Influence of Reference Groups on Purchase Decisions of Carbonated Soft Drinks: A Study on Akij Food & Beverage Ltd.
Author(s)
Barota Chakraborty, Farhana Shereen, S. Mohammadur RahmanAbstract:
Currently, the beverage industry in our country is in a flourishing state and experiencing a successive growth. Many local companies and foreign franchises have developed an extreme competitive environment in the beverage industry. As, this study is intended to focus on identifying the influence of reference group on purchase decisions of carbonated soft drinks, the AKIJ Food & Beverage Ltd (AFBL) has been selected and 140 consumers personnel have been selected applying the non-probability convenience sampling technique. Dhaka Metropolitan City has been taken for analysis. Through the use of in-depth interviews, the authors have identified the influence of reference group on purchase decisions of carbonated soft drinks, the AKIJ Food & Beverage Ltd (AFBL). Finally, the implications of these findings are discussed and some recommendations have been made for the chosen entity.
Key Words: Reference Groups, Carbonated Soft Drinks, Purchase Decision Making
JEL Classification Code: M31