marketing of dashi dos

8/9/2019 marketing of dashi dos

1/73

_____________________________________________1.0 Executive

Summary

This research purposes to fnd out the purchaser and non purchaser o desi

dos. Various key actors like Price, Location, Interior Decoration o the outlets,

Availability o store in di erent location, Traditional clothin line, Desi ners,

!tore I"a e that in#uence custo"ers to visit desi dos and also to "ake

purchase decision. $e also tried to fnd out the "ostly visited ite"s and

"ostly purchased ite"s. $e ound out the "ost i"portant attributes or desi

dos like %u"ber o store, Addition o ne& ite"s, A ressive advertisin ,

A"enities such as "e"bership card, discounts, coupons to i"prove their

service and brand i"a e. 'ased on our research ob(ectives and other related

sub(ects o the research, &e developed e& hypotheses or it, &hich &e have

tested by our pri"ary and secondary data that &e have collected by survey.

The data &e have collected can be divided into t&o cate ories are Pri"ary

Data and !econdary Data. Pri"ary data re ers to the data collected ro" the

survey that &e have conducted a"on the sa"ples o the tar et consu"ers

&ho are assu"ed as representatives o the tar et population. !econdary

data re ers to the data that &e have collected ro" various articles,

"a a)ines and &ebsites. *ur research is a co"bination o both +uantitative

and +ualitative "ethods o obtainin data. $e ound that there is a break in

bet&een custo"er s e-pectation and actual service. A ter that, &e have used

those data or testin our hypothesis. Pri"ary data collection or our study

/ P a e


2/73

&as done by 0uestionnaire survey. $e have "ade the 0uestionnaire by

"atchin our hypothesis as &ell as our research ob(ectives. This

0uestionnaire s &ere provided strai htly to the respondents and &e the

recorded the collected data and tested it throu h !P!!. $e have chosen

respondents &ithin the population &ho &ere representative o our tar et

se "ents. As &e atte"pted to acco"plish the study on sa"ple respondents

&ho &ere a&are o ashionable clothin and re0uently visits clothin store

"ost 123.456 o our respondents &ere youn a"on 7839 years and 4 .:5

o the" &ere "ale. ;ost o the respondents visits t&o stores sada kalo

133.356 and kay kra t 1 2.9. 5 has in bet&een 8 ==== tk. !o, Desi dos should "ake their

price ran e that a custo"er can re0uently visits their stores. $e ot that2 . 5 o our respondents are a&are o desi dos but a"on the" only :=.95

are purchaser. $e solved this proble" or desi dos to "ake the a&are and

non purchaser people into purchaser by developin so"e very i"portant

attributes. A"on the" price is one o the i"portant actors to &hich 79.95

o our respondents a rees. ?or location


3/73

stores throu h the city. 2=.=5 o our respondents a reed &ith that. Addition

o ne& ite"s can also i"prove their position &ith &hich 22.


4/73

3. Probortona

. Nogor!o"a

#. Sha!a $a"o

%. &ay &ra't

(. )ang"ar *e"a

+. ,n-an s

/. )ibiyana

10. Desha"

: / P a e


5/73

an has passed : lon years as a pri"e bouti0ue house in our country.

!ince a "odest inception in the year >>: as a local bouti0ue shop to

enhance and pro"ote local culture, an B has established itsel as a uni0ue

and a pri"e bouti0ue shop and a ashion house o innovative desi n.

an has diversifed its product ro" Pun(abi, !arees, 9 pieces to ?atua,

Lun i, T8shirts, *rna, bed covers, blouse pieces and i t ite"s such as

*rna"ents, ;u s, @.D s, Ladies ba s, @olle e ba s, "obile ba s, ban lesetc. All these ite"s are uni0ue in desi n and 0uality.

$e use local indi enous abrics o @otton, Ehadi, !ilk, Fal silk, Eatan and

;uslin to desi n our product. an B collects best ra& "aterials and use all

available process o desi ns to "ake its products uni0ue. an B is ro&in in

all aspect o desi ns, te-ture, color and o latest trend.

an is one o the pro"inent outlet a"on the ten ashion outlet o Deshi

Dosh.an has a pro"ise to color you and your li eB, so you be happy and

content in all the &ayG

%ipun is the pioneer to have the revolution in the dress pattern that has a

"eanin ul co"bination bet&een "odern trends and traditional culture.It

4 / P a e


6/73

"ay be "entioned that %ipun is a ashion house dedicated to serve the

custo"ers &ith the best 0ualities o dress since >


7/73


8/73

'an lar ;ela started its operation ro" ;ay 3== add &ithin this ti"e it has

achieved the position o one o best8branded cloth sho&roo" o handloo" in

the to&n.

