i
A STUDY ON PRICE VARIATION OF FISH IN
SUPER SHOP INCLUDING MEENA BAZAR & SHAWPNO AT
MOHAMMADPUR IN DHAKA
A Project
By
Examination Roll no. M120604034
Registration no.081147
Session 2012-2013
MASTER OF SCIENCE (M.S) 1ST SEMESTER
IN
ZOOLOGY (FISHERIES)
DEPARTMENT OF ZOOLOGY
JAGANNATH UNIVERSITY, DHAKA.
April, 2015
ii
A STUDY ON PRICE VARIATION OF FISH IN
SUPER SHOP INCLUDING MEENA BAZAR & SHAWPNA AT
MOHAMMADPUR IN DHAKA
An M.S Project
By
Examination Roll no. M120604034
Registration no.081147
Session 2012-2013
MASTER OF SCIENCE (M.S) 1ST SEMESTER
IN
ZOOLOGY (FISHERIES)
Submitted to
M.S 1st semester examination committee, 2013.
Department of Zoology, Jagannath University Dhaka.
DEPARTMENT OF ZOOLOGY
JAGANNATH UNIVERSITY, DHAKA.
April, 2015
iii
Abstract
The numbers of super stores are increasing in Bangladesh to satisfy the demands of customer. This paper estimates the price of fish in two main super markets ‘Shawpno’ and ‘Meena Bazar’ at Mohammadpur in Dhaka. I have also compared the fish price among two super shops. I have also tries to estimate consumers’ frequency, consumers’ age, occupation, timing of shopping and condition of fish in super shop. Thus availability of different fish species, fish quality, collection area, amount of fish also noticed.
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Acknowledgement
It is my pleasure being able to complete and submit this humble work. So, first of all my appreciation and indebtedness go for the creator of this universe, the Almighty Allah.
I have the immense pleasure to express heart full thanks, sincere, gratitude and profound regard to my honorable supervisor Dr.Mohammad Abdul Baki, Assistant professor, Department of Zoology, Jagannath University Dhaka, for his untiring guidance, supervision, valuable comments, encouragement and creative suggestions.
I am also great full to my respectable teacher Dr. Saiful Islam, Associate professor and Chairman, Department of Zoology, Jagannath University Dhaka, for supporting on this work.
I would like to indebtedness and gratitude to all respected teachers, the Department of Zoology, Jagannath University Dhaka, for their advice and kind co-operation.
Sincere thanks and appreciations are extended to the sales representative of the two superstores Swapno and Meena Bazar.
I express my gratitude and regard to all the interviewer of Swapno and Meena bazar.
I cordially thanks to my friends Md. Liakat Ali, Shanzida Islam, Sofala Angela, 4th Batch, Department of Zoology, Jagannath University Dhaka, for their co-operation in my project work.
Finally, a silent stream of gratitude is for my most adorned parents whose blessings and always with me.
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Content
Serial No. Topic Page 1 Abstract iii 2 Acknowledgement iv 3 Introduction 1-2 4 Objective 3 5 Literature review 4-5 6 Method and Methodology 6-7 7 Result and discussion 8-19 8 Plates 16-18 9 Problem identification 20 10 Conclusion and recommendation 21 11 Reference 22
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INTRODUCTION The word Super market literally means a large shop selling food, drink, household goods etc. People choose what they want from the shelves and pay for them as they leave. Basically, a Super Market is a one floor large area consisting of the daily goods that are bought by households. The daily goods include all the fast moving consumer goods like households, groceries, stationeries, cosmetics, etc. These include fish, fresh meat, fruits, vegetables to frozen food stuff etc. The products the super markets sell are also available at different departmental stores and kitchen markets but still people prefer to visit the super markets for convenience, hygiene and time factors. The main difference between super market and department store lies on the difference of variety of products and size of the outlets. The concept of Super Market is new in Bangladesh. But today, with the current shopping practices prevailing, the need for a real supermarket has become a necessity for the reasons like: (1) Shoppers are quite dissatisfied with the present system of bazaars, corner grocery shops and general stores, (2) super markets offer shoppers a unique shopping experience, (3) conveniently located in central areas, goods are of questionable quality in conventional grocery shops, (4) existing level of service by the sales people in groceries is not acceptable to most customers, consumers want a shop with a full range of grocery items. Hence they do not have to hop around from shop to shop, super markets offer clean and friendly environment with a wide range of quality products at affordable prices and it has become the primary channel for distribution of foods and other household effects to the consumers. Customers are free to move around the well displayed shelves to see, touch, feel and