Chapter 1

1
Introduction

PRAN is the pioneer in Bangladesh to be involved in contract farming and procures raw material
directly from the farmers and processes through state of the art machinery at our several factories into
hygienically packed food and drinks products. The brand “PRAN” has established itself in every
category of food and beverage industry and can boost a product range from Juices, Carbonated Drinks,
Confectionery, Snacks, and Spices to even Dairy products. Today, our consumers not only value
“PRAN” for its authentic refreshing juice drinks products , but also for its mouth watering quality
confectionery products with high visual appeal and exciting texture. We intend to expand our presence
to every corner of the world and strive to make “PRAN” a truly international brand to be recognized
globally.

Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and
behavioral intentions toward some object--within the context of marketing, usually a brand or retail
store. These components are viewed together since they are highly interdependent and together
represent forces that influence how the consumer will react to the object. Looking at the changing
consumer attitudes and looking at the up-coming Drinking soft drinks feature it was important that the
new segment of consumers should be surveyed for their preferences of features, their family decision
making process, their preference of unorganized or organized retail etc. This study was conducted
keeping in mind the consumer behavior of consumers above 25 years of age who affect the family
decision making by their knowledge. A focus group which is a form of qualitative research in which a
group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product,
service, concept, advertisement, idea, or packaging. Because of changing and improvement of modern
technology the market situation is continuously changing. As a result marketing managers wanted to
know the consumer attitudes towards their product. They also wanted to know how people receive, store
and use consumption related information, so that they could design marketing strategies to influence
consumption decisions. Marketers use this knowledge to come out with new products and services that
satisfy the consumers’ needs and wants. Researching on consumer attitudes towards Pran Beverages
product is a very vital exercise and the results got could be used by people for a variety of purposes.

1.1 Background of the Study

The Internship program is an integral part of the BBA program. With a view to develop skilled
professionals in every sector, Comilla University has undertaken the internship training program for its
BBA students. After completion of the Internship program a student must submit the report on the
assigned topic to the Supervisor and Department. The program is of three months’ duration. I choose

2
Pran-RFL Group of companies to complete the program. During this period, I worked with the
employees of the organization.

1 .2 Origin of the Report

This internship report is required to fulfill award of BBA (Bachelor of Business Administration) Degree.
This report is generated under the supervision of Dr.Meher Neger, Assiosiate professor Department
of marketing,Comilla University. The topic of this report was “ Factors affecting of customer
satisfaction on pran beverages: A study on Pran-Rfl Ltd”.

To prepare this report I have selected and got opportunity to work as an internee in the reputed and well-
known leading company that is “Pran-RFL Group of Industries”.My organizational supervisor was Md.
Firoz Alam, Product Manager, PRAN- Distribution. The primary goal of the internship was to provide
an ‘on the job’ exposure to the students and an opportunity to transform theoretical knowledge to
practical experience. I have tried my level best to make the report an excellent one by doing correct
justice to the topic.

1.2.1 Problem Statement:

1.2.1.1The topic:
“ Factors affecting of customer satisfaction on Pran beverages: A study on Pran-Rfl Ltd ”.

1.2.1.2The objective:
The objectives of the study are:
1.2.1: Broad objective:
The broad objective of the study is to find out the consumer attitude towards Pran Beverages (Pran Up
And Cheer Up) .
1.2.3: Specific objectives:
The specific objectives of the study are as follows:

 to identify the attributes which are considered by the consumers to purchase the Pran Beverage
products;
 To measure the overall attitude towards the Pran Up and Cheer Up by using Fishbein’s Multi
Attribute Attitude Model;
 To provide some suggestions for improving the market position in the competition Market.

3
 1.3: Methodology

I have to follow some methods in order to complete this report. These are followed:

1.3.1: Research Type:

Prior to discussing the method applied to this research, it is necessary to examine the fundamental
purpose of the research as well as the research approach appropriate to the study.
This study is a descriptive type of research which includes surveys and fact finding enquiries of
different kinds. The major purpose of this research is the description of the state of affairs as it exists at
present. The main characteristic of this research is that the researcher has no control over the variables.
The researcher can only report what has happened or what is happening.

1.3.2: Target Population: The target population is to be selected from the following:

 The service holders & Businessmen including

 Young generation
 Students from business school

1.3.3: Sample Size: Sample sizes are approximately 50.

1.3.4: Sampling technique: That means Convenience Sampling, Non-Probability.

1.3.5: Questionnaire:

Research conduction with the help of questionnaire is the most popular method irrespective of the
sectors. It is used in almost every field and business sector is no exception. The questionnaire has been
prepared in the context of the fishbein model. Questionnaire was divided into three parts. First part is all
about the general information about the respondents. And the second part is about attributes of the Pran
Up And Cheer Up. Third part is about the evaluation of Pran Up & Cheer Up attributes. First, the
respondents were asked to rank the attributes’ importance as weighted from strongly disagree to strongly
agree (numerically ranging from 1 to 5). Then the respondents were asked to rank their beliefs towards
different brands regarding those attributes respectively. The ranking was ranging from strongly
disbelieve to strongly believe (numerically ranging from 1=strongly disbelieve, 2=disbelieve, 3=neutral,
4=believe and 5=strongly believe).

1.3.6: Data collection procedure:

Primary sources: Primary sources of information are those that provide first-hand accounts of the
events, practices, or conditions. In general, these are documents that were created by the witnesses or first
recorders of these events at about the time they occurred. These information are collected from:

 Questionnaire survey.
 Face to face conversation with the officer
 Face to face conversation with the respondents.

4
 Secondary Sources: Second-hand, published accounts are called secondary sources. They are called
secondary sources because give they are collected after primary sources. Secondary sources can extra
information on a primary source. Secondary sources often have many sources which we collected from:

 Annual report of companies

 Files & Folders
 Daily diary
 Various publications of companies
 Website

1.4: Scope of the Study

This study will enable us to find out the consumer awareness, preferences, influence, brand loyalty,
expectations, attitude and perception. It also deals with consumer satisfaction and the media which
influences them the most. This study helps in understanding the current market scenario of Pran
beverages Products and it also helps to understand the strengths and weakness of the product competitors
and consumer attitude. The findings and suggestions of this survey will help the companies to formulate
marketing strategy in order to satisfy the consumer needs in the best way.

This study focuses on the following issues:

-Current market scenario of Beverage Products in Bangladesh.
-Competitive situations of beverage products covering promotional activities, brand preference of soft
drinks.
-Consumer choice about taste and their liking, disliking about soft drinks.
-Media wise advertisement ratio analysis covering TV and Newspaper.
-Some proposals and recommendations for the brand establishment of Pran beverages Product .

1.5: Limitations of the Study:

 Confidentiality is a crucial matter in this organization. As an intern it was not

possible to reach those confidential topics.
 Respondents are not well known about Semantic & Likert Scale.
 Limited service hour.
 Web-site of the company not properly up-to-date.
 Necessary information is not available on the internet.
 Lack of enough cooperation due to high workload
 The field work is very much difficult to collect the data.
 Time constraint was another limitation restricting this report from being more
 detailed or analytical.

