Internship Report_Marketing

Welcome to the Session

Honorable Dean SirHonorable External Sir

Introduction Company Overview

Data Analysis & FindingsLiterature Review Recommendations

& Conclusion

Presented by

Gazi Hafizur Rahman

ID: 0708210117715th Intake, Section – 5, BBA,Major in Marketing


Data Analysis & Findings

Literature Review

Recommendations & Conclusion

Topic

Customer Attitudes towards Real Estate Developing Companies in Bangladesh:

A Study on Dolmen Developments Ltd



& Conclusion

Introduction

Dhaka city is undergoing terrific growth phase throughout the last two decades. There are so many real estate developers in the market to fulfill the increasing demand of housing.

In this report I have tried to go through a total look at the real estate development business and customer attitudes towards real estate developing company to get a simple idea about the customers’ view and perception about Real Estate development companies in Bangladesh.



& Conclusion Introduction

Objectives

Broad objective:To determine and measure the attitudes of customers towards Dolmen Developments Ltd - a real estate developing company in Bangladesh.

Specific Objectives:To identify the factors affecting customer attitude.To measure the customer attitudes towards Dolmen Developments.To provide some recommendations on the basis of findings.



& Conclusion

Data Collection: Data have been collected from two sources. These are as under:

Population, Sampling , Sampling Unit and Sampling Design:Population size is 40 persons are randomly chosen for interview through a structured questionnaire. Sampling unit consists of 24 businessmen. 13 service holders and 3 government officials.The pool of respondents consists of businessmen, service holders; government officials who have owned their properties from Dolmen Developments Ltd. Non-probability convenience sampling technique is used to select the sample. Personal interviewing method is used to get response from respondents. Five point Likert scale ranging from 1 to 5 was used to collect data from respondents.

Methodology




Limitations

The major limitations for this report are - Respondents might not give the accurate information.Unfortunately due to the company’s limitations (business secrecy and confidentiality), it was not possible to acquire sufficient information.Lack of experience of researcher.Time was also a limitation. Gathering information during working was a tough job.




Customer Attitude

An attitude in marketing terms is defined as a general evaluation of a product or service formed over time (Solomon, 2008). An attitude satisfies a personal motive—and at the same time, affects the shopping and buying habits of customers. Dr. Lars Perner (2010) defines customer attitude simply as a composite of a customer’s beliefs, feelings, and behavioral intentions toward some object within the context of marketing. A customer can hold negative or positive beliefs or feelings toward a product or service. Perhaps the attitude formed as the result of a positive or negative personal experience. Maybe outside influences of other individuals persuaded the customer’s opinion of a product or service. Customer attitudes are both an obstacle and an advantage to a marketer. A marketer is challenged to understand the reason a particular attitude might exist.



& Conclusion

Factors Affecting Customer Attitude

Customer’s Attitude can be either positive or negative.Customers Attitude depends on various factors like Branding, Product Quality, Product Design, Pricing, Customer Service, Commitment, Convenience, Process and Information Sharing. Attitude can be influenced by influencing the factors mentioned above.



& Conclusion

Background

Established in 1996, Dolmen Developments Ltd is one of the market leaders (as it claims) in the high-end construction. Its’ projects are characterized by its innovative planning solutions & design features. Each project is executed with meticulous detail and tremendous precision by its’ incomparable design team. Its’ consultants are handpicked from the very best in this sector. Since inception of Dolmen Developments Ltd has been delivering projects and leading the sector towards higher standards of planning for a better quality of life, and succeeded in carving itself a niche at the top of the construction sector



& Conclusion

Mission & Vision

3.2 Mission To remain in top of the construction business in comparison to others by offering quality products in affordable price to the clients. 3.3 Vision Vision of Dolmen Developments Ltd is to make Roads, Highways, Bridges, Culverts, Schools, Colleges and shelters for urban & rural dwellers through as a developer of low and High-rise building construction using best quality man, materials and equipments.



& Conclusion

Operating Departments

In Dolmen Developments Ltd, Corporate Branch contains 7 major departments. The name of those departments & activities are given below: ● Reception Desk● Marketing & Sales Department● Administration & Business Department● Documentation & Recovery● Finance & Accounts Department● Procurement Department● Human Resources Management (HRM)



& Conclusion

Introduction Data Analysis & FindingsLiterature Review Recommendations

& Conclusion

Completed Projects

Company Overview

Ongoing Projects



& Conclusion

Interpretation of Data Analysis



& Conclusion

Table 01: The names of the different projects of Dolmen Developments Ltd is attractive.



& Conclusion

Number of

Respondants

(N = 40)

Valid

(%)

Cumulative

(%)

Mean

( )

Standard

Deviation

(SD)

Strongly Agree 14 35 35

4.13 0.82

Agree 19 47.5 82.5

Neutral 5 12.5 95

Disagree 2 5 100

Strongly Disagree 0 0 100

X

14 (35%) of the respondents strongly agree, 19(47.5%) respondents agree, 5(12.5%) respondents neutral & 2(5%) respondents disagree that the names of the different projects of Dolmen Developments Ltd is attractive. The mean rate is 4.13, which indicates that in term of Branding the customer attitude towards Dolmen Developments Ltd is positive.


Table 02: Designs of the Apartment/Flat are attractive.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)Mean SD

Strongly Agree 11 27.5 27.5

3.93 0.88

Agree 18 45 72.5

Neutral 8 20 92.5

Disagree 3 7.5 100


X

From above table, it is seen that that over 11(27.5%) of the respondents strongly agree, 18(45%) respondents agree, 8(20%) respondents neutral & 3(7.5%) respondents disagree. The mean rate is 3.93. It indicates that most customers like the designs of the product. Customer attitude is positive in term product design.


Table 03: The locations of the projects are convenient.

From the analysis of the above table it is seen that almost 18(45%) of the respondents strongly agree, 15(37.5%) respondents agree & 7(17.5%) respondents neutral. The mean rate is 4.28, which indicates that the customer attitude towards the company is positive in terms of location convenience.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)Mean SD


4.28 0.75

Agree 15 37.5 82.5

Neutral 7 17.5 100

Disagree 0 0 100


X Data Analysis & Findings

Table 04: Company’s products are more available in most of the area

Table 04 implies that almost 14(35%) of the respondents strongly agree, 17(42.5%) respondents agree, 7(17.5%) respondents neutral & 2(5%) respondents disagree. The mean rate is 4.07, which ensures that in term of availability customer attitude towards Dolmen Holding Ltd is positive.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)Mean SD


4.07 0.85

Agree 17 42.5 77.5

Neutral 7 17.5 95

Disagree 2 5 100



Table 05: The registration process of flat and apartment is reliable.

Table 05 shows that almost 17(42.5%) of the respondents strongly agree, 18(45%) respondents agree & 5(12.5%) respondents neutral. The mean rate is 4.30, which indicates that in term of registration process customer attitude is positive.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)Mean SD


4.30 0.68

Agree 18 45 87.5

Neutral 5 12.5 100

Disagree 0 0 100



Table 06: Company’s advertising policy is good

From the analysis of the above table it is seen almost 13(32.5%) of the respondents strongly agree, 18(45%) respondents agree, 6(15%) respondents neutral & 3(7.5%) respondents disagree. The mean rate is 4.02, which indicates that in term of advertising the customer attitude is positive.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)Mean SD


4.02 0.89

Agree 18 45 77.5

Neutral 6 15 92.5

Disagree 3 7.5 100



Table 07: Company provides the most informative promotional materials regarding the products.

From table, it is seen that 22(52.5%) of the respondents strongly agree, 16(42.5%) respondents agree & 2(5%) respondents neutral that Company provides the most informative promotional materials regarding the products. The mean rate is 4.50. It indicates that the customer attitude is highly positive in terms of information sharing.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)Mean SD


4.50 0.59

Agree 16 42.5 95

Neutral 2 5 100

Disagree 0 0 100



Table 08: Company’s commitment to handover the apartment/flat in time is reliable.

From table 08, it is seen that almost 12(30%) of the respondents strongly agree, 19(47.5%) respondents agree, 7(17.5%) respondents neutral & 2(5%) respondents disagree Company’s commitment to handover the apartment/flat in time is reliable. The mean rate is 4.02. So in term s delivery, customers’ attitude towards company is positive.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)

Mean

( )

Standard

Deviation

(SD)


4.02 0.83

Agree 19 47.5 77.5

Neutral 7 17.5 95

Disagree 2 5 100



Table 9: Company uses quality product to build their constructions.

Table 09 shows that almost 14(35.5%) respondents agree, 19(47.5%) respondents neutral & 7(17.5%) respondents disagree that Company uses quality product to build their constructions. The mean rate which is 3.18 indicates customer’s attitude is marginally positive in this particular measure.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)Mean SD


3.18 0.71

Agree 14 35 35

Neutral 19 47.5 82.5

Disagree 7 17.5 100



Table 10: Prices offered for the products are reasonable.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)Mean SD


2.18 0.89

Agree 4 10 10

Neutral 8 20 30

Disagree 19 48 78


X

From table 10, it is found that 4(10%) respondents agree, 8(20%) respondents neutral, 19(48%) respondents disagree & 9(22%) respondents strongly disagree that offered for the products are reasonable. The mean rate is 2.18. So in term s pricing, customers’ attitude towards company is negative.

Table 11: Company’s executives are active in responding customer’s query.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)Mean SD


4.63 0.58

Agree 11 27.5 95

Neutral 2 5 100

Disagree 0 0 100


X

From table 11, it is found that 27(67.5%) of the respondents strongly agree, 11(27.5%) respondents agree & 2(5%) respondents neutral that Company’s executives are active in responding customer’s query. The mean rate is 4.63. So in term of customer care the attitude of customer towards the company is highly positive.


Table 12: Electricity, gas & water connection are available on project as committed.

From table 12, it is found that 8 (10%) of the respondents strongly agree, 17(32.5%) respondents agree, 11(40%) respondents neutral & 4(17.5%) respondents disagree that Electricity, gas & water connection are available on site as committed. The mean rate is 3.73. So in term of commitment customer attitude is positive.



& Conclusion

Number of

Respondants

(N)

Valid

(%)

Cumulative

(%)Mean SD


3.73 0.89

Agree 17 32.5 42.5

Neutral 11 40 82.5

Disagree 4 17.5 100



Findings

By analyzing 12 survey questions, it is found that on 11 statements customers attitudes are positive which are Commitment, Advertising, Convenience, Branding, Product Design, Availability, Process, Information Sharing, Customer Services and Product Quality, while on 1 statement which is related with ‘Pricing’ - their attitude is negative.



& Conclusion Data Analysis

& Findings

Recommendations

As customers perception is negative towards pricing, so company needs to reduce the price of its products. To reduce price, company must minimize its cost of production while it shouldn’t compromise with quality. So, rather compromising with quality raw material, company should emphasize on reducing operational cost (by improving the efficiency of supervision of projects – i.e. a common supervisor to supervise multiple projects which are located in same area.), transportation cost (by utilization of cheaper transportation to close distances), effective and efficient use of manpower (by maximizing the use of labor hour) and raw materials (by minimizing wastage of raw materials) which will ultimately lead to the overall cost reduction and company will be able to deliver desired products at reduced price, thus customer attitudes regards ‘Pricing’ would move towards ‘Positive’.



& Conclusion

Conclusion

Customer attitudes are positive when the exchange value of the system fulfills expectations of the customers. Today’s business environment is more competitive than it has been in the past. The modern business is characterized with new product introductions, increasingly knowledgeable, well informed, and sophisticated customers. The modern customer attitudes are thus expected to respond rapidly, effectively, and efficiently to changes in the market place so as to sustain, and further more create competitive advantage. It is therefore very important to study the attitudes of customer towards a company.



& Conclusion

Question & Answer

Thank You All!



& Conclusion

Date post:	12-Feb-2016
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