Universal Journal of Management 6(8): 273-279, 2018 http://www.hrpub.org DOI: 10.13189/ujm.2018.060802 Factors Affecting Customers’ Brand Choice Behavior of Semi Processed Frozen Food Products: A Study in Khulna City, Bangladesh S. M. Monirul Islam 1,* , Abul Kalam 2 , Afia Fahmida 3 1 Department of Business Administration, Northern University of Business and Technology Khulna, Bangladesh 2 Marketing, Department of Business Administration, HDSTU, Bangladesh 3 Department of Business Administration, Bangladesh Army University of Engineering & Technology, Bangladesh Copyright©2018 by authors, all rights reserved. Authors agree that this article remains permanently open access under the terms of the Creative Commons Attribution License 4.0 International License Abstract This paper investigates the determinants of consumers’ choice of semi processed frozen snacks food products (especially snacks category) and develops an empirical understanding of the factors affecting customers’ choice behavior. We have chosen this study to look specifically at processed frozen snacks and breakfast products as they represent a rapidly increasing segment of the restaurant snacks and breakfast replacement category. In this research descriptive statistics and factor analysis have been conducted to identify the factors that actually affect Consumers’ decision in selecting semi processed frozen food products of different brands. Responsiveness has been got regarding the factors like brand image, quality, how much hygiene, price, processing time etc. Eight salient features of the product were selected after a pretesting consumer survey and initial discussion with the channel members. After analyze the total variance it is found that three principal components are liable for more than 60% of total variance, each of which initial Eigen value is also more than 01 (required). After varimax rotated component matrix analysis it is found that 5 variables i.e. product quality, price, taste, availability and competitive superiority, are strongly correlated with the three principal components. Keywords Consumer Choice, Frozen Foods, Factor Analysis 1. Introduction Once a time, people made everything as possible by themselves for fulfilling their own needs. Later the civilization has been growing up and work specialization got preference, which refers that an individual or a group of people will produce a certain goods or service as their expertise and remaining everything they will purchase from other people who have expertise on those. This concept made the industries more productive, economic and professional. Food is the basic human need (Maslow, A. [1] 1943), because of the physiological category of needs the potentiality of food industry will remain until the human being exists in the planet. Due to the lack of time to prepare own food and consumers’ focus on professional production; processed/semi processed and ready food industry becomes multibillion dollar industry in developed countries, even in the developing and under developed countries like Bangladesh the demand of this industry is growing fast. In urban life the time constraint is increasing day by day, people are busy with their professional works and business, time for household is reducing. Even the females don’t have much time for managing the household as they are now actively participating in higher education, professional service, business and other jobs, especially in urban areas. In this demographic and social atmosphere urban people are interested in to the time saving value of different products. In respect of this awareness, semi processed frozen food products have already become very essential needs of the urban people in Bangladesh. At present, more than 50 different types of products covering a wide range of categories like semi processed fish finger, shrimps finger, beef/chicken burger, processed chicken, semi processed vegetable/chicken rolls, Samosa, Singara, French fries, porata, rooti, sandwich and other breakfast and snacks item. Khulna is one of the district and divisional cities of Bangladesh; in respect of area, it ranks 1 st among the 10 districts in Khulna division and 4 th among the 64 districts of the country. According to the population census 2011, total number of households of Khulna district was 547000 which was 1.70% of total households of the country. The total number of population of the district was 2313000 which was 1.60% of total population of the country. (BBS: