 11.67
3.33 5 5
10
0
Below 5000- 10000- 15000- Above
5000 10000 15000 20000 20000
Family Income (TK)

6.a.5 Frequency of Taking Beverage

According to our survey beverage is consumed weekly by most of the consumers. But a
rich number of consumers prefer to take it daily. Following table and graph will give
you a clear idea about frequency of taking beverage.

Table 5: Number of Consumers According to Frequency

34
Frequency Number of consumers Percentage
Weekly 35 58.33
Fortnightly 4 6.67
Monthly 0 0
Everyday 21 35

Source: Field Survey, 2009

Frequency of Taking Beverage

35%
58.33%
6.67% 0% S1

Weekly Fortnightly Monthly Everyday

6.a.6 Time of Taking Beverage

Most of our respondents take beverage in lunch time. Few of them prefer to take
beverage in the evening. The overall timing of taking beverage according to our survey
can be stated as follows:

Table 6: Time of Taking Beverage

Time Number of Consumers Percentage Ranking

Lunch Time 34 56.67 1
Evening Time 18 30 2
Dinner Time 6 10 3
Breakfast Time 2 3.33 4

Source: Field Survey, 2009

35
 Time of Taking Beverage

56.67
60
50

Percentage
40 30
30
20 10
3.33
10
0
Lunch Evening Dinner Breakfast
Time

6.a.7 Quantity of Purchasing Beverage

In our survey we found that consumers prefer to buy 1-2 liters bottle at a time. About
27% of them prefer to buy ½ -1 liter bottles at a time. Overall consumer’s priorities are
presented below.

Table 7: Quantity of Purchasing Beverage

Quantity(liters) Number of Consumers Percentage Ranking

1-2 22 36.67 1
½-1 16 26.67 2
0-½ 14 23.33 3
2-4 8 13.33 4

Source: Field Survey, 2009

36
 Quantity of Purchasing Beverage

0-.5 liters
13%
1-2 liters
37%
.5-1 liters
23%

2-4 liters
27%

6.a.8 Beverage Liked by Most Respondents

As we surveyed on the 60 consumers of beverages, 28 of them like 7up, 20 of them like

Coca-Cola and 13 of them like other beverage products. Consumer’s choice of
beverage will be clearer by our following illustration.

Table 8: Beverage Preferred by Most Consumers

Beverage Name Number of Percentage Ranking

Consumers
7up 28 46.67 1
Coca-Cola 19 31.67 2
RC 6 10 3
Mojo 5 8.33 4
Virgin 2 3.33 5

Source: Field Survey, 2009

37
 Beverage Preferred by Most Consumers

46.67

50
31.67
40
Percentage
30
10 8.33
20 3.33
10

0
7up Coca-Cola RC Mojo Virgin

6.a.9 Criteria Affecting Buying Beverage

Human mind is significantly different from each others. Reasons of buying beverage
are not same for all. Someone think flavor is most important features of beverage while
someone feels taste and company reputation are the main features of any beverage. We
will show our findings regarding how different criteria affecting consumers to buy
beverage by following table and graph.

Table 9: Criteria Affecting Buying Beverage

Very important Not at all important

Criteria 5 4 3 2 1
Taste 78.33% 21.67% 0% 0% 0%
Color 26.67% 31.67% 18.33% 10% 13.33%
Flavor 50% 31.67% 18.33% 0% 0%
Attractive Packaging 28.33% 23.33% 23.33% 16.67% 8.33%
Advertisement 28.33% 25% 21.67% 15% 10%
Company Reputation 58.33% 30% 3.33% 1.67% 6.67%

Source: Field Survey, 2009

38
 6.67%
1.67%
Company Reputation 3.33%
30%
58.33%
10%
15%
Advertisement 21.67%
25%
28.33%
8.33%
16.67% Not at All Important (1)
Attractive Packaging 23.33%
23.33% 2
28.33%
3
0%
0% 4
Flavor 18.33% Very Important (5)
31.67%
50%

13.33%
10%
Color 18.33%
31.67%
26.67%
0%
0%
Taste 0%
21.67%
78.33%

Table 10: Criteria Affecting Buying Beverage (Average)

Criteria Average Ranking
Taste 4.78 1
Flavor 4.37 2
Company Reputation 4.32 3
Color 3.52 4
Advertisement 3.52 4
Attractive Packaging 3.50 5

Source: Field Survey, 2009

6.a.10 Form of Packaging

39
Among the 3 forms of beverage packaging our respondents like the plastic packaging
form, paper and glass packaging also preferred by some consumers.

