Social Business in Bangladesh: A Study on Grameen Danone Shokti+ Yogurt

Abstract

Social business is becoming popular worldwide as a sustainable and innovative solution to tackling pressing social problems. The Grameen Danone Food Ltd. (GDFL) Shokti+ yogurt business was chosen as a social business case study. The study described GDFL Shokti+ yogurt production, pricing, and distribution process, elucidated consumers’ perception of the Shokti+ yogurt, identified the major problems faced by the consumers, and proposed probable solutions to popularize the yogurt among the consumers. The study’s objectives were achieved using descriptive statistics based on a quantitative survey of 60 consumers. The study found that Shokti+ yogurt is distributed primarily through four channels: modern model, urban trade, rural trade, and direct trade. The study revealed that non-poor households consume more Shokti+ yogurt than poor households. The findings showed that about 78% and 95% of respondents were satisfied with the yogurt quality and availability, respectively. About 17% of respondents perceived that Shokti+ yogurt is superior to regular yogurt. However, about 58% of respondents claimed that the price is higher than the amount and quality offered. Excessive liquidity, increased price, and lack of trust in the nutritional quality of yogurt were some major problems identified by the consumers. The study proposed certain recommendations such as maintaining the consistency of the yogurt, increasing the amount of yogurt sold, making the yogurt more affordable for poor consumers, and raising awareness about its nutritional benefits for popularizing Shokti+ yogurt in Bangladesh.