5
Chapter 2

6
Review of some Literature

Consumer behavior is the study of how a consumer thinks, feels, and selects between competing
products. Moreover, the study of attitudes is critical to understanding the motivation and decision
strategies employed by consumers. The combination of beliefs, attitudes, and behaviors influence how a
consumer reacts to a product or service. Marketers develop relative, compelling marketing messages
using the same combination of information, and ultimately influence consumer behavior.
An attitude in marketing terms is defined as a general evaluation of a product or service formed over
time (Solomon, 2008). An attitude satisfies a personal motive- and at the same time, affects the
shopping and buying habits of consumers. Dr. Lars Perner (2010) defines consumer attitude simply as a
composite of a consumer’s beliefs, feelings, and behavioral intentions toward some object within the
context of marketing. A consumer can hold negative or positive beliefs or feelings toward a product or
service. A behavioral intention is defined by the consumer’s belief or feeling with respect to the product
or service.
Stephen Daniells (2008), objective was that to measure the quality of the soft drink and preference. Four
factors were identified for the formulation: four color intensities, three flavoring’s, two label types (soft
versus hard), and two pack sizes (standard versus oversize). By using both quantitative (hedonic testing)
and qualitative (focus group) approaches, the researchers found that the main factors which drive
consumer preference for this concept are colour intensity and flavouring. Indeed, colour intensity
accounted for 43% and flavor 32% of the consumers‟ overall liking. “Pack size and label type” are
taken into account by the consumer to a lesser extent.
The most influential multiattribute model—the Fishbein model—also uses three components of attitude.
The first, salient beliefs, is a reference to the beliefs a person might gain during the evaluation of a
product or service. Second, object-attribute linkages, is an indicator of the probability of importance for
a particular attribute associated with an attitude object. Evaluation, the third component, is a
measurement of importance for the attribute. The goal of the Fishbein model is to reduce overall
attitudes into a score. Past and predicted consumer behavior can be used to enhance the Fishbein model
Smith, Terry, Manstead, & Louis, 2008).
Multi- attribute models are used to understand and measure attitudes. The basic multi-attribute model
has three elements—attributes, beliefs, and weights. Attributes are the characteristics of the attitude
object. Beliefs are a measurement of a particular attribute. Weights are the indications of importance or
priority of a particular attribute. A multi-attribute model can be used to measure a consumer’s overall
attitude.
The ABC Model of Attitudes—consisting of the three components; affect, behavior, and cognition—
accentuates the relationship between knowing, feeling, and doing (Solomon, 2008): affect is the feeling
an individual has regarding an object. In the current context, affect represents the emotion or opinion
about a product or service. Behavior is the responses of a consumer resulting from affect and cognition.
Behavior only implies intention. Cognition is an individual’s belief or knowledge about an attitude
object.
Perhaps the attitude formed as the result of a positive or negative personal experience. Maybe outside
influences of other individuals persuaded the consumer’s opinion of a product or service. Attitudes are
relatively enduring (Oskamp & Schultz, 2005, p.8). Attitudes are a learned predisposition to proceed in
favor of or opposed to a given object. In the context of marketing, an attitude is the filter to which every
product and service is scrutinized.
N. Meher & Sunny (2013), objective was that to determine the factors influencing on brand loyalty of
soft drinks. As the stimuli of soft drinks was selected. Pearson correlation and multiple regression
models were used to examine the variables and to test the hypotheses; where the perceived quality,
price, brand trust and promotion were the independent variables of the study. The empirical results
7
demonstrated that perceived quality, price, brand trust and promotion have significant influence on
consumers‟ brand loyalty of soft drinks in Bangladesh.
The elaboration likelihood model (ELM) offers a theory concerning attitude change. Similar to the ABC
model of hierarchy, the (ELM) model is based on the level of involvement in the purchase (Petty &
Cacioppo, 1981). Depending on the level of involvement and motivation, the consumer will follow one
of two possible routes. The central route is when the consumer is highly involved in every aspect of the
purchase. A consumer following the central route extends extra effort in researching and understanding
the products or services. The peripheral
route—as the name implies—is followed by a consumer with low involvement in the purchase process.
H. Muzakkeerul &Alam‟s (2009) objective was that to measure consumers‟ attitudes for bottle mineral
water in Bangladesh. As the stimuli, Mum, Fresh and Spa were selected. Fishbein’s Multi-attribute
attitude model was used to measure the variables. The result of the study is that people have the highest
positive attitude towards Mum and then Spa and Fresh are in the second and third position respectively.
Five salient beliefs (price, brand image, packaging, availability and taste) have been selected from
pretest and were used to predict consumer’s attitude.

The most influential multi-attribute model- the Fishbein model- also uses three components of attitude.
The first, salient beliefs, is a reference to the beliefs a person might gain during the evaluation of a
product or service. Second, object-attribute linkages, is an indicator of the probability of importance for
a particular attribute associated with an attitude object. Evaluation, the third component, is a
measurement of importance for the attribute. The goal of the Fishbein model is to reduce overall
attitudes into a score. Past and predicted consumer behavior can be used to enhance the Fishbein model
(Smith, Terry, Manstead, Louis, 2008).

Changing a consumer’s attitude towards a product, service or brand is a marketer’s Holy Grail. Three
attitude change strategies include; changing affect, changing behavior, and changing beliefs (Perner,
2008). Classical conditioning is a technique used to change affect. In this situation, a marketer will
sometimes pair or associate their product with a liked stimulus. The positive association creates an
opportunity to change affect without necessarily altering the consumer’s beliefs. Altering the price or
positioning of a product typically accomplishes changing behavior. One example is the use of coupons
or incentives to promote sales.

8
Chapter 3

9
3.1Organizational background

PRAN stands for Program for Rural Advancement Nationally.

PRAN Stands For

PRAN is
currently the most well-known household name among the millions of people in Bangladesh and abroad
also.In 1981 for the first time PRAN started its operation as a processor of fruits and vegetable in
Bangladesh. Major General (Retd.) Amzad Khan Chowdhury people of Natore, was the founder and the
managing director of PRAN group. The corporate headquarters of this company is located at PRAN-
RFL Center, 105 Progoti Sarani, Middle Badda, Dhaka 1212, and Bangladesh. PRAN is the pioneer in
Bangladesh who involved in contract farming and process raw materials directly from the farmers.
PRAN manipulate the materials by the several factories into the hygienic ways. There are almost 30,000
employees are operating every day.
Over the years, PRAN has grown not only in dignity but also the country's overall socio-economic

development contributes significantly. At this time, PRAN is one of the greatest and significant and

more successful companies in Bangladesh as well as challenging the other multinational companies.

PRAN is one of the good numbers of favorite food and beverages brand among the millions of people in

Bangladesh. In addition to, PRAN is exporting their product outside the country as well. They are

exporting their product amongst 82 countries of the world at a regular basis. They also set up production

plant at Kalkata in India and it is also working for more expansion in Indian market.
All their products
of PRAN, at every stage of the production process are produced in accordance with the highest
international standards level. At present, PRAN is producing more than 200 products under 10 different
categories which are Juices, Drinks, Mineral Water, Bakery, Carbonated Beverages, Snacks, Culinary,
Confectionery, Biscuits and Dairy. Finally, PRAN has certified with halal product as well asPran-RFL
started its operation as a processors fruit and vegetable in Bangladesh. Over the years, the company has
not only grown in stature but also contributed significantly to the overall socio-economic development
10
of the country. Pran-RFL is currently one of the most admired food & beverages brand among the
millions of people of Bangladesh and other 94 countries of the world.

the best quality product at a national level and international level. New arrival of PRAN

foods are Nazirshail rice, Green chili sauce. The company has adopted ISO 9001 as a guiding principle
of its management system. The company is complaint to HACCP & certified with halal which ensures
only the best quality products are reaches to the consumers table across the Globe. Consumer doesn’t
feel hesitate to try other product of PRAN.

