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The Research Report

On
How to increase the sales volume of Sopno superstore

Bus 301: Business Research

Prepared for

Mr.Kazi Khaled Shams Chisty


Faculty
College of Business Administration (CBA)

Prepared by

PIONEER

Name ID
Md. Oliul Islam 08102074

IUBAT- International University of Business Agriculture & Technology

20th August, 2010

20th August, 2010


Mr. Kazi Khaled Shams Chisty
Faculty
CBA - College of Business Administration
IUBAT – International University of Business Agriculture & Technology
4 Embankment Drive Road, Sector 10
Uttara Model Town, Dhaka 1230.

Letter of Transmittal

Dear Sir

It is great pleasure for us to submit our proposal on the topic of “How to increase
sales volume of sopna super store in ………..” We have prepared this plan, as
partial fulfillment of the course BUS-301 (Business Research). To make this research
up to the standard we tried our best to fulfill the requirements by implementing the
knowledge we have gather from the course.
Thank you very much for providing us this type of opportunity and giving us the
necessary guidance and direction needed for preparing the report.
We express our heart full gratitude to you to go through this research and make your
valuable comments. We hope this type of research will be able to fulfill your
expectation towards us.
Yours truly

Md. Sajjadul Islam Nobel (Group Leader)

Acknowledgement
First of all we would like to thank the almighty because of successful completion of this
work.

We would like to thank our honorable faculty Kazi Khaled Shams Chisty (CBA) for
providing us with the opportunity to work on this subject and gain a real life project
experience.

We also thank our faculty Mozaffar Alam Chowdhury (CBA) for giving his valuable time
& cooperation & support in performing our task.

Many thanks are due to Tanvir H De wan course coordinators of College of Business
Administration for his help and encouragement.

We remember with gratitude my beloved parents and their blessings, which inspired me,
grown me confidence and put me a deep concentration to carry on my course work and even
reached me at the end with great excellence.

We lastly would like to express my appreciation to the International University of


Business Agriculture & Technology (IUBAT) and us eventually grateful to the University
and its excellence that works for education encourages me and creates knowledge, as
knowledge is power.

Table of Contents

I. Prefatory Part:
A. Title Fly
B. Title Page
C. Letter of Transmittal
D. Acknowledgement
E. Table of Contents
F. Table of Figures
II. Empirical Part of the Report
A. Abstract………………. ……………………………………..1
B. Introduction………..…………………………………………2
C. Hypothesis Development…………………………………….5
D. Methodology…………………………………………………5
E. Hypothesis Testing…………………………………………...6
F. Pie Chart..….…………………………………………………7
G. Conclusion and Recommendation…………………………..23
H. References…………………………………………………...24

Table of Figures
Title Page

Fig. 01 Respondent’s view towards wages 13

Fig. 02 Respondent’s view towards promotion 14

Fig. 03 Respondent’s view towards training 15

Fig. 04 Respondent’s view towards workplace 16

Fig. 05 Respondent’s view towards overtime 17

Fig. 06 Respondent’s view towards leave facilities 18

Fig. 07 Respondent’s view towards equal opportunities 19

Fig. 08 Respondent’s view towards professional support 20

Student declaration
We are declaring that, this report on the topic of “How to increase sales
volume of sopna super store in ………..” has only been prepared for the
partial fulfillment of the course requirement BUS 301 : Business Research.

Student name with ID and Signature:

