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
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