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Consumers attitude towards the superstore shop in Bangladesh

ASA UNIVERSITY BANGLADESH

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ASA UNIVERSITY BANGLADESH

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1.1: Origin of the Report

The BBA program conducted by ASA University has been introduced to provide a number of fresh graduates in business sector; this sector has been designed to facilitate the students and the executive to provide to basic theoretical knowledge and practical in the job activities in the context of Bangladesh.

1.2: Background of the Study

Supermarket diffusion in developing countries has occurred in three waves, so far, starting in the 1990s with much of South America, East Asia (outside China) and South Africa. This was followed by a second wave in the mid-to-late 1990s, including Mexico, Central America and much of Southeast Asia. In the late 1990s and early 2000s, a third wave hit China, India and Vietnam. According to Thomas Reardon, a professor at the Department of Agricultural, Food and Resource Economics at Michigan State University, Bangladesh is part of a fourth wave that just barely has emerged in the last few years. Other countries at a similar stage are Cambodia, Bolivia and certain countries in West Africa. The American researcher feels it is likely that the diffusion of supermarkets will be quite slow for the fourth wave, compared to the first three waves. The reason is that the key socioeconomic changes necessary for a change in the retail environment are happening in Bangladesh at a pace much slower than, for example, in India. These changes acting as a driving force behind supermarket diffusion include increasing urbanization, increasing number of women working outside their home (which leaves them with less time for shopping of essentials),

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and increasing incomes per capita. Not so quickly though in the developing countries like Bangladesh, it was only in 2001 that the first supermarket got started in the capital city Dhaka by the name and style of Agora. Other smaller ones sprang up on the success of the trend setters, out of which Agora, Meena Bazar, CENTEL, Fresh N Near, PQS five, Prince Bazar, Nandan and Swapno are worth mentionable.

1.3: Objectives of the Study

This study aims to portrait present condition and opportunities of supermarket culture and also the customers opinions toward different services provided by existing supermarkets.

But the specific objectives of this study are To constitute Customer profile by demographic data, such as name, ages, income and occupation. To identify factors that lead consumers to shop at specific superstore and the impact of location for the same. To uncover the relative importance attached to each of the factors selected as the choice criteria utilized in selecting a department store. To discover Attitude of customers toward specific superstore toward product quality, product assortment, customer services, services of the store personnel, and the like. To find out the mostly shopping items particularly from the superstore.

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To trace out the degree of customer satisfaction, store loyalty and the recommendation to others. To calculate rating of the stores by their customer. Furthermore, the study will help the sponsors to determine consumer perceptions and preferences for the superstore, and areas of weakness identified in terms of specific factors influencing choice criteria.

1.4: Scope

The scope of the study is to identify the evaluation of consumers towards the various super stores. This project helps us to have a clear view about how a consumer perceives a product. This will help us to evaluate the consumers attitude and learn to design the Marketing Strategy.

1.5: Rationale

The idea of all essential commodities under one roof is the driving force behind the success of supermarket business in Bangladesh, which saw around Tk.200 corer investments in the last five years. Superstores are set-to boom in the country as the current market players are planning to open several hundred more outlets in the next few years to cope with the rising demand from the consumers. The annual turnover of the superstores now stands at around tk 15.0 billion (1500 core), according to Bangladesh Supermarket Owners

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Association (BSOA).Hassle-free shopping environment, hygienic commodities, fresh vegetables, meat and fish at the supermarkets are wooing the customers besides, every commodity is available in this supermarket, and the supermarkets offer good services to working people, who really find little time for shopping in the daytime. The rise in supermarkets, according to analysts, will diversify consumer choices and boost consumer spending needed for economic growth, while the wet markets will also witness an improvement in quality and services on increased penetration of supermarkets. But a decade ago, the trade was in the hands of thousands of small retailers in the wet markets and grocery shops in cities and remained out of the focus of business conglomerates.

1.6: Limitations

We have tried our level best to work on Expectancy Value model and tried to find out vast outcomes on our concerned topic. To complete this work we have tried to go through in details about the Expectancy Value Model. Our honorable teacher has given us the guidelines for completing the project. Though our teacher helped us to solve the project, but still we couldnt ignore some drawback and limitations.

