Measuring consumer preference of Benson & Hedges British American Tobacco Bangladesh

Abstract

This report aim to introduce people to the concepts of consumer preference towards the cigarette brand. The report concentrating mainly two brands of tobacco, one is John Player Gold Leaf from British American Tobacco and other one is the rival Marlboro from Philip Morris. The focus of this report is to understand the medium-board internal individual characteristics of the consumers in the market for these two premium cigarette brands. Consumers are different and may display different inner characteristics relating to their needs, motivation, personality, learning and attitude in relation to cigarette brands. Based on these mentioned attributes along with hypothesis testing, surveys, insights understanding the researcher have come up with some relevant findings and recommendation. This report also emphasizes the relation of brand to various attributes. Then finding is made on attribute which has lot of influence on preferring the brand of tobacco. Sample questions have been prepared by analyzing some key factors which plays a vital in favoring for the brand of cigarette. A structured questionnaire has been prepared as well. To achieve a complete research paper, the author had gone through several marketing tools. Fairly to determine the validity of the findings. Lastly, long three months‟ efforts would be able to develop a successful research paper for completing the internship report of BUS 400.