The concept o 'an lar ;ela &as to prove that, it is possible to create

panora"ic desi ns o cloths by usin local and traditional abrics. And to

pro"ote the" in the "arket &ith a reasonable price. And till no&, they

e-ecute their operation accordin to their philosophy.

?or "ale, there are various kinds o ?otua, !hirt and Pun(abi. ?or ?e"ale

there are eye8catchin ne&ly desi ned sarees, and usioni)id traditional

outft, &hich &ill defnitely be a hit &ith in youn eneration irls. And orchildren also there is presence o beauti ul and color ul desi ned cloth.

Their ne&ly introduced ite"s are household ite"s like bed covers, cushion

cover, Thanes o K'unon and KPrinted cloths and blouse pieces. And their

special attraction is terracotta ite"s.

And at last, but not the least the ash colour &ith a blend o red and black and

the che"istry o &rou ht iron &ith traditional taat ra"e has created a"arvelous surroundin inside the sho&roo" and has already created its

appeal &ith in the custo"ers or its pre ect shoppin at"osphere and 0uality

o its clothes.

7 / P a e


9/73

An(an s is one o the &ell established ashion houses o 'an ladesh.

An(an s o ers Pun(abi, !arees, 9 pieces to ?atua, Lun i, T8shirts, *rna, bed

covers, blouse pieces and i t ite"s such as *rna"ents, ;u s, @.D s, Ladies

ba s, @olle e ba s, "obile ba s, ban les etc in their o&n ashion.

The entire environ"ent o An(an s outlet is very attractive and people love to

shop at An(an s.

'ibiyana is a reputable ashion house o 'an ladesh. 'ibiyana has a hu e

collection o "en s and &o"en s &ears, i t ite"s, decorative ite"s,orna"ents, ba s, etc. The decoration o the outlets is very beauti ul &hich

attracts the consu"er.

'ibiyana ocuses on custo"er satis action throu h 0uality product and

reasonable price.

> / P a e


10/73

Deshal is a na"e o a popular bouti0ue house o 'an ladesh.

?ro" the ti"e i""ortal, di erent types o art style have been devolved in

various parts o the &orld. %ot only 'an ladeshi art, but, Deshal also thinks,

each and every type o local or native art or" o the &orld is to be hi hlyappreciated. 'esides di erent e-peri"ents, Deshal &ants to conceive and

introduce that native art herita e o the &orld in their dress. They have been

tryin to convey it in their colors, lines and desi ns.

*n the other hand, they never or et about "ass people. They do not &ant

to sell their product in hi h price. *ne o their oals is to introduce their

creations to the "ass people &ithin an a ordable price, but o course &ith

ood 0uality o colors, desi ns and abrics.

_____________________________________3.0 S , E*EN E

PR )4E*

The current scenario in the ashion outlets represents that there is oin trend.

'an ladeshi ashion houses are "ovin or&ard &ith their on oin latest desi n and

brand creation. As the desi ners are ocusin on traditional desi n, "ore consu"ers

are also encoura ed to buy these ite"s.

There are a lot o actors that are a ectin not only the desi nin actors. Deshi

Dosh is a ne& concept developed by the = @lothin outlets. All o the brands are

'an ladeshi brand and they created a ne& concept to brin the 'an ladeshi brand

under one u"brella brand Deshi Dosh. 'ut ho& &ell they have succeeded creatin

= / P a e


11/73

this brand and ho& consu"ers have taken these brands are the 0uestion. !o there

is a ap and &e are tryin to fnd out the actors and the satis action level o the

consu"ers re ardin the brand Deshi Dosh.

___________________________________3.0 RESE,R5 )6E5 78ES

The study is conducted to evaluate the Deshi Dosh &hich is situated at 'asundhora

@ity. The research ai"s to fnd out the . The ob(ectives o this study can be

defned as ollo&sC

To fnd out &hat are the "ost i"portant actors that consu"ers considers to

o to Deshi Dosh.

To fnd out &hich outlets are "ostly visited at Deshi Dosh.

$hat ite"s are "ostly purchased at Deshi Dosh.

!atis action level o the purchaser at Deshi Dosh.

@onsu"er perception o the i"prove"ent re0uired at Deshi Dosh.