Table 11: Form of Packaging

Packaging Number of Consumers Percentage Ranking

Plastic 33 55 1
Glass 15 25 2
Paper 12 20 3
Source: Field Survey, 2009

Form of Packaging

55
60
50
40
Percentage

25
20
30
20
10
0
Plastic Glass Paper
Packaging Form

6.a.11 Satisfaction regarding Different Sizes of Bottles

Among our 60 respondents only 2 of them are not satisfied with their selected
company’s bottle size. One of them says 250 ml bottle should introduce and other says
bigger than 2 liters bottle should be introduced.

Table 12: Satisfaction regarding Different Sizes of Bottles

40
Consumers Answer Number of Consumers Percentage
Yes 58 96.67
No 2 3.33

Source: Field Survey, 2009

Satisfaction Level About Various Bottle Sizes

No, 3.33

Yes, 96.67

6.a.12 Pricing of Preferred Beverage

33 of our respondents said that their preferred beverage price is reasonable, 22 said
high and 5 of them are not sure about their preferred beverage price.

Table 13: Pricing of Preferred Beverage

Price Number of Percentage Ranking

Consumers
Reasonable 33 55 1
High 22 36.67 2
Not Sure 5 8.33 3
Low 0 0 4

Source: Field Survey, 2009

41
 Pricing of Beverage

55
60 36.67
Percentage
40
8.33
20 0

0
High Low Not Sure Reasonable
Price

6.a.13 Switching Brand Because of Competitors Low Price

Well most of our respondents were very loyal to their preferred beverage.45 of them
will not switch to other brand even if they reduce their prices.

Table 14: Switching Brand Because of Competitors Low Price

Consumer Answer Number of Consumers Percentage

Yes 45 75
No 15 25
Source: Field Survey, 2009

Switching Brand Because of Competitors Low

Price
No
25%

Yes
75%

6.a.14 Availability in the Rural Areas

42
43 of our respondents feel that their preferred beverage should be more available in
the rural areas.

Table 15: Availability in the Rural Areas

Answer Number of Consumers Percentage

Yes 43 71.67
No 17 28.33
Source: Field Survey, 2009

AvailabilityintheRural Areas

No
28%

Yes
72%

6.a.15 Advertisement Seen by Consumers

31 of our 60 respondents have seen beverage advertisement on different media. They

watched advertisement on Coca-Cola, Fizz up, Uro Lemon, Mojo and 7up in TV media
and newspaper.

Table 16: Advertisement Seen by Consumers

Answer Number of Consumers Percentage

Yes 31 51.67
No 29 48.33
Source: Field Survey, 2009

43
 Advertisement Seen byConsumers

No
48% Yes
52%

6.a.16 Consumers Attitude towards New Beverage

27 of our 60 respondents will try if any new beverage enters into market, 12 of them
will not try it while 21 of them are uncertain regarding new arrival of beverages.