The company's activity goes well beyond the sphere of business. As socially conscious and
responsible corporate body it is committed to the improvement of the society as a whole. Therefore, it
considers the interests of customers, employees, shareholders, communities, and ecological
considerations in all aspects of its operations. This obligation is seen to extend beyond its statutory
obligation to comply with legislation. It is involved in the welfare program of the acid burn victims
and helps many NGO's to make available healthcare to the disadvantage population of the Country. It
sponsors programs to build awareness on the healthcare need.

PRAN started its operation in 1981 in Bangladesh. • Bangladesh’s largest grower and processor of fruits
and vegetables. PRAN Export 82 Countries of the world recently.

3.2 Pran at a glance:

 Company Name:

PRAN foods ltd. started its operation 1981, Brand Mantra Eat delicious. Live healthy

 Business Type
Manufacturer, Trading Company, Buying Office, Distributor/Wholesaler.
Number of Employees 30,000 Export Inception 1991 First Export Country France Total Export
Countries 82 Total Customer Reach 300 million (approx.)

 Core values
Pran- RFL believes in providing quality by considering the customers’ demands and

expectations. Continuous innovation and improvement is the motive of this organization by

values for Pran- RFL are-

• Consumer care • Supplier care
11
 Started 1981
its operation

Brand Mantra Eat delicious. Live healthy

Business Type Manufacturer, Trading Company, Buying

Office, Distributor/Wholesaler  

Mission Is to generate employment and earn dignity

and self-respect for competitors through
profitable enterprises.

Vision Improving livelihood

Product/Service Juice, Drinks, Confectionary, Dairy, Ethnic

Snacks, Powder Packed Spices  

Number 30,000
of Employees

Export Inception 1991

First Export Country France

Total Export Countries 82

Total Customer Reach 300 million (approx.)

• Employee care • Trade care

 Export Destinations
In many countries especially KSA, UAE, India, Oman, Malaysia, Singapore, PRAN Export Limited have its
own sales and distribution network along with office, warehouse, distribution vehicles, sales force, & other
logistic supports. The organization is extremely motivated to be the market leader in each and every category
and market its operating.

12
Along with existing presence in African, Asian & European markets, the organization is eagerly looking
forward to have a stronger and more effervescent presence in every corners of global market. The
organization has the plan to launch production facilities in Africa and Greater Middle East.

The Indian market is one of the largest markets of export and PRAN have created a strong entity in the
Indian market. The overall Indian market is divided into three segments North-East India, South-East India
and Greater West Bengal.

The Asian market includes Srilanka Nepal, Bhutan, Maldives, Afghanistan, Myanmar, Malaysia, China,
Singapore, Hong Kong, Korea, Cambodia and others.

Middle East is a huge market of export for Bangladeshi FMCG as there lives many Bangladeshi immigrants
and workers. The Middle Eastern market includes KSA, Dubai, Bahrain, Kuwait, Qatar, Jordan, Oman, Iraq,
Iran, Lebanon and the UAE and others.

Africa is the largest unnerved segment of the world market. PRAN started their venture in Africa in the year
2001. At first the importer country was Benin. At present PRAN export their products in 38 countries of the
West and East Africa including Angola, Liberia, Benin, Ethiopia, Congo, Senegal, Djibouti, Nijer, Mali,
Ghana, Somali Land, South Africa and others.

The EU market consists of UK, Spain, Italy, Sweden, France, Germany, Russia, Cyprus and other European
countries. The European market is still developing and most of the customers are from Bangladeshi origin.
Recently the Dairy, Beverage and Confectionery products got positive exposures from different countries of
the EU.

America and Others includes USA, Canada and Australia. The organization is trying to enter the North
American market. PRAN is conducting survey to enter this part of the world.

 Major Exporting Products

Fruit Juices, Fruit Drinks Instant Powdered Drinks, Pickles, Canned Fruits & Vegetables, Extruded &
Fried Snacks, Tea, Aromatic Rice, Puffed Rice, Flattened Rice, Jam & Jelly, Plain Spices, Blended
Spices, Mustard Oil, Mineral Water, Dehydrated Fruits, tomato Ketchup / Sauce, Toffees, Candies,
Bubble Gum, Biscuits & other confectionery etc.
13
For excellence in export market PRAN have been awarded numerous trophies in home and abroad. In
recognition of contribution towards earning foreign currency, PRAN achieved “Best National Export
Award” for 10 consecutive fiscal years (FY 1999-2000, 2000-01, 2001-02, 2002-03, 2003-04, 2004-05,
2007-08, 2009-10, 2010-11, 2011-12). In recent times, PRAN is awarded “UDC BUSINESS AWARDS
2011” as the best food & beverage products manufacturer in Malaysia.

 PRAN Export Limited also achieved the following certificates.

BS OHAS :- British Standard Occupational Health and Safety Assessment Series.

ISO 9001 :- (Quality Management System)

ISO 14001:- (Environmental Management System)

OHSAS 18001:- (Occupational Health & Safety)

ISO 22000 :- (Food Safety Management System)

HALAL Certificate by Jabata Kemujan Islam Malaysia.

14
As the organization is exporting in 94 countries of the world the Quality Control Management team is very
much vigilant for managing the quality of the product. The organization doesn’t compromise any deficiency
in QCM. Recently for an issue related to Turmeric Powder the organization penalized the total QCM team
and PDD Team.

15
  Number of Employees

• 30,000 Employee in total.

• 250 employees in
marketing team.
• 15000 dealers & 6000 sales
representative.
•60,000 farmers
 Selection Process
• CV Scanning &
Short listing •
Preliminary
Interview •
Employment
Test • Comprehensive
Interview • Initial
Screening • Orientation Program
 Payment System
• Basic Salary • Sells Commission • Bonuses • Skill Incentives •Overtime

 Promotion Structure
• Upper Level • Mid-Level • Lower Level
 Factories around the Bangladesh

16
 Training Policy
• On the Job Training • Off the Job Training
 Training system
• Fresher Employees Training • Managerial Level Training • Factor Management Training • Sells
Training
 Employees Packages
• Leave facilities • Gratuity & provident fund • Child care
 Evaluation of Marketing Mix
• Pricing • Competitors in Foreign Markets • Product •Promotion
 Product and Export Operation
• PRAN is Currently Producing More Than 200 Food Products Under 10 Different Categories. • Best
National Export Award” for 8 consecutive fiscal years • In Recent Times, PRAN has Got the “UDC
BUSINESS AWARDS 2011” as the Best Food & Beverage Products Manufacturer in Malaysia
 Product Items Used In Exporting
Juice, Drink, Confectionary, Culinary, Snacks, Beverage, Dairy
 Distribution Strategy
• PRAN employed the channels of distribution in the foreign market depending on the market
requirement
• For some countries PRAN use wholesales or retailers and for some countries they hire an importer
for making the firm’s products available to the end users

3.3 History, mission and vision of the Group

17
3.3.1) History of the Group
Chronologic Effective date
al name of
the Group
Property 17/03/1983
Group

PRAN 24/09/1998
Group

PRAN-RFL 05/03/2005
Group

3.3.2) Mission

“Poverty and hunger are curses”- mission of PRAN-RFL group. So their aim is “to generate
employment and earn dignity and self-respect for our competitors” through profitable enterprise.