Md.OliulIslam
ID#08102074

Abstract
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 to
their customers. As a new superstore shopno is facing some problem although they are
trying to overcome it.
I. Introduction
The concept of a self-service grocery store was developed
by American entrepreneur Clarence Saunders and his Piggly Wiggly stores. His first store
opened in Memphis, Tennessee, in 1916. Saunders was awarded a number of patents for the
ideas he incorporated into his stores. The stores were a financial success and Saunders began
to offer franchises. The Great Atlantic and Pacific Tea Company (A&P) was another
successful early grocery store chain in Canada and the United States, and became common
in North American cities in the 1920s. The general trend in retail since then has been to
stock shelves at night so that customers, the following day, can obtain their own goods and
bring them to the front of the store to pay for them. Although there is a higher risk
of shoplifting, the costs of appropriate security measures ideally will be outweighed by the
increased economies of scale and reduced labor costs.
Early self-service grocery stores did not sell fresh meats or produce. Combination stores that
sold perishable items were developed in the 1920s.
Other established American grocery chains in the 1930s, such as Kroger and Safeway, at
first resisted Cullen's idea, but eventually were forced to build their own supermarkets as the
economy sank into the Great Depression and consumers became price-sensitive at a level
never experienced before. Kroger took the idea one step further and pioneered the first
supermarket surrounded on all four sides by a parking lot.
Supermarkets proliferated across Canada and the United States with the growth of
automobile ownership and suburban development after World War II. Most North American
supermarkets are located in suburban strip malls as an anchor store along with other, smaller
retailers. They are generally regional rather than national in their company branding. Kroger
is perhaps the most nationally oriented supermarket chain in the United States but it has
preserved most of its regional brands, including Ralphs, City Market and King Soopers.
Traditional supermarkets in many countries face intense competition from discount
retailers such as Wal-Mart, Tesco in the UK, and Zellersin Canada, which typically are non-
union and operate with better buying power. Other competition exists from warehouse
clubs such asCostco that offer savings to customers buying in bulk quantities. Superstores,
such as those operated by Wal-Mart and Asda, often offer a wide range of goods and
services in addition to foods. The proliferation of such warehouse and superstores has
contributed to the continuing disappearance of smaller, local grocery stores, increased
dependence on the automobile, suburban sprawl because of the necessity for large
floorplates, and increased vehicular traffic and air pollution. Some critics consider the
chains' common practice of selling loss leaders to be anti-competitive. They are also wary of
the negotiating power that large, often multinational, retailers have with suppliers around the
world.

There has been a rapid transformation of the food retail sector in developing countries in the
last fifteen years. This applies particularly to Latin America, South-East Asia, China and
South Africa but growth is being witnessed in nearly all countries. With growth have come
considerable competition and some amount of consolidation. The growth has been driven by
increasing affluence and the rise of a middle class; the entry of women into the workforce;
with a consequent incentive to seek out easy-to-prepare foods; the growth in the use of
refrigerators, making it possible to shop weekly instead of daily; and the growth in car
ownership, facilitating journeys to distant stores and purchases of large quantities. The
opportunities presented by this potential have encouraged several European companies to
invest in these markets (mainly in Asia) and American companies to invest in Latin
America. Local companies also entered the market. Initial development of supermarkets has
now been followed by hypermarket growth. In addition there were investments by
companies such as Makro and Metro in large-scale Cash-and-Carry operations.
While the growth in sales of processed foods in these countries has been much more rapid
than the growth in fresh food sales, the imperative of supermarkets to achieve economies of
scale in purchasing means that the expansion of supermarkets in these countries has
important repercussions for small farmers, particularly those growing perishable crops. New
supply chains have developed involving cluster formation; development of specialized
wholesalers; leading farmers organizing supply; and farmer associations or cooperatives. In
some cases supermarkets have organized their own procurement from small farmers; in
others wholesale markets have adapted to meet supermarket needs.
Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by
launching the first retail chain in the country, ‘Agora’. Currently there are four Agora outlets
at Gulshan, Dhanmondi, Moghbazar and Mirpur in Dhaka. Agora mainly focuses on food
items - ranging from a wide variety of fish, meat, vegetables, fruits, bakery, dairy, and
grocery - it also carries a vast array of other household, grocery, personal care, and
miscellaneous products. At any point in time, there are nearly 20,000 different products
available at agora superstore.
So although the history of superstore is age old treadition in the world but this idea is not
known to our country. Now the new superstore called shopno which established in 2009 and
start their business with a lot of brunches around 39. These branches are situated around the
Dhaka and Chittagong. They want to provide this superstore facility to the high level to low
level people. They are establishing there brunches all the areas even narrow areas. Shopno
has their own firm, so they can provide the fresh food to the people. They are introducing all
the people with this superstore idea. There price is lower than market price. There Target is
to provide the home service delivery all around the Bangladesh. (Md.Alauddin,Bonosree
Branch manager, Shopno superstore)

The name of Shopno is entwined with the glory of-the shopno super store marketing policy

“To create a best atmosphere for clients”.

A man gifted with an inherent entrepreneurial sense. In 2002 shopno was introduced to the
Bangladesh so their success was immediate as there was a demand for such business in the
local market. Shopno super store state-of-the-art technology and creative strategy gave it an
edge ocher its competitors at local market.

Shopno super store is a Dhaka-based supermarket chain. It is the largest retailer, both by
local sales and by domestic market share, and the largest retailer in Dhaka leaving behind
Agora, PQS, Meena Bazaar, Nandan Mega Shop, Pacific, Pick and Pay, Etc, Shop & Save
and others.

Originally specializing in food, it has moved into areas such as clothes, consumer
electronics, and consumer financial services, selling and renting DVDs, compact discs and
consumer telecom accessories.

Shopno super store state. is an enterprise that combines industry and trade, mainly engages
in retailing the quality products at the most lowest price in the market. The management of
Shopno super store, was an enthusiastic advocate of trading stamps as an inducement for
shoppers to patronize their stores: They signed up with all types of quality products
manufacturer, and became one of the company’s largest clients. But the management was a
fan of pile it high and sell it cheap, and in the mid-2005 Shopno super store faced many cost
problems associated with not properly integrating its purchased chains of stores. When the
firm overstretched itself opening few more outlets throughout the city, management
consultants were called in to sort out the mess. In 2006 Shopno super store launched
Operation Checkout, an across the board price cutting campaign aimed at countering the
threat.

There are thousand of item products is available in Shopno superstore. In chain shoper store
because initially they collected of product in manufacturer for customer. Always they
research their superstore how to improve their Product Quality & service. They always
service first the customer. Approximately 1600 product item they supply their super store
II. HYPOTHESIS DEVELOPMENT

With a view of fulfilling the objective some relevant hypothesis have been
formulated for this study:

1. HA: Sopno superstore needs to advertising to increase their popularity

2. HA: Offering seasonal discount Sopno superstore can increase their sales volume
3. HA: Sopno Superstore should capture more market share by using more promotional
activities

4. HA: More quality full product can increase Sopno superstore sales volume

5. HA: Use more effective price policy Sopno superstore can increase their sales volume.

6. HA: If Sopno superstore opens some new branches in sweet able place, they would
increase there sales volume

7. HA: If Sopno superstore takes some incentive on customer services, it would effect on
sales volume positively
III. METHODOLOGY

Sources and collection of Data


The data of this study has been collected through questionnaire interview. For
the secondary sources different journals, articles, research publication, and
internet etc. has been also reviewed

Sample Frame

The sample frame of this study has considered customer to the Sopno superstore. A total 40
surveys have conducted. The stratified probability sampling approach has selected for this
study. The population has defined as a person who’s the regular customer of Sopno super
store. The
Collection of data survey was conducted in July 10-August 10, 2010.

Analysis of data
I have used Microsoft Excel and Microsoft Word to analyze the data. To entry data, coding
option has used at the initial stage. The measure of dispersion, correlation co-efficient, and
index number are applied. In addition, basic statistical of different measures of central
tendency has used in analyzing the data.

IV. HYPOTHESUS TESTIG

H1 H2 H3 H4 H5 H6 H7

1= Strongly 2 1 5 6 6 0 3
disagree
2= disagree 3 5 6 5 5 0 2

3= Neither agree 5 4 4 11 11 10 12
nor disagree
4= Agree 18 21 18 12 12 18 10

5= Strongly agree 12 9 7 6 6 12 13

Total 155 152 136 127 127 162 148

Average 3.88 3.8 3.4 3.18 3.18 4.05 3.7

Standard 1.09 1.02 1.68 1.28 1.28 0.75 1.45


Deviation
Z-test value 8.02 8.13 3.46 3.4 3.4 12.92 5.22
1. Ho: Sopno superstore do not needs to advertising to increase there popularity.
HA: Sopno superstore needs to advertising to increase there popularity.
Ho: μ =2.5
HA: µ >2.5
N=40
Here X = 3.88
σ = 1.09

Z cal=(X- μ)/ (σ/√n) =8.02


At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of
significance, it can be said that Sopno superstore needs to advertising to increase
there popularity.

Around 75% respondents had identified that Sopno superstore needs to advertising to
increase there popularity

2. Ho: without offer seasonal discount Sopno superstore can not increase there sales
volume.
HA: offer seasonal discount Sopno superstore increase there sales volume
Ho: μ =2.5
HA: µ >2.5
N=40
Here X = 3.8
σ = 1.02

Z cal=(X- μ)/ (σ/√n) = 8.13


At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level
of significance, it can be said that offer seasonal discount Sopno superstore
increase their sales volume

Around 76% respondents had identified that offer seasonal discount Sopno
superstore increase their sales volume

3. Ho: Without promotional activities Sopno Superstore cannot capture more market share.
HA: Sopno Superstore can capture more market share by using more promotional activities.
Ho: μ =2.5
HA: µ >2.5
N=40
Here X = 3.4
σ = 1.68

Z cal=(X- μ)/ (σ/√n) =3.46


At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal >Z tab, the null hypothesis is not accepted. So at 5% level of
significance, it can be said that Sopno Superstore should capture more market share
by using more promotional activities

Around 63% respondents had identified that Sopno Superstore should capture more market
share by using more promotional activities
4. Ho: More qualitiful product can not increase Sopno superstore sales volume.

HA: More qualitiful product can increase Sopno superstore sales volume.

Ho: μ =2.5
HA: µ >2.5
N=40
Here X = 3.18
σ = 1.28

Z cal=(X- μ)/ (σ/√n) =3.4


At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of
significance, it can be said that more qualitiful product can increase Sopno
superstore sales volume.

Around 45% respondents had identified that More qualitiful product can increase Sopno
superstore sales volume.
5. Ho: Use more effective price policy Sopno superstore cannot increase their sales volume.

.
HA: Use more effective price policy Sopno superstore can increase their sales volume.

.
Ho: μ =2.5
HA: µ >2.5
N=40
Here X = 3.88
σ = 1.09

Z cal=(X- μ)/ (σ/√n) =2.604


At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of
significance, it can be said that Use more effective price policy Sopno superstore can
increase their sales volume.

Around 45% respondents had identified that Use more effective price policy Sopno
superstore can increase their sales volume.
6. Ho: If Sopno superstore opens some new branches in sweet able place, they would
not increase their sales volume .
HA: If Sopno superstore opens some new branches in sweet able place, they would
increase their sales volume Ho: μ =2.5
HA: µ >2.5
N=40
Here X = 3.88
σ = 1.09

Z cal=(X- μ)/ (σ/√n) =2.604


At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of
significance, it can be said that If Sopno superstore opens some new branches in
sweet able place, they would increase there sales volume

Around 75% respondents had identified that If Sopno superstore opens some new branches
in sweet able place, they would increase there sales volume
7. Ho: If sopno superstore takes some incentive on customer services, it would no effect on
sales volume positively
HA: If sopno superstore takes some incentive on customer services, it would effect on sales
volume positively
.

Ho: μ =2.5
HA: µ >2.5
N=40
Here X = 3.88
σ = 1.09
Z cal=(X- μ)/ (σ/√n) =2.604
At 5% level of significance follows Z distribution Z 0.05 =1.645

Since Z cal > Z tab, the null hypothesis is not accepted. So at 5% level of
significance, it can be said that If Sopno superstore take some incentive on customer
services, it would effect on sales volume positively

Around 75% respondents had identified that that If Sopno superstore take some incentive
on customer services, it would effect on sales volume positively.
V. CONCLUSION AND RECOMMENDATION
REFERNCES

Now a days there are a lot of superstore in Bangladesh who has already capture the market.
So it is hard to capture the market. If sopno want to capture the market ,they have to
maintain following works :