Table 17: Consumers Attitude towards New Beverage

Answer Number of Consumers Percentage

Yes 27 45
No 12 20
Uncertain 21 35
Source: Field Survey, 2009

Attitudes towards New Beverage

Uncertain
35% Yes
45%

No
20%

44
 6.b Consumer Reaction toward “Transcom Beverage Limited”

In this part of our findings we have tried to find out the satisfaction level of the
consumers of “Transcom Beverage Limited”. From our field survey we have found that
28 respondents out of 60 respondents are the consumers of “Transcom Beverage
Limited”. So here our main focus will be on the reactions of those 28 respondents of
“Transcom Beverage Limited”. We will be analyzing the satisfaction level of the
consumers. The graphical overview of the “Transcom Beverage Limited” is given
below:

Table 18: Number of 7up Consumer

Number o 7up Consumer 28

Number of Other products Consumer 32
Source: Field Survey, 2009

Consumer of "TranscomBeverage Limited"

7-Up
46.67 7-Up
Others Others
53.33

From the above table we can clearly see that 28 of our 60 respondents like 7up and 32
like other products. You can see the percentage of 7up and other products consumer
from the above graph. Here our focus point is on those 28 7up consumers. 7up is the
main product of Transcom Beverage. So we are focusing on the consumer satisfaction
on 7up.

6.b.1 Consumers of “Transcom Beverage Limited” Gender wise

Out of 28 consumers 18 and 10 people were male and female respectively. We went to
23 female consumers 10 of them chose 7-Up which is a product of “Transcom
Beverage Limited” and from 37 male consumers 18 of them chose 7-Up.

45
 Table 19: Number of Consumers of “Transcom Beverage Limited” According to
Gender

Gender Number of Consumers Percentage

Male 18 64.29
Female 10 35.71
Source: Field Survey, 2009

Consumers' Gender

Female
35.71
Male
Female
Male
64.29

6.b.2 Consumer’s Monthly Family Income

From our survey we have divided the category of monthly family income of the
consumers of the “Transcom Beverage Limited” which is given below:

Table 20: Number of Consumers of “Transcom Beverage Limited” According to

Family Income

Range of Income Number of Respondents Tota Percentage

Male Female l Male Female
Below TK 5000 0 0 0 0 0
TK 5000-10000 2 0 2 11.11 0
TK 10000-15000 1 0 1 5.56 0
TK 15000-20000 4 1 5 22.22 10
Above 20000 11 9 20 61.11 90
Source: Field Survey, 2009

46
 F a m ily In c o m e A c c o rd in g to G e n d e r
90
90
80
70

61.11
60
50
Percentage

40 M a le
30

22.22
F e m a le
10

5.56
20
0 0 11.11 0 0
10
0
B e lo w 5 0 0 50 0 0 0 -1 0 0 0100 0 0 0 -1 5 0 10 50 0 0 0 -2 0 0 A0 0b o ve 2 0 0 0 0
In c o m e R a n g e (T K )

From the above chart and graph we can see that about 71% of 7-Up consumers have a
family income of above TK. 20000. About 18% of 28 consumers have a family income
of TK. 15-20000.More interestingly our female consumer has a greater family income
than male consumer.

6.b.3 Frequency

In case of frequency of taking our product we found that most of the consumers prefer
to take it weekly rather than daily. Female consumers drink our product weekly more
often while a few of our male consumers drink it daily.

47
Table 21: Number of Consumers of “Transcom Beverage Limited” According to the
Frequency

Frequency Number of consumers Total Percentage

Male Female Male Female
Weekly 13 7 20 72.22 70
Fortnightly 0 1 1 0 10
Monthly 0 0 0 0 0
Everyday 5 2 7 27.78 20

Source: Field Survey, 2009

Frequency of Taking 7up According to Gender

70 Male
80 72.22
Female
Percentage

70
60
27.78

50
20
40
30 10
0
20
0 0 Female
10
Male
0
Weekly Fortnightly Monthly Everyday

Frequency

6.b.4 Time of Taking Beverage

Well lunch and evening is the most preferred time of taking our beverage. Not a single
customer takes our beverage in breakfast time. We classified our findings gender wise.
So that it will be clearer to you.