Those limitations are as follows: The time for completing the project was not sufficient Not all the sampling unit had clear view about the superstore

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In spite of these, we tried our best to overcome other limitation and to give the best of us. We are thankful to our faculty and fellow mates who also helped us to finish this project

1.7: Report Preview

Superstores are set to boom in the country as the current market players are planning to open several hundred more outlets in the next few years to cope with the rising demand from the consumers. With a strong 15-20 per cent annual sales growth, about 30 companies with more than 200 outlets have already made foray into the industry. The annual turnover of the superstores now stands at around Tk 15.0 billion (1500 crore), according to Bangladesh Supermarket Owners Association (BSOA). Hassle-free shopping environment, hygienic commodities, fresh vegetables, meat and fish at the supermarkets are earning appreciation of the customers. The supermarket biggies have attempted the massive expansion drive to attract the shoppers, who still depend on unplanned wet markets to buy their daily essentials. They say that a rise in organized retailing would offer the consumers hygienic foods at competitive prices, compared to those offered by retailers in the kitchen markets, where commodities are sold mostly in unhygienic condition. But a decade ago, the retail-level trade was in the hands of thousands of small traders in the wet markets and the grocery shops in cities and remained out of the focus of the big business houses. In the past decade, many small and big supermarkets made debut, successfully attracting middle and upper middle class consumers, a section of whom are gradually

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turning to chain stores from the wet or kitchen markets, one of the superstore operators say. So far, the pace of expansion of the existing key-players in the supermarket business has been rather slow. Agora, Meena Bazar, Nandan and PQS have no more than a handful of stores. Many plan to expand their business, but quite a few difficulties arise when launching a superstore-chain in Bangladesh. From the all existing, Dhaka-based Agora now runs four outlets, Meena Bazar nine including seven in Dhaka, PQS five, Prince Bazar two, Nandan five and Swapno 70 including 30 outside the capital. Bangladesh Rifles (BDR) also runs 11 stores in the capital.

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2.1: Overview of the superstore

The idea of all essential commodities under one roof is the driving force behind the success of supermarket business in Bangladesh, which saw around Tk.200 corer investments in the last five years. Superstores are set-to boom in the country as the current market players are planning to open several hundred more outlets in the next few years to cope with the rising demand from the consumers. The annual turnover of the superstores now stands at around Tk 15.0 billion (1500 core), according to Bangladesh Supermarket Owners Association (BSOA).Hassle-free shopping environment, hygienic commodities, fresh vegetables, meat and fish at the supermarkets are wooing the customers besides, every commodity is available in this supermarket, and the supermarkets offer good services to working people, who really find little time for shopping in the daytime. The rise in supermarkets, according to analysts, will diversify consumer choices and boost consumer spending needed for economic growth, while the wet markets will also witness an improvement in quality and services on increased penetration of supermarkets. But a decade ago, the trade was in the hands of thousands of small retailers in the wet markets and grocery shops in cities and remained out of the focus of business conglomerates.

In the last eight years, many small and big supermarkets made debut in the trade to attract middle and upper middle class consumers, a section of who are shifting to the chain stores from the wet or kitchen markets. A rise in the organized retailing would offer consumers hygienic foods at competitive prices compared to those of unorganized retailers in the kitchen markets where commodities are sold mostly in unhygienic manner. We have

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chosen four main superstores from the whole supermarket industry. We select those who offer all kind of necessary products including staple products, food products. Our project will cover various aspects of Agora, Meena Bazar, Nandan, shapno and PQS. Dhaka-based Agora with its four outlets, Meena Bazaar with eight branches, PQS with five stores and Nandan with three outlets are the major players in the market.

2.1.1: Overview of the superstore (Meena Bazaar)

Meena Bazaar is one of the best superstore of Bangladesh at the moment. Owned by famous industrialist Kazi Shahed Ahmed, Meena Bazaar commits to provide customer satisfaction in a way better than competitors do. They have high opportunity of growth. Meena

Bazaar has captured a place in the consumers mind because of some of its distinctive features. It has some special strategies from the beginning, such as; it has own distinctive products (honey, tea etc.), which make the consumer come again and again. They collect some grocery & vegetables items from ruler farmer. For this reason customer get fresh & hygiene product.

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Meena Bazaarhas a separate departmental store only for the women where they can shop comfortably and without any hesitation. They sell not only goods, but also provide satisfaction. They do this being unique offering a children zone. This is the facility that no other supermarket provides the facility to the housewives to do their shopping being free from the tension of their children. Their current branch is in Dhanmondi of 15,000 Square feet. But, they are committed to start new branches in Malibag, Mirpur, Khulna and Chittagong. The reason behind this is that Meena Bazaar has a good capital support. Since they started in November 2002 they did not look behind. They have total employee of 157and provide more job opportunities on coming years. Though they face some problems, they are committed to overcome these by using better technology, well trained employees, providing better customer service, environment friendly products and social service.

