CONSUMER PERCEPTION ON PROCESSED FOOD: A STUDY FROM GAIBANDHA DISTRICT

Abstract

With the quick shift in people's lifestyles, consumer food consumption pattern in Bangladesh has experienced a remarkable transition in the last millennium. This paper's main goals are to find out customer perceptions of branded and non-branded processed food and assess the factors affecting their buying decision. A total of 100 consumers were interviewed through a structured questionnaire in Gaibandha district in 2021. The result shows that freshness, quality, and packaging items are the most important factors to customers and time saving is the unquestionable reasons to choose processed foods. Young generation’s (21-40) purchasing frequency of packaged branded processed food is higher than other age group. Advertisement influences the customer more while purchasing. Consumer perception and satisfaction have positive influence on buying decision of consumer. More study might be done on a different section of customers, such as healthconscious

consumers, or package design could be included. It provides empirical information concerning the nature and patterns of customer consumption. Customers' satisfaction levels are measured based on a variety of elements, with the aftereffects, people recommendation to other customers, that also boosting sales.