3.3.3)Vision
The vision of the company is to create a wonderful brand image throughout the world (Improving
Livelihood).

3.4 Organizational Hierarchy of PRAN

Major General (Retd) Amzad Khan Chowdhry people of Natore, was the founder and the managing
director of PRAN-RFL group. He is now integrating village farmers with his new project to make
them self-dependent. This new project is called The Global Agriculture and Food Security Program
or GAFSP. “The current project will add momentum to our exports, while ensuring stable income
for local farmers, increasing rural employment, and promoting small businesses in our distribution
channel” ( General Amzad Khan Chowdhury, n .p). His son Mr. Ahsan Khan Chowdhury is the
deputy managing director of this group. PRAN-RFL group is now one of the greatest and significant
and most successful companies in Bangladesh. They are now challenging the other multinational
companies. PRAN management hierarchy contains different levels of executives ranging from
managing director to area managers and distributors.

18
Each has their own duties and responsibilities. Its management structure is decentralized that means the
lower level managers have the rights to take regular decisions.

Managing
Director

CFO
(Chief Financial
Retail HR
Officer)
Marketin Manage
g r
Manager

Retail Wholesale Merchandising Costing & MIS Export Plant

Services Manager Manager Manager
Manager Manager Efficiency Mana
Manager ger

Area Wholesale Merchandising Costing Program Exp. Dept.

Manager Services Officer Officer Supervis Manage
Manager
Officer r
or

Shop Area Distribut

Manage Manager or
r

3.5 Product portfolio

19
PRAN has a complete portfolio of confectionary products. We have a full variety of kiddies & adult
confectionary - including many novelties, seasonal & exclusive items, PRAN items include lollipops,
candy, toffee, chocolate, fruit bar and Edible Jell (Own Website).

PRAN takes an extensive way to all forms of agro processed food products considering all of the ways
of ensuring hygienic and quality food products. In fact, PRAN want to reach to the customer’s level by
manufacturing hygienic products. As a result they are carefully monitor their production process like
examining the quality of products in a laboratory, checking the production instruments, monitoring their
employees, checking the finished products and so on. PRAN is processing more than 200 products at
national level and international level (Own Website).

20
3.6 Subsidiary Enterprises
Pran-RFL Group is one of the fastest growing corporate houses in the country. It has got quit good
number of subsidiary enterprises, which includes:

3.6.1) Rangpur Foundry Ltd. (RFL):

This is an established engineering enterprise, which focuses to meet the demand of rural community of
Bangladesh. A tube well made by RFL is most prominent in the country. Today the company has its
wide range of products & has achieved the prestige as the largest cost iron foundry & light engineering
workshop in Bangladesh. RFL has introduced international standard Plastic & PVC products to the
Bangladesh market which have already been cordially accepted by the mass.
3.6.2) Introduction of RFL Plastics Ltd:
In order to manufacture plastic furniture & allied products, RFL plastics started business in 2000.
Currently RFL Plastics is dealing with different types of plastic products in different categories such as
house ware, plastic furniture, industrial ware & garments accessories. The Company has been expanding
its product lines day-by-day & achieving diversified product range in the plastic sector.
3.6.3) Property Development Ltd. (PDL):
This is the oldest enterprise of PRAN Group. The Group was established on the profit made by PDL.
This enterprise is one of the pioneers in apartment business in Dhaka.
3.6.4) Property Lifts:
It is a new enterprise of PRAN Group. It imports elevators and other accessories to meet the growing
demand of modern lifts and escalators.
3.6.5) Agricultural Marketing Co Ltd. (AMCL):
AMCL was started as a fruit processing enterprise. Gradually, other sectors of food industry (e.g. Chips,
mineral water, Tomato Ketchup etc.) were also incorporated in the manifold of AMCL. At present,
AMCL has become the flagship enterprise of PRAN Group. Most of the resources of PRAN Group are
21
now devoted for the growth and operation of AMCL. In the long run, the group intends to become a
global leader in the field of agricultural industry.

3.7 Corporate Social Responsibility of PRAN

Time to think only about profit has gone. New era has come to think about the people, who are living
around us. Here is a corporate whose corporate mission embodies in itself corporate social
responsibilities with the additional compulsion to make profits in order to thrive and grow which it must
to fulfill its corporate social responsibilities in greater measure as time passes. PRAN also has some
kind of CSR activities after profit making.
The Group’s major achievement has been to try to consolidate fragmented land holdings and to organize
farmers into ‘contract growers’ of specific crops for consumption in PRAN’s major processed products.
With the elimination of the middlemen, farmers receive fair prices for their produce & due to technical
assistance from the agro-processing industry; yields, quality and income have risen considerably.
Poverty alleviation through profitable enterprises is now a reachable goal for many farmers. This
resolution is perhaps PRAN’s greatest achievement. (Mr.Chowdhury)
The success of a business relies on a healthy environment. Company should do all they can to be good a
steward of planet’s resources. PRAN group gives CSR effort on revolving around the four premises
environment, energy preservation, community & people to improve the quality of livelihood. (Own
Website)
To fulfill promises to the environment, PRAN has been taken some steps such as planting trees to save
green planate in different places within country, using Effluent Treatment Plant (ETP) to ensure safe
disposal of factory wastage, using Heat Recovery Boiler to save energy in production facilities in all
locations. (Own Website)
PRAN is using SKY-Light Roof to utilize daylight during factory operation, CFL Bulbs at our Factories
and offices to reduce Power Consumption and Powered Trucks to reduce Air Pollution and usage fossil
fuel for all vehicles that help them to the energy preservation. (Own Website)
Every company has certain responsibility to the consumers as a member of stakeholder. PRAN also
support such kind of responsibility carefully. They care for consumers’ need and satisfaction, insure
right information to the customers regarding products and listening their suggestion, claims or feedback
through use of a combination of channels which include websites and Care line phone numbers, etc. to
reduce any kind of misconception. (Own Website)
Organization also has some kind of responsibility to their employees. Equal opportunity, fair selection,
health and hygiene workplace and to develop the human skills, both on the and off the jobs trainings are
constantly being provided to all the workers and staffs. Insuring those issues help them to maintain the
rights of employees. (Own Website)
PRAN is promoting education and supporting several schools in their operations proving the salary of
the teachers and staffs, providing books, arranging special coaching for the students. It insure the
promise the community. They also do some philanthropic activities like helping Mosque, Temple &
Churches, working together with Red Crescent, collecting and donating blood, working for the disabled,
working with ‘SAVE THE CHILDREN’, helping the community in natural calamities and also provide
Airport Support for the Hajj Pilgrims every year from Bangladesh to KSA. (Own Website)
22
 3.8 Company Formation

Article and by laws of corporation

‘PRAN’ started its operation in 1981 as a processors fruit and vegetable in Bangladesh. The
company has not only grown in stature but also contributed significantly to the overall socio-
economic development of the country.

“PRAN” is currently one of the most admired food & beverages brand among the millions
of people of Bangladesh and other 94 countries of the world where PRAN Products are
regularly being exported.

AMCL have adopted ISO –9001 as the model for their quality mgt. system. Accordingly, a
documented system of procedures and instructions has been established throughout the
organization defining business processes, responsibilities and authorities. PRAN Food’s
contract growers cultivate the choicest fruits and vegetables, which are processed in their
modern and hygienic factories to highest quality & international standards. The Company
has the distinction of achieving prestigious certificate like ISO 9001:2000 and being the
largest exporter of processed agro products to more than 77 countries with the compliance of
HALAL & HACCP.

The nature of the business or objects or purposes proposed to be transacted, promoted or

carried on are as follows:

To manufacture, mix, distill, clarify, bottle or otherwise prepare for marketing, purchase,
contract for or otherwise acquire, use, sell or otherwise dispose of, import, export, deal in and
deal with, either as principal or agent, any and all syrups, drinks and beverages of every
character and description, compounds, proprietary articles and preparations of all kinds,
drugs, extracts and chemicals, candies and confections of all kinds.

To do a general commission and selling agent's business, to buy, hold, own, manufacture,
produce, sell or otherwise dispose of, either as principal or agent.

To guarantee, purchase, acquire, hold, sell, mortgage, pledge and dispose of the shares of the
capital stock, bonds, obligations or other securities or evidences of indebtedness of any
corporation, domestic or foreign.

To purchase or acquire all or any part of the business, good-will, trade-names and proprietary
names, rights, property and assets, and to pay for any such business or properties in cash,
stock, bonds, debentures or obligations of this corporation.

Total Revenue US $300 Million, Employees 30,000

23
 The Board of Directors may declare and pay dividends on the common stock out of the
surplus or net earnings of the corporation. In the event of any liquidation, dissolution or
winding up, whether voluntary or involuntary, of the corporation, all assets and funds of the
corporation shall be distributed and paid to the holders of the common stock according to the
number of shares by them respectively held.

This Corporation is to have perpetual existence.

The private property of the stockholders shall not be subject to the payment of corporate
debts to any extent whatsoever.

Advantage of Public Limited Company

Advantages and reasons behind for PRAN has gone for Initial Public Offerings (IPO).
Going public is an important decision for your company, it has many strategic advantages which can
helps PRAN growth it should consider the strategic objectives it wants to achieve upon choosing this
route. It is also necessary to determine to what extent your company is ready for an IPO and consider the
steps that need to be taken in order for it to be perceived favorably by prospective investors and to be
able to operate as a public company.
Major General (Retd.) Amzad Khan Chowdhury was the founder and the managing director of PRAN
group. He decided to go public for several reasons, some of them are
1. To raise funds for expansion of operations
2. To secure an easier access to future capital on more favorable terms To provide liquidity and exit
strategy for shareholders
3. To enhance the company’s reputation and credibility
4. To increase the market’s awareness of the company and its products
5. To provide ‘acquisition currency’ to facilitate acquisitions of other businesses
6. To attract and retain employees
7. To obtain a market valuation of the company
8. Going public is one kind of promotion of your product and company
9. To obtain more favorable loan terms from lenders
10. To improve company's debt-to-equity ratio

Disadvantages of being Public for PRAN

If there are so many advantages of going public, then some disadvantages are also associated with IPO
for a public Limited Company. PRAN had faced several problems while going public and after IPO
phrase. Some of them are briefly described below:

 Expense and Time Consuming: A major disadvantage of going public through the sale of
an IPO is that it's both time consuming and expensive. Companies must pay substantial fees
for filing and acquiring the services of financial and law professionals. Some of the common
fees associated with issuing an IPO include the lead underwriter's commission, legal fees,
24
 accounting fees and marketing costs. In Bangladesh hundreds of IPO prospects are pending
to approve in the SEC that may take to approval around 2 to 3 years.
 Increased disclosure: When a company moves from private ownership to public, company
must to disclose their financial report and price sensitive information in the market.
Companies are required by stock exchanges, securities commissions and regulators to
disclose information on a regular basis so that investors and potential investors can make
buy, sell or hold decisions. A much greater amount of information is required at the time of
the IPO and is included in the offering prospectus. It is also a threat that PRAN’s rivals will
know all the information.
 Potential loss of control: Another disadvantage of issuing an IPO is that the company must
answer to its shareholders. When a company issues stocks, the individuals who buy the stock
are essentially owners in the company. They have the voting right to choose their own person
to lead the company. Shareholders with significant ownership in a company can vote to
replace managers and directors.
 Restrictions on management action: Management are only the paid employee and they act
and work for betterment of the shareholder’s wealth. An extra risk can earn more profit for
the shareholders but management does not want to take that extra risk because they fear of
losing their job. And also there is a conflict of interest between management and
shareholders. Another problem associate with is that management cannot take big decisions
without the approval of the shareholders and board of directors. It puts restriction on the feet
of managements.
3.9 Industry Analysis

3.9.1) Major Competitors

 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.

 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.
 However, The Bangladesh food and beverage sector, which comprises farming, food
production, distribution, retail and catering, was valued at ৳ 140 billion in 2012. Food &
Beverage industry is one of the major contributors to growth of all economies and has
historically witnessed consistent growth. In this market there are several companies which
are providing goods of the same category. The main Competitors are given below

25
Company Description Customer Revenue(2012) Market
Name Choice Share
(Out of 100)
PRAN- The PRAN foods factory has 40 ৳ 80.3 billion 38%
Food Ltd. expanded substantially over the
years in all spheres of food
processing e.g. bottling,
canning, pulping, pickling,
concentrating, dehydrating as
well as installation of
Bangladeshis first Tetra-Pak
facility.
Ahmed The most popular name for 10 ৳ 60.6 billion 10%
Food food products in Bangladesh is
Products probably Ahmed Food Products
(Pvt.) Ltd (Pvt.) Ltd. They are exclusively
known for their Pickles and
Sauce.

Ahmed The most popular name for 10 ৳ 60.6 billion 10%

Food food products in Bangladesh is
Products probably Ahmed Food Products
(Pvt.) Ltd (Pvt.) Ltd. They are exclusively
known for their Pickles and
Sauce.

Fuwang They produce a comprehensive 15 ৳ 65.3 billion 14%

Foods range of Foods, Beverage &
Ceramic Tiles with high quality
& standard. We constantly
innovate by frequently
introducing new foods and
beverage creations.

Aftab Aftab Foods Limited has started 15 ৳ 70.3 billion 10%

Foods its journey in the corporate
Bangladesh world in the middle of August
2010, with a promise to serve
quality food products to the
nation.