Value Statement Every day low price Get the Best products ............ always Come and satisfy lenient need We value you

Location: Dhanmondi, Asadavenue, Banani, kuril, Mirpur, Mogbazar, shamoly ring road, Uttara11. Total Space: 15,000 Square feet. Launch: - Nov2002 Total employee: 157

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Average Footfall:

Weekday -------------------900--------------------1100 Weekend-------------------1300-------------------1500 Pre-Holiday---------------1300--------------------1800

2.1.2: Overview of the superstore (Agora)

Agora, the first ever chain superstore in Bangladesh was set up by Rahimafrooz.

Rahimafrooz is one of the respected and reputed business houses in Bangladesh. It has just crossed 50 ye ars of operation. Rahimafrooz has endured turbulences of the last 50 years and has been able to transform itself from a small trading company into a leading diversified business house. Agora emerges as leading chain superstore in Bangladesh, mainly covering Dhaka Metropolitan City area; carries more than 25,000 varieties of product. Agora serves customers from 10 am to 10 pm seven days a week throughout the year. This is, indeed, a milestone, which Agora has achieved with trust, support and dedication of all stakeholders, past and present, most importantly, its customers. The project's strategic aim is to source in bulk quantities from the producers or manufacturers of products,

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thereby reducing distribution layers. Traditionally, such practice brings about organization within the industry, and essential commodities, edibles and groceries; account for the significant portion of the food industry which in turn is the largest contributor to the broad retailing industry, establishment of the chain of supermarket would have a significant impact on the entire retailing industry in Bangladesh. Today, Agora has emerged as a respected national company by upholding high ideals and values, solemn integrity & honesty, excellence, service and innovation in all spheres of the companys activities building on the already established foundation. Agoras aim is to consistently provide REMARKABLY SATISFYING ANDVALUABLE shopping experience through a business that improves the QUALITY of LIFE for customers and team members. Value Statement Offering a clean, healthy and a friendly environment to customers for shopping. To give customers confidence and establish an environment of trust. Offer better range of quality products. Establish rational prices. Encourage products standard and quality products, or better prices. Improve product packaging and presentation. Contribute improving living standards. Mission statement: Quality for Life Location: Dhanmondi, Gulshan, Moghbazaar and Sobhanbagh Total Space: 8000 Square feet, Floor Space:- 7000 Sqft.

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Total employee: 150 Average Footfall: Weekday ------------------- 900--------------------1100 Weekend-------------------1500------------------- 1700 Pre-Holiday--------------- 1500--------------------2000

2.1.3: Overview of the superstore (Nandan Megashop)

Nandan Mega Shop is the newest example of Nandan Group's commitment to provide customers with the most convenient and enjoyable shopping experience ever in Dhaka. They mainly offered highquality deshi & imported food, fresh produced, fish, meat, poultry and household items. They offer a wide selection of delicious food and home supplies in our over 10,000-square foot store. As an International standard supermarket, they always care about their customers. To provide a needed & much demanded convenient shopping solution, Nandan Group has launched this largest purpose built supermarket in the country located in Gulshan, Dhaka. Nandan Mega Shop was established by a group of expatriate Bangladeshi entrepreneurs living in the UK and USA. Second Dhaka branch of Nandan Mega Shop open in Dhanmondi area of

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the city end of 2005.Nandan Mega Shop offers customers a wide range & variety of products to choose from. There are over 25,000 products/items on display in a shopping area covering over 10,000 sq ft of floor space. Shoppers can come to numbs browse around in shop at ease and comfort without all the hassles and troubles faced at a traditional bazaar. One of the biggest problems consumers face at any shopping mall or store in Dhaka is the lack of parking space. Nandan Mega Shop has a dedicated underground parking lot which can accommodate up to 45 vehicles. Value Statement: Transparency & integrity in all our dealings. Excellence in everything we do. Total commitment to customer satisfaction. Thinking ahead and taking new initiatives. Location: NW (J) 4 Kemal Ataturk Avenue Gulshan North AvenueGulshan-2, Dhaka-1212 Total Space: 11,500 Square feet. Launch: - 28 Nov2002, FloorSpace:- 10,450 Sqft. Total employee: 140 Average Footfall: Weekday -------------------900--------------------1100 Weekend-------------------1300-------------------1500 Pre-Holiday---------------1300--------------------1800

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Major Sponsorship Partners: ATN Bangla, Singer, Banglalink, Philips, ProthomAlo(Daily), BhorerKagoj(Daily),New age(Daily), Unilever, Coca-cola, Pepsi, Virgin, Re-Partex Beverage, ACI, NewZealand Milk & Dairy Benson, Hedges & Square toiletries.

