Behavior of Working Women on Convenience Food Buying: A Study from Bangladesh Perspectives

Abstract

<p><em>It is by now well recognized that women in the labor force have been at the forefront of Bangladesh&rsquo;s recent successful economic growth. </em><em>In developing economies, women play an important role by contributing to household income, adding to the supply of labor for economic activities and above all by empowering women. The aim of the study is to find out the effects of occupation of women on their convenience food buying behavior. It is because food preparation has become the prime task of women in the traditional society in spite of having a prestigious career. It is a Bengali tradition that women prepare food for the family, friends and relatives as a symbol of their love and affection. The study has been conducted through systematic literature review and thereby a questionnaire based survey including 50 respondents serving at different educational institutions, banks and insurance, hospitals, different govt. offices as well as other sectors like group of companies and </em><em>MNCs&rsquo;</em><em> (Multinational Corporations). A statistical analysis has also been conducted using convenience sampling technique. The paper has found that independent working women possess a great knowledge about brand, quality and price of a product and exert a careful and sincere time during purchase. They prefer to purchase time saving and convenience food products due to their working schedules, types of organization they served, busy lifestyle, social status, time constraints, role overload etc. On the basis of the findings it can be recommended that this segment of working women are the most attractive consumer segment for the marketers of super-shop, convenience food marketers as well as for the marketers of time saving durable goods.</em></p>

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