Table 22: Number of Consumers of “Transcom Beverage Limited” According to the

Time

48
Time of Taking Beverage Number of consumers Total Percentage
Male Female Male Female
Breakfast Time 0 0 0 0 0
Lunch Time 9 4 14 50 40
Evening Time 5 5 10 27.78 50
Dinner Time 4 1 5 22.22 10

Source: Field Survey, 2009

Time of Taking Beverage

50%
40%
10%

0% Female
Male
50% Female
27.78%
0% 22.22% Male

Breakfast Lunch Evening Dinner

Time

6.b.5 Quantity of Taking Beverage

Quantity of buying our product is always an important issue for the company. So we
have tried hard to get the actual information from our consumers on that point. Here
we find that female consumers prefer to buy 1-2 liters bottle and male consumers
prefer to buy 1-2 and ½-1 liter bottle.

Table 23: Number of Consumers of “Transcom Beverage Limited” According to the

Quantity

Liters Number of consumers Total Percentage

Male Female Male Female
1-2 liters 6 5 11 33.33 50
2-4 liters 1 1 2 5.56 10
½ -1 liter 7 3 10 38.89 30
0- ½ liter 4 1 5 22.22 10

Source: Field Survey, 2009

49
 Purchasing Quantity

Male
50% Female
30%
10% 10%
38.89% Female
33%
22.22%
6%
Male

1-2 liters 2-4 liters 1/2-1 liter 0-1/2

Liters

6.b.6 Packaging of “Transcom Beverage Limited”

When it comes to packaging of Transcom products our consumer gives us a mixed

opinion. Male consumers are interested in plastic and glass packaging. Female
consumers are interested in paper and plastic packaging. One thing for sure is that
plastic packaging of Transcom products is appreciated by all of our consumers.

Table 24: Number of Consumers of “Transcom Beverage Limited” According to the

popular packaging

Packaging Number of consumers Total Percentage

Male Female Male Female
Plastic Packaging 12 6 18 67.67 60
Glass Packaging 5 1 6 27.78 10
Paper Packaging 1 3 4 5.56 30

Source: Field Survey, 2009

50
 Packaging Female

30% Male
Paper
38.89%

10%
Glass
6%

50%
Plastic
33%

0% 10% 20% 30% 40% 50%

6.b.7 Pricing of the Products of “Transcom Beverage Limited”

Among 28 of our consumers 13 says price is reasonable of Transcom products. But

equal numbers of consumers feel that the price is a bit on the higher side.

Table 25: Consumers Opinion about Price of the Products of “Transcom Beverage
Limited”

Price Number Percentage

Low 0 0
High 13 46.43
Reasonable 13 46.43
Not sure 2 7.14

Source: Field Survey, 2009

51
 Pricing of Transcom Products

Not sure 7.14%

Reasonable 46.43%

High 46.43%

Low 0%

6.b.8 Switching Brand Because of Competitors Low Price

Does our consumer switch into other company’s product because of their lower price?
While answering this question most of our consumer was loyal to us. But 21.43% of our
consumer informs us that they will shift into other products if they find them more
reasonable.

Table 26: Switching Brand Because of Competitors Low Price

Consumer Answer Number of Consumers Percentage

Yes 6 21.43
No 22 78.57

52
 Leaving Transcom Products for Competitors Low
Price

No
Yes 79%
21%

6.b.9 Availability of Transcom Beverage Products in the Rural Areas

Most of our consumer is satisfied with the availability of our product in the rural areas.
Few of them complained to us that they don’t find our product whenever they go for
vacation in the rural side.

Table 27: Availability of Transcom Beverage Products in the Rural Areas

Answer Number of Consumers Percentage

Yes 22 78.57
No 6 21.43
Source: Field Survey, 2009

Availability in the Rural Areas

Yes
79%

No
21%

53
 6.b.10 Biggest Competitors of Transcom Beverage Products

This is another important topic that we need to find out with great interest. According
to our 28 respondents Coca-Cola is the biggest competitor of 7up and Pepsi. 10 of
them said RC also is a great competitor of Transcom products.