Alamin One of the largest group of 05 ৳ 40.6 billion 10%

Group companies in Bangladesh.
Primarily producing food
26
 Sanowaraproducts.
Sanowara Bread, Group biscuits, of 10 ৳ 30.3 billion 08%
Group pharmaceuticals,
Companies is beverage and
a country-wide
agro. well reputed organization in
business arena in Bangladesh.
Akij Food
At first& the
Beverage
company Ltd.launched
has 05 ৳ 42.3 billion 10%
Akij Food & been established
it’s businessat a in
beautiful
the namesite of
Beverage Krishnapura,
Sanowara Dhamrai of Dhaka. was
Corporation
Ltd It has setup
come inwith theasbest
1978 food
a sole & of
agent
beverage in Bangladesh.
Australia based There
dairyarefood
variousmanufacturer.
types of drink,Since
snaksthen
and the
other products.
company represented
numerous international
manufacturer of food items all
over Bangladesh.
From the above chart we can see that, PRAN foods are the leading businessinstitute of Bangladesh in terms of its
revenue and customer choice as well as market share. After the PRAN foods, Fuwang Foods, Aftab

Foods Bangladesh, Ahmed Food Products (Pvt.) Ltd, Sanowara Group are the leading business unit in
terms of revenue and customer choice gradually.

On the other hand, the economic slump has had an adverse impact on most Food & Beverage industry.
The major problems faced by the industry are rising food prices, increasing transportation costs due to a
rise in oil prices, and decline in consumer spending. Nevertheless, the Food & Beverage industry has
been relatively less affected when compared to other industries. This is mainly attributed to the fact that
food products continue to be essential to consumers in spite of the slowdown.

27
Chapter 4

28
Findings & Analysis

4.1: Consumer’s Attitude Measurement Procedure:

4.1.1: Multi-attribute Model of Attitude A Multi-attribute model can be used to measure a consumer's
overall attitude. The most influential multi-attribute model—the Fishbein model—also uses three
components of attitude. The first, salient beliefs, is a reference to the beliefs a person might gain during
the evaluation of a product or service. Second, object-attribute linkages, is an indicator of the probability
of importance for a particular attribute associated with an attitude object. Evaluation, the third
component, is a measurement of importance for the attribute. The goal of the Fishbein model is to
reduce overall attitudes into a score. The cognitive component of the tripartite model is generally
assessed by using a version of the multi-attribute or Fishbein model:

Where,
Ao = the overall attitude toward object
bi = the strength of the belief that object has some particular attribute (i )
ei = the evaluation of the goodness or badness of attribute (i )
n = the number of salient attributes

29
4.1.2: Likert Scale:

Likert scale method has been used under the Martin Fishbein’s multi-attribute model in order to analysis
the study questions of questionnaire. Consumer try to show their agreement or disagreement towards the
object that are ranging from “Strongly Disagree” to “Strongly Agree”. The scale is given in below:

Strongly Disagree Nautral Agree Strongly Agree

Disagree
(1) (2) (3) (4) (5)

4.1.3: Semantic Scale:

Semantic differentiated scale method also has been used under the Martin Fishbein’s multiattribute
model in order to analysis the study questions of questionnaire. Consumer try to like their object that are
ranging from “Good to Best” and dislike object that are ranging from “Bad to Worst” attributes. The
scale is given in below:

Very Strongl Disagree Nautral Agree Strongly Very

Strongly y Agree Strongly
Disagree Disagre Agree
e
(-3) (-2) (-1) (0) (1) (2) (3)

4.2: Result of Consumer’s Attitude towards Carbonated Soft Drinks (Pran Up) :

4.2.1: Strength of the belief that the object has attributed Carbonated Soft Drinks (Pran Up):
From the survey result, strength of the belief that the Pran Up has following attributes which has shown
below by using Likert Scale:
 Size

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree bi

(1) (2) (3) (4) (5)
Size 4 4 6 16 20 3.88

The table represents that 40% and 32% respondents are strongly agree and agree about the size of the Pran
up. On the other side 8% disagree and 8% claims as strongly disagree about the size of the Pran Up.12% of
the respondents are in neutral position.

30
 Price

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree bi

(1) (2) (3) (4) (5)
Price 3 3 9 22 13 3.78

The table represents that 26% respondents believes that the price of the Pran Up is very good.
44% respondents believes that the price of the Pran Up is good. On the other hand 6%
disagree and 6% believes that the price of the Pran Up is bad and very bad.18% of the
respondents are in neutral position.

 Taste

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree bi

(1) (2) (3) (4) (5)
Taste 2 4 4 30 10 3.84

The table represents that 20% respondents strongly agree about the color of the Pran Up and
60% of respondents point is agree as well. On the other side 8% disagree and 4% claims as
strongly disagree about the color of the Pran Up .8% of the respondents are in neutral position.

 Quality

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree bi

(1) (2) (3) (4) (5)
Quality 2 3 13 19 14 3.86

The table represents that 28% respondents believes that the quality of the Pran Up is very
good. 36% respondents believes that the quality of the Pran Up is good. On the other hand 6%
disagree and 4% believes that the price of the Pran Up is bad and very bad.26% of the
respondents are in neutral position.

 Brand Image

31
 Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree bi
(1) (2) (3) (4) (5)
Brand Image 1 4 10 26 9 3.76

The table represents that 18% respondents strongly agree about the brand image of the Pran Up
and 52% of respondents point is agree as well. On the other side 8% disagree and 2% claims
as strongly disagree about the brand image of the Pran Up .20% of the respondents are in neutral
position.

 Product Performance

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree bi

(1) (2) (3) (4) (5)
Product 2 3 6 24 15 3.94
Performance

The table represents that 30% respondents believes that the product performance of the Pran Up
is very good. 48% respondents believes that the price of the Pran Up is good. On the other hand
6% disagree and 4% believes that the price of the Pran Up is bad and very bad.12% of the
respondents are in neutral position.

 Packaging :

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree bi

(1) (2) (3) (4) (5)

Packaging 2 5 6 25 12 3.8

The table represents that 24% respondents strongly agree about the brand image of the a Pran
Up 50% respondent’s point is agree. On the other side 10% disagree and 4% claims as
strongly disagree about the brand image of the Pran Up. 12% of the respondents are in neutral
position.

32
Evaluation of Attributes
From the survey result, the evaluation of attributes of Pran Up has given below by using
Semantic Scale:

 Size

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
Size 0 1 1 3 22 16 7 1.44

The table represents that 14% respondents evaluate the size of the Pran Up is best.44% and 32%
evaluate as good and better. 6 % has neutral evaluation. On the other hand only 2% as worse
and 2% as bad.

 Price

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
Price 2 3 1 4 24 13 3 .92

The table represents that 6% respondents evaluate the price of the Pran Up is best. Besides 48%
and 26% evaluate as good and better. 8 % has neutral evaluation. On the other hand only 4%
evaluate as worst, 6% as worse and 2% as bad.

 Taste

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
Taste 1 0 2 3 14 22 8 1.54

33
 The table represents that 16% respondents evaluate the color of the Pran Up is best. Besides
28% and 44% evaluate as good and better. 6% has neutral evaluation. On the other hand only
2% evaluate as worst and 4% as bad.

 Quality

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
Quality 3 2 1 8 14 13 9 1.11

The table represents that 18% respondents evaluate the quality of the Pran Up is best. Besides
28% and 26% evaluate as good and better. 16% has neutral evaluation. On the other hand only
6% evaluate as worst, 4% as worse and 2% as bad.

