Consumers profile analysis towards chicken, beef, mutton, fish and egg consumption in Bangladesh

Purpose The purpose of this paper is to conduct consumer profile analysis for chicken, beef, mutton, fish and egg to better adapt the marketing mix for each type of food in Bangladesh. Design/methodology/approach This paper investigates the mean consumption frequency of chicken, beef, mutton, fish and egg, following 658 questionnaire survey results. The sociodemographic variables used in this study were: sex, age, gender, educational level, social class, number of family members in the home, the presence of minors less than 18 years in the home and geographical area. Frequency distribution, factor and cluster analysis were performed to understand the food consumption frequency and food-related lifestyle segment, respectively. The statistical significance for differences among the mean values of different foods was…