Factors influencing consumer buying pattern towards bread item in Bangladesh. - A study on "All time" Brand under pran group

PROJECT REPORT ON
FACTORS INFLUENCING CONSUMER
BUYING PATTERN TOWARDS BREAD ITEM
IN BANGLADESH
4/13/2014 A study on “All time” brand under PRAN Group
In Bangladesh, PRAN group has creates revaluation in Fast - moving
consumer goods industries. They are trying to cover each and
every categories of consumers demand by offering different
product line. Recently they launched a brand "All time" for
bakery and bread goods. They enter a market where a person
wants a single unit of biscuits, cakes with tea in morning till
evening.

Factors Influencing consumer buying pattern towards bread item in Bangladesh – A study on “All time”
Brand
FACTORS INFLUENCING CONSUMER BUYING PATTERN
TOWARDS BREAD ITEM IN BANGLADESH. - A STUDY ON
“ALL TIME” BRAND UNDER PRAN GROUP
Prepared By:
Abdulla Md. Masum Chowdhury
ID: 2008-3-13-028
Program: Bachelor of Business Administration
Semester: Spring 2014
Prepared For:
Mr. Mahmud Zubayer
Project Supervisor
Duration: one month
Date: April 13th, 2014
Department of Business Administration
East West University
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LETTER OF AUTHORIZATION
Plot No. A/2, Main Road,
Johurul Islam City
Aftabnagar, Dhaka-1212
Dear Student,
I would like to authorize you, the students of BUS 498, to prepare a project report on
“Factors influencing consumer buying pattern toward bread item in Bangladesh”.
In your study please concentrate on the topic properly and provide recent information. If you
need any kind of further assistance from me please let me know without any hesitation.
Submit the report by 13th April, 2014.
Regards
Mr. Mahmud Zubayer
Assistant Professor
LETTER OF TRANSMITTAL
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April 13th, 2014
Mr. Mahmud Zubayer
Assistant Professor
Department of Business Administration
Plot A/2, Aftabnagar, Dhaka-1212
Subject: Submission of Project Report
Dear Sir,
It is of great honor and delight to me to present you my Project Paper prepared as a part
of the BUS-498 (Project). I tried to gather information to make my Project paper specific
and coherent through this semester and using necessary data from relevant sources. I
have analyzed every inch and outs about factors that influence the report on “Factors
influencing consumer buying pattern toward bread item in Bangladesh”
I tried my best to make applicable and feasible planning so that it becomes effective and as
good as you expected. I consider providing any information or clarification if necessary. I
sincerely hope this report will fulfill the requirements suggested. I will appreciate if you
kindly manage some of your valuable times by going through the report.
Thanking you,
……………………………
2008-3-13-028
ACKNOWLEDGEMENT:
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At the very beginning, I would like to express my deepest gratitude to almighty Allah for
giving me the strength & the composure to complete this report. Words actually will never
be enough to express how grateful I am, but never the less I shall try my level best to
express our gratefulness toward some people.
This assignment might never have been completed without the assistance of many articles,
websites and primary and secondary data that hence my knowledge on growing about a
fast moving consumer goods by countries new brand “All time” introduced by countries
leading company PRAN. Thanks to people who are participated in my survey questionnaire
by giving their valuable time and participation.
I would like to express my special gratitude to my honorable project instructor Mr. Mahmud
Zubayer for his supervision, co-operation and advices. I will always be indebted to him for
the valuable suggestions and the time that he had spent for guiding me throughout this
project report.
EXECUTIVE SUMMARY
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With the development of fast moving consumer goods bakery and bread have already
become a fundamental part of people’s live and society. In morning people take tea with
bread items, in the evening same activities shown in our countries people. In campus or
chatting on tea stall people take tea with some others goods based on individual
preferences. Recently PRAN has introduced a new brand named “All time” for those
markets where a person wants a single unit of biscuits, cakes with tea in morning to
evening. Not only that they became market leader within a short period of time because of
proactive marketing, strong distribution process, attractive packaging and reasonable price
of bread and bakery items. For that reason I have interested to know the factors behind
consumer towards the “All time” goods. I have worked for a few days and visited many
places, especially grocery and tea stalls to investigate the purchasing pattern of “all time”
bakery and bread items. Moreover, the survey approach was adopted for data collection
and a questionnaire was designed base on the literature review and research model. At the
end of survey, I have collected 54 valid samples for this research.
After the data analysis and discussion the results indicates that the brand image, good
packaging or attractive packaging towards the consumer purchasing “All time” items.
Variety seekers who seeks new goods s/he come to seek new things because of attractive
packaging after that s/he become the loyal customers.
Table of content:
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Chapter 1 | Introduction
1.1 Introduction 8
1.1.1 Brief situation of bread company in Bangladesh 8
1.2 Statement of the problem 9
1.3 Objective of the study 10
1.4.1 Broad objective 10
1.4.2 Specific objective 10
1.4 Paper structure 11-12
1.5 Chapter summary 12
Chapter 2 | Literature Review
2.1 Introduction 13
2.2 Consumer choice behavior 13
2.3 Motivations for choosing “All time” goods
2.3.1 Price strategy 14
2.3.2 Quality 14
2.3.3 Other Features influences consumers choice 15
2.3.3.1 Taste and flavor 15
Chapter 3 | Methodology
3.1 Introduction 16
3.2 Research approach 16-17
3.2.1 Research Question 17
3.2.2 Hypothesis 18-19
3.3 Research Design 20
3.3.1 Types of Research design 21
3.3.1.1 Exploratory Research 22
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3.3.1.2 Casual Research 22
3.3.2 Information needs 22
3.3.3 Data collection from primary sources 22
3.3.4 Scaling technique 23
3.3.5 Questionnaire pretesting and development 23
3.3.6 Sampling technique 24
3.4 pilot survey 24-25
3.5 Fieldwork / Data collection 25
3.6 Data analysis 25
Chapter 4 | Data analysis 26-29
Reliability test 30-36
Regression analysis 37
Hypothesis testing 38
Chapter 5 | about the “All time” 42-44
Competitive analysis 44
Chapter 6 | result, recommendation, limitation 45-47
Chapter 7 | Conclusion 48
Chapter 8 | referencing 49
Appendices 50-63
CHAPTER1: INTRODUCTION
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1.1: INTRODUCTION:
With the development of our economy, people buying patter are significant changes.