________________________________________#.0 P9RP SE E

RESE,R5

/ P a e


12/73

%u"erous actors in#uence buyin behavior o custo"ers. Very core actors such as

location, pricin , desi ners, desi n and layout are the actors &hich directly

in#uence the buyin behavior o clothin ite"s.

There are other indirect but i"portant actors, &hich do play a hu e role no&adays,

as %o. o stores is so"ethin that every consu"ers bein loves to en(oy. ior.

Then a ain, pricin is so"ethin that co"pels people to shi t their de"and ro" the

actual desire because inco"e is a actor, &hich is directly related to pricin . These

t&o actors co"bined to ether derive a practical ter", &hich is A ordability. ;any

o the potential custo"ers do not have the ability to ulfll their de"and due to lack

o a ordability.

$e are also tryin to fnd out the satis action level o the consu"ers in the currentsituation and ho& "uch consu"ers are a&are o the brand Deshi Dosh.

_____________________________%.0 47*7 , 7 NS E

RESE,R5

Thou h &e have put up our best e ort to "ake this research a ood one, this

paper has so"e li"itations too. $e have aced so"e constraints and

obstacles &hile conductin the study.

Firstly , &e had li"ited access to the related literatures due to restricted

access o (ournals in !T* Internet Library and other (ournal sites. As a

result, &e could fnd li"ited resources to deal &ith.

3 / P a e


13/73

Secondly , &e could not fnd any developed 0uestionnaire. There ore, the

researcher had to develop a 0uestionnaire &hich reliability and validity is not

tested.

Thirdly , the sa"ples &e have dealt &ith are very li"ited and they are not

surely representative o the &hole population o the tar et custo"er base.

Last but not the least, the "easures included in this research &as based

upon the perceptions o the participatin respondents. There ore, the

potential or data inaccuracies due to ite" "isinterpretation orpredisposition to certain responses on the part o the participant does e-ist.

_______________________________________________(.0 :P ES7S

F C Price is the "ost si nifcant actor or the custo"er visitin KDesiDos .

F3C Traditional clothin line is the second "ost si nifcant actor orthe custo"ers visitin KDesi Dos .

F9C In Desi Dos e"ale clothin ite"s are the "ost purchased ite"sthan "ale clothin .

F:C Addition o "ore stores in di erent location &ill i"prove thecusto"er satis action level.

F4C A"enities such as "e"bership card, discounts, coupons &ill

positively in#uence custo"er s purchase decision.

F2C A ressive advertisin &ill i"prove their brand i"a e.

9 / P a e


14/73

_______________________________+.0 RESE,R5 *E D 4 ;:

$hile &orkin on this research &e have e"ployed various techni0ues and

"ethods to ac0uire relevant data. The "ethodolo y e"ployed in this study

includesC the procedure or data collection, the study sa"ple, the procedure

and techni0ues used in the data analysis and the study li"itations.

The data &e have collected can be divided into t&o cate ories based on the

data collection techni0ues, study sa"ple and source o in or"ation. Those

t&o cate ories are Pri"ary Data and !econdary Data.

Pri"ary data re ers to the data collected ro" the survey that &e have

conducted a"on the sa"ples o the tar et consu"ers &ho are assu"ed as

representatives o the tar et population.

___________________________________________/.0 RESE,R5

DES7;N

*ur research is a "i-ed type o research as &e have e"ployed both

+uantitative and +ualitative techni0ues o ac0uirin data. $e &ent throu h

our Proble" Discovery and Proble" Defnition part. A ter that, &e have used

the data ac0uirin techni0ues to collect data relevant to the research, &hich

&ould eventually lead us to the consu"er insi ht and the validation test o

our hypotheses.

: / P a e


15/73

A ter defnin the proble" or e-istin ap in the "arket, &e &ent to the

research desi n part. Fere &e decided &ho &ill be our respondents and ho&

&ill &e select the". $e "ade sure that our respondents represent the

reater population, &hich &e are tryin to indicate. Then &e have conducted

a survey and used !P!! so t&are to test our hypothesis and f ure out

hidden acts about consu"er insi ht.

$e developed a 0uestionnaire or conductin survey and pre tested it on a

s"aller roup. A ter correctin the 0uestionnaire, &e conducted survey &ith

the fnal 0uestionnaire. ?inally, a ter conductin survey &e used the

statistical so t&are 1!P!!6 to analy)e the athered data and fnd the hidden

patterns and in or"ation. $e interpreted these data and "ade so"e

reco""endation on these fndin s.