 Brand Image

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
Brand 1 3 1 4 21 16 4 1.1
Image

The table represents that 8% respondents evaluate the brand image of the Pran Up is best.
Besides 42% and 32% evaluate as good and better. 8% has neutral evaluation. On the other
hand only 2% evaluate as worst, 6% as worse and 2% as bad.

 Product Performance

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
Product 3 1 4 6 14 13 9 1.04
Performance

34
 The table represents that 18% respondents evaluate the product performance of the Pran Up is
best. Besides 28% and 26% evaluate as good and better. 12% has neutral evaluation. On the
other hand only 6% evaluate as worst, 2% as worse and 8% as bad.

Packaging:

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
1 3 6 4 20 13 3 0.8
Packaging

The table represents that 9% respondents evaluate the Storage Facility of the 14cft Vision
Refrigerator is best. Besides 40% and 26% evaluate as good and better. 8% has neutral
evaluation. On the other hand only 2% evaluate as worst, 6% as worse and 12% as bad.

Overall attitude towards Pran Up:

By using Martins Fishbein’s multi-attribute attitude model the overall attitude towards Pran
Up from the survey result has measured below:

Attributes Bi ei Biei
Size 3.88 1.44 5.59
Price 3.78 0.92 3.48
Taste 3.84 1.54 5.91
Quality 3.86 1.11 4.28
Brand Image 3.76 1.10 4.14
Product 3.94 1.04 4.1
Performance
Packaging 3.88 0.8 3.10
Ao=∑biei 30.60

Result of Consumer’s Attitude towards Cheer Up :

35
Strength of the belief that the object has attributed:

From the survey result, the strength of the belief that the Cheer Up has the following attributes
which has shown below by using Likert Scale.

 Size
Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree Bi
(1) (2) (3) (4) (5)
Size 12 15 8 10 5 2.62

The table represents that 10% respondents strongly agree about the size of the Cheer Up and
20% of respondents point is agree as well. On the other side 30% disagree and 24% claims as
strongly disagree about the size of the Cheer Up.16% of the respondents are in neutral position.

 Price

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree Bi

(1) (2) (3) (4) (5)
Price 4 2 10 24 10 3.68

The table represents that 20% respondents believes that the price of the Cheer Up is very
good. 48% respondents believes that the price of the Cheer Up is good. On the other hand
4% disagree and 8% believes that the price of the Cheer Up is bad and very bad.20% of the
respondents are in neutral position.

 Taste

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree Bi

(1) (2) (3) (4) (5)
Taste 2 5 7 25 11 3.76

The table represents that 22% respondents believes that the color of the Cheer Up is very
good. 50% respondents believes that the color of the Cheer Up is good. On the other hand

36
 10% disagree and 4% believes that the color of the Cheer Up is bad and very bad.14% of
the respondents are in neutral position.

 Quality

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree Bi

(1) (2) (3) (4) (5)

Quality 5 3 15 17 10 3.48

The table represents that 20% respondents strongly agree about the quality of the Cheer Up and
34% respondents are agree as well. On the other side 6% disagree and 10% claims as strongly
disagree about the quality of the Cheer Up.30% of the respondents are in neutral position.

 Brand Image
Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree Bi
(1) (2) (3) (4) (5)
Brand 1 6 8 25 10 3.74
Image

The table represents that 20% respondents strongly agree about the brand image of the Cheer
Up and 50% of respondents point is agree as well. On the other side 12% disagree and 2%
claims as strongly disagree about the brand image of the Cheer Up.16% of the respondents are in
neutral position.

 Product Performance

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree bi

(1) (2) (3) (4) (5)
Product 3 2 15 21 9 3.62
Performance

The table represents that 18% respondents believes that the product performance of the Cheer Up
is very good. 42% respondents believes that the product performance of the Cheer Up is
good. On the other hand 4% disagree and 6% believes that the product performance of the Cheer
Up is bad and very bad.30% of the respondents are in neutral position.

37
 Packaging

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree Bi

(1) (2) (3) (4) (5)
Packaging 2 7 9 24 8 3.58

The table represents that 16% respondents strongly agree about the storage facility of the Cheer Up
and 48% of respondents point s agree as well. On the other side 14% disagree and 4% claims as
strongly disagree about the storage facility of the Cheer Up.18% of the respondents are in neutral
position.

38
 : Evaluation of Attributes:
From the survey result, the evaluation of attributes of Cheer Up has given below by using
Semantic Scale:

 Size

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
Size 3 5 19 9 8 4 2 -0.32

The table represents that 4% respondents evaluate the size of the Cheer Up is best.16% and 8%
evaluate as good and better. 18% has neutral evaluation. On the other hand only 6% as worst,
10% as worse and 38% as bad.

 Price

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
Price 5 2 8 3 16 12 4 0.50

The table represents that 8% respondents evaluate the price of the Cheer Up is best.32% and 24 %
evaluate as good and better. 6% has neutral evaluation. On the other hand only 10% as worst, 4%
as worse and 16% as bad.

 Taste

Attributes Worst Worse Bad Neutral Good Bette Best ei

(-3) (-2) (-1) (0) (1) r (3)
(2)
Taste 4 5 3 2 12 18 6 0.82

The table represents that 12% respondents evaluate the color of the Cheer Up is best.24% and
36% evaluate as good and better.4% has neutral evaluation. On the other hand only 8% as worst,
10% as worse and 6% as bad.

39
  Quality

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
Quality 2 4 4 6 19 10 5 .52

The table represents that 10% respondents evaluate the quality of the Cheer Up is best. 38% and
20% evaluate as good and better. 12% has neutral evaluation. On the other hand only 4% as
worst, 8% as worse and 8% as bad.

40
 Brand Image

Attributes Worst Worse Bad Neutral Good Better Best ei

(-3) (-2) (-1) (0) (1) (2) (3)
Brand Image 3 4 2 4 18 17 2 0.78

The table represents that 4% respondents evaluate the brand image of the Cheer Up is best. 36%
and 34% evaluate as good and better. 8% has neutral evaluation. On the other hand only 6% as
worst, 8% as worse and 4% as bad.

 Product Performance

Attributes Worst (-3) Worse Bad Neutral Good Better Best ei

(-2) (-1) (0) (1) (2) (3)
Product 4 5 2 4 14 14 7 .78
Performance

The table represents that 14% respondents evaluate the product performance of the Cheer Up is

best. 28% and 28% evaluate as good and better. 8% has neutral evaluation. On the other hand

only 8% as worst, 10% as worse and 4% as bad.