2.1.4: Overview of the superstore (Shopno)

Shopno is a new dimensional superstore in Bangladesh. Although there are some

established superstore here but shopno is formed differently to this country with new ideas. Others superstore is situated in the famous areas in the city and there product price is very high, so that general people cannot buy their daily products from there. But Shopno is growing rapidly and establishing their super shop every area of the city even the whole country. In every area they are establishing there showroom because they want to reach all of the people in the country. There product price is similar to the open market and they provide fresh toothier customers. As a new superstore shopno is facing some problem although they are trying to overcome it. Total employee: 250

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Average Footfall:

Weekday -------------------900--------------------1100 Weekend-------------------1300-------------------1500 Pre-Holiday---------------1300--------------------1800 Location: Green Road, Panthapath, Kalabagan, Banani, Gulshan-2, Malibagh, Mogbazar, Sky View, Central Basabo, Bijoy Nagar, Sepahibag, Jatrabari, Jatrabari-2, North Banasree, South Banasree, West Kafrul and Mirpur-6.

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2.2: Overview of the Theoretic Study

Attitude: A learned predisposition to respond to an object or a class of objects in a consistently favorable or unfavorable way Attitudes are relatively enduring Attitudes are situation-related A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object A positive attitude is generally a necessary, but not sufficient, condition for purchase 2.2.1: Functions of Attitudes

The Utilitarian Function o How well it performs The Ego-defensive Function o To protect ones self-concept The Value-expressive Function o To convey ones values and lifestyles The Knowledge Function o A way to gain knowledge

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2.2.2: How are attitudes learned?

Classical conditioning - through past associations Operant conditioning - through trial and reinforcement Cognitive learning through information processing o Cognitive dissonance theory o Attribution theory

2.2.3: Model of Attitude

Structural Models of Attitudes o Tri-component Attitude Model o Multi-attribute Attitude Model o Both assume a rational model of human behavior Other models of attitude formation o Cognitive dissonance model o Attribution theory

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2.2.3.1.1: Structural Model of Attitude (The Tri-component Model)

Cognitive Component o knowledge and perceptions acquired o Through direct experience and information from various sources. Affective component o Emotions and feelings about the object Cognitive or Behavioral Component o Action tendencies toward the object 2.2.3.1.2: Structural Model of Attitude (Multi-attribute Attitude Model)

Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. Examples o Attitude-toward-object Model o Attitude-toward-behaviour Model o Theory-of-Reasoned-Action Model

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2.2.3.2.1: Other models of attitude formation (Cognitive dissonance model)

Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object. Post-purchase Dissonance o Cognitive dissonance that occurs after a consumer has made a purchase commitment 2.2.3.2.2: Other models of attitude formation (Attribution theory)

Examines how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other peoples behaviour. Examples o Self-perception Theory o Attribution toward others 2.2.4: Attitudes and Marketing Strategy

Appeal to motivational functions of attitudes Associate product with a special group, cause or event Resolve conflicts among attitudes Influence consumer attributions Alter components of the attitude

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o Change relative evaluation of attributes o Change brand beliefs o Add an attribute o Change overall brand evaluation Change beliefs about competitors brands Change affect first through classical conditioning Change behaviour first through operant conditioning

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3.1: Information Need

The buying process starts with need recognitionthe buyer recognizes a problem or need. The buyer senses a difference between his or her actual state and some desired state. The need can be triggered by internal stimuli when one of the person's normal needshunger, thirstraises to a level high enough to become a drive. A need can also be triggered by external stimuli. At this stage, the marketer should research consumers to find out what kinds of needs or problems arise, what brought them about, and how they led the consumer to this particular product. By gathering such information, the marketer can identify the factors that most often trigger interest in the product and can develop marketing programs that involve these factors. o Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. o Can be as simple as noticing an empty milk carton or it can be activated by marketing efforts

3.2: Information Sources

An aroused consumer may or may not search for more information. If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake an information search related to the need. At one level, the consumer may simply enter heightened attention. The

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consumer can obtain information from any of several sources. These include personal sources (family, friends, neighbors, acquaintances), commercial sources (advertising, salespeople, dealers, packaging, displays, Web sites), public sources (mass media, consumer-rating organizations), and experiential sources (handling, examining, using the product). The relative influence of these information sources varies with the product and the buyer. Generally, the consumer receives the most information about a product from commercial sourcesthose controlled by the marketer. The most effective sources, however, tend to be personal. Commercial sources normally inform the buyer, but personal sources legitimize or evaluate products for the buyer. People often ask othersfriends, relatives, acquaintances, professionalsfor

recommendations concerning a product or service. Thus, companies have a strong interest in building such word-of mouth sources. These sources have two chief advantages. First, they are convincing: Word of mouth is the only promotion method that is of consumers, by consumers, and for consumers. Having loyal, satisfied customers that brag about doing business with you is the dream of every business owner. Not only are satisfied customers repeating buyers, but they are also walking, talking billboards for your business. Second, the costs are low. Keeping in touch with satisfied customers and turning them into wordof-mouth advocates costs the business relatively little. As more information is obtained, the consumer's awareness and knowledge of the available brands and features increases. The information also helped her drop certain brands from consideration. A company must design its marketing mix to make prospects aware of and knowledgeable about its brand. It should carefully identify consumers' sources of information and the importance of each