Bakery and bread item have already become a fundamental part of people's lives and
society. In the meanwhile, the proactive experienced a series of innovation and product
development which towards the consumer to seek variety items of goods. If innovativeness
of goods becomes tasted to the variety seekers they take those goods frequently. “All time”
a brand of PRAN foods launched with mention above attributes.
With a very short period of time they become market leader because of strong distribution,
availability, affordability, and variety of range offers to a consumer based on individual
preferences.
1.1.1: Brief situation of bakery and bread companies in Bangladesh:
The bread and bakery sector in Bangladesh has seen growth in every year. The rapid
growth in our economy people is doing jobs, centered in to the urban areas. In Dhaka city
there are thousands of tea stalls are located here and there. Their main focus customer are
those who is in passing time in outside. They take tea as well as bakery item frequently.
Based on these target market PRAN countries largest manufacturing company introduced
“All time” – A bakery item brand. Now there are some other renowned companies invested
in these segments as a follower of “All time”.
1.2 Statement of the problem
The research ultimate goal is to find out what are the significant factors that influence/affect
customer purchasing decisions of “All time” bakery and bread items.
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For reaching to the ultimate goal I have decided to do a survey in different tea stall, identify
what factors influenced them to purchase it and their current perception regarding the “All
time”. This research will focus on the answer of following questions-
• Which factor(s) influenced consumers most when purchasing bakery item?
• What are consumer perceptions regarding “All time”?
• The demographic profile of user/respondents and their correlation with their
perception.
My believe is that, by examining these criteria and problems I will be able to find out the
factors influencing affect toward the bakery item and I will also be able to provide
recommendations and suggestions.
1.3 Objective of the Study
Primary objective of the research is to find out the actual facts and figures as the factors
consumer prefers to purchase a “All time” goods.
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The objective are;
 To determine consumer preference of purchasing a “all time” goods
 To identify the factors that convenience to consumer to purchase “All time”
1.3.1 Broad Objective:
Broad objective is to know -
• What the factors that affects/ influences a consumer in purchasing bakery items
1.3.2 Specific Objective:
This broad objective will be narrowed down into six specific objectives. And they are:
 Does Price have significant influence to choose “All time” bakery and bread item?
 Does Quality of products have significant influence to choose “All time” product item?
 Good packaging of bakery items has significant influence to choose them?
 Does Brand Image have significant influence to choose bakery or bread item?
 Does gender issue have significant influence to buy “All time” bakery items?
 Does Variation of products has significant influence to choose own favorite taste
from them?
1.4: Paper structure:
The paper was structured based on the research objectives. The following part provided a
brief overview of the dissertation structure:
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Chapter 1 introduces the context of research problem and gives a brief situation of
research field. The structure of this chapter followed by introduction, research question and
motivation, aim of this Investigation as well as the dissertation structure which applied in
this research
Chapter 2 reviews numerous previous studies and theories related to this research topic
and its questions, such as the consumers’ choice behaviors, motivation for choosing “All
time”
Chapter 3 described the motivation for adopting deductive and quantitative approach as
well as the method of investigation. And the questionnaire design as well as data collection
and analysis also were introduced.
Chapter 4 analyzed collected data followed by the questionnaire, such as the basic
personal information, consumers’ experienced; some factors that towards consumer
attitudes to buy “All time”.
Chapter 5 discussed the result of data from chapter 4 and the discussions also linked to
the literature review and combined with the research model in order to find out some new
studies in this research field. In addition, some limitations were presented in this chapter.
Chapter 6 and 7 presented the company’s profile and research conclusion which linking
with the research objectives and research problem in chapter 1. In addition, some
recommendations for future research were also given in this chapter.
In chapter 8 references and some appendices were presented in the end of the
dissertation which included the full references and research questionnaire.
1.5: SUMMARY:
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This chapter introduced the context of research problem and gives a brief situation of
research field; some discussion related research aim/objectives as well as the overview of
paper structure were also provided in this chapter. The next chapter moved on to review
numerous literatures related to this research area.
CHAPTER 2: LITERATURE REVIEW:
2.1: Introduction:
This chapter reviews the focal point of literature related to the field of this research topic.
During this stage, some theories were given base on the research, and some ideas were
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revealed about the nature of research. The literature outline consists of consumer choice
behaviors, motivations for choosing “All time” – a bread and bakery item brand.
2.2: CONSUMER CHOICE BEHAVIORS:
Authors of the literatures point out that the studies of consumer choice behaviors can
normally followed by five classical steps, which consist of require, information search,
alternatives evaluation, purchase and post-purchase evaluation. From the ordinal position, I
can identify that the alternatives evaluation is a crucial stage during the consumer choice
process. In addition, the five-step model is normally suitable for consumer decision making
in selective process, even in complex
According to the theories related to consumer buying behavior, the consumer has engaged
with the information search before they make the actual choice (Heikki et al., 2005). In other
words, consumers were able to make a choice based on alternatives information which
derives from their search activity. After the process of information search, consumer may
review and gather some attributes of choice alternatives which was in their consideration,
then the next stage will turn into identification and comparison of the information related to
alternatives attributes.
In the current research study, evaluation of alternatives is thought to be an essential factor
in relation to information search, and it is classical to measure the consumers’ decision by
using the alternative evaluation models.
2.3: MOTIVATIONS FOR CHOOSING “ALLTIME”
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In our country population are over rated. Now day’s 65 percent of Dhaka city people
passing their time in outside the home. They are busy in their educational life, working
places, or searching something in outside. Very large scale of people is taking tea as a
refreshment drink; with tea they take some biscuits or bread items as complimentary goods.
For innovative idea, strong distribution, and offers the large scale of variation “All time” is a
popular brand to the consumer.
From this research findings I can concluded that good outfits and brand image is the most
significant key factors that affect buying decision for “All time”. They also consider design,
quality, price, variety of product line have most significant key factors, but according this
research price, qualities, variation have not positive significant influencing power then other
factor.
