A Study on Bangladeshi Biscuit Industry: Consumer Perception Towards Packaging

Abstract

The aim of this study is to figure out the packaging effects on consumers’ perception, which influences the consumers in buying Bangladeshi biscuits. The research is conducted in two phases; primary and secondary. The objective of both of the researches is to find out the buying pattern and consumer preferences for buying biscuits on the basis of packaging. A survey questionnaire was prepared and the number of respondents is 106. The survey questions contain both close and open ended questions. Primary analysis is collected through structured questionnaires and graphical interpretations are used for analysis functions. The study shows how the packaging of the product helps to build consumer brand image. It shows that the quality of the packaging has a direct effect on the perceived quality of the product. It also helps to promote the product through its packaging. The study emphasizes on consumer perception based on packaging of biscuits made in Bangladesh.

Keywords: Packaging, Consumer Perception, Perceived Quality and price, Biscuits etc.

DOI: 10.7176/EJBM/11-30-01

Publication date:October 31^st 2019