Abstract:
The research study titled "Factors Influencing Consumers' Preference Among Beverage
Products of Pran : A Study on PRAN at Netrokona" aimed to investigate the influence of
various independent variables on consumers' preferences for Pran beverages. The study focused on Price, Product Knowledge, Country of Origin, Packaging, and Brand Positioning as potential determinants, with the findings revealing that Price, Product Knowledge, and Brand Positioning significantly impact consumers' beverage preferences. The research found that Price is a critical determinant of consumer preference for Pran beverages. Consumers in Netrokona show a strong inclination toward competitively priced products. Pran should continue to focus on offering
affordable options while maintaining profitability. Exploring promotional pricing strategies can further enhance its appeal to price-sensitive consumers. Consumer education and awareness about Pran beverage products play a vital role in shaping preferences. Initiatives such as informative marketing materials, tasting events, and online platforms to share detailed product information should be continued and expanded. An informed consumer base is more likely to develop a strong preference for Pran. The study revealed that a well-defined Brand Positioning emphasizing quality and sustainability positively influences consumer preferences. Pran should
continue to strengthen its brand image by consistently delivering high-quality products and
aligning its brand message with consumer values. Collaborations with industry experts and
influencers can further enhance brand credibility. While Country of Origin, Packaging, and
Advertisement did not emerge as significant determinants in this study, it is essential to
acknowledge that consumer preferences can vary over time and across regions. Continuous monitoring and flexibility in marketing strategies are crucial to adapt to changing consumer trends. In conclusion, the findings of this research provide valuable insights into the factors
influencing consumer preferences for Pran beverages in the Netrokona region. By strategically focusing on Price, Product Knowledge, and Brand Positioning, Pran can enhance its market presence and consumer loyalty. This research serves as a foundation for Pran to make informed marketing decisions and better cater to the preferences and needs of its target audience in the dynamic beverage market.
