Acknowledgements

First of all, we praise the Almighty Allah for giving us mental strength and good health to complete this project, which we consider very important for our successful completion. We would like to thank our honorable faculty Mr. Kamrul Hassan for assigning us to work on the project about customer preferences for soft drinks. We sincerely thank him for his encouragement and recommending us for the project. His encouragement and guidance are invaluable. We also thank the students of East West University who gave their valuable time to understand the questionnaire and helped us by answering the questionnaire. During the working of this report would not have been realized without the support and encouragement of many people. We would like to express our feelings and great affections with our heartiest appreciation to all people who are given valuable information for preparing the report. We would like to thank our peers and senior brothers and sisters who have helped us by giving valuable advices and experiences. Last of all we would like to thank the readers who have given their valuable times to read this report.

Finally, we acknowledge the support and encouragement we received from our friends, colleagues and classmates without which the project work might not have been so smooth.

13th December, 2011. Kamrul Hassan Assistant Professor, Department of Business Administration, East West University, Dhaka. Subject: Letter of transmittal. Dear Sir, We are pleased to submit the report on Perception about the Soft Drinks in Bangladesh which is a partial requirement of MBA_506: Business Communication course. While preparing this report, we have learnt many things about key features of the soft drinks available in Bangladesh, list of companies operating soft drinks businesses and consumers preferences for soft drinks. In addition, the key reason for consumers behind selecting the brands of soft drinks. We also got ideas of the satisfaction of the consumers about their preferred brands. We appreciate this opportunity to learn that you have provided us with. Preparing this report has been a pleasant learning experience for all of us. We made this report with our sincerity and serious effort. We really hope that you will enjoy reading our report as much as we had enjoyed doing it. In the end, we are looking forward to your kind and valuable appraisal of this report. Please let us know if you have any question regarding this report.

Sincerely yours, Md. Akramul Islam Ibrahim Jewel Md. Rafiqul Islam SK. Mahadi Hasan ID # 2012-1-95-094 ID # 2012-2-95-105 ID # 2011-3-95-062 ID # 2012-1-95-123 _________________ _________________ _________________ _________________

Table of Contents
Chapter 1: Introduction 1.0 Introduction 1.1 Background of the study 1.2 Objective of the study 1.3 Scope of the study 1.4 Methodology 1.5 Sampling Plan 1.6 Method of Analysis 1.7 Limitations of the study Chapter 2: Organization 2.0 Introduction 2.1 An overview of Soft Drinks 2.2 Company Overview 2.2.1 Coca Cola in Bangladesh History Mission, Vision & Values Strategic Goals Future Plan of Coca Cola 2.2.2 Pepsi in Bangladesh History Mission, Vision & Values Guiding Principles 2.2.3 RC Cola in Bangladesh History Mission Statement Organization Structure Products Line Customer & Market Segments Chapter 3: Findings & Analysis Part One: Respondents Information Part Two: General Information Part Three: Rate of Satisfaction Chapter 4: Recommendation & Conclusion 1 2 2 2 2 3 3 3 3 5 6 6 7 7 7 8 9 9 11 11 11 13 14 14 15 15 17 18 19 20 22 28 36

List of Tables
Part One : Respondents Information Table I: Age of the respondents Table II: Gender Table III: Occupation of the Respondents Part Two : General Information Table I: Which of the following Brands do you prefer most? Table II: Why do you prefer this brand? Table III: How frequently do you buy soft drinks? Table IV: Which quantity do you prefer most? Table V: How much money do you spend on your preferred brand in a week? Table VI: Who influences you to buy soft drinks? Part Three : Rate of Satisfaction Table I: Rate of overall satisfaction with consumers preferred brand Table II: Do you think Commercial Ad create a great influence on customers to drink the preferred brand? Table III: The Flavor of your brand is very tasty. Table IV: Do you think your preferred brand is available at a convenient location. Table V: There is an opportunity for improvement of your product. Table VI: You would recommend your product to your friend. Table VII: The Flavor of your brand is very tasty. 20 20 21 21 22 22 23 24 25 26

27 28 28 29

30 31 32 33 34

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List of Graphs and Charts

Part One : Respondents Information Charts 1: Age of the respondents Charts 2: Gender Charts 3: Occupation of the Respondents Part Two : General Information Charts 1: Which of the following Brands do you prefer most? Charts 2: Why do you prefer this brand? Charts 3: How frequently do you buy soft drinks? Charts 4: Which quantity do you prefer most? Table 5: How much money do you spend on your preferred brand in a week? Table 6: Who influences you to buy soft drinks? Part Three : Rate of Satisfaction Charts 1: Rate of overall satisfaction with consumers preferred brand Charts 2: Do you think Commercial Ad create a great influence on customers to drink the preferred brand? Charts 3: The Flavor of your brand is very tasty. Charts 4: Do you think your preferred brand is available at a convenient location. Table 5: There is an opportunity for improvement of your product. Table 6: You would recommend your product to your friend. Table 7: The Flavor of your brand is very tasty. 34 20 20 21 21 22 22 23 24 25 26

27 28 28 29

30 31 32 33

Executive Summery
The purpose of this report is to find out the perception of consumers for soft drinks in Bangladesh. We have a clear view of customer evaluation regarding their preferred brands

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by working on this project. Soft drinks industry is one of the largest industries in Bangladesh. Many people are employed in these companies. The soft drinks market in Bangladesh consists mainly of the seven companies. Once there were only two foreign companies in the production of beverages - Coca-Cola Company and the Pepsi. Coca-Cola has two franchisees in Bangladesh. They are Abul Monem Ltd. And Tabani Beverage Ltd. Coca Cola with its three varieties, namely, the cola-flavored Coca-Cola, the clear-flavored Sprite and the orange-flavored Fanta, is the number one soft drink producer in Bangladesh, as well as all over the world. Some rival companies have entered into the market over time. Pepsi is one of the oldest brands in Bangladesh. Pepsi comes next to Coca Cola. RC Cola is a part of Partex Beverage. Partex Beverage has got other product lines in the form of RC Lemon, RC Orange, RC Diet, Upper 10 and Mum Mineral Water. The theme of RC Cola, says Freedom of Choice. RC Cola is a fizzy drink as well as a refresher among the youths. After drinking RC, consumers feel refreshed besides satisfying their thirst. It is a centralized company. People of every age specially the youths in Bangladesh usually consume a good amount of soft drinks. Some soft drinks companies in Bangladesh contribute in performing CSR (Corporate Social Responsibility) such as concert, acid victim, debate competition and science & math competition.

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