16/73

Pri"ary data collection or our research &as done throu h 0uestionnaire

survey. This 0uestionnaire s &ere provided directly to the respondents and

&e the surveyors recorded the collected data. These &ere collected viaconvenience sa"plin "ethod. $e have chosen respondents &ithin the

tar et population &ho &ere representative o di erent se "ents. %o

supervisory and validation "ethod &as used. e8contactin &as not possible,

as the respondents pre erred anony"ity.

The data re0uired or conductin this study &ere collected usin sel 8

ad"inistered 0uestionnaires, specially desi ned to achieve the study oals.

A total o 0uestions coverin key attributes o the custo"ers perception

about Deshi Dosh &ere prepared a ter revie&in the relevant study. The

0uestionnaire includes "ultiple8choice 0uestion and scale such as Interval

!cale, !e"antic Di erential !cale and Likert !cale &ere used to rate the

i"portance o di erent attribute and understand consu"er pre erence and

insi ht re ardin the decision "akin process o the evaluation o Deshi

Dosh. All the 0uestions &ere closed8ended 0uestion to encoura e easy

response ro" the custo"ers and to allo& the researcher to use statistical

tests in evaluatin the fndin s o the study.

10.1 *easurement Sca"es

*ut o 0uestions &e used f-ed alternative 0uestions and no open

ended 0uestion. ;easure"ent o several independent variables &as done by

!e"antic Di erential !cale and Likert !cale. !o"e cate ory scale 0uestions

&ere included too. In "ost other cases, &e used no"inal, ordinal and interval

scales. $e also used so"e 0uestions &hich are si"ilar in nature to fnd out

the consistency o the respondents &hile ans&erin .

2 / P a e


17/73

10.2 Design o' Recor!ing orms

$e have desi ned our 0uestionnaire into three partsC in initial sta e, &e

asked screenin and rapport 0uestions. The 0uestions &hich are o a little

co"ple- nature are placed in second last sta e. Then &e have included

de"o raphic at frst and at the end as &ell. $e tried to be si"ple,

strai ht or&ard and concise and "ade sure that the 0uestions &ere easily

understandable . As our respondents are ro" di erent se "ents, &e had

tried to "ake the 0uestions as #e-ible as possible. This &ill help us to

"ini"i)e the error &hile atherin data. $e used "ostly structured

0uestions to "ake our 0uestionnaire and there s no unstructured 0uestion.

$e have used so"e deter"inant choice 0uestions and the !e"antic

Di erential and Likert ratin scale.

10.3 Respon!ent 7nstruction

There &as a 0uestionnaire introduction that clearly "entioned the purpose o

the research. $e asked the respondents to tick any ans&er they pre erred. The respondents &ere asked politely by the intervie&er to fll out the

0uestionnaire to help us in our pro(ect. *ur 0uestionnaire &as t&o pa es lon

&ith a "i-ture o di erent types o 0uestions and there &ere f-ed

alternative 0uestions.

10.


18/73

10.# 4ayout

Mood layout and physical attractiveness are crucial issues o any

0uestionnaire. To apply a ood layout o the 0uestionnaire, &e also tried to

desi n the 0uestionnaire such a &ay so that the layout does not see" too

or"al or ri id to the custo"ers. All the 0uestions &ere arran ed such a &ay

that each 0uestion and its correspondin ans&ers be an and ended in the

sa"e pa e. All the 0uestions &ere &orded very precisely as &ell in order to

prevent the tar et respondent ro" beco"in con used.

_________________________________________11.0 S,*P47N;

*E D

11.1 Stu!y ,rea

As stated be ore, &e are concentratin "ore on the evaluation o Deshi Dosh

&hich is situated at 'asundhora @ity in Dhaka. That is &hy our sa"plin

ra"e has been dra&n ro" various privile ed areas &ithin Dhaka, such as

Dhan"ondi, Mulshan, 'anani, 'aridhara, Nttara and 'ashundhara.

11.2 an!"ing o' Re'usa"s

7 / P a e


19/73

In so"e cases, "any o the respondents &ere reluctant to fll the entire

0uestionnaire and le t the task hal done. In addition, al"ost all the

respondents &ere un&illin to ans&er the open8ended 0uestions. In all these

cases, &e had to convince the" to fll the entire thin up. $e had to provide

the" &ith incentives like !"ileB and A cup o teaB to et the (ob done.