As the research was carried on the basis of responses gather from the convenient sample i.e.
students from East West University. So it is better not to imply these findings generally but
carry out further research on an even more credible sample to get even better idea on the
factors that can influence the consumer’s perceptions towards the “All time” bakery and bread
items.
2.3.1: Price strategy:
In a set of matters, price is thought to be the main matter to be concerned by some
researchers. Price comparison consumption was thought to be a primary avenue in
selecting process. The price incentives as a source of buying decision are found to be
important in consumer choice behaviors. Few researchers found that the price was the
most important motives affecting the consumers’ decision to purchase any goods.
In addition, some Bangladeshi researchers found the increase in goods price was likely to
be one of the most important factors for consumers to switch between different services as
well as the goods.
2.3.2: quality of goods:
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For the bakery and bread item quality of goods are not important than others, but now
people are searching for quality products because they are health conscious and the rate of
consciousness is gradually increasing.
2.3.3: Other factors influence consumers’ choice:
2.3.3.1: Taste and flavor:
Good taste influences a customer to repurchase. Taste and different flavor may create
number of customers because individual’s preference may comes.
2.4: SUMMARY:
This chapter reviews numerous previous studies and theories related to the factors
affecting consumers’ attitudes and their choice of bakery and bread items. In next
chapter, the research approach and method will be discussed as well as the
questionnaire design, moreover, an extension research model for research topic also will
be proposed.
CHAPTER 3: METHODOLOGY:
3.1: Introduction
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This research aim to examine the consumers’ the influencing factors towards the bread
item in Bangladesh, in order to achieve that, the concepts and theories related to domain of
bread and bakery items were reviewed and a theoretical framework was proposed and
extended in this chapter. This chapter aim to explain the reason of adopting quantitative
approach as well as questionnaire method, in addition, the concept and implementation of
questionnaire within bread items analyzed as well as the collected data were discussed.
3.2: Research Approach
First of all I will improve my theoretical foundation through studying research methodology
appropriate way of developing research model, rapid and frequent literature review, and
research question designing.
Then I will develop the hypotheses that will guild me throughout the research and help me
to focus on specific components that I will require to work on throughout this research. I will
also work on my research problems that I identified earlier and specify exactly what
information I will need from these questions and find my answers accordingly. For
enrichment the approaches are described in brief.
• Analytical model: Consumer follows usual model when selection consumer
product, which is also common for bread items.
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First a consumer comes to know about the product from different sources. In the next step
they understand and evaluate the product with that of offered by other available in the
market. Then they form a preference to use a particular brand. And finally they make
purchase decision.
3.2.1: Research questions:
This research intends to find out the best possible influencing factors for bread items. For
that I developed research questions. Answer of these questions will help me to understand
consumer preferences or insights about the bread and bakery items of “All time”.
The research question are stated below-
“Factors influencing buying pattern towards the bread item in Bangladesh”
Research questions regarding specific components:
 Does price has significant influence to choose “All time” bread item.
 Does quality of products has significant influence to choose “All time” product item.
 Does good packaging of bakery items have significant influence to choose them?
 Brand Image has significant influence to choose bakery or bread item.
 Does gender issue have significant influence to buy “All time” bread items?
 Variation of products has significant influence to choose own favorite taste from
them.
3.2.2: Hypotheses:
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To smooth work I can state some unproven statement or factor and mathematically try to
prove whether my statement is correct or not. In my exploratory research I have identified
six factors that consumers think most important in terms of purchasing decision of bread
items. These are
I intend to find whether these factor significantly influence the purchase decision of bread
items, thus I concluded some hypothesis to prove these statement the hypothesis are
stated below,
1. Price
2. Quality
3. Brand Image
4. Gender issue
5. Good outfits / attracting package
6. Wide range of goods or variety of items
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Hypothesis: 1
H0: Price has significant influence to choose “All time” bakery and bread item.
H1: Price does not have significant influence to choose “All time” bakery and bread item.
Hypothesis: 2
H0: Quality of products has significant influence to choose “All time” product.
H1: Quality of products does not have significant influence to choose “All time” product.
Hypothesis: 3
H0: Good packaging of bakery items has significant influence to choose them.
H1: Good packaging of bakery items does not have significant influence to choose them.
Hypothesis: 4
H0: Brand Image has significant influence to choose bakery or bread item.
H1: Brand Image does not have significant influence to choose bakery or bread item.
Hypothesis: 5
H0: Does gender issue have significant influence to buy “All time” bakery and bread items.
H1: Gender issue does not have significant influence to buy “All time” bakery and bread
items.
Hypothesis: 6
H0: Variation of products has significant influence to choose own favorite taste from them.
H1: Variation of products does not have significant influence to choose own favorite taste
from them.
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Specification of information needed:
I have determined exactly what information I will require for the answer of this research
question. I have classified each component and then formulated the specification of
information that I need to solve the research problem. My research questionnaire’s ultimate
goal is to find out the answer of this research questions. I formulated the research
questions several times to find out the redundant questions and finally the questionnaire
was prepared accord to finding answers of my research questions.
3.3: Research design:
This research consists of different portion. Primarily I identified the important factors for
internet user through exploratory research. With the acquired information I did further
analysis. My research is a causal research as I intend to find out which factors influence
consumer most in purchasing a bread and bakery item. I also tried to define the significance
of different factors that I will discover in explanatory research and also correlate and
analyze them.
3.3.1 Types of Research design
According to the types of research can be of three types they are exploratory research,
descriptive research and causal research. In this study I used exploratory and causal
research.
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3.3.1.1: Exploratory Research:
To approach with the problem first I identified the important influencing factors that
influencing factors towards consumers consider when purchasing “All time”. For that I
conducted a preliminary exploratory research with group discussion with 54 respondents
who are used to buy “All time”. They were asked to pick their influencing factors among
others available factors that they considered in purchasing convenient goods like bread or
bakery items. In my exploratory research I have given total 10 options for respondent better
understanding.
o 1. Brand | 6. Price
o 2. Gender issue | 7.Variety of goods to choose options
o 3. Quality | 8. Attracting Packaging
o 4. Ingredients | 9. Social influence
o 5. Availability | 10. Product design
From this exploratory research I analyzed the figures that respondents picked most
With the accumulated score I selected only 6 top scored features.
