Assessment of marketing mix associated with consumer's purchase intention of dairy products in Bangladesh: Application of an extended theory of planned behavior.

ABSTRACT: Despite persistent challenges, Bangladesh's dairy sector has been noticeable for a few decades. Although agriculture is the major contributor to GDP, dairy farming may play a crucial role in the economy by creating jobs, ensuring food security, and boosting the protein content of people's diets. This research aims to identify the direct and indirect factors influencing dairy product purchase intention amongst Bangladeshi consumers. Data were collected online using Google forms, and the convenience sampling technique was used to reach the consumers. The total sample size was 310. The collected data were analyzed using descriptive and multivariate techniques. Structural Equation Modeling results reveal that marketing mix and attitude are statistically significant with the intention to purcha

SUBMITTER: Farid MS 

PROVIDER: S-EPMC10250725 | biostudies-literature | 2023 Jun

REPOSITORIES: biostudies-literature