Consumers’ Brand Preference towards Hygiene products in Bangladesh: A study on ACI Consumer Brands (Hygiene)

Abstract

Branding has always been an important aspect of marketing. Brand is a powerful differentiator in a highly competitive market place. It provides the company the power to deflect competitive moves. A strong brand rings trust, confidence, comfort and reliability in the customer’s mind. Brands live in the minds of consumers and are much more than just a tag for their recognition

and identification. They are the basis of consumer relationship and bring consumers and

marketers closer by developing a bond of faith and trust between them. The promise of brand is consistent with reliable quality, service and overall psychological satisfaction.

Brand preference is the selective demand for a company’s brand rather than a product; the

degree to which consumers prefer one brand to another. Brand preference can be achieved by creating the positive brand image in customers mind. Brand image is the consumer’s impression about the brand’s physical characteristics, its performance, the functional benefits, the kind of people who use the product, the emotions and associations it develops, and the imagery or symbolic meanings, it generates. The brand choice decisions are critical for marketer. Understanding how customers arrive at specific brand choice is essential for brand development. There is no doubt about the position of ACI. People across Bangladesh rely on hygiene products every day to maintain cleanliness and well-being, and ACI Consumer Brands has become a trusted name in this essential sector. ACI is one of the most promising companies in Bangladesh’s fast-moving consumer goods market, particularly in the hygiene segment. The company is emerging as a leading provider of hygiene products by continuously introducing

new items, ensuring product quality, adopting modern manufacturing technologies, and

enhancing the skills of its workforce. From diaper to sanitary napkin, anti-bacterial baby wet tissue, and personal care essentials, consumers are increasingly satisfied with ACI’s offerings compared to other hygiene brands. ACI also strives to deliver a sense of safety and freshness through their products, reinforcing customer trust and making them feel they are using the best hygiene solutions available.