1. Price
2. Quality
3. Brand Image
4. Gender issue
5. Good outfits
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6. Wide range of goods or variety of items
3.3.1.2: Causal Research:
The objective of causal research is to test hypotheses about cause-and-effect relationships.
It help me to determine which variable might be causing a certain behavior, In order to
determine causality, it is important to hold the variable that is assumed to cause the change
in the other variable(s) constant and then measure the changes in the other variable(s).
With six identified Factors I prepared six hypotheses which were stated earlier in the
Approach to the problem Section. My research intends to find whether these hypotheses
are proven right or these hypotheses are rejected.
3.3.2 Information needs: In this research since I am measuring the causality of six factors
influencing I will require the consumers’ view of these factors. The independent variables
will be considered and it will be required when creating the mathematical model. The
dependent variables each will be measured individually. I will need consumer preference
regarding these independent and dependent variables and other than that I will need some
demographic information and usage preference.
3.3.3 Data collection from primary sources
I collected information directly from individuals using internet, journals, personal
information. All the information was collected with structured questionnaire. I conducted a
survey with my prepared questionnaire. The sampling technique was convenient sampling.
The respondents’ response was collected and then inputted for further analysis in SPSS
software.
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3.3.4 Scaling Technique
For this research I used 5 likert scales. Since in our country perspective five point scales is
most appropriate I also used five point likert scales to measure consumer’s perceptions.
When responding to a Likert questionnaire item, respondents specify their level of
agreement or disagreement on a symmetric agrees-disagrees scale for a series of
statements. Thus, the range captures the intensity of their feelings for a given item. In my
research I prepared for questionnaire accordingly so that respondents’ response can be
judged efficiently and respondents find it convenient and efficient to answer the
questionnaire.
3.3.5 Questionnaire pretesting and development
A survey questionnaire has been used to find the specific information about consumers’
Buying pattern regarding bread and bakery items. The sample size used for the project is
54 respondents. I have developed a total of 29 questions based on exploratory research
divided into six groups. This research questionnaire also included questions considering six
factors- Price, Brand Image, Quality, gender issue, Good outfits, and variation of goods.
There is a one filter question which placed at the beginning of the questioner. There are five
questions for measuring dependent variable and twenty four questions for measuring
independent variable. A Likert scale was used to question the respondents on the five point
scale used for measuring both dependent and independent variables
The final Questionnaire is included in Appendix – A.
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The respondents were asked to rate on the scale between Strongly Agree and Strongly
Disagree. In addition to these, there are four questions regarding demographic information-gender,
age, profession, education and monthly household income.
Once the questionnaire was developed it was used in a pretest survey where 10
respondents were asked to mention whether they faced any difficulties when answering the
questionnaire. Based on their response I have corrected and made necessary change in
my questionnaire and final questionnaire was used to collect response from all 54
respondents.
3.3.6 Sampling Technique
Convenient sampling technique has been used in this research. I have taken the sample
from student users. Since students are always available in our campus it is easier and
convenient for me to collect information from students of East West University. The
students are the one of major buyer of “All time” and they are well educated and have the
capability to understand the research question. So using the student sample is both
convenient and appropriate for this research.
3.4: PILOT STUDY:
After completed the questionnaire design, it is necessary to test the feasibility of
questionnaire prior to the survey. For the reason that the feasibility study is useful for author
to find out not only with the unsuitable questions wording, but also with procedural matters
prior to study Thus, the original questionnaire has been sent to 10 participants in order to
the test whether the questions domain fit for the research content. These participants came
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from several departments, such as Marketing, Finance and Economics. When the result
came out, several limitations and weakness has been found. Firstly, several participants
missed some key questions with their unintentional omission, Secondly, few questions were
considered to be added in questionnaire in order to test the extension research model. Last
but not least, some questions wording were modified to fit research purpose.
3.5: FIELDWORK/ DATA COLLECTION
To collect information I conducted my survey in East West University, in different tea stalls,
visited relatives home among 54 respondents. Students of EWU carefully answered my
questionnaire. After collecting all the data from the respondents I have inputted those data
into excel sheet as per putting respective chronological numbers.
3.6: DATA ANALYSIS
For reason of the questionnaire produced the quantitative data results, the initial collected
data was operated by the analytical software SPSS. After collecting data from the sample
profile, the method of statistical interpretation would be used to discuss the data. The
demographic profile would be divided into two groups of people in order to compare the
relevant variables. Moreover, there are 24 questions relevant to the 6 factors and 5
questions are relevant to the demographic factors.
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3.7: SUMMARY:
This chapter presented the research approach and method of investigation for this
research. The investigation will be done by quantitative method through the questionnaire.
Moreover, the questionnaire design, data collection and analysis also were introduced and
discussed.
CHAPTER 04: DATA ANALYSIS
Demographic Factors:
Gender:
In the question number 1 of Part B, I have indentified the gender of the respondents of survey
for this research. I have collected some demographic information about the respondents
which may help me for getting some specified findings based on the factors like age, gender,
level of education, profession, monthly income etc. this demographic information are
presented below:
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From the above pie chart we can see that, in my survey 34 respondents are male and 20
respondents are female. So we can conclude that in 54 of the respondent there were 63%
male and 37% of the respondent were female.
Age group:
From question number 2 of part B was the age group. I have indentified the age range of the
respondents of survey for this research.
From this survey I have indentified the age range of the respondents of survey for my
research. From the above pie chart we can see that, in this survey 35 of the respondent’s
age are in 21-25 ranges, 6 respondent’s are in 26-30 age ranges, 3 respondent’s are in 31-
35 ranges, 5 respondents are in 35+ ranges and 5 respondents are in 16-20 ranges.
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Education level:
My question number 3 of part B was the education level. I have indentified the Education level
of the respondents for this research.
From the graph above we can see that out of 54 respondents 31 are undergraduates. 15 of
the respondents are in graduate level. 7 of the respondents belong in others level which
includes Post graduates and illiterate rest one is in H.S.C level. Most of the respondents of
the sample obtained from Students of East West University, and different public and private
offices. For that reason most of the respondents are in graduate and under graduate level.
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Professions:
My question number 4 of part B was the education level. I have indentified the professions
level of the respondents for this research.
