Strategic marketing and consumer perception of dried fruit brands: The role of entrepreneurs in promoting dried fruit consumption in Bangladesh
Year: 2024
Type: article
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.
Authors: Tazina Shams, Tahrima Arafat, Aminul Asraf
Institutions: North South University, People's University of Bangladesh
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Zero hunger
Open Access status: hybrid
OpenAlex ID: W4404417975