11.3 Rep"acement o' Re'usa"s

In e-tre"e cases, &here the respondents did not &ant to listen to any o our

re0uest, &e had to re(ect that particular 0uestionnaire and fnd a ne&

respondent to fll a ne& set o 0uestionnaire.

11. Samp"e Si>e

!a"ple si)e or our survey &as 2=. Fo&ever, durin the data collection,

there &ere / P a e


20/73

&ereO such as, Inco"e Mroup, A e, Mender, etc. %u"eric or"at &ere used to

code the data. @odin o all the data is provided in Appendi-.

________________________________________________13.0 D, ,

EN R:

$e have entered the data collected ro" the survey to the !P!! so t&are

a ter the codin &as done. At the be innin , &e used re0uency tables to

tabulate the su""ary o all the responses or each 0uestion. This tabulated

in or"ation &as then represented raphically &ith the help o pie charts. This

&as done so that anyone can have an idea about the outco"e o each0uestion instantly by havin a look at the re0uency table and the raphs.

Pie charts &ere used as it displays in or"ation in a "ore easily

understandable "anner than nor"al bar charts. It sho&s the percenta es or

di erent roups o choices, &hich "akes it easier to understand consu"er

pre erence. %ot only that, it "akes it easier to interpret the results as &ell.

3= / P a e


21/73

Figure: Data Vie& in !P!!

_____________________________________1 .0 D, ,

S9**ER7?, 7 N

Data su""ari)ation re ers to the presentation o the data &e have collected

in such a or" that &ill be easily understood by the reader. In our pro(ect, &e

have also tried to use various data su""ari)ation techni0ues in order or our

ease to "ake the report, as &ell as or the reader ease to read and

understand our survey s fndin s.

The techni0ues &e used to su""ari)e our data are described belo&.

3 / P a e


22/73

Frequency distribution tables: &ere used to record the nu"ber o ti"es a

certain variable has repeated itsel . It is visual8 riendly and a very

co""on techni0ue to use. It is defned as a set o intervals, usually o

ad(acent and o e0ual &idth, into &hich the ran e o a statistical

distribution is divided, each associated &ith a re0uency indicatin the

nu"ber o "easure"ents in that interval.

Percentages: has been used to indicate ho& "uch a certain actor is

co"posed o out o our total respondents. It is used to sho& the

proportion in relation to the &hole.

Pie charts: have been used to ive a ood visual representation o our

data. It ives a raphical representation o data collected at a lance

Cross tabulations: has been done to co"pare our data that &e collected.

It displays the (oint distribution o t&o or "ore variables si"ultaneously. It

can provide reater insi ht than (ust re0uency tables

Chi Square Test : allo&s us to test the si nifcance in the analysis o

re0uency distribution. Thus cate orical data on variables or dichoto"ous

"ay be statistically analy)ed. @alculation o the @hi !0uare statistics

allo&ed us to deter"ine &hether the di erence bet&een the observed

re0uency distributions and the e-pected distribution could be attributed

to sa"plin variations.______________________________________1#.0 RESP NSE

7N5EN 78ES

33 / P a e


23/73

angib"e Response 7ncentives

$e did not provide any tan ible or "onetary incentives to our respondents

because that &ould be unethical and the respondents "ay et &ron

i"pression about our research. ;oreover, as &e are university students, &ehave nu"erous li"itations to o er anythin ro" our pocket to our

respondents.

7ntangib"e Response 7ncentives

Thou h there &ere not any tan ible incentives or the respondent, &e did

provide so"e intan ible incentives. They are as ollo&sC

$e "ade the 0uestionnaire si"ple, strai ht or&ard, precise and easily

understandable so that it does not con use respondents.

$e said that &e are students o %orth !outh Nniversity and sho&ed the"

our Ids to "ake the" eel co" ortable and sa e.

espondents did not need to ive any identifcation and so they elt ree

to ans&er all the 0uestions.

$e asked the respondents ently and politely to fll up the 0uestionnaire.

$hen they flled it up, &e thanked the" so that they elt ood and eel

that they &ere able to help us.

5ost Estimate

39 / P a e


24/73

There &as no actual cost o conductin the survey e-cept the "oney needed

to print the 0uestionnaires and transportation cost that &as needed to o to

all the places to collect the data.

;ains 'rom Provi!ing 7ncentives

;a(ority o the respondents ans&ered all the 0uestions in the 0uestionnaire.

There ore, our response rate &as 0uite hi h. They ans&ered the

0uestionnaires 0uickly and accurately &hich saved out ti"e and increased

reliability o the responses.