From the graph we can see that 34 respondent’s profession is student and 4 of the
respondent’s profession is private employees, 5 respondents belongs in the business
profession, 4 of the respondents are in working class, 2 of the respondents are house wife
and rest respondent is Govt. Employee.
Monthly Income:
My question number 5 of part B was the Monthly income level. I have indentified the monthly
income level of the respondents for this research.
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Form the graph we can see that 22 respondent’s monthly income are in 50000+, 12
respondent’s monthly income are in BDT 40000-50000, 6 of the respondents monthly income
are in both 10000-20000 as well as BDT 30000-40000. Rests 4 of the respondent’s monthly
income are in BDT 20000 -30000.
RELIABILITY
Reliability test for measuring dependent variable by using 6 items:
Reliability Statistics
Cronbach's
Alpha N of Items
.659 6
Table 1: Reliability test for measuring dependent variable using 6 items
Item Statistics
4.0741 1.07899 54
4.1296 .93256 54
3.6481 1.10158 54
4.0741 .98770 54
3.3333 1.28856 54
3.8889 .76889 54
PR
QP
GP
BI
DF
VP
Mean Std. Deviation N
Item-Total Statistics
19.0741 10.976 .310 .645
19.0185 11.792 .264 .656
19.5000 10.594 .355 .629
19.0741 10.221 .500 .577
19.8148 9.097 .463 .589
19.2593 11.215 .495 .594
PR
QP
GP
BI
DF
VP
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
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Interpretation:
The reliability test of dependent variable for the six items has been done from the reliability
analysis. Here the overall alpha is .659, which means that all the dependent variables have an
internal consistency of .659 among each other which is above .50, that means it is very much
dependable for the internal consistency. So that I can say that the reliability of these factors
are consistent as well as dependable.
RELIABILITY TEST FOR MEASURING INDEPENDENT
VARIABLES:
Reliability test for price factors:
Cronbach's
Alpha N of Items
.472 3
Item Statistics
3.5556 .98415 54
3.4815 1.25504 54
3.2222 1.23879 54
pr1
pr2
pr3
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6.7037 2.929 .088 -.123a
6.7778 2.855 -.055 .247
7.0370 2.489 .044 -.044a
pr1
pr2
pr3
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
The value is negative due to a negative average covariance
among items. This violates reliability model assumptions. You
may want to check item codings.
a.
The reliability test of independent variable price for the 4 item has been done from the
reliability analysis. Here over all alphas is .645 which means that all the dimensions have an
internal consistency of 0.645 among each other which is above 0.50. If I will delete one
variable from above these four related factors than it will be less than the 0.50 but there is not
significant differences. So that I cannot go for delete any variables. As it fulfills the minimum
consistency percentage, I keep all the variables and delete no items.
Reliability test - under Quality factors:
Cronbach's
Alpha N of Items
.461 3
Item Statistics
4.0556 1.10602 54
3.2963 1.19163 54
3.8704 .95258 54
qp1
qp2
qp3
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7.1667 2.972 .005 .627
7.9259 2.410 .104 .231
7.3519 2.383 .314 -.218a
qp1
qp2
qp3
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
a.
The reliability test of independent variable quality for the 4 item has been done from the
variable from above these four related factors than it will be less than the 0.50 but very close
to 0.50. So I cannot go for delete any variables. As it fulfills the minimum consistency
percentage, I keep all the variables and delete no items.
Reliability test for good packaging or outfit factors:
Cronbach's
Alpha N of Items
.802 3
Item Statistics
3.8148 1.11717 54
3.7407 1.26170 54
3.3519 1.10158 54
gp1
gp2
gp3
7.0926 3.595 .623 .439
7.1667 3.198 .597 .461
7.5556 4.742 .318 .688
gp1
gp2
gp3
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
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The reliability test of independent variable Good packaging or outfits for the 4 item has been
done from the reliability analysis. Here over all alphas is .629 which means that all the
dimensions have an internal consistency of 0.629 among each other which is above 0.50. If I
will delete one variable from above these four related factors than it will be greater than overall
alphas. That means here consistency of the variable are too high. So that I do not go for
delete any variables. As it fulfills the minimum consistency percentage, I keep all the variables
and delete no items.
Reliability test for Brand image factors:
Cronbach's
Alpha N of Items
.650 3
Item Statistics
3.5185 1.25504 54
3.6667 1.19748 54
3.0926 1.26295 54
bi1
bi2
bi3
6.7593 4.073 .490 .513
6.6111 4.431 .449 .569
7.1852 4.229 .444 .577
bi1
bi2
bi3
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
The reliability test of independent variable brand image for the 4 item has been done from the
variable from above these four related factors than it will be greater than overall alphas. That
means here consistency of the variable are too high. So I cannot go for delete any variables.
As it fulfills the minimum consistency percentage, it’s better to keep all the variables.
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Reliability tests for gender issue:
Cronbach's
Alpha N of Items
.557 3
Item Statistics
3.2407 1.42664 54
2.9074 1.23271 54
3.5000 1.25518 54
df1
df2
df3
6.4074 4.359 .296 .580
6.7407 4.158 .493 .263
6.1481 4.770 .330 .510
df1
df2
df3
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
The reliability test of independent variable Gender issues under demographic segments for 4
items has been done from the reliability analysis. Here over all alphas is .589 which means
that all the dimensions have an internal consistency of 0.589 among each other which is
above 0.50, If I will delete one variable from above these four related factors than it will remain
still higher than 0.5. That means here consistency of the variable are too high. So I cannot go
for delete any variables. As it fulfills the minimum consistency percentage, better I keep all the
variables.
Reliability test for variation of items:
Cronbach's
Alpha N of Items
.326 3
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Item Statistics
3.7963 .99773 54
4.1111 .88310 54
3.7222 .95989 54
vp1
vp2
vp3
7.8333 2.104 .120 .383
7.5185 1.651 .447 -.323a
7.9074 2.387 .046 .513
vp1
vp2
vp3
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
a.
The reliability test of independent variable named item variations for 4 items has been done
from the reliability analysis. Here over all alphas is .595 which means that all the dimensions
have an internal consistency of 0.595 among each other which is above 0.50; if I will delete
one variable from above these four related factors than it will be lower than 0.5. So I cannot
delete any variables. As it fulfills the minimum consistency percentage, it’s better to keep all
the variables.
