A Study on Dimension of Consumer Behavior in the Context of Mojo Cola

Soft drinks or beverages sector in Bangladesh is one of the faster growing markets and also has potential to future growth. Bangladesh has a huge population and it is challenging for the marketers and owners to meet the need and test of these populations. Soft drinks industry in Bangladesh is growing annually. Consumer behavior is more complex and important for marketers now a day. The objective is to understand the main factors that effect on consumer behavior toward the soft drinks. The survey was conducted to the study of consumer behavior toward Mojo Cola in Dhaka. Sample was included 100 mall shoppers and they were helpful and active during the survey. The survey was done by a structure questionnaire. Some factors were included that is satisfaction, price and availability relaxation and refreshment on celebration, brand choice, reliability and taste. Consumer behavior also related to the economic factor such as personal income and lifestyle. This study will help marketers and manufacturers to understand the consumer behavioral factors. Which brand is more preferable by the customers of Dhaka city and to understand various customer segments, cultural, social, personal factors and demographic factors. Keywords: Consumer behavior, Culture, Consumer Preference, Soft Drink.