Factors influencing brand preferences for instant foods: A comparative study between Sweden and Bangladesh

Abstract: Aim: This study aims to investigate the factors that influence consumers' brand preferences for instant foods focusing on the graduate-level students of Sweden and Bangladesh. Methodology: The research applied a qualitative approach. Semi-structured online interviews were conducted with ten graduate-level students from Sweden and Bangladesh. The collected primary data were transcribed and analyzed using thematic analysis by comparing with the literature reviewed within distinct themes. Findings and Conclusion: The main findings of the study are (1) culture, and religious values have a significant influence on Bangladeshi consumers compared to consumers in Sweden; (2) Quality plays a predominant role in determining instant food brands in both countries as it can have a direct effect on the health; (3) Eye-catchy packaging creates fascination among consumers' about a brand in both countries; (4) Price is considered as a critical factor due to limited purchasing power of Bangladeshi consumers'; whereas in Sweden, consumers' are ready to compromise with the price if they could get a superior quality. Theoretical implications: This study has developed a theoretical model that shows the effect of culture, marketing communication, brand elements, price of the brand, brand image and brand availability on consumers' brand preferences in Bangladesh and Sweden. The findings divulge the quality and packaging of a brand could play a tremendously important role in consumers' brand preferences apart from other factors. Managerial implications: The study could help managers to be accustomed to cultural values through standardization and adaptation. The research could add insights for the managers while setting the price of a brand as it has considered as a critical factor. Appropriate quality assurance is sufficiently necessary, which was reflected by the current study and will help managers while determining quality. Limitations: Only two countries were included in the study, which is considered as a limitation and challenging to apply in other countries due to cultural differences. The focused group was graduate-level students who are also a shortcoming, and it could therefore not be generalized to have implications for consumers of other age group and occupation. Suggestions for future research: A quantitative study with a more significant number of respondents in more than two countries is suggested for future research. Future research can also be carried out by consumers buying preference on other food items. Keywords: Brand preference, Instant foods, Cultural influence, Sweden, Bangladesh.