REGRESSION:
Model Summary
.747a .559 .502 .44553
Model
1
R R Square
Adjusted
R Square
Std. Error of
the Estimate
Predictors: (Constant), Variation, Quality, Price,
Demographic, Packaging, Brand
a.
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Coefficientsa
Unstandardized
Coefficients
Standardized
Coefficients
1.919 .468 4.100 .000
-.191 .110 -.207 -1.747 .087
-.042 .077 -.058 -.553 .583
.345 .082 .499 4.199 .000
.178 .084 .268 2.118 .039
.205 .072 .310 2.867 .006
.056 .083 .068 .670 .506
(Constant)
Price
Quality
Packaging
Brand
Demographic
Variation
Model
1
B Std. Error
Beta
t Sig.
Dependent a. Variable: BUY
From the regression analysis, I have found that the value of R square is 0.559. That means
independent variables have 55.9% impact over the dependent variable. In other words, the
dependent variable can be influenced 55.9% by the independent variables. Here, dependent
variable is “Factors influencing consumer buying pattern towards the “All time” products and
independent variables are price, quality, good outfits or attractive packaging, brand image,
gender issue, variation of items.
HYPOTHESIS TESTING
In the approach to the problem I have developed six (6) hypothesis based in six factors that
influence the purchase decision of “All time” bread and bakery items. Here, those hypotheses
will be tested whether those are accepted or rejected.
Hypothesis 01: price
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H0: Price has significant influence to choose “All time” bakery and bread item.
H1: Price does not have significant influence to choose “All time” bakery and bread item.
Independent variables Standardized Coefficients (β) t value Sig. / P value
price -.207 -1.747 .087
Table 1: Coefficient value, t- value and P value of price
The table above show that price has influence (β= -.207) regarding buying pattern of “All time”
bread and bakery items. But we can see that the P value is 0.087 and is higher than alpha
0.05. So Ho is rejected and H1 is accepted. And that is why price does not have significant
influence to purchase decision of “All time”.
Hypothesis 02: Quality
H0: Quality of products has significant influence to choose “All time” product item.
H1: Quality of products does not have significant influence to choose “All time” product.
Quality -.058 -.553 0.583
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Table 2: Coefficient value, t- value and P value of quality
The table above show that quality has influence (β= -.058) regarding buying pattern of “All
time” bread and bakery items. But we can see that the P value is 0.583 and is higher than
alpha 0.05. So Ho is rejected and H1 is accepted. And that is why quality has no significant
influence to purchase decision of “All time”.
Hypothesis: 3
H0: Good packaging of bakery items has significant influence to choose them.
H1: Good packaging of bakery items does not have significant influence to choose them.
Good Outfits or
attracting packaging
0.499 4.199 0.000
Table 3: Coefficient value, t- value and P value of good outfits
The table above show that quality has influence (β= 0.499) regarding buying pattern of “All
time” bread and bakery items. But we can see that the P value is 0.00 and is less than alpha
0.05. So Ho is accepted and H1 is rejected. And that is why good outfits does have
significant influence to purchase decision of “All time”.
Hypothesis: 4
H0: Brand Image has significant influence to choose bakery or bread item.
H1: Brand Image does not have significant influence to choose bakery or bread item.
Brand Image 0.268 2.118 0.039
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Table 4: Coefficient value, t- value and P value of brand image
time” bread and bakery items. But we can see that the P value is 0.039 and is less than alpha
0.05. So Ho is accepted and H1 is rejected. And that is why brand image does not have
Hypothesis: 5
H0: Does gender issue have significant influence to buy “All time” bakery items.
H1: Gender issue does not have significant influence to buy “All time” bakery items.
Gender issue 0.310 2.867 0.006
Table 5: Coefficient value, t- value and P value of gender issue
time” bread and bakery items. But we can see that the P value is 0.006 and it is less than
alpha 0.05. So Ho is accepted and H1 is rejected. And that is why gender issue has
Hypothesis 6: Variety of product
H0: Variation of products has significant influence to choose own favorite taste from them.
H1: Variation of products does not have significant influence to choose own favorite taste
from them.
Variation of items 0.068 0.67 0.506
Table 6: Coefficient value, t- value and P value of variation of items
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time” bread and bakery items. But we can see that the P value is 0.506 and it is higher than
alpha 0.05. So Ho is rejected and H1 is accepted. And that is why variation of items does
not have significant influence to purchase decision of “All time”.
CHAPTER 5 COMPANY AND PRODUCTION INFORMATION:
About “All time”:
Mission: “All Time for Healthy Life”
“All time” are produced by Banga Bakers Limited, sister concern of Pran-RFL Group. They
are bakers of bread. They are fresh from the oven. They are a symbol of warmth and
welcome. They are simple, pleasure, honest and genuine. They are a life story told over
dinner. They are a long lunch with an old friend. They are your weekday morning ritual.
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They are kindest gesture of neighbors. They are in your home, in your family; they are in
your friends. They are “All time” just like your choice.
Goods they offer:
 All time white sandwich bread – 700 gm and 350gm
 All time white bread – 100 gm, 150 gm, 250 gm and 500 gm
 All time premium Bon – 90gm
 All time French bread
 All time plain cake
 All time fruit cake
 All time butter bun – 35gm
 All time premium bun
 All time tea bun
 All time mini bun
 All time Banana Bun
 All time Honeycomb bread
 All time chocolate Bun
 All time mixed fruit bun
 All time orange bun
 All time spice bun
 All time salty cookies
 All time chocolate cookies
 All time Cup cake
 All time sandwich cake
Family Cake:
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Ingredients: Wheat Flour, Vegetable Fat, Sugar, Egg, Sorbitol, Lecithin (E-322), Milk
Powder, Potassium Sorbate, Sodium Chloride, Leavening Agents: Sodium Bicarbonate (E-
500), Ammonium Bicarbonate (E-503) and Added Flavor (Butter).