Table 28: Ranking of Transcom Beverage Competitors

Brand Name Number Percentage Ranking

Coca-Cola 15 53.57 1
RC 10 35.71 2
Mojo 3 10.71 3
Pran 0 0 4
Virgin 0 0 5

Source: Field Survey, 2009

Competitors Position

60 53.57
50
35.71
Percentage

40
30
20 10.71
0 0
10
S1
0
Coca-Cola RC Mojo Pran Virgin
Competitors Name

6.b.11 Attitude of Transcom Beverage Consumers towards New Beverage

10 of our consumer says that we are innovative enough to try new things.12 of them
were uncertain on that point. 6 of our consumer say that we are loyal to Transcom
products and will not try any new product.

. Table 29: Attitude of Transcom Beverage Consumers towards New Beverage

54
Answer Number of Consumers Percentage
Yes 10 35.71
No 6 21.43
Uncertain 12 42.86

Source: Field Survey, 2009

Attitude of Consumers towards New Beverage

42.86
35.71
50

40
Percentage

21.43
30

20

10

0
Yes No Uncertain

55
 6.b.12 Consumers of “Transcom Beverage Limited” According to the Occupation

We all know beverage is a product for young generation. So not surprisingly Students
are the main consumer of Transcom products. Though we went to only 60 respondents
but most of them were selected randomly. The following table will clarify our findings:

Table 30: Ranking of Consumers Occupation

Occupation Number Percentage Ranking

Student 16 57.14 1
Service 5 17.86 2
Housewife 3 10.71 3
Business 3 10.71 4
Others 1 3.57 5

Source: Field Survey, 2009

Consumer's Occupation

Others 3.57

Business 10.71

10.71
Housewife

Service 17.86

57.14
Student

0 10 20 30 40 50 60
Percentage

6.b.13 Criteria Affecting Buying Products of Transcom Beverage

56
Human mind is significantly different from each others. Reasons of buying our
companies beverage are not same for all. Someone think flavor is most important
features of our beverages while someone feels taste and company reputation are the
main features of Transcoms beverage. We will show our findings regarding how
different criteria affecting consumers to buy our companies beverage by following
table and graph:

Table 31: Criteria Affecting Buying Transcom Beverage

Very important Not at all important

Criteria 5 4 3 2 1
Taste 67.86% 32.14% 0% 0% 0%
Color 17.86% 21.43% 21.43% 14.29% 25%
Flavor 53.57% 25% 21.43% 0% 0%
Attractive Packaging 28.57% 28.57% 17.86% 7.14% 17.86%
Advertisement 17.86% 25% 25% 17.86% 14.29%
Company Reputation 53.57% 35.71% 0% 7.14% 3.57%

Source: Field Survey, 2009

57
 3.57%

Reputation
Company 7.14%
0%
35.71%
53.57%

14.29%
Advertisement

17.86%
25%
25%
17.86%

17.86%
7.14%
Packaging
Attractive

17.86%
28.57% Not at A ll Im portant (1)
28.57% 2
3
0% 4
0%
V ery Important (5)
Flavor

21.43%
25%
53.57%

25%
14.29%
Color

21.43%
21.43%
17.86%

0%
0%
Taste

0%
32.14%
67.86%

Table 31: Criteria Affecting Buying Beverage (Average)

Criteria Average Ranking
Taste 4.68 1
Flavor 4.32 2
Company Reputation 4.29 3
Attractive Packaging 3.43 4
Advertisement 3.14 5
Color 2.93 6

Source: Field Survey, 2009

7. Conclusion and Recommendation

58
 Our study states that beverage is very much popular in Bangladesh. Though we
have surveyed only in 5 areas but those are important areas of Dhaka city. Our
research will be more successful for the organization if we can survey on the
consumers of all areas. But we have some limitations and that’s why we surveyed
on 60 respondents. According to their opinion we find that our product has the
majority of consumers. 7up is the most favorite drinks among all the Transcom
products.

During our research we find that there are close relation between family income
and frequencies of taking beverage. The person has family income of at least 20000
prefer to take beverage daily. We also find that there are significant differences
between different consumers. Some of them prefer to take beverage in lunch time;
some prefer evening time and some of them like it in dinner time. Students are the
main consumer of beverage product.

