Research Proposal

For
Consumer Satisfaction of
Beverage: The Case of
Transcom Beverage Limited

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 TOPIC: Research Proposal for Consumer Satisfaction of
Beverage: The Case of Transcom Beverage Limited

Prepared For

Nafisa Rashid
Senior Lecturer
School of Business Studies
Southeast University

Prepared BY

NAME ID
Md. Sahadat Hossain Mollah 2006010000068
Sharmin Akter 2006010000061
Md. Nazmul Hasan 2006010000136
Md. Mehadi Hasan Khan 2006010000089
Shirin Akhter 2006010000069
Md. Mahmudur Rahman (11th batch) 2005210000077

Batch: 12th, Section: C

Date of Submission:
31st July, 2008

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 Southeast University Bangladesh

1. Define the Research Topic:

Beverage can be of many types. But our research is on carbonated and non carbonated
beverages. In our research we will find out the consumer satisfaction of Transcom
Beverage products. Consumers satisfaction means to which extend consumers are
satisfied on our products. By knowing this information we can set policy for our company
in a more specific way. We can also produce products according to consumer’s choice.

The objectives of this research are:

o To know about the beverage market in Bangladesh

o To see the consumer patterns, occupation, their taste and criteria of

buying beverage.

o To know the satisfaction level of consumers toward the products of

Transcom beverage.

2. Find Out What is Known About the Topic:

A drink, or beverage, is a liquid specifically prepared for human consumption. In

addition to basic needs, beverages form part of the culture of human society.

At present Bangladesh has a very competitive market of beverage. Bangladesh has a

relatively hot weather and people tend to be thirstier. So they prefer to take soft drinks
most of the time. Beverage took the market of Bangladesh in the first half of 1980. In that
time two or three soft drinks were available in the market. But now lots of beverage
found in the market. Some of them are popular and some are not so popular.

These early industrial ventures have moved over to businesses involved in high-tech
manufacturing, international trading and distribution, forming strong ties with a host of
blue chip multinational companies. In recent years Transcom has emerged as an
increasingly significant media house in Bangladesh.

Beverage has been very popular in Bangladesh since 1985. Our research is oriented with
consumer satisfaction regarding different Beverages of Bangladesh. As the researcher
we followed personal inspection system with the consumers and try to get their point of

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 view by developing a questionnaire. Despite a lot of barriers we tried our level best to
find out the actual reaction of consumers towards the products of “Transcom Beverage
Limited” such as: 7-Up, Pepsi, Mirinda and Slice. Besides this, we hope that you will get
a good preview of consumer’s reaction towards other Beverage products also.

The central meaning of that topic is to improve customer satisfaction and company’s
product quality through a research program where consumers express their thoughts
toward our products.

3. Clarify Concepts and their Measurements:

“Consumer Satisfaction of Transcom Products” has both validity and reliability. Validity
is here because consumer satisfaction produces a great deal of improvement in the
organization performance. After finishing our survey on that topic a clear result of
improving organizational performance will take place.

On the other hand reliability is here, as because the measurement leads to a consistent
outcome.

For clarifying concepts and their measurement following questions can be answered---

o Is there any problem in Transcom products?

o Does the price of Transcom products are high?

o Are the Transcom products available in the rural market?

o Does the taste, color and flavor of Transcom products is good enough?

o What packaging will be the best for Transcom products?

o How Transcom products can be improved?

4. Establish as Appropriate Data Collection Method:

This work will be based on both secondary and primary sources. The secondary sources
of data will include internet articles, some foreign and local websites on beverages. Most
of the data required for the study will be collected from primary source through a
structured questionnaire.

5. Consider the Purpose, Value and Ethics of the Study:

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 Now a day’s competition increased significantly in the business area. Beverage sector is
not separate from it.

The purpose of this research is to know consumers attitude towards Transcom products.

The value of this research is to develop company’s product quality according to the
consumers demand.

By developing this research program Transcom Beverage Ltd. can know the customer
feedback and opinion towards their product. By knowing this we hope they can improve
product quality as well as their market share.

6. Operationalize Concepts and Design the Research Instrument:

We will operate our survey by developing a questionnaire and take opinion from our
respondents. The overall concepts that we are expecting to find from our survey can be
stated as follows:

o Students would be the main consumers of carbonate beverage.

o The person has family income of more than 20000 taka would take beverage
daily.

o 7up would be the leading beverage brand in Bangladesh.

o Coca-Cola would be the biggest competitor of 7up.

o Most of the consumer would select beverage on the basis of its taste, flavor a
company reputation.

o TV media would be the most used media for beverage advertisements.

o Plastic packaging would be the most convenient for the consumers.

o Most of the consumer would feel that price of 7up is reasonable.

o Some of the consumer would feel 250ml bottle of 7up should be introduces.

7. Select a Sample of Subjects to Study:

Our target organization for this research is Transcom Beverage Ltd. We will use non-
probability sample and will go to 60 respondents. We will finish our research on the
basis of those 60 respondent opinions.

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 8. Collect the Data:

This work will be based on both secondary and primary sources. The secondary sources
of data include internet articles, some foreign and local websites on beverages. Most of
the data required for the study will be collected from primary source through structured
questionnaire.
Before surveying the questionnaire our teacher will test the questionnaire and help us to
develop it.

9. Process the Data:

For this research both qualitative and quantitative data analysis will be required. There
are also some statistical evaluation of beverage consumers and their patterns. For
processing the data in computer Microsoft word and excel is required.

10. Analyze the Data:

All the data will be edited, coded and classified by our group members before making the
final analysis. Average, percentage and ranking method will be used for analyzing the
data. Different graphs, charts and table will also be used for presenting the data.

11. Present the Results:

We are presenting our research report both in soft and printed copy to our honorable
course teacher through a CD. We will make a presentation where our entire six
researchers will take part.