___________________________________1%.0 D, , ,N,4:S7S

*E D

Analysis calls or the or"al presentation or puttin the data &e collected

into an actionable or". ach data &e collected needs to be analy)ed

correctly, or it can lead us to "isleadin ans&ers and thus to a "isleadin

hypothesis. @are ul consideration should be iven &hen involvin in the

process o analy)in . Analysis "ethods could include association tests,

statistical tests, "ultivariate "easures and descriptive statistics.

T&o types o analysis &ere conducted in this studyC profle analysis and

statistical analysis. Profle analysis can be vie&ed as a "eans o classi yin a

particular set o sub(ects accordin to a particular nu"ber o relevant

attributes. This "ethod is &idely used in social science research especially

3: / P a e


25/73

those studies that involve the investi ation o behavioral issues. This

"ethod o analysis has been used in "any studies as a frst step be ore

conductin any statistical analysis. The profle analysis e"ployed in this

study &as conducted via the use o percenta es, "ean scores, and ranks.

?or statistical data analysis one8&ay re0uency distribution &as used.

All our pri"ary data have been collected throu h either 0uestionnaire or

ocus roup discussion. A ter collection period, &e put all the responses in

the !P!! database, in addition, &e coded each and every response accordin

to the !P!! code or"at. A ter runnin the data inputs in the !P!!, &e took

!P!! s help to urther analysis our in or"ation. $ith the help o the data

sheets &e analy)ed the" usin various "ethods like re0uency, percenta e

count and cross tabulation.

_____________________________________________1(.0 S9R8E:

PRE ES

Pretestin re ers to the testin on a s"all sa"ple be ore actually testin a

lar er sa"ple. A ter only analy)in the results and reactions athered

throu h pretest, one can ather the coura e to conduct survey on a lar er

sa"ple. Pretestin is enerally a reed to be an indispensable sta e in survey

0uestionnaire develop"ent. @onductin a pretest can save a co"pany ro"

spendin thousands o dollars. ?irst, &e ot approval o our 0uestionnaire

desi n type by our instructor. Then &e conducted a pretest o 0uestionnaire

on 78 = people. This helped us to understand the likely responses &e are to

ather in the uture. Another ter" or Pretestin can be Ktrial "ethod , in

&hich &e ather the responses be ore launchin the actual survey

0uestionnaire and &e test the likely reactions o the respondents.

34 / P a e


26/73


27/73

S9R8E: RES94 ,N,4:S7S

Primary Statistical Analysis


28/73

A"on our feld population 79.95 are valid and 2.5 o our respondents are e"ale.

7nterpretation

on o respondents is "ale.


29/73

24)29 8 11.1 13.6 93.2

30)3% 2 2.8 3.4 96.6

(36 2 2.8 3.4 100.0

'otal %9 81.9 100.0 Missing 9 1 1.4

S ste# 12 16.$

'otal 13 18.1

'otal $2 100.0

Data ana"ysis

?ro" the respondents 3.75 placin belo& 7, 23.45 &ere placin ro" 7839,

. 5 &ere placin ro" 3:83>, 3.75 &ere placin ro" 9=894 and above 94 years

and "issin &ere 7. 5.

The "ean is 3.3< and the standard deviation is .

7nterpretation

$e atte"pted to acco"plish the study on sa"ple respondents &ho &ere a&are o

ashionable clothin and re0uently visits clothin store. ;ost o our respondents

&ere youn a"on 7839 years.

3> / P a e


30/73


31/73


32/73

Frequenc !ercentValid

!ercent"u#ulative

!ercent

Valid -urc aser 29 40.3 48.3 48.3

Non-urc aser

31 43.1 %1.$ 100.0

'otal 60 83.3 100.0

Missing S ste# 12 16.$

'otal $2 100.0

Data ana"ysis

?ro" the respondents :=.95 &ere purchaser o desi dos and 3=.75 &ere nonpurchaser.

7nterpretation

ven thou h 2 . 5 o respondents &ere a&are o it but only :=.95 are purchasers.It should ocus to turn their a&are custo"ers into purchaser because a&arecusto"ers are not purchasin ro" desi dos.


