Factors Affecting Customers' Brand Choice Behavior of Semi Processed Frozen Food Products: A Study in Khulna City, Bangladesh

Abstract

This paper investigates the determinants of consumers' choice of semi processed frozen snacks food products (especially snacks category) and develops an empirical understanding of the factors affecting customers' choice behavior. We have chosen this study to look specifically at processed frozen snacks and breakfast products as they represent a rapidly increasing segment of the restaurant snacks and breakfast replacement category. In this research descriptive statistics and factor analysis have been conducted to identify the factors that actually affect Consumers' decision in selecting semi processed frozen food products of different brands. Responsiveness has been got regarding the factors like brand image, quality, how much hygiene, price, processing time etc. Eight salient features of the product were selected after a pretesting consumer survey and initial discussion with the channel members. After analyze the total variance it is found that three principal components are liable for more than 60% of total variance, each of which initial Eigen value is also more than 01 (required). After varimax rotated component matrix analysis it is found that 5 variables i.e. product quality, price, taste, availability and competitive superiority, are strongly correlated with the three principal components.