After finishing our survey we found some lacking of Transcom Beverage which is
mentioned by our respondents. First of all 7up don’t have any 250 ml bottle. They
should provide mini bottle size to the consumers at a lower price. Secondly they can
reduce their price a bit to get competitive advantage because some of their
consumers are threatening to shift in other company’s product. Thirdly 7up doesn’t
have any paper packaging, so they can introduce it because some of their consumer
complains against glass and plastic packaging. Fourthly Transcom Company
should use local model in case of advertising. Advertisement of products like 7up
and Pepsi is very important from company’s point of view. Local model can
communicate more successfully with the consumers of rural areas. Finally,
availability of Trannscom product should be increased specially in the rural areas.

So at last we can say that our research report will help you to provide overall ideas
of beverage market in Bangladesh and will also established our company’s position
in Bangladesh market.

8. References

59
8.a Beverage Products in Bangladesh, (2008), “The World of Made in Bangladesh”,
March 15, 2009, Source (http://www.pagead2.googlesyndication.com,173 kb)

8.b History of Transcom Group, (2007), “Transcom Today”, March 15, 2009, Source
(http://www.transcombd.com,33 kb)

8.c Mary Bellis, (2005), “The History of Beer, Wine, and Alcoholic Beverages and

Drinks, March 15, 2009,

Source (http://www.ad.doubleclick.net/adi/abt.money/money_inventors,113kb)

8.d Charles Leiper Grigg, (2005), “The History of 7up”, March 15, 2009, Source

(http://www.7up.com,59 kb)

8.e Caleb Bradham, (1982), “The History of Pepsi Cola”, March 15, 2009, Source

(http://www.pepsicola.com,721 kb)

60
8.f Beverage Manufacture and Bottling, (2008), “Beverage Manufacture and

Bottling”, March 20, 2009, Source (http://www.hooverstm.com, 36.6 kb)

8.g Bangladesh Beverage, (1999), “Bangladesh Beverage”, March 20, 2009, Source

(http:// www.velki.com,13.2 kb)

8.h Bangladeshi Online Bazar, (2007), “Product View”, March 25, 2009, Source

(http://www.mohajon.com,55.1 kb)

8.i Food and Drinks in Bangladesh, (2005), “Bangladesh Cultural Information”,

March 25, 2009, Source (http://www.pigeontravels.com,14.9 kb)

8.j New Pepsi drink, (2003), “Star Business Report”, March 25, 2009, Source

(http://www.thedailystar.net,42 kb)

61
]
9. Appendices
9.a Questionnaire

Southeast
University
School of business studies

Questionnaire to Customer
Dear sir / madam,

This questionnaire has been designed to extract necessary facts

about Beverage items in Bangladesh for conducting the academic
research on “Customer Satisfaction Delighted with Profitability.”
Please feel free to answer the questions & help to extract the truth.
Your answers will not be published elsewhere & will be kept secret.

Name: Age: Below 18 18-29

30.40 41-50
Above 50
Occupation: Gender: Male
Female
Area of residence: Income level:
Tk 1000- 5000
Tk 5000-10000
Tk 10000-30000
Tk 30000-50000

1. Which brand do you prefer most?

62
 a. Coke b. Pepsi c. RC d. Virgin e. Others

2. Which flavor do you like most?

a. Cola b. Orange c. Lemon d. Diet e. Mango

3. Which thing influence you most to choose a soft drinks?

a. Taste b Brand c. Advertisement d. Friend’s influence

e. Availability

4. Which package do you like most?

a. 300ml b. 1000ml c. 1500ml pet d. 1000ml

e. Glass bottle f. 250 ml can

5. Who is the consumer group for beverage according to you?

a. Children b. teen age c. youth d. elderly people e. over 35

6. What your desires while you want to have cold drinks?

a. Chilled b. Availability c. Taste

7. Which medium of advertisement influences you most?

a. Press b. TV c. Radio d. out door e. point of

parches

8. For TV ads, which channel is most preferred by you?

a. BTV b. Channel I c. E TV d. A T N Bangla e. Others

9. If you like to have Lemon, which one is best by taste?

a. Cloudy lemon b. Miranda Lemon c. Sprite d. 7UP

e. Bubble UP f. Upper 10

10. For Diet which brand you like most?

a. Coke b. Pepsi c. RC d. Virgin e. Others.