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source. Consumers should be asked how they first heard about the brand, what information they received, and what importance they placed on different information sources. The information search stage clarifies the options open to the consumer and may involve in two stages: Internal search o Scanning ones memory to recall previous experiences with products or brands. o Often sufficient for frequently purchased products.

External search o Personal sources, such as friends and family. o Public sources, including various product-rating organizations such as Consumer Reports. o Marketer-dominated sources, such as advertising, company websites, and salespeople

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3.3: Data Collection Instruments

The questionnaire which comprises of a group of questions to be asked to the correspondents will be set according to the theoretical framework. The questionnaire has been constructed into the multiple choice questions and ranking scale which has been presented to the respondent to answer the questions. The answers to the questionnaire have been analyzed accordingly. The questionnaire focused on the target customer. 3.3.1: Questionnaire The questionnaire which comprises of a group of questions to be asked to the correspondents will be set according to the theoretical framework. The questionnaire has been constructed into the multiple choice questions and ranking scale which has been presented to the respondent to answer the questions. The answers to the questionnaire have been analyzed accordingly. The questionnaire focused on the target customer. 3.3.1.1: Questionnaire Development We have generated questionnaires for accomplishing a projects research objective. we set up a questionnaire base on Malhortra (1999) design which the author try to reduce the noise or distortion in the two way communication in order to make effective questions for each respondent correctly understands what the question is asking about. The clearly wording and sentence has been used to eliminate the confusing of respondents. Moreover, the answering box and sequential number; rating scale between Very Good and Very Bad used for collecting the response answer in the same manner as well as it can easy to analysis. In this research, the Wilsons theory is helpful for us in the questionnaire design process in order to enhance questions to fulfill the necessary information for analysis and

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further use. The closed questions used for limited the widely opinion from respondents. To make the result reliable, SPSS has been chosen to analyze the relationship. In this part, the ranking scale has been used. The respondents can answer the questions based on his/her favorite on each factors. 1 = Very Bad, 2 = Bad, 3 = Neutral, 4 = Good, 5 = Very Good At the last question, the author asks the summary of attitude of respondents towards Dell laptop Computer. The ranking scale from 1 = Very Bad to 5 = Very good

3.3.1.2: Questionnaire Description The secondary data come from survey which formulates questions based on theoretical framework. The target group had been set in this part. . The secondary data come from textbook, flyer, journal, website, database etc. It provided theories and useful information to do this research. To analyze, the author used result from questionnaires that collect the information from the respondents who are lived in Dhaka city. We have included Gender Age, Occupation, Average Income monthly, Education and what superstore do you visit most. We have also included Quality of the product, Price of the products, Product variety, Availability of products, Cleanness, Hospitality, Location, Enhance your social status, Credit purchase facility, Layout of the store, Hassel-Free shopping environment, Service, Hygienic for health and Home delivery service. 3.3.2: Secondary data Secondary data are the second hand data that have previously been collected by and assembled for the study concerned. For the purpose of this research the secondary data has

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been collected from different sources i.e. textbooks, internet, databases, old thesis, and journals. From the secondary data the theory which sets the boundary of the thesis was formulated. The collected theory from the secondary data was the marketing mix theory which is used in this research under the theoretical framework part. The theory was as well used to formulate the questions for both the questionnaire and the interview questions.

3.4: Data Processing

In this research, secondary data have been used. The secondary data come from survey which formulates questions based on theoretical framework. The target group had been set in this part. The quantitative data from survey used to collect the information about customer need, want, attitude and perception. We used it to formulate the question to find out whether superstore understand consumer. The secondary data come from textbook, flyer, journal, website, database etc. It provided theories and useful information to do this research. To analyze, the author used result from questionnaires that collect the information from the respondents who are lived in Dhaka city. The research used indirectly questions to get the useful information. The Statistical Package for Social Science (SPSS) was used to analyze in order to make it more reliable. We focused both respondent male and female. Age is based on Less than 25 year, 25 40 year and More than 35 year old customer who live in Bangladesh. We have also included occupation and average income of the respondents. We have selected 50 samples.

