UNIVERSITY STUDENTS’ SHOPPING BEHAVIOR FOR BEAUTY SOAP BRANDS IN BANGLADESH: A COMPARISON OF ATTITUDE TOWARD FOREIGN VERSUS LOCAL BRAND
Journal Title: Asian Journal of Management Sciences and Education - Year 2018, Vol 7, Issue 4
Abstract
The purpose of this study was to evaluate the university students’ shopping behavior for global soap brands in comparison to Bangladeshi soap brands. The participants used in this study were requested to assess a popular local soap brand named Sandalina Sandal Soap and a reputed foreign soap brand called Lux on multiple product attributes, promotional tools, branding aspects, distribution characteristics and pricing components. Quantitative data on customers’ attitude toward foreign versus local soap brand were collected from 150 students of University of Dhaka selected using stratified sampling technique. With paired sample t test, it appeared that foreign beauty soap brand (Lux) is preferred over local soap brand (Sandalina) with respect to all but a few items used in this study. From logistic regression analysis, the researchers found that the likelihood of soap users’ purchase intention for foreign soap brand increases as a result of customers’ positive attitude toward the product attributes, promotion, branding, distribution, pricing characteristics. It was also noticed that females are more likely to purchase foreign soap brand compared to males. The researchers believe these findings will persuade the overseas soap brands to make a successful entry into Bangladeshi market.
Authors and Affiliations
Tauhid Ahmed Bappy, S. M. Shariful Haque, Samiya Bint Halim
Keywords
Related Articles
- EP ID EP591971
- DOI -
- Views 143
- Downloads 0
The Analysis on Impacts of Electronic Commerce for Marketing Models of Agricultural Products in China
With the development of communication and the Internet technology, more and moreenterprises begin to utilize electronic commerce (e-commerce) for their managementand sales, forming the e-commerce business and market envi...
COMBATING THE HIV/AIDS PANDEMIC THROUGH MULTIFACETED HEALTH INFORMATION TECHNOLOGY
HIV/AIDS is an incurable viral infection. To date, it is a global phenomenon. However, the scourge appears to be more pronounced in developing countries, like Nigeria. This paper discussed four broad variables re...
EFFECT OF COGNITIVE RESTRUCTURING TECHNIQUE AND MULTI-COMPONENT THERAPIES IN THE MANAGEMENT OF NOCTURNAL ENURESIS AMONG JUNIOR SECONDARY SCHOOLS
The experimental study examined the effects of Cognitive Restructuring and Multi-Component Therapies (CR) & (MCT) in the management of Nocturnal Enuresis among junior secondary school adolescents. The study adopted 3...
TEACHING EVALUATION BY THE STUDENTS OF ENGINEERING EDUCATION: A CASE FOR INTERNATIONAL UNIVERSITY OF BANGLADESH
Over the years, educational researchers have investigated many factors that affect student learning. At the heart of this line of inquiry is the core belief that teachers can make a difference. There are differen...
ACTION RESEARCH OF INTER-DISCIPLINARY FUTURE VISION CURRICULUM PLANNING AND PRACTICE
This study aims to develop inter-disciplinary future vision curriculum planning through action research in response to informatization. Curriculum planning is based on the issues of future society and future technology,...