63
11. As a customer, which point(s) you like most to purchase a
product?

a) Availability b) Selection c) Quality d) Reliability e)

Service f) Customer g) Friendliness h) Cost

12. As a customer, what is your promotion behind buying a

product?

a) Company slogan b) Advertisement c) Package outlook

d) Brand name e) Others

13. Do you prefer to buy product when it offers some other things
for free?

a) Always b) Sometimes c) Never unless my specific brand offers

14. In western countries most company offer Gift hamper of all of

their products. If these sorts of packages were available for
our country—products, would you prefer to buy that product?

15. What is the color of your favorite drinks?

a) Red b) Blue c) Green d) Pink e) White f) Off white g) Cyan

h) Magentas i) Violate j) Light k) others

16. Soft Drinks are good for health?

a) Strongly Agree b) Agree c) Neutral

d) Dissatisfied e) Strongly Dissatisfied

17. Can Soft Drinks refresh your mind?

a) Strongly Agree b) Agree c) Neutral

d) Dissatisfied e) Strongly Dissatisfied

18. Soft Drinks are available in the Retail shop?

a) Strongly Agree b) Agree c) Neutral

d) Dissatisfied e) Strongly Dissatisfied

64
19. Quality of Soft Drinks is good

a) Strongly Agree b) Agree c) Neutral

d) Dissatisfied e) Strongly Dissatisfied

20. Every Soft Drink is Alcohol free

a) Strongly Agree b) Agree c) Neutral

d) Dissatisfied e) Strongly Dissatisfied

21. Usually younger more like Soft Drinks

a) Strongly Agree b) Agree c) Neutral

d) Dissatisfied e) Strongly Dissatisfied

22. Every Soft Drinks has different taste

a) Strongly Agree b) Agree c) Neutral

d) Dissatisfied e) Strongly Dissatisfied

23. Promotional tools of the Company would inspired you to buy Soft
Drinks

a) Strongly Agree b) Agree c) Neutral

d) Dissatisfied e) Strongly Dissatisfied

Cell Number:

Signature:

65
10. b Research Proposal

TOPIC: Research Proposal for Attitude

Measurements towards Beverage Items in
Bangladesh”: A case study in Dhaka City.

Prepared For
Ishtiaque Arif,
Lecturer,
School of business studies
Southeast University.

Prepared BY

• MD. RASHEL BHUYAN ID 2006210000094

• MAHMUDA AKHTER ID 2006110000038

(On behalf of all the students of

66
 Batch-14th, Section- C)

SUBMISSION DATE: APRIL 13, 09

Southeast University
Bangladesh

1. Define the Research Topic:

Beverage can be of many types. But our research is on carbonated and non carbonated
beverages. In our research we will find out the consumer satisfaction of Transcom
Beverage products. Consumers satisfaction means to which extend consumers are
satisfied on our products. By knowing this information we can set policy for our
company in a more specific way. We can also produce products according to
consumer’s choice.

The objectives of this research are:

o To know about the beverage market in Bangladesh

o To see the consumer patterns, occupation, their taste and criteria of

buying beverage.

o To know the satisfaction level of consumers toward the products of

Transcom beverage.

2. Find Out What is Known About the Topic:

67
 A drink, or beverage, is a liquid specifically prepared for human consumption. In
addition to basic needs, beverages form part of the culture of human society.

At present Bangladesh has a very competitive market of beverage. Bangladesh has a

relatively hot weather and people tend to be thirstier. So they prefer to take soft drinks
most of the time. Beverage took the market of Bangladesh in the first half of 1980. In
that time two or three soft drinks were available in the market. But now lots of
beverage found in the market. Some of them are popular and some are not so popular.