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4.1: Part I: Personal information of respondents

4.1.1: Gender

Gender

26%

Male Female 74%

Interpretation: 74% of the respondents are male and 26% of the respondents are female. Those means maximum respondent of Superstore are male. 4.1.2: Age

Age

28%

24%

Less than 25 year 25 40 year More than 35 year

48%

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Interpretation: 24% of the respondents are less than 25 year old and 48% of the respondents are 25-40 year old. In this case most of the respondent is service holders or housewife. 4.1.3: Occupation

Occupation

18% 30% Student Service Holder Businessman 52%

Interpretation: 18% of the respondents are student, 52% of the respondents are Service holder and 30% of the respondents are businessman, In this case most of the respondent is Service holder.

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4.1.4: Average Income per month

Average Income per month

24%

28% Less than TK. 20,000 TK. 20,000-30,000 More than TK. 30,000 48%

Interpretation: 28% of the respondents monthly average income less than tk. 20,000 that most are in student and 48% of the respondents monthly average income is tk. 20,00030,000 that most are service holder. 4.1.5: Education

Education

6% 10% 12% 18% SSC HSC Graduate Post-Graduate Others 54%

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Interpretation: 54% of the respondents education is graduated. That means maximum of are educated.

4.2: Part II: General Consumers Attitude towards the Superstore Shop

4.2.1: Mostly Purchasing Product from each super store Bakery and, Fish and Meat are also the most selling products at superstores. But considering each superstore most selling that will be varied depending on sample customers characteristics and wants as well. Most selling products for each superstore are:

Meena Bazar: Bakery, Fish and Meat, Cosmetics and Groceries; Agora: Bakery, Groceries, Fish and Meat, Cosmetics; Nandan: Fish and Meat, Cosmetics, Vegetables, Cosmetics, Bakery; Shwapno: Vegetables, Cosmetics, Fish and Meat, Household, Fruits and Bakery.

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4.2.2: Factors affecting consumers to shop at specific superstore Purchasing reasons Meena Bazar Very Good (%) Quality of the product Price of the products Product variety Availability of products Cleanness Hospitality Location Enhance your social status Credit purchase facility Layout of the store Hassel-Free shopping environment Service Hygienic for health Home delivery service 80 83 00 77 79 00 78 70 00 70 68 00 65 60 80 72 80 70 58 74 70 63 70 62 65 70 68 78 72 68 72 67 67 70 Agora Very Good (%) 60 75 72 64 75 78 65 73 65 64 65 Nandan Very Good (%) 55 85 63 60 75 67 70 60 63 70 60 Shapno Very Good (%)

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Interpretation of Factors affecting consumers to shop at specific superstore: Maximum customers are rated their shopping superstore as Meena Bazaar then Agora then Nandan and Shapno. But Shapno has provided lower price than others. But no one superstore introduces Home delivery service.

4.2.3: Rating Average by own customer Name of the superstore Rating Average by own customer Meena Bazar Agora Nandan Shapno Total 18 14 12 06 50 36 28 24 12 100% Percentage (%)

Rating Average by own customer

12% 36% 24% Meena Bazar Agora Nandan Shapno 28%

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Interpretation of Rating Average by own customer: Maximum customers are rated their shopping superstore as Meena Bazaar 36% out of 100% then Agora 28% and then others.

4.2.4: Customer Opinion for offering batter brand mix of an individual Customer Opinion for offering batter brand mix of an individual Superstores No of respondent Very Good Assessment Scale Good Neutral Bad Very Bad Meena Bazar 18 10 6 2 0 0 Agora 14 7 6 1 0 0 Nandan 12 5 4 3 0 0 Shapno 6 3 2 1 0 0

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4.2.4.1: Customer Opinion for offering batter brand mix of an individual (Meena Bazar) Frequency Percent Valid Percent Valid 5.00 4.00 3.00 2.00 1.00 Total 10 6 2 0 0 18 43.0 36.0 21.0 00 00 100.0 43.0 36.0 21.0 00 00 100.0 Cumulative Percent 43.0 79.0 100.0 100.0 100.0

Customer Opinion for offering batter brand mix of an individual (Meena Bazar)
0% 0% 11% Very Good Good 33% Neutral 56% Bad Very Bad

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4.2.4.2: Customer Opinion for offering batter brand mix of an individual (Agora) Frequency Percent Valid Percent Valid 5.00 4.00 3.00 2.00 1.00 Total 7 6 1 0 0 14 43.0 36.0 21.0 00 00 100.0 43.0 36.0 21.0 00 00 100.0 Cumulative Percent 43.0 79.0 100.0 100.0 100.0

Customer Opinion for offering batter brand mix of an individual (Agora)


