Abstract

This study investigates the brand positioning strategy and examines the factors influencing consumer perception and product preference in the fast-moving consumer goods (FMCG) market of Bangladesh. Using an exploratory research design, primary data were collected through a structured questionnaire survey of 30 respondents representing different demographic groups. The findings reveal that Akij Food & Beverage Ltd. (AFBL) enjoys strong brand awareness and positive quality perception among consumers. Taste, advertising, and packaging design emerged as the most influential factors shaping purchase decisions, while brands such as Mojo and Speed demonstrate higher consumption levels, particularly among young consumers. The results indicate that effective promotional communication, distinctive packaging, and consistent product quality play a crucial role in strengthening brand positioning and competitive advantage. This study contributes to the understanding of how local FMCG firms utilize branding strategies to enhance market presence and consumer engagement. The findings also offer practical insights for marketers to refine brand communication and product differentiation strategies in increasingly competitive consumer markets.