consumers attitude towards the superstore shop in bangladesh.docx

“ Consumers attitude towards the superstore shop

in Bangladesh”

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),

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 customer’s 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.

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 consumer’s 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

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 couldn’t 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

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

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.

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

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.

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: - Nov’2002

Total employee: 157

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 producer’s or manufacturers of products,

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 company’s activities

building on the already established foundation. Agora’s 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.

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 high-

quality 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

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 Nov’2002, FloorSpace:- 10,450 Sqft.

Total employee: 140

Average Footfall:

Weekday -------------------900--------------------1100

Weekend-------------------1300-------------------1500

Pre-Holiday---------------1300--------------------1800

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

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.

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 one’s self-concept

The Value-expressive Function

o To convey one’s values and lifestyles

The Knowledge Function

o A way to gain knowledge

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

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

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 people’s 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

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

3.1: Information Need

The buying process starts with need recognition—the 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 needs—hunger,

thirst—raises 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

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 sources—those 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 others—friends, relatives, acquaintances, professionals—for

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 word-

of-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

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 one’s 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

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 project’s 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 Wilson’s theory is helpful for us in the questionnaire design

process in order to enhance questions to fulfill the necessary information for analysis and

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

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.

4.1: Part I: Personal information of respondents

4.1.1: Gender

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

74%

26%

Gender

Male

Female

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

24%

48%

28%

Age

Less than 25 year

25 – 40 year

More than 35 year

18%

52%

30%

Occupation

Student

Service Holder

Businessman

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.

4.1.4: Average Income per month

Interpretation: 28% of the respondent’s monthly average income less than tk. 20,000 that

most are in student and 48% of the respondent’s monthly average income is tk. 20,000-

30,000 that most are service holder.

4.1.5: Education

28%

48%

24%

Average Income per month

Less than TK. 20,000

TK. 20,000-30,000

More than TK. 30,000

Interpretation: 54% of the respondent’s 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.

10%

18%

54%

12%

6%

Education

SSC

HSC

Graduate

Post-Graduate

Others

4.2.2: Factors affecting consumers to shop at specific superstore

Purchasing reasons Meena Bazar

Very Good

(%)

Agora

Very Good

(%)

Nandan

Very Good

(%)

Shapno

Very Good

(%)

Quality of the product 65 62 60 55

Price of the products 60 65 75 85

Product variety 80 70 72 63

Availability of products 72 68 64 60

Cleanness 80 78 75 75

Hospitality 70 72 78 67

Location 58 68 65 70

Enhance your social status 74 72 73 60

Credit purchase facility 70 67 65 63

Layout of the store 63 67 64 70

Hassel-Free shopping 70 70 65 60

environment

Service 80 77 78 70

Hygienic for health 83 79 70 68

Home delivery service 00 00 00 00

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

Percentage (%)

Meena Bazar 18 36

Agora 14 28

Nandan 12 24

Shapno 06 12

Total 50 100%

36%

28%

24%

12%

Rating Average by own customer

Meena Bazar

Agora

Nandan

Shapno

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 Meena Bazar Agora Nandan Shapno

No of respondent 18 14 12 6

Assessment Scale

Very Good 10 7 5 3

Good 6 6 4 2

Neutral 2 1 3 1

Bad 0 0 0 0

Very Bad 0 0 0 0

4.2.4.1: Customer Opinion for offering batter brand mix of an individual (Meena

Bazar)

Frequency Percent Valid Percent Cumulative Percent

Valid 5.00 10 43.0 43.0 43.0

4.00 6 36.0 36.0 79.0

3.00 2 21.0 21.0 100.0

2.00 0 00 00 100.0

1.00 0 00 00 100.0

Total 18 100.0 100.0

56%33%

11%

Customer Opinion for offering batter brand mix of an in-dividual (Meena Bazar)

Very Good

Good

Neutral

Bad

Very Bad

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


Valid 5.00 7 43.0 43.0 43.0

4.00 6 36.0 36.0 79.0

3.00 1 21.0 21.0 100.0

2.00 0 00 00 100.0

1.00 0 00 00 100.0

Total 14 100.0 100.0

50%43%

7%

Customer Opinion for offering batter brand mix of an in-dividual (Agora)

Very Good

Good

Neutral

Bad

Very Bad

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


Valid 5.00 5 46.0 46.0 46.0

4.00 4 36.0 36.0 72.0

3.00 3 18.0 18.0 100.0

2.00 0 00 00 100.0

1.00 0 00 00 100.0

Total 12 100.0 100.0

45%

36%

18%

Customer Opinion for offering batter brand mix of an in-dividual (Nandan)

Very Good

Good

Neutral

Bad

Very Bad

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


Valid 5.00 3 43.0 43.0 43.0

4.00 2 36.0 36.0 79.0

3.00 1 21.0 21.0 100.0

2.00 0 00 00 100.0

1.00 0 00 00 100.0

Total 6 100.0 100.0

45%

36%

18%

Customer Opinion for offering batter brand mix of an in-dividual (Shapno)

Very Good

Good

Neutral

Bad

Very Bad

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 that’s

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 Meena Bazar Agora Nandan Shapno

No of respondent 18 14 12 6

Assessment Scale

Very Good 9 6 5 2

Good 5 5 4 3

Neutral 3 3 3 1

Bad 1 0 0 0

Very Bad 0 0 0 0

4.2.5.1: Levels of Satisfaction (Meena Bazar)


Valid 5.00 9 50.0 50.0 50

4.00 5 28.0 28.0 78

3.00 3 17.0 17.0 95

2.00 1 5.0 5.0 100.0

1.00 0 00 00 100.0

Total 18 100.0 100.0

4.2.5.2: Levels of Satisfaction (Agora)


Valid 5.00 6 43.0 43.0 43.0

4.00 5 36.0 36.0 79.0

3.00 3 21.0 21.0 100.0

2.00 0 00 00 100.0

1.00 0 00 00 100.0

Total 14 100.0 100.0

50%

28%

17%

6%

Levels of Satisfaction (Meena Bazar)

Very Good

Good

Neutral

Bad

Very Bad

43%

36%

21%

Levels of Satisfaction (Agora)

Very Good

Good

Neutral

Bad

Very Bad

4.2.5.3: Levels of Satisfaction (Nandan)


Valid 5.00 5 42.0 42.0 42.0

4.00 4 33.0 33.0 75.0

3.00 3 25.0 25.0 100.0

2.00 0 00 00 100.0

1.00 0 00 00 100.0

Total 12 100.0 100.0

42%

33%

25%

Levels of Satisfaction (Nandan)

Very Good

Good

Neutral

Bad

Very Bad

4.2.5.4: Levels of Satisfaction (Shapno)


Valid 5.00 2 33.0 33.0 33.0

4.00 3 50.0 50.0 83.0

3.00 1 17.0 17.0 17.0

2.00 0 00 00 100.0

1.00 0 00 00 100.0

Total 6 100.0 100.0

33%

50%

17%

Levels of Satisfaction (Nandan)

Very Good

Good

Neutral

Bad

Very Bad

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.

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. It’s 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

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, Agora’s situation is

really bad. According to the analysis, agora’s 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.

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 day’s 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.

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

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.

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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