33/73

Mostl -urc ased ite#

N Valid 29

Missing 43

Mean 1.$241Std. Deviation .$0186

Mostly purchased item


!ercent"u#ulative

!ercent

Valid Male

ite#s

12 16.$ 41.4 41.4

Fe#aleite#s

13 18.1 44.8 86.2

ot 4 %.6 13.8 100.0

'otal 29 40.3 100.0

Missing 9.00 31 43.1

S ste# 12 16.$

'otal 43 %9.$

'otal $2 100.0

Data ana"ysis

A"on st the purchaser 2.


34/73

?e"ale ite"s are "ostly purchased ite"s co"pare to "ale ite"s. It "eans thate"ale clothin o desi dos attract "ore custo"ers.


35/73


36/73

Statistics

utlets t at visited #ostl

N Valid 60

Missing 12

Mean 4.4833

Std. Deviation 3.04482

Outlets that visited mostly


!ercent"u#ulative

!ercent

Valid Sada alo 16 22.2 26.$ 26.$

Nogor dola % 6.9 8.3 3%.0

i iana 6 8.3 10.0 4%.0

Ni-un 2 2.8 3.3 48.3

a ra&t 12 16.$ 20.0 68.3

!ro ortona 1 1.4 1.$ $0.0

Des al $ 9.$ 11.$ 81.$

anglar #ela 2 2.8 3.3 8%.0

5ang 4 %.6 6.$ 91.$

*n ans % 6.9 8.3 100.0

'otal 60 83.3 100.0


'otal $2 100.0

92 / P a e


37/73

Data ana"ysis

$e ound that 33.35 visits sadakalo, 2.>5 visits no or dola, 7.95 visits bibiana,3.75 visits nipun, 2..


38/73


!ercent"u#ulative

!ercent

Valid Sada alo 16 22.2 26.$ 26.$

nogordola % 6.9 8.3 3%.0

i iana 6 8.3 10.0 4%.0

ni-un 2 2.8 3.3 48.3

a ra&t 12 16.$ 20.0 68.3

-ro ortona 1 1.4 1.$ $0.0

des al $ 9.$ 11.$ 81.$

anglar #ela 2 2.8 3.3 8%.0

rang 4 %.6 6.$ 91.$ an ans % 6.9 8.3 100.0

'otal 60 83.3 100.0


'otal $2 100.0

Data ana"ysis

$e also ound that 33.35 pre ers sadakalo, 2.>5 visits pre ers dola, 7.95 pre ersbibiana, 3.75 pre ers nipun, 2..


39/73

/ P a e


40/73

i#-ortant

2.00 16 22.2 26.$ $0.0

3.00 8 11.1 13.3 83.3

4.00 6 8.3 10.0 93.3 %.00 2 2.8 3.3 96.$

not veri#-ortant

2 2.8 3.3 100.0

'otal 60 83.3 100.0


'otal $2 100.0

Data ,na"ysis

$ithin the 79.95 valid sa"ple si)e 92. 5 said it is very "uch i"portant actor.

33.35 said that it is so"e&hat i"portant actor. . 5 said that it is an i"portant

actor. 7.95 &as neutral about the actor said, 3.75 said that it is not i"portant and

3.75 said that it is not very i"portant actor.

The "ean is 3. 22< and the standard deviation is .:4 25 &as neutral about the actor. 4.25 said that it is not an i"portant

actor. .:5 said that it is not so"e&hat i"portant. 3.75 said that it is not very

i"portant actor.

The "ean is 3.7 2< and the standard deviation is .:7>>>.

7nterpretation

:9 / P a e


44/73

Al"ost < .


45/73

Frequenc!erce

ntValid

!ercent"u#ulative

!ercent

Valid veri#-ortant 13 18.1 21.$ 21.$

2.00 1% 20.8 2%.0 46.$

3.00 14 19.4 23.3 $0.0

4.00 10 13.9 16.$ 86.$

%.00 % 6.9 8.3 9%.0

6.00 2 2.8 3.3 98.3

noti#-ortant 1 1.4 1.$ 100.0

'otal 60 83.3 100.0


'otal $2 100.0

Data ,na"ysis

$ithin the 79.95 valid sa"ple si)e 7. 5 said it is very "uch i"portant actor.3=.75 said that it is so"e&hat i"portant actor. >.:5 said that it is an i"portant

actor. 9.>5 &as neutral about the actor. 2.>5 said that it is not an i"portant

actor. 3.75 said that it is not so"e&hat i"portant. .:5 said that it is not very

i"portant actor.

