Marketing Research:

The Case of
 SUBMITTED TO

Ataur Rahman
Senior Lecturer
School of Business Studies
Southeast University

SUBMITTED BY

NAME ID
Md. Nazmul Hasan 2006010000136
Md. Mehadi Hasan Khan 2006010000089
Hasan Shahriar 20060100000137
Md. Mahmudur Rahman (11th batch) 2005210000077

SOUTHEAST UNIVERSITY
Batch: 12th, Section: MKT- ‘B’

Submission Date: 22nd August, 2009

Ataur Rahman

Business Research
Southeast University
Banani, Dhaka

Letter of Transmittal

Honorable Sir,
We are going to submit this research paper on “Marketing Research: The
Case of Transcom Beverage Limited”. In this research we tried to find out
what is the level of satisfaction of people to the beverage of Transcom
Beverage Limited.

In this research program we tried by our heart and soul to do the best. We
hope that it will represent the things that we have learned from our course
as well.

We will be pleased if you accept our term paper and at the same time do not
go through our mistakes.

Yours truly,

NAME SIGNATURE
Md. Nazmul Hasan
Md. Mehadi Hasan Khan
Hasan Shahriar
Md. Mahmudur Rahman

ACKNOWLEDGMENT
A research program never can be successful of its own. A lots of people
need to be concerned to make it succeed. First of all, we would like to pay
our warm gratitude to our course instructor for Marketing Research, Nafisa
Rashid.

Besides, in preparing this term paper, a lots of our friends and happy
wishers helped us by providing information and searching through the
internet.

Last of all, we would like to thank the almighty Allah who let us to conduct
this research without any major obstacle.
 TABLE OF CONTENTS

Topic Page

Introduction 1-2

Review of Literature 2-3

Beverage: Its Conceptual Analysis 3-10

Overview of Beverage Market in 10-14

Bangladesh

Profile of Transcom Beverage 14-19

Limited

Findings of the Study 20-42

Conclusion and Recommendation 43

References 44

TABLE OF CONTENTS (CHART & GRAPH)

THE JOURNEY OF TRANSCOM BEVERAGE LTD- 16

8. A DETAILS OF TRANSCOM BEVERAGE BANGLADESH- 17

8. B LOCATION OF TRANSCOM BEVERAGE LTD. – 18

8. C ORGANOGRAM OF TRANSCOM BEVERAGE LTD. – 18

TABLE1: NUMBER OF RESPONDENTS ACCORDING TO GENDER- 21

TABLE 2: NUMBER OF RESPONDENTS ACCORDING TO THE AGE GROUP- 22

TABLE 3: NUMBER OF RESPONDENTS ACCORDING TO OCCUPATION- 23

TABLE 4: NUMBER OF RESPONDENTS ACCORDING TO FAMILY INCOME-23,

24

TABLE 5: NUMBER OF CONSUMERS ACCORDING TO FREQUENCY- 24

TABLE 6: TIME OF TAKING BEVERAGE- 25

TABLE 7: QUANTITY OF PURCHASING BEVERAGE- 25

TABLE 8: BEVERAGE PREFERRED BY MOST CONSUMERS- 26

TABLE 10: CRITERIA AFFECTING BUYING BEVERAGE (AVERAGE)- 28

TABLE 11: FORM OF PACKAGING- 28

TABLE 12: SATISFACTION REGARDING DIFFERENT SIZES OF BOTTLES- 29

TABLE 13: PRICING OF PREFERRED BEVERAGE- 29

TABLE 14: SWITCHING BRAND BECAUSE OF COMPETITORS LOW PRICE- 30

TABLE 15: AVAILABILITY IN THE RURAL AREAS- 31

TABLE 16: ADVERTISEMENT SEEN BY CONSUMERS- 31

TABLE 17: CONSUMERS ATTITUDE TOWARDS NEW BEVERAGE- 32

TABLE 18: NUMBER OF 7UP CONSUMER- 32

TABLE 19: NUMBER OF CONSUMERS OF “TRANSCOM BEVERAGE LIMITED”
ACCORDING TO GENDER- 33

TABLE 20: NUMBER OF CONSUMERS OF “TRANSCOM BEVERAGE LIMITED”

ACCORDING TO FAMILY INCOME- 34

TABLE 21: NUMBER OF CONSUMERS OF “TRANSCOM BEVERAGE LIMITED”

ACCORDING TO THE FREQUENCY- 35

TABLE 23: NUMBER OF CONSUMERS OF “TRANSCOM BEVERAGE LIMITED”

ACCORDING TO THE QUANTITY- 36

TABLE 24: NUMBER OF CONSUMERS OF “TRANSCOM BEVERAGE LIMITED”

ACCORDING TO THE POPULAR PACKAGING- 37

TABLE 26: SWITCHING BRAND BECAUSE OF COMPETITORS LOW PRICE- 38

TABLE 27: AVAILABILITY OF TRANSCOM BEVERAGE PRODUCTS IN THE

RURAL AREAS- 39

TABLE 28: RANKING OF TRANSCOM BEVERAGE COMPETITORS- 39

TABLE 29: ATTITUDE OF TRANSCOM BEVERAGE CONSUMERS TOWARDS

NEW BEVERAGE- 40

TABLE 30: RANKING OF CONSUMERS OCCUPATION- 41

TABLE 31: CRITERIA AFFECTING BUYING TRANSCOM BEVERAGE-41, 42