41
 Overall attitude towards Cheer Up:

By using Martins Fishbein’s multi-attribute attitude model the overall attitude towards Cheer
Up from the survey result has measured below:

Attributes Bi ei biei
Size 2.62 -0.32 -0.84
Price 3.68 0.50 1.84
Taste 3.76 0.82 3.08
Quality 3.48 0.52 1.81
Brand Image 3.74 0.78 2.92
Product 3.62 0.78 2.83
Performance
Packaging 3.58 0.50 1.79
Ao=∑biei 13.43

42
: Overall Findings

I had divided my respondent s’ age group into four classes. From the survey I can see
most of the respondents who drink Carbonated Soft Drinks are in 20 to 30 years old.
Remaining of them are up to 30 years old.
My sample size was 50. Among them, 64% respondents are male person and only 36%
respondents are female person as well.
I saw that all the respondents had sufficient knowledge about Beverages Product. As this
topic is based on consumer attitude towards Soft Drinks, most of them are Students &
Young ages .
I saw that all the respondents who drink soft Drinks ; most of their income level is tk.
10000 to tk. 20,000 which is 42 %.
From the analysis I saw that most of the respondents prefer pran Up instead of Cheer Up
because of amount of quality ,taste and Product Performance.
I found that fewer number of respondents are not well known about the brand image of Pran
Soft Drinks.
I saw that the respondents who drink Pran soft drink, most of them gave preference after sales
service as attribute of the product and also positive about the packaging system of Pran
beverages product.
I found that most of the respondents believed that price of both Pran up & cheer Up almost
are as equal as quality.
From the analysis most of the respondents believed that the taste of Pran up & cheer Up is
good.
From the analysis I found that Pran Up has good consumer attitude than the Cheer Up.
Among the 50 respondents most of the respondents visit website in order to collect
information to take a Soft drinks.
From the analysis most of the respondents believed that Pran Up has good performance than
theCheer Up.
From the analysis 44% respondents evaluated that the size of Pran Up is good. In
contrast, 38% respondents evaluated that the size of Cheer Up is bad.
Product Performance of both Pran up & cheer Up is good believed by 38% & 36%
respondents respectively.

43
Chapter 5

44
 Recommendations & Conclusion

Recommendations

As Pran Beverages Product is one of the growing soft drinks brand in Bangladesh, there are very
little to recommend for their product. The firm should ensure quality of PRAN product according
to the consumer’s need and expectations. Quality of a product is of attributes that the consumer
expects in a particular product. In case of PRAN’s products these attribute may be design color
combination, taste, etc. So quality should be selected from consumer viewpoint.

o It should provide quick delivery and good sales service after selling the product.

o Most of the people like to purchase Pran Drink in terms of Taste. So, it should

make available all over market.

o Some respondents feel that the price of the Pran soft drinks is comparatively high.

o So the company can consider this and revise their present prices.

o The companies can concentrate work on effective advertisement as this is the

important factor in selling their products which the consumers also feel the same.

o Gaining the competitive advantage in the marketplace in the long run, the

marketers should take various marketing strategies on the basis of customization.

o The company can also increase the durability of their products.

o The company should give efforts in building and auditing the brand image in

order to build a positive consumer attitude towards Pran Beverages product.

o The prank beverage product has a good prospect to get a top position in the

beverages market in Bangladesh. To keep them leading in the electrical industry and

45
to compete with others they have to make it well known and available toward all the

people that whenever anybody would like to drink soft drinks they will only think

about pran beverages soft drink if they can use the proper promotional strategy they

would be able to raise their market share.

46
Conclusion

Consumer’s attitude is rapidly growing discipline of study. It means the composite of a consumer’s
beliefs, feelings, and behavioral intentions toward products. It is complex and multi-dimensional
process and makes influence consumer decisions. Organizations realize that their marketing
effectiveness in satisfying consumer’s needs and wants depends on a deeper understanding of
consumer attitude. The consumer’s attitude towards Pran up and cheer up is very positive and their
satisfaction level is good. The consumers believe that pran –Rfl Ltd provides good quality
product with reasonable prices in case of pran soft drinks. Consumers of soft drinks mainly get
information from the TV commercial and company website. They also try to take much more
attention and careful action to build relationship between its product and customer. This study reveals
that Pran Up is the most preferred than the Cheer Up. To create a positive awareness and
perception among the customer about their product they are try to bring different promotional
activities and should continue a good relationship both internally and externally in their corporate life.
Marketers make efforts to supply goods at reasonable prices and develop their sales service
facilities and provides suitable spare parts for their products in case of damages. However these
company should give concentration on the products problems and after sales.

47
 Bibliography

www.pranfoods.net
www.amclpran.com
PRAN RFL group Market analysis by Jognnath university on Nov 07, 2012 retrieved from
http://www.gatesfoundation.org/learning/pages/PRANrflgroup/marketanalysis/grantee-care-
dairy-productivity-bangladesh.net
Business Regional trade by Sohel Anwar published in Sat. January 03, 2011 at Daily star Vol. 4
Num 217 retrieved from
Annual report – PRAN-RFL Group (june26, 2015 at 1250 am)
BOC Manual – PRAN-RFL Group
Fishbein, Mi (1963), “An Investigation of the Relationship between Beliefs about an Object
and the Attitude towards the Object”. Human Relations, Vol.16, pp. 233-240.
Naresh K. Malhotra, Author: Marketing Research: Second Indian Reprint, 2006, PP 72-
100 & 312-340.
worldwidejournals.com/paripex/recent_issues_pdf/2015/January/Januar
y_2015_1421670589__57.pdf.
Company Annual Report
http://rfleshop.comSlideshare.net/ArunKumar3328/consumer-attitude towards Beverages
Product.

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 Appendix

Questionnaire

Dear respondents,

This questionnaire is designed to conduct a research for fulfilling the course for the BBA internship
program, Comilla University. The research will be conducted on"Factors affecting of Customer
satisfaction on Pran Beverages: A study on Pran-RflLtd.”Your help and participation enables me to
conduct the research successfully. I would appreciate your valuable response and assure you that
confidential information will be kept in secret strictly.

Ashik Reza
ID-11507005
Department of Marketing
ComillaUnversity,Comilla

1. Your name: _________________________________________________________

2. Sex: Male Female

3. Educational qualification:

Under-S.S.C S.S.C H.SC Graduate Post- Graduate

4. Religion: Islam Hindu Buddhist Christian Others

50
(1). Please put tick mark on the basis of your belief towards following attributes of Pran Up :
(Likert Scale)

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree

(1) (2) (3) (4) (5)
Size
Price
Taste
Quality
Brand Image
Product
Performance
Packaging

(2). Please put tick mark on the basis of your belief towards following attributes of the Cheer
Up(Likert Scale)

Attributes Strongly Disagree Disagree Neutral Agree Strongly Agree

(1) (2) (3) (4) (5)
Size
Price
Taste
Quality
Brand Image
Product
Performance
Packaging

51
(3). Please put tick mark on the basis of your evaluation towards following attributes of Pran Up.:
( Semantic Scale)

Attributes Worst Worse Bad Neutral Good Better Best

(-3) (-2) (-1) (0) (1) (2) (3)
Size

Price

Taste

Quality

Brand Image

Product
Performance
Packaging

52
 (4). Please put tick mark on the basis of your evaluation towards following attributes of Cheer Up:
(Semantic Scale)

Attributes Worst Worse Bad Neutral Good Better Best

(-3) (-2) (-1) (0) (1) (2) (3)
Size

Price

Taste

Quality

Brand
Image
Product
Performance
Packaging

1. Your age (in years).Tick the relevant alternative:

20-25 25-30 30-35 35-40 Above 40

2. Occupation:

Student Housewife Service Business Professionals

4. Monthly Income (tk):

Below 20,000 20,000-40,000 40,000-60,000 Above 60,000

Thank you for your Cooperation …

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