Comparative Study of Soft Drinks Satisfaction of Male and Female Consumers and Buying Behavior in the Context of Bangladesh

Abstract

This research analyzed factors affecting high school and college students' buying behavior and attitudes toward carbonated soft drinks. Using structured questionnaires, data were gathered from 414 respondents in Bangladesh's Dhaka and Chittagong districts. Approximately 50.5% of participants were male and 49.5% were female. The study examined the socio-demographic characteristics, attitudes, and consumption patterns of students aged 10 to 21. A five-point Likert scale was used for data collection and was analyzed through one-way ANOVA, independent-sample t-tests, percentage analysis, and descriptive statistics. The key factors influencing consumer attitudes towards carbonated soft drinks were flavor, taste, brand, advertising, color, and price. Consumers were less satisfied with the container design and the availability of soft drinks. There were no significant differences in purchasing behavior or attitudes between male and female consumers regarding brand, advertising, pricing, taste, and container design. Significant differences in color, flavor, and availability were found at a 5% significance level. To remain competitive, soft drink manufacturers should prioritize flavor, testing, branding, advertising, and pricing. This study examines consumer attitudes toward soft drinks by analyzing their intrinsic and extrinsic features. This insight allows companies to identify weaknesses and improve their products and services.