THE PROSPECT OF

SUGARCANE JUICE IN
THE BANGLADESHI
MARKET

PRESENTED BY
ANZUM ANAWAR
ID 2025171099
SEC A
MARKETING 05
Background
Roadside sugarcane juice stands in Bangladesh
offer a cultural and sensory experience.
Sugarcane juice is traditionally extracted using
manual crushers, with no additives.
The beverage is a common and healthy choice
in Bangladesh, providing instant energy and
nutrients.
Roadside sugarcane juice vendors play a vital
economic role, offering job opportunities.
Sugarcane juice represents a sense of
community and bonding, but hygiene concerns
at stalls exist.
Research Objective
The main objective is to analyze the profitability of sugarcane branding in the
Bangladeshi market in juice bottles in various stores.

Expected Outcome: By examining

factors such as consumer preferences,
market trends, cost implications, and
environmental impact, this study
provides insights into the viability and
potential growth of this initiative.
Research Question
1. Do you like sugarcane juice on the roadside?
2. Have you ever drunk from there?
3. How much would you rate on a scale of 10?
4. Do find the juice hygienic from where it is served?
5. What are the pros of roadside juice?
6. What are the cons of roadside juice?
7. Will you buy it when the juice is served in a bottle which is more
hygienic?
8. Will you buy it if the juice is made from pure sugarcane cultivated in BD?
9. How much are you willing to pay for the bottle of 250 ml of sugarcane
juice?
10. Is BDT 20 a fair price for a 250 ml bottle?
Literature Review
1. Sugarcane juice is recognized as a nutritious beverage, rich in vitamins, carbohydrates, and
amino acids, with potential health benefits supported by phytochemicals, making it a promising
subject for therapeutic research.
2. Sustainable sugarcane farming in Bangladesh faces challenges such as high production costs
and decreased yields due to labor-intensive practices, climate change, and detrimental factors
like excessive tillage and mono-cropping.
3. The adoption of conservation agriculture principles, including minimum tillage, residue
mulching, and intercropping, is recommended to enhance sugarcane farming sustainability
and mitigate negative environmental impacts.
4. Bangladesh's sugarcane production has decreased due to competition with other crops, but
efforts in breeding and varietal improvement have led to increased sugar recovery and
production.
5. Modern sugarcane juice extraction methods have evolved from manual and animal-powered
processes to machine-based extraction, but issues such as user-friendliness and hygiene in
roadside vendor operations need attention to prevent injuries and contamination.
Theoretical & Conceptual Framework

Innovation Diffusion Theory

Consumer Behaviour Theory
First-mover advantage theory
Sustainability theory
Market analysis framework
Independent Variables

Consumer preferences
Cost implication
Environmental impact

Dependent variable

Profitability
consumer behavior
Market Competition
Data Collection Method

Online Questionnaire
Email Survey
Phone survey
Observation
In-person interview
Focus Group Discussion

Sample Size 300

Random sampling from people age from 15 to 40

Data Analysis Method

Quantitative Data Analysis: Qualitative Data Analysis:

Descriptive Statistics Thematic Analysis

Correlation Analysis Content Analysis
Segmentation Analysis

Mixed-Methods Integration:

Triangulation
Emergent Themes
Conclusion

If the findings from the

research are satisfactory then
the company can start
production in small to
medium-scale