0% 0% 7% Very Good Good 50% 43% Neutral Bad Very Bad

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4.2.4.3: Customer Opinion for offering batter brand mix of an individual (Nandan) Frequency Percent Valid Percent Valid 5.00 4.00 3.00 2.00 1.00 Total 5 4 3 0 0 12 46.0 36.0 18.0 00 00 100.0 46.0 36.0 18.0 00 00 100.0 Cumulative Percent 46.0 72.0 100.0 100.0 100.0

Customer Opinion for offering batter brand mix of an individual (Nandan)


0% 0% 18% 46%

Very Good Good Neutral Bad

36%

Very Bad

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4.2.4.4: Customer Opinion for offering batter brand mix of an individual (Shapno) Frequency Percent Valid Percent Valid 5.00 4.00 3.00 2.00 1.00 Total 3 2 1 0 0 6 43.0 36.0 21.0 00 00 100.0 43.0 36.0 21.0 00 00 100.0 Cumulative Percent 43.0 79.0 100.0 100.0 100.0

Customer Opinion for offering batter brand mix of an individual (Shapno)


0% 0% 18% 46%

Very Good Good Neutral Bad

36%

Very Bad

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Overall Interpretation of Customer Opinion for offering batter brand mix of an individual: Most of the respondents are very good evaluating the brand mix of different products out of which the maximum no. goes to the customer of meena bazaar (50%). The customers of Agora prefer very good about offering brand mix of an individual product (50%). On an average all the stores maintain variety in individual product category thats why respondents prefer good, by order nandan and Shapno.

4.2.5: Level of Customer Satisfaction based on intention to repeat Purchase, Recommendation to others and Satisfaction: Levels of Satisfaction Superstores No of respondent Very Good Assessment Scale Good Neutral Bad Very Bad Meena Bazar 18 9 5 3 1 0 Agora 14 6 5 3 0 0 Nandan 12 5 4 3 0 0 Shapno 6 2 3 1 0 0

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4.2.5.1: Levels of Satisfaction (Meena Bazar) Frequency Percent Valid Percent Valid 5.00 4.00 3.00 2.00 1.00 Total 9 5 3 1 0 18 50.0 28.0 17.0 5.0 00 100.0 50.0 28.0 17.0 5.0 00 100.0 Cumulative Percent 50 78 95 100.0 100.0

Levels of Satisfaction (Meena Bazar)


0% 5% 17% 50% 28% Very Good Good Neutral Bad Very Bad

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4.2.5.2: Levels of Satisfaction (Agora) Frequency Percent Valid Percent Valid 5.00 4.00 3.00 2.00 1.00 Total 6 5 3 0 0 14 43.0 36.0 21.0 00 00 100.0 43.0 36.0 21.0 00 00 100.0 Cumulative Percent 43.0 79.0 100.0 100.0 100.0

Levels of Satisfaction (Agora)


0% 0%

21% 43%

Very Good Good Neutral Bad

36%

Very Bad

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4.2.5.3: Levels of Satisfaction (Nandan) Frequency Percent Valid Percent Valid 5.00 4.00 3.00 2.00 1.00 Total 5 4 3 0 0 12 42.0 33.0 25.0 00 00 100.0 42.0 33.0 25.0 00 00 100.0 Cumulative Percent 42.0 75.0 100.0 100.0 100.0

Levels of Satisfaction (Nandan)


0% 0%

25% 42%

Very Good Good Neutral Bad Very Bad

33%

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4.2.5.4: Levels of Satisfaction (Shapno) Frequency Percent Valid Percent Valid 5.00 4.00 3.00 2.00 1.00 Total 2 3 1 0 0 6 33.0 50.0 17.0 00 00 100.0 33.0 50.0 17.0 00 00 100.0 Cumulative Percent 33.0 83.0 17.0 100.0 100.0

Levels of Satisfaction (Nandan)


0% 0% 17% 33% Very Good Good Neutral Bad Very Bad 50%

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Overall Interpretation of Levels of satisfaction: In the data and analysis, customers are almost shown their preference as much as possible in the extreme level. The highly satisfied customers are in Meena Bazar (50%), and then Agora (43%), Nandan (42%). The customer of Shwapno (33%) is not highly satisfied but some of them are expected to be much better than existing.

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5.1: Summary of Findings

This report documented the demographic overview and customer profile of regular customers of superstores in Dhaka. Looking at the big picture that the data portrayed, we can conclude that, in spite some problems, the superstores movement overall worked relatively well. Though the superstore background history as much as not getting fruit from their targeted market, but the movement of competitors are being paid to make challenges for future by reducing prices to come closer and significantly differentiate the store one to another. By recompensing attention to cost-cutting trial and customer service, one can be exceeded expected profits, me-think. If it is possible to continue dedication to the employees and the customers needs and maintaining active involvement in the community, it will be very easy to get the early fruit as they like.

