Report on Consumer Behaviou on Mojo
Executive Summery
This report attempts to study the consumers’ behavior for a particular cola brand, MOJO. It is brand of Akij Food and Beverage Ltd., a sister concern of prominent group of companies of Bangladesh, Akij Group. In the year 2007 MOJO was the market challenger in Bangladeshi cola market with a sales of about 52 crores BDT. The brand was launched in 14th April, 2005 targeting the youth of Bangladesh who like the Bangladeshi trends. All those years MOJO is doing satisfactory in the market place and competing well with RC Cola. The report survey says, the total consumers’ attitude toward RC Cola is 54.65 & MOJO Cola is 55.78. (Here less signifies positive). People prefer MOJO’s pricing but it has to improve its image in status and quality issues. Unfortunately, MOJO is lagging behind due to inadequate communication of its brand elements like slogan, name’s meaning etc. It has also failed to communicate its own positioning to the target consumers. However, still now MOJO has the chance to recover its own position because about 70% of the target customers (according to the survey result) are potential and have not constructed their belief structure for MOJO. For some particular aspects of consumer behavior such as perception, attitude, self-orientation and life style etc, this report has found out some drawbacks and recommended some affective strategies to recover those issues successfully.
1.0 Introduction
1.1 Origin of the Report While doing the Consumer Behavior course; our course instructor Ms. Kohinoor Biswas assigned us to do a term paper on the consumer behavior and marketing strategy of a product. Through a lottery our instructor gave us the topic “MOJO Cola” on which we have conducted our total term paper.
1.2 Objectives
The main objectives of the term paper is to - 1. Find out the consumers belief, attitude and behavior about MOJO cola 2. Find out the segmentation and
This report attempts to study the consumers’ behavior for a particular cola brand, MOJO. It is brand of Akij Food and Beverage Ltd., a sister concern of prominent group of companies of Bangladesh, Akij Group. In the year 2007 MOJO was the market challenger in Bangladeshi cola market with a sales of about 52 crores BDT. The brand was launched in 14th April, 2005 targeting the youth of Bangladesh who like the Bangladeshi trends. All those years MOJO is doing satisfactory in the market place and competing well with RC Cola. The report survey says, the total consumers’ attitude toward RC Cola is 54.65 & MOJO Cola is 55.78. (Here less signifies positive). People prefer MOJO’s pricing but it has to improve its image in status and quality issues. Unfortunately, MOJO is lagging behind due to inadequate communication of its brand elements like slogan, name’s meaning etc. It has also failed to communicate its own positioning to the target consumers. However, still now MOJO has the chance to recover its own position because about 70% of the target customers (according to the survey result) are potential and have not constructed their belief structure for MOJO. For some particular aspects of consumer behavior such as perception, attitude, self-orientation and life style etc, this report has found out some drawbacks and recommended some affective strategies to recover those issues successfully.
1.0 Introduction
1.1 Origin of the Report While doing the Consumer Behavior course; our course instructor Ms. Kohinoor Biswas assigned us to do a term paper on the consumer behavior and marketing strategy of a product. Through a lottery our instructor gave us the topic “MOJO Cola” on which we have conducted our total term paper.
1.2 Objectives
The main objectives of the term paper is to - 1. Find out the consumers belief, attitude and behavior about MOJO cola 2. Find out the segmentation and