IMPACT OF MARKETING STRATEGIES ON SACHET PRODUCTS IN BANGLADESH

Hossain Shahid Shohrowardhy () and H.M. Kamrul Hassan ()
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Hossain Shahid Shohrowardhy: University of Chittagong, Bangladesh
H.M. Kamrul Hassan: University of Chittagong, Bangladesh

The USV Annals of Economics and Public Administration, 2015, vol. 15, issue 1(21), 214-222

Abstract: A product is anything that can be accessible to the market for satisfaction. The basic objective of marketing is maximum satisfaction since satisfaction of consumer and business performance is positively related to each other. For satisfaction, product is diversified in different categories i.e. generic product, product type product, substitute product and product line etc. Sachet product is one of the expansions of product line. The term ‘Sachet’ is originated from the French word which means “mini”. In Bangladesh, sachet product has a strong market share. Thus, this study attempts to determine the exiting share of sachet product and measure the impact of marketing strategies on sachet product in Bangladesh. This study uses the selective 22 dimensions to favor the sachet product on the basis of 4Ps (Product, Price, Place and Promotion). To accomplish the study, 125 samples have been taken from selective markets in Cosmopolitan city, Chittagong. The study found that sachet product has strong market position comparative with other categories of products, where promotional effect is the dominant factor who played the vital role to sustain the sachet product in Bangladesh. The results of this study will be constructive for executives and policy-makers of business organization who works with fast moving consumer good (FMCG) items effectively in Bangladesh.

Date: 2015
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