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

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

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...

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Bibliographic Details
Main Authors: Md. Shaikh Farid, Alessio Cavicchi, Md. Mostafizur Rahman, Swarup Barua, Dilshad Zahan Ethen, Fardous Ara Happy, Md. Rasheduzzaman, Dabasis Sharma, Mohammad Jahangir Alam
Format: Article
Language:English
Published: Elsevier 2023-06-01
Series:Heliyon
Subjects:
Marketing mix
Purchase intention
Dairy products
Bangladeshi consumers
TPB
SEM
Online Access:http://www.sciencedirect.com/science/article/pii/S2405844023038641

Internet

http://www.sciencedirect.com/science/article/pii/S2405844023038641

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