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 diets. This research aims to identify the direct and indirect factors influencing dairy product purchase intention amongst Bangladeshi consumers. Data were collected online using Google forms, and the convenience sampling technique was used to reach the consumers. The total sample size was 310. The collected data were analyzed using descriptive and multivariate techniques. Structural Equation Modeling results reveal that marketing mix and attitude are statistically significant with the intention to purchase dairy products. Also, the marketing mix influences the consumers' attitudes, subjective norms, and perceived behavioral control. However, there is no significant association between perceived behavioral control and subjective norm on intention to purchase. The findings suggest developing better products, ensuring reasonable pricing, performing promotional strategies, and proper placement to attract and increase consumers' intention to purchase dairy products.
Keywords: Bangladeshi consumers; Dairy products; Marketing mix; Purchase intention; SEM; TPB.
© 2023 The Authors.