Price: BDT. 25
French Bun:
Ingredients: Wheat Flour, Sugar, Egg, Full Cream Milk Powder, Sugar Syrup, Plam Oil,
Glycerin, Bread Improver, Salt, Yeast, Calcium, Propionate, Fresh Milk Flavor, fresh Milk
Powder Flavor, Ethyl Vanillin Flavor, Jelly.
Price: BDT. 5
Sandwich Cake
Ingredients: Wheat Flour, Vegetable Fat, Sugar, Egg, Sorbitol, Lecithin (E-322), Milk
Powder, Sorbic Acid, Sodium Chloride, leavening Agents: Sodium Bicarbonate (E-500) &
Ammonium Bicarbonate (E-503), Contains added Flavor (Butter).
Price: BDT. 10
Sweet Toast
Ingredients: Wheat Flour, Sugar, Edible Vegetable Oil (Plam Oil), Yeast, Sodium Chloride.
Price: BDT. 7
Fruit Cake
Ingredients: Wheat Flour, Sugar, Edible Vegetable Oil (Plam Oil), Egg, Sodium Chloride,
Milk Powder Lecithin (E-322), Leavening Agents: Sodium Bicarbonate (E-500) &
Ammonium Bicarbonate (E-503), Baking Powder, Potassium Sorbate (E-202), & Dry Fruit.
Price: BDT. 8
Butter Bun
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Brand
Ingredients: Wheat Flour, Sugar, Vegetable Fat, Invert syrup, Egg, Milk Powder, Plam Oil,
Emulsifier, salt, Calcium Propionate, Milk Flavor, Bread Improver and Yeast.
Price: BDT. 8
Corporate Headquarters
PRAN-RFL Center,
105 Progoti Sarani
Middle Badda
Dhaka 1212, Bangladesh
Factory locations:
1. PRAN dairy limited, Baghpara, palash, Narshnidhi
2. Banga bakers Ltd, Kamolpur, VOIROB, Kishorganj
COMPETITIVE ANALYSIS:
In the bakery and bread industries there are lots of branded and non branded companies
are exists. But they never introduced large scale of bakery items within a single unit.
Difference product design, innovative idea, reasonable price and strongly distribution
process get the “All time” in market leader position within one and half year. “all time” is
being market leader within short period of time because of proactive marketing decisions.
There are some other rivals exists to create threaten to “All time”.
They are:
 Fuwang foods
 Givency
 Banaful
 Madhubon
CHAPTER 06: RESULT
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RESULT
From this research I found out that in case of Price, quality, variation of product, Ho is rejected
and H1 is accepted. And that is Price, quality, variation of product; have no significant positive
influence regarding purchase decision of “All time” bread and bakery goods. In case of Good
outfits, Gender issues, Brand image, Ho is accepted and H1 is rejected, which indicates that
good outfits, gender issue, and brand image have significant positive influence over purchase
decision of “All time” bakery and bread goods.
LIMITATION
In this survey there used convenient sample. As most respondents are students, where rest of
the other groups are not focused properly, the number of respondents are to low so that the
original feedback is not possible to find out by conducted a survey within limited people. The
respondents are not that much aware as well there is some correction needed in the
questionnaire. In different steps of limitations are given below:
 The numbers of respondents are very low in case of findings behavior or influencing
factors of any particular goods.
 The respondents are not aware to give exact comments or put exact value.
 There may be error involve into the questionnaire.
 In this case we should go for every classes of consumer on the basis of income,
education, and professions to find out exact purchasing behavior towards consumer
goods.
RECOMMENDATIONS
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My study can help marketer to know the significant factors that influence the success of “All
time” bread and bakery items. Therefore from my study, I can recommend the following:
 Continually new product should be designed by changing shape, packaging,
ingredients and taste.
 There are lots of rivals are existing in this market, like Fu-wang is one of them. They
just act as a follower of “All time”.
 If “Fu-wang” can introduce new product by proactive marketing in this market there
may be chance to diversify “All time” lover to Fu-wang.
 Always consider about variety seeker who seeks goods when launching
immediately. Variety seeker becomes to the loyal customer in case convenient
product if a product matches with their demand.
 In my research I find that the involvement of female consumers are too much low
than the male.
 We know large scale of consumers is women, “All time” should introduce product
based of female’s preferences. They should come under the loyal customer of “All
time”.
Suggest for the further research:
 Choosing samples is another important factor for doing this type of survey. Because
in my survey I have experienced that many respondents gave their feedback with
unconscious mind without having proper knowledge about the proper subject matter.
 While conducting research, the factors which were not included in this research should
be taken into consideration.
 To get better understanding, it’s advised not to follow convenient sampling as it won’t
be able to give a clear and reliable idea about the real market scenario.
 A diverse respondent group who are potential customers can be surveyed for better
accuracy of the data.
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 For the time limitation and other reasons extraneous factors were not measured.
However, there can be cases where these factors might influence the respondent’s
choice of answers. So this can be tested as well.
CHAPTER 07: CONCLUSION
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CONCLUSION:
Now day’s 65 percent of Dhaka city people passing their time in outside the home. They are
busy in their educational life, working places, or searching something in outside. Very large
scales of people are taking tea as a refreshment drink; with tea they take some biscuits or
bread items as complimentary goods. For innovative idea, strong distribution, and offers
the large scale of variation “All time” is a popular brand to the consumer.
From this research findings I can say that good outfits and brand image is the most
significant key factors that affect buying decision for “All time”. They also consider design,
quality, price, variety of product line have most significant key factors, but according this
research price, qualities, variation have not positive significant influencing power then other
factor.
As the research was carried on the basis of responses gather from the convenient sample i.e.
students from East West University. So it is better not to imply these findings generally but
carry out further research on an even more credible sample to get even better idea on the
factors that can influence the consumer’s perceptions towards the “All time” bakery and bread
items.
CHAPTER 08: REFERENCING
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Website:
www.pranfoods.net
www.facebook.com/alltime.pran
Book:
Marketing research, sixth edition by Naresh K. Malhotra and Satyabhusan Dash
Journal:
“Faculty of Agriculture and Forestry” “consumer attitude towards price” “university of
Helsenki” December 7, 2011
“Neda Irani” “The effects of variety seeking tendency and price sensitivity on purchasing
convenient goods” vol.03, no. 03, august 2011
Consumer buying behavior theories (Heikki et al., 2005).
