Consumer Perception and Behavioral Insights in the Beverage Sector: An Empirical Study of Transcom Beverages Ltd. (TBL)

Abstract

This internship report explores consumer perception and behavioral insights in the beverage industry of Bangladesh, with a particular focus on Transcom Beverage Ltd. (TBL), the authorized bottler and distributor of PepsiCo products including Pepsi, 7Up, Mirinda, Slice, and Mountain Dew. During my internship at TBL, I was involved in various sales and marketing activities that allowed me to observe customer interactions, brand positioning strategies, and promotional campaigns. This hands-on experience provided valuable insights into how TBL engages with its target audience and adapts its marketing mix to meet changing consumer preferences. To conduct the research, a quantitative approach was used by distributing structured questionnaires to 204 respondents across Dhaka and Chattogram. The collected data were analyzed using descriptive statistics and correlation techniques to identify significant patterns and relationships between consumer preferences and their purchase decisions. Findings reveal that factors like taste, price, and brand loyalty are among the most influential in shaping consumer behavior. Additionally, packaging design and promotional offers also play an important role in attracting and retaining customers. Health-conscious consumers are increasingly seeking low-sugar or healthier alternatives, signaling a shift in preferences that beverage companies need to adapt to. The study concludes with practical recommendations for TBL to strengthen its market position by enhancing product innovation, improving customer engagement, and aligning promotional strategies with evolving consumer needs. These insights can help TBL improve customer satisfaction and ensure long-term brand loyalty in the highly competitive beverage industry of Bangladesh.