Factors Influencing On Consumers’ Preference Among Beverage Products Of Pran : A Study On Pran At Netrokona.

Abstract

The research study titled "Factors Influencing Consumers' Preference Among Beverage

Products of Pran : A Study on PRAN at Netrokona" aimed to investigate the influence of

various independent variables on consumers' preferences for Pran beverages. The study focused on Price, Product Knowledge, Country of Origin, Packaging, and Brand Positioning as potential determinants, with the findings revealing that Price, Product Knowledge, and Brand Positioning significantly impact consumers' beverage preferences. The research found that Price is a critical determinant of consumer preference for Pran beverages. Consumers in Netrokona show a strong inclination toward competitively priced products. Pran should continue to focus on offering

affordable options while maintaining profitability. Exploring promotional pricing strategies can further enhance its appeal to price-sensitive consumers. Consumer education and awareness about Pran beverage products play a vital role in shaping preferences. Initiatives such as informative marketing materials, tasting events, and online platforms to share detailed product information should be continued and expanded. An informed consumer base is more likely to develop a strong preference for Pran. The study revealed that a well-defined Brand Positioning emphasizing quality and sustainability positively influences consumer preferences. Pran should

continue to strengthen its brand image by consistently delivering high-quality products and

aligning its brand message with consumer values. Collaborations with industry experts and

influencers can further enhance brand credibility. While Country of Origin, Packaging, and

Advertisement did not emerge as significant determinants in this study, it is essential to

acknowledge that consumer preferences can vary over time and across regions. Continuous monitoring and flexibility in marketing strategies are crucial to adapt to changing consumer trends. In conclusion, the findings of this research provide valuable insights into the factors

influencing consumer preferences for Pran beverages in the Netrokona region. By strategically focusing on Price, Product Knowledge, and Brand Positioning, Pran can enhance its market presence and consumer loyalty. This research serves as a foundation for Pran to make informed marketing decisions and better cater to the preferences and needs of its target audience in the dynamic beverage market.