select the fresh products to buy. In Bangladesh, daily consumables account for fresh, raw and processed supplies in the form of fruits, vegetables, rice, meat, fish, poultry, spices and other edible items. The retailing sector of this industry is unorganized, and much small retailing involving a number of layers of middlemen occur. The lifestyle, preference and demands of consumers are changing rapidly. Superstore culture is playing a vital role in the ever changing purchasing pattern of consumers. With the current shopping practice, superstore has become a necessity by offering unique shopping experience. Superstores have successfully made a breakthrough in the urban lifestyle with the idea of “all essential elements under one roof”. Superstore is a one floor large area consisting of the daily goods. Superstores have attempted the massive expansion drive to attract the consumers in terms of status and convenience. A rise in a good number of organized retailing superstores, offer the consumers hygienic items at a competitive price. The expansion of superstores will diversify the choices of consumers and boost their spending pattern. Superstores made debut, successfully attracting consumers, a section of consumers who are successfully turning to chain stores from the soggy market. Dhaka based Agora now runs 4 outlets, Meenabazar13,Prince bazaar 2, Nandan5 respectively and Swapnoruns 70 outlets including 30 outside the capital. Bangladesh Rifles also runs 11 stores in the capital. More than 600 retail outlets are expected to be set up in the next five years in an attempt to attract more consumers. The expansion of outlets will boost consumer’s confidence and help to create a market for manufacturers. In the early days of business around 500 consumers would visit a super store outlet daily. But now more than ten times, consumers are coming to an outlet every day. Meena Bazaar, the new face of superstore in Bangladesh, has opened their first outlet in 2002. Here the combination of quality and price under various brand names offers value to the consumers for their money. Gemcon Food & Agriculture Products Ltd. produces a variety of food items, including organic products, prepared foods and herbal products which are sold through Meena Bazaar retail outlet. Meena Bazaar has
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thirteen branches, including Khulna and Chittagong. Meena Bazaar occupies a large floor space on a single level and is situated near residential areas in Dhaka city in order to be convenient to consumers. Its basic appeal is the availability of a broad assortment of goods under a single roof at a moderate price. It is now a part of a chain that owns or controls other super stores located in Dhaka. To maintain a profit, Meena bazaar attempts to make up for the low margins with a high sales volume. Moreover it also sells higher margin items. The overall environment for Meena Bazaar and its competitors are changing from a product oriented atmosphere to customer oriented atmosphere where emphasis is put on satisfying all of the consumers’ needs. In order to remain competitive, Meena Bazaar wants to re-evaluate its future opportunities for growth without compromising its profits. This study determines consumers’ responsiveness toward marketing mix of superstores in Bangladesh. The study was done on Meena bazaar which is one of the famous and large superstore (in terms of outlet) in Bangladesh. Shawpno is more popular than Meena Bazar. Shawpno runs 70 outlet including 30 outside the capital. It situated in different areas in Dhaka and another city. Customer can get benifited by it more than meena bazar, because of it in a huge number of outlets. This study determines price variation among two super shop Swapno and Meena bazar. Also comparison of two different superstores in different purpose. The study was done on two largest and popular super store ‘Shawpno’ and ‘Meena bazar’.
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Objectives
The present study is aimed to analyze the fish price variation in two super shop Shawpno and Meena bazar.
Specific objectives of this study are as follows:
• To compare the fish price in two super shop. • To know the present condition of fish.
• To estimate consumers age, gender, occupation, frequency of fish consumer etc.
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Literature Review
From 1950 to 2010, many researches have been conducted on impulse purchasing. Recentresearches of impulse purchasing are found at sub-continent countries in which researchers oftenobserve some common variables. The more time an individual has, the longer time he or she spends browsing the shopping environment (Beatty and Ferrell, 1998). Gender has specific influence on impulse buying such as women tend to be more impulsive than men (Giraud, 2001).
If consumers are in a good mood, they tend to reward themselves more generously and tend to be more impulsive (Giraud, 2001). The notion of materialism indicates that individuals who use product acquisition as a self-completion strategy tend to be more impulsive (Dittmar, 2001).
Young generation is more impulsive than others, age of buyers from 18 to 40 are generally impulsive (Mai et al., 2003). Culture has an influence on impulse buying both at the regional and the individual levels (Mai et al., 2003).
Marketers should promote a good store layout to maximize the convenience of the consumer (Crawford and Melewar, 2003). A well-trained salesperson can decrease frustration by guiding and aiding the consumer in the purchase process and activate impulse buying behavior (Crawford and Melewar, 2003). Store atmospherics is important to stimulate impulse purchase (Crawford and Melewar, 2003). Store managers can look at a number of environmental design variables to increase stimulation in their shops. Impulsiveness sometimes depends on store type (Wong and Zhou, 2003). For example, it has been shown that many impulse purchases take place in grocery shops.
The availability of money is a facilitator in the impulse buying process (Mai et al., 2003), since itincreases the purchasing power of the individual. If the individual does not have enough money, he or she will avoid the shopping environment altogether. Consumers have propensity to buyimpulsively (Jones et al., 2003). Browsers usually make more unplanned purchases than nonbrowsers(Crawford and Melewar, 2003). Product price is another variable of impulse buying.
Consumers tend to be more impulsive when there are sales or product discounts, low marginal need for the item, short product life, smaller sizes, and ease of storage (Wong and Zhou, 2003).
The likelihood that a product will be purchased on an impulse depends on the product category.
It has been found that impulse buying occurs more in the case of hedonic products because of the symbolic meaning they convey (Mai et al., 2003).
Shopping enjoyment is another variable, whereby individuals consider shopping as a form of recreation, do not stick to a buying list, and therefore, tend to make many impulsive purchases
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(Sharma and Sivakumaran, 2004). Presence of others increases the likelihood of impulse purchase. For example, when individuals are in a group, they tend to eat more (Luo, 2004).
Individuals who perceive self-discrepancy try to use material goods to compensate the discrepancy, have impulse buying tendencies (Luo, 2004). These variables mainly influence the consumers to do the impulse purchase spontaneously.
Method and Methodology
• Study area – Townhall,
• Study period- December
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Townhall, Mohammadpur, Dhaka.
December-March
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Data collection procedure
This study is grounded in survey data obtained from the both the consumers who visit both of the super markets Shawpno and Meena Bazaar in the city designed to address the research questions. A preliminary version of the questionnaire was developed on the basis of insights from in-depth qualitative interviews with experts. A variety of measurement scales (nominal, interval and ratio) were included in a structured format to examine the relationships between selected variables. We used the open-ended question only to find suggestions from the consumers that is included in the recommendation part. The research is descriptive in nature. Data and information required for this study were collected from both primary and secondary sources. Primary source includes structured questionnaire and data were collected from different areas of Dhaka city. Secondary data were collected from company website, reports, electronic database and journals to develop theoretical background for the study. Variables covered in the study were selected based on the objectives of the study. The variables covered in the study are product, price, place and promotion and service. Data was collected from both Shawpno and Meena bazaar. A total number of 150 structured questionnaires were delivered of which 100 respondents provided feedback. The survey was conducted in December to March 2015 at mohammadpur in Dhaka city. Random sampling technique has been used to collect data. A structured questionnaire was developed by using nine-step likert scales ranging from strongly disagree to strongly agree. The questionnaire consists of various statements that are able to compare two supershops Shawpno and Meena Bazaar accurately in different purpous.
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Result and Discussion
By visiting two super shops price of different fishes were noted. The price of fishes in two super shop Shawpno and Meena bazar are given below:
Table No- 1
Price variation of fish in two super shops
Sl.
No.
Local Name English Name Scientific Name Price (Taka)
Shawpno Meena
01 Golda Chingri Giant fresh
water fish
Macrobrachium
rosenbergii
585 665
02. GuraIcha Kuncho river
Prawn
Macrobrachium
lamarrei
315
03 BagdaChingri Giant Tiger shirimp Penaeus
monoden
480 500
04 harinaChingri Ginger shrimp Metapenaeus
Monoceros
400
05 Mola NikaCarplet Amblspharsngodon
mola
250 250
06 Puti Ticto barb Puntius
ticto
260
07 Faisha / Phasa Gangatichairfin
anchovy
Setipinna
phasa
280
08 Tarabaim lesser spiny eel Macrognathus
aculeatus
580
09 Batashi Iindianpotasi Pseudeutropius
atherinoides
380 450
10 Pachmishali 360
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Sl.
No.
Local Name English Name Scientific Name Price (Taka)
Shawpno Meena
11
Bajaritengra Gangaticmystus Mystus
tengara
330 400
12 Kachki GangesRiverspral corica
soborna
295
13 Bata Mullet Labcobata 320
14 Koral 490
15 Sarpunti / sarnaputi Olive barb Barbodessarana 180 250
16 Tilapia Tilapia Oreochormis
Mossambicus
140 170
17 Rup chanda Black Pomfret Parastromateus
niser
720
18 Mirka/ mrigal Mrigal Cyprinus
mrigala
200 200
19 Bele / Baila Awaous
guamensis
610
20 Madhu/ pabda Pabdah cat fish Ompok
pabda
920
21 Foli Brongeteather back Notopterus
Notopterus
350 400
22 Bhanganbata Flathead mullet Mugil cephalus 200
23 Baim Zig-zag eel Mastacembelies
armatus
660 600
24 Ilish/Ilsha Hilsa shad Tenualosa Ilisha 420 700
25 Ayre Long whiskered
catfish
sperata aor 650
26 Shol Murrel Channa striatas 420 420
27 Boal Wallago Wallago attu 350 400
28 Pangas yellow tail catfish Pangasius 125 120
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pangasius
11
Sl.
No.
Local Name English Name Scientific Name Price (Taka)
Shawpno Meena
29 Tuna Tuna/albacoretuna Thunnus
alalunga
220
30 Catla/ Katal Catla Catla
Catla
180 250
31 Grass carp Grass carp etenopharyngodon
idella
200 200
32 Kajuli Gangeticailia Ailiacoila 600
33 Koi climbing perch Anabas
testudineus
300
34 Magur walking catfish clarias
batrachus
300
35 Shing stinging catfish Heteropneustesfossi
lis
350
From table-1 we have realize that the price of fish is different in two super shops. Comparatively fish price is high in Meena bazar than Shawpno. Wide varieties of fish are found in Shawpno than Meenabazar. The quality of fish is better in Shawpno than Meena bazar.
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Table No- 2
Preferred of shop by the customer
Supershop Frequency Percentage
Shawpno 340 53%
Meena 320 47%
Total 660 100%
It can be found from the analysis that a large number (53%) are in favour of ‘Shawpno’ and only 47% of them prefer Meena bazar. The reason may be various like, the wide collection of goods in super shop, cleanly environment. The main reason behind choosing Shawpno is the reasonable price of fish, quality of fish and good quality service by the sales people. In some eases availability of different types of fish encourages the consumers to shop with Shawpno. Still 47% of the respondents are in favor of Meena bazar. Because people still believe that Meena bazar is ancient than Shawpno. Another reason is the respondents still stands in favor of Meena bazar mainly due to the closeness to their home or workplaces.
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Table No-3
Customer of fish
Supershop Frequency Percentage
Shawpno 75 71%
Meena 30 29%
Total 105 100%
It can be found from the analysis that a large number of respondents (71%) prefer Shawpno and only 29% respondents shop in Meena bazar, while they buy fish. The main reason is meena bazar arrange only a few variety of fish. At the same time the quality of fish is very low. On the other hand ‘Shawpno’ arrange a huge variety of fish at a reasonable price. The quality of fish is good. Comparatively price of fish in Meena bazar is higher than Shawpno.
Table No-4
Association between gender and types of shop chosen
Supershop Name Male Female Shawpno 240 110 Meena 200 115 Total 440 235
The above analysis shows a common tendency of choosing super markets by male and female cosumer. Here male consumers are more in favor (240 of 440) of shawpno than that of female consumer (110 out of 230). It is observed that both male and female customer preferring super shops due to cleanliness or hustle free shopping. But comparatively large numbers of consumer prefer shawpno than meena bazar due to high price and quality of fish.
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Table No-5
Age of consumer
Supershop Name ≤25 26-35 36-45 ≥46 Shawpno 20 115 170 35 Meena 25 125 145 20
It is observed that the large number of consumer belongs to 36-45 age and the number is 170 in shawpno and 145 in meena bazar. 115 respondents are found in 26-35 age group in shawpno and 125 respondents in meena bazar. The number is very little when age is less than 25 and more than 46.
Table No-6
Timing of shopping
Timing Shawpno Meena bazar 6-10 am 12 9 10-12 am 86 64 12-4 pm 35 38 4-8 pm 130 95 8-11 pm 60 50
There is a clear pattern of shopping time can be observed here with most of the people like to shop between 10-12 pm (150 respondents) and 4-8 pm (225 respondents). More over the trend shows that less people like to shop between 12-4 pm in both super shops.
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Table No- 7
Association between education level and types of super stores
Super shops name
SSC HSC Graduate Post-graduate
Others Total
Shawpno 4 43 132 54 20 253 Meena bazaar
7 40 125 40 8 220
Total 11 83 257 94 28 473
The analysis shows that more educated people are tending towards super shops. There is a little or negligible difference between shawpno and meena bazar on the basis of education level of consumers. The table are tending towerdsshawpno (yet the consumers of meena bazar are also highly educated).
Table No-8
Occupation of consumer (N=100)
Types of Occupation Percentage 1. Business 45% 2. Service 25% 3. Others (Students, housewife) 30%
Total 100%
It is observed from the table that about 45% consumers are businessmen only 25% consumers are service holder and student, housewife are cover nearly 30%. The 30% includes the rest of consumers’ job.
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Plate no.1:Penaeus monodon Plate no.2:Amblypharyngodon mola
Plate no.3:Mystus tengara Plate no.4:Corica soborna
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Plate no.5:Pseudeutropius atherinoides Plate no.6:Ompok pabda
Plate no.7:Sperata aor Plate no.8:Oreochormis mossambicus
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Plate no.9:Notopterus notopterces Plate no.10:Catla Catla
Plate no.11: Labeo rohita Plate no.12:Parastromateus niser
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Collection area of fish
Both superstores have a wide variety of fish. But shawpno has more varieties than meena bazar. They collect their fish from different places.
Such as:
Mymenshing
Bogra
Satkhira
Comilla
Chittagong
Karwan bazar
Quality of Fish
The quality of fish in both super shops was noticed. It is observed that the quality of fish is high in Shawpno. The quality of fish in Meena bazaar is very poor.
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Problem Identification
Super market concept is obviously a prospectus one in metropolitan city. But this concept is notfree from error. Following problems were identified from the above statistical analysis andqualitative interview with the respondents regarding this popular concept:
- Super markets are located in rich areas like Gulshan, Banani, Dhanmondi, Uttaraetcwhich is not that much convenient for the low income people.
- It was found that some super markets are charging more than traditional kacha bazaar.
Moreover, there is a (mis) conception with the customers that the super shops arecharging more due to its well decorated space, more sales people and air conditionedenvironment.
- Promotional activities of the super markets are more targeted to educated and highincome people that discourage the lower income people to shop there.
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Conclusion and recommendations
As the super shop concept has already become popular, the entrepreneurs must take thisopportunity to make more money. After a certain period of time it may not be quite impossible tosee that traditional kacha bazaars are vanishing. Our prime suggestion to the entrepreneurs is:
Go for establishing super markets in each area by co-operative shop building. In this case manygrocery or other street shop owners can go for alliances among them to invest money to setupsuper markets in their respective area. This will eliminate the problem of funding too. Not onlythat, try to establish your own distribution system which will enable your shop to facilitate homedelivery to most of the customers. Moreover, construct playground for the kids within your supermarkets which will encourage the housewives to shop with your super chain shop.
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