Strategic marketing and consumer perception of dried fruit brands: The role of entrepreneurs in promoting dried fruit consumption in Bangladesh
1 Department of Business Administration, The People's University of Bangladesh.
2 North South University, Bangladesh.
3 Department of Tourism and Hospitality Management, The People's University of Bangladesh.
Research Article
GSC Advanced Research and Reviews, 2024, 21(02), 248–257.
Article DOI: 10.30574/gscarr.2024.21.2.0357
Publication history:
Received on 31 January 2024; revised on 08 November 2024; accepted on 11 November 2024
Abstract:
This research focuses on developing a comprehensive marketing strategy for a new dry fruit brand in Bangladesh. Dry fruits are gaining popularity globally due to their nutritional benefits and ease of storage, but the culture around their consumption remains limited in Bangladesh. This paper investigates consumer perceptions and preferences regarding dried fruits, identifying key market opportunities and challenges. Through a blend of primary data collected from consumers and secondary data from various publications, the research analyzes market trends and proposes strategic approaches to building brand awareness, fostering consumer loyalty, and increasing market share. The study also explores how new business can address consumer confusion related to sugar-infused dried fruits and position itself as a leader in the health-conscious snack segment.
Keywords:
Dry fruit marketing strategy; Consumer preference; Sugar-infused dried fruits; Dry fruits for weight management; Consumption trends; Market analysis
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Copyright information:
Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0
