| Author | Shahabuddin, Abu Saim Md. |
| Call Number | AIT RSPR no. SM-99-74 |
| Subject(s) | Consumer behavior--Bangladesh
|
| Note | A research study submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | The urban middle class consumers of least developed countries are not left with pure price oriented shopping behavior. The case of Bangladeshi urban middle class consumers is a good example that shows that value orientation is the fundamental feature of their buying behavior towards low involvement products like shampoo and toothpaste. Lower price of a brand cannot influence their brand choice decision until and unless the brand satisfies their quality requirements. Brand loyalty, particularly set loyalty, is another major identity of them. However, many of them are ready to try new brands that come onto the market. They are loyal mainly to locally produced foreign brands that are usually more expensive than local brands. For the most part, they know this category of brands more, have better image of them and purchase them more frequently. They do not want to leave their current brands only because of a normal price rise. Moreover, many of them tend to upgrade their consumption status of low involvement products in case they can afford. This trend together with already identified quality segment of the urban consumers is signaling the change in quality-price equation in favor of quality in the future. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark W.; |
| Examination Committee(s) | Truong, Quang;Bechter, Clemens; |
| Scholarship Donor(s) | Government of Netherlands; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |