A Multivariate Analysis of the Selection Factors of Carbonated Soft Drinks in Bangladesh

This paper aims at identifying the factors affecting the selection of soft drinks by the university students of Bangladesh. It only includes carbonated soft drinks consumers of Bangladesh. To identify the factors, a questionnaire survey was conducted among 200 soft drinkers. The respondents were selected by simple random procedure. Only the university students who are at the age of 20 to 35 years were surveyed. Multivariate analysis techniques such as factor analysis and multiple regressions analysis were conducted to analyze the data. Factor analysis was used to identify the factors of the soft drinks consumers while multiple regressions were conducted to identify the significant relationship of the factors with the overall attitude of the consumers towards soft drinks. Results show that the factors identified by factor analysis are together significantly related to the overall consumption attitude of the consumers. Removing tiredness, digestive, sweetness and coolness are the significant factors of the university students in selecting carbonated soft drinks in Bangladesh