These early industrial ventures have moved over to businesses involved in high-tech
manufacturing, international trading and distribution, forming strong ties with a host
of blue chip multinational companies. In recent years Transcom has emerged as an
increasingly significant media house in Bangladesh.

Beverage has been very popular in Bangladesh since 1985. Our research is oriented
with consumer satisfaction regarding different Beverages of Bangladesh. As the
researcher we followed personal inspection system with the consumers and try to get
their point of view by developing a questionnaire. Despite a lot of barriers we tried our
level best to find out the actual reaction of consumers towards the products of
“Transcom Beverage Limited” such as: 7-Up, Pepsi, Mirinda and Slice. Besides this,
we hope that you will get a good preview of consumer’s reaction towards other
Beverage products also.

The central meaning of that topic is to improve customer satisfaction and company’s
product quality through a research program where consumers express their thoughts
toward our products.

3. Clarify Concepts and their Measurements:

“Consumer Satisfaction of Transcom Products” has both validity and reliability.

Validity is here because consumer satisfaction produces a great deal of improvement in
the organization performance. After finishing our survey on that topic a clear result of
improving organizational performance will take place.

On the other hand reliability is here, as because the measurement leads to a consistent
outcome.

For clarifying concepts and their measurement following questions can be answered---

o Is there any problem in Transcom products?

o Does the price of Transcom products are high?

68
 o Are the Transcom products available in the rural market?

o Does the taste, color and flavor of Transcom products is good enough?

o What packaging will be the best for Transcom products?

o How Transcom products can be improved?

4. Establish as Appropriate Data Collection Method:

This work will be based on both secondary and primary sources. The secondary
sources of data will include internet articles, some foreign and local websites on
beverages. Most of the data required for the study will be collected from primary
source through a structured questionnaire.

5. Consider the Purpose, Value and Ethics of the Study:

Now a day’s competition increased significantly in the business area. Beverage sector
is not separate from it.

The purpose of this research is to know consumers attitude towards Transcom

products.

The value of this research is to develop company’s product quality according to the
consumers demand.

By developing this research program Transcom Beverage Ltd. can know the customer
feedback and opinion towards their product. By knowing this we hope they can
improve product quality as well as their market share.

6. Operationalize Concepts and Design the Research Instrument:

We will operate our survey by developing a questionnaire and take opinion from our
respondents. The overall concepts that we are expecting to find from our survey can be
stated as follows:

o Students would be the main consumers of carbonate beverage.

o The person has family income of more than 20000 taka would take beverage
daily.

69
 o 7up would be the leading beverage brand in Bangladesh.

o Coca-Cola would be the biggest competitor of 7up.

o Most of the consumer would select beverage on the basis of its taste, flavor a
company reputation.

o TV media would be the most used media for beverage advertisements.

o Plastic packaging would be the most convenient for the consumers.

o Most of the consumer would feel that price of 7up is reasonable.

o Some of the consumer would feel 250ml bottle of 7up should be introduces.

7. Select a Sample of Subjects to Study:

Our target organization for this research is Transcom Beverage Ltd. We will use non-
probability sample and will go to 60 respondents. We will finish our research on the
basis of those 60 respondent opinions.

8. Collect the Data:

This work will be based on both secondary and primary sources. The secondary
sources of data include internet articles, some foreign and local websites on beverages.
Most of the data required for the study will be collected from primary source through
structured questionnaire.
Before surveying the questionnaire our teacher will test the questionnaire and help us
to develop it.

9. Process the Data:

For this research both qualitative and quantitative data analysis will be required.
There are also some statistical evaluation of beverage consumers and their patterns.
For processing the data in computer Microsoft word and excel is required.

10. Analyze the Data:

70
 All the data will be edited, coded and classified by our group members before making
the final analysis. Average, percentage and ranking method will be used for analyzing
the data. Different graphs, charts and table will also be used for presenting the data.

11. Present the Results:

We are presenting our research report both in soft and printed copy to our honorable
course teacher through a CD. We will make a presentation where our entire six
researchers will take part.

71