According to the analysis, Meena Bazar holds the highest position in maintaining the quality of the commodity they sell. Its been observed that Meena Bazar offers wide variety of products. Some products is available only in Meena Bazar which is not available elsewhere. The availability of products in Meena Bazar is also good. Only Meena bazaar has in-house products like cosmetics, skin care products. Customer find it Meena bazaar at convenient place which resulted in large number of customer visit per day in Meena bazaar. Their branches are situated in the prime location of the city. But Price of Meena bazaar is comparatively higher than other leading superstores resulted from the survey

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When it comes about the price factor, Agora is very competitive among the super shops. Product availability feature is another key attribute for attracting consumer specially the loyal users. Here agora is ahead than other super shops which means when a user go to their shop, they find their desired product available in desired size and models. According to the analysis, Agora obtained second highest point about maintaining their quality. This means they need to work out more in this sector. In product variety, Agoras situation is really bad. According to the analysis, agoras product variety is lowest. So they need to concentrate in this factor more.

From the survey we find that Nandan offers a competitive price. For which a number of customers go to Nandan, rather than other super shops. Nandan is lack behind offering quality products in wide range of variety. Even the availability of products is Nandan is not competitive than other leading super shop. Nandan only have two branches in Gulshan and Dhanmondi. That is another problem for them to catch up potential & new consumers.

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5.2: Conclusion

Though supermarket culture is an emerging phenomenon in Bangladesh perspective, but it has gained substantial profit in few years. The people of Bangladesh also welcome the superstore concept because of the conveniently aspects of shopping. The industry is getting bigger and competition is being tougher. Now a days Superstores are trying to be accessible for all kind of people which would be amazing for us. Superstore is a business as well as a unique service to connect consumers with better products and prices, and create a market for local manufacturers. A rise in supermarkets would give consumers more choices and allow them to choose independently. Organized retail shops might lead to an improvement in quality and services in the wet markets. It will increase consumption and help boost economy. Supermarket also works as an aggregator of local and imported products which seems to have significant impact on buyers. People can experience many products, compare the qualities of products and also can gain knowledge on global products. It can be undoubtedly concluded that supermarket concept is proven very useful and effective for us. In this whole assignment we try our best to unveil the insights of different superstores. We try to enlighten a comparison among them within our limited scope. We are grateful to our respected instructor to give us the opportunity to explore the ideas and dimensions of Superstores.

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5.3: Recommendation

More Outlets: If the superstore introduces more outlets at different places of the city, consumers tend to savor the neighborhood experience assuming more outlets more customers. Change in Customer Lifestyle: The store sales will be increased day by day due to making changes in customers lifestyle, taste and preferences. Effective Supply Chain Management for low price offer: With prices of the perishable goods being offered below the prices of the nearby kitchen markets, it is hoped to convince customers to change the most of consumers shopping habits. In this regard company can introduce effective supply chain management to make products available in time and good networking system for direct source to get the products at maximum possible lowest cost from the farmers avoiding excessive middlemen cost and risk there to. Backward linkage can be the better way to consolidate the store image and position in order to secure a reliable supply of products identified the farmers who really grow products. More Line of Product with More Promotion: The store can begin to catch up a slice of retailing and wholesale trade to ensure more product and full line of products with promotion. Intensive Customer Service: To secure the position into the customers mind, promising intensive customer service and a variety of products assortment along

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with assuring customers of high standards and guarantees the correct weight in sales. Digital Offerings: To launch E-commerce website to enhance customer satisfaction and induce the customers to get the benefit there to like finding desired products and have them delivered at home. It is expected that maintain the relationship with customer one step further and be nearer to them at all times. Discount Card: They can initiate their own selling card so that customers can directly purchase the goods by using it and offer discount. Avoid Service Charges, No More Price: They can provide the relief or in some cases some monetary benefit to take off the additional amount charges for vat and others which have already been paid by the company or inclusive into the retail price. Be a Price Leader: To maintain and focus on price leadership in every market can be a better strategy to sustain and to ensure more sales with the motto of save people money so they can live better. New Product Assortment: The store can begin to integrate sourcing capabilities to maintain variety of products assortment. Everyday Low Pricing Strategy: They can bring in everyday low prices (EDLP) philosophy under which products priced at a low price every day so that customers trust that product prices will not change under frequent promotional activity. Promotional options for every bit: Introduce several promotional campaigns like value week, annual sales festival, and discount at bulk amount purchasing for increase sales and make distinction from other competing stores.

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Quality and Freshness Again: To improve in food quality and freshness by using quality controls, better hygiene and correct storage conditions like cooling and refrigerating.

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