APPENDICIES - A
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Research Questionnaire
I am a student of East West University as a requirement of Project report (Bus-498),
some questions have been designed to find out certain factors that can help me to identify
some factors that influence to consumers towards the “All time” bakery and bread items.
This survey is being conducted only for my academic purpose. I assure to you that provided
information will be kept secret and only be used for academic purpose. It will not take more
than 10 minutes of your valuable time to fill it up.
Your support will be highly respected.
Prepared by:
Abdulla Md. Masum Chowdhury ………….. 2008-3-13-028
Please turn the page & continue
Part: A
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1) Do you have any experience of consuming “All time” products? (If yes, please continue
further)
A) Yes
B) No
2) Please put your level of agreement with the following statements in the above 5 point
liker scale and put a tick (√) mark on your respective factor in any range from 1-5 scales
( Here 5 represents highest level of agreement which is called Strongly agree and 1
represents least level of agreement towards the statement).
S.L Factors Strongly
Agree
(5)
Agree
(4)
Neutral
(3)
Disagre
e (2)
Strongly
Disagree
(1)
1. Does price has significant
influence on people to
purchase bread and bakery
item?
2. I spend much money to
purchase bakery or bread
item.
3. I think the price of “All time”
brand items are higher than
the available brands.
4. I think high price often
indicates better bakery
items.
5. Quality of bakery or bread
product has significant
influence to purchase.
6. In case of bread item I
always consider quality.
7. In our country bakery or
bread company offers
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Brand
quality product.
8. “All time” offers quality
products
9. Good outfits have created
influence to purchase
bakery or bread related
products.
10. Good Packaging, design,
colors attract you to seek
new product.
11. I prefer good products to
attractive packaging.
12. “All time” products attract
people because of good
outfits.
13. I think brand image has
significant influence to
purchase a bakery or bread
item.
14. I think branded product is
always good.
15. A person wants to have
good product rather
branded product.
16. You like “All time” because
of it’s a branded product.
17. I think purchase of bakery
items depends on income,
culture and some other
things.
18. In case of bakery item
purchase of a boy varies
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from purchase of a girl
19. Girls prefer “All time” bakery
items more than boys or
vice-versa.
20 Students like “All time” more
than the working class.
21. Variation of product has
significant influence to
purchase an item.
22. Manufacturer produce
variety of product in similar
product line because of
individual preferences
23. Variety of products gives us
an opportunity to seek
different taste.
24. I prefer “All time” because of
variation.
Part: B
1) Gender
A. Male
B. Female
2) Age Group
A. 16-20
B. 21-25
C. 26-30
D. 31-35
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E. 35+
3) Education level
A. SSC
B. HSC
C. Graduate
D. Undergraduate
E. Others [Please specify] ……………………
4) What is your profession?
A. Business person
B. Govt. Employee
C. Private Employee
D. Student
E. Working class
5) What is your family monthly income [in BD Taka]?
A. 10,000-20,000
B. 20,000-30,000
C. 30,000-40,000
D. 40,000-50,000
E. 50,000+
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Name:
Thank you for your cooperation.
APPENDICES - B
OUTPUT:
Case Processing Summary
54 98.2
1 1.8
55 100.0
Valid
Excludeda
Total
Cases
N %
Listwise deletion based on all
variables in the procedure.
a.
Scale Statistics
Mean Variance Std. Deviation N of Items
23.1481 14.355 3.78880 6
Reliability for price:
54 98.2
1 1.8
55 100.0
Valid
Excludeda
Total
Cases
N %
a.
Scale Statistics
10.2593 4.196 2.04833 3
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Reliability test one for quality:
54 98.2
1 1.8
55 100.0
Valid
Excludeda
Total
Cases
N %
a.
Scale Statistics
11.2222 4.214 2.05276 3
Reliability test two for Quality
54 98.2
1 1.8
55 100.0
Valid
Excludeda
Total
Cases
N %
a.
Scale Statistics
7.1667 2.972 1.72386 2
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Reliability test for good packaging:
54 98.2
1 1.8
55 100.0
Valid
Excludeda
Total
Cases
N %
a.
Item Statistics
3.8148 1.11717 54
3.7407 1.26170 54
3.3519 1.10158 54
gp1
gp2
gp3
Scale Statistics
10.9074 7.482 2.73529 3
Reliability test for brand image:
54 98.2
1 1.8
55 100.0
Valid
Excludeda
Total
Cases
N %
a.
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Scale Statistics
10.2778 8.129 2.85113 3
Reliability test for gender issue:
54 98.2
1 1.8
55 100.0
Valid
Excludeda
Total
Cases
N %
a.
Scale Statistics
9.6481 8.157 2.85603 3
Reliability test for product variations:
54 98.2
1 1.8
55 100.0
Valid
Excludeda
Total
Cases
N %
a.
Scale Statistics
11.6296 3.445 1.85611 3
Reliability tests two for product variation:
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54 98.2
1 1.8
55 100.0
Valid
Excludeda
Total
Cases
N %
a.
Scale Statistics
7.9074 2.387 1.54515 2
Regression:
Model Summary
.747a .559 .502 .44553
Model
1
R R Square
Adjusted
R Square
Std. Error of
the Estimate
Predictors: (Constant), Variation, Quality, Price,
Demographic, Packaging, Brand
a.
ANOVAb
11.804 6 1.967 9.911 .000a
9.329 47 .198
21.134 53
Regression
Residual
Total
Model
1
Sum of
Squares df Mean Square F Sig.
Predictors: (Constant), Variation, Quality, Price, Demographic, a. Packaging, Brand
b. Dependent Variable: BUY
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APPENDICES - C:
Some pictures of “All time” goods:
Picture 01: All time butter bun
Picture 02: All time mixed fruit bun
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Picture 03: All time honey comb
Picture 04: All time sandwich cake
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Picture 05: All time sandwich bread
Picture 06: All time cup cake
Picture 07: All time butter toast
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Picture 08: All time chocolate bun
Distribution process of “All time”:
Picture 09: Distribution process of “All time”
Page 64

Factors influencing consumer buying pattern towards bread item in Bangladesh. - A study on "All time" Brand under pran group

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