The "ean is 3.7 2< and the standard deviation is .:


46/73

Al"ost


47/73

Statistics

'raditional clot ing &actor

N Valid 60

Missing 12

Mean 2.$%00

Std. Deviation 1.%%819

"raditional clothing factor


!ercent"u#ulative

!ercent

Valid veri#-ortant

13 18.1 21.$ 21.$

2.00 20 2$.8 33.3 %%.0

3.00 10 13.9 16.$ $1.$

4.00 9 12.% 1%.0 86.$

%.00 4 %.6 6.$ 93.3

6.00 2 2.8 3.3 96.$

noti#-ortant

2 2.8 3.3 100.0

'otal 60 83.3 100.0

:< / P a e


48/73


'otal $2 100.0

Data ,na"ysis

$ithin the 79.95 valid sa"ple si)e 7. 5 said it is very "uch i"portant actor.

35 said that it is an i"portant

actor. 3.45 &as neutral about the actor. 4.25 said that it is not an i"portant

actor. 3.75 said that it is not so"e&hat i"portant. 3.75 said that it is not very

i"portant actor.

The "ean is 3..

7nterpretation

Al"ost < .


49/73


50/73


51/73

Data ,na"ysis

$ithin the 79.95 valid sa"ple si)e 34.=5 said it is very "uch i"portant actor.

3=.75 said that it is so"e&hat i"portant actor. 33.35 said that it is an i"portant

actor. 2.>5 &as neutral about the actor. 3.75 said that it is not an i"portant

actor. 3.75 said that it is not so"e&hat i"portant. 3.75 said that it is not very

i"portant actor.

The "ean is 3.4999 and the standard deviation is .439:4.

7nterpretation

Al"ost 7 .


52/73

$o% of stores !mprovement factors

Frequenc!erce

ntValid

!ercent"u#ulative

!ercent

Valid stronglagree

9 12.% 1%.0 1%.0

2.00 2$ 3$.% 4%.0 60.0

3.00 20 2$.8 33.3 93.3

4.00 4 %.6 6.$ 100.0

'otal 60 83.3 100.0


'otal $2 100.0

Data ,na"ysis

$ithin the 79.95 valid sa"ple si)e 3.45 stron ly a reed &ith the actor. 9


53/73

A"on the respondents 2=.=5 a reed that nu"ber o stores o desi dos cani"prove their service and brand i"a e. That entails that custo"er &ant "ore storeso desi dos.

Statistics

*dding o& ne+ ite#s #-rove#ent &actors

N Valid 60

Missing 12

Mean 2.0000

Std. Deviation .90198

Adding of new items !mprovement factors


!ercent"u#ulative

!ercent

Valid stronglagree

22 30.6 36.$ 36.$

2.00 18 2%.0 30.0 66.$

3.00 18 2%.0 30.0 96.$

4.00 2 2.8 3.3 100.0

'otal 60 83.3 100.0


'otal $2 100.0

49 / P a e


54/73

Data ,na"ysis

$ithin the 79.95 valid sa"ple si)e 9=.25 stron ly a reed &ith the actor. 34.=5

a reed &ith the actor. 34.=5 &as neutral about the actor. 3.75 disa reed &ith the

actor. And no one stron ly disa reed &ith the actor.

The "ean is 3.==== and the standard deviation is .>= >7.

7nterpretation

A"on the respondents 22.


55/73

Amenities !mprovement of #esi dos


!ercent"u#ulative

!ercent

Valid strongldisagree

12 16.$ 20.0 20.0

2.00 30 41.$ %0.0 $0.0

3.00 1% 20.8 2%.0 9%.0

4.00 3 4.2 %.0 100.0

'otal 60 83.3 100.0


'otal $2 100.0

Data ,na"ysis

$ithin the 79.95 valid sa"ple si)e 2.


56/73

and brand i"a e. That entails that custo"er desire "e"bership cards or serviceslike that.

Statistics

*ggressive advertising #-rove#ent o& Desi dos

N Valid 60

Missing 12

Mean 2.$000

Std. Deviation .90$60

Aggressive advertising !mprovement of #esi dos

Frequenc !ercent Valid!ercent "u#ulative!ercent

Valid stronglagree

% 6.9 8.3 8.3

2.00 19 26.4 31.$ 40.0

3.00 2$ 3$.% 4%.0 8%.0

42 / P a e


57/73

4.00 $ 9.$ 11.$ 96.$

strongldisagree

2 2.8 3.3 100.0

'otal 60 83.3 100.0


'otal $2 100.0

Data ,na"ysis

$ithin the 79.95 valid sa"ple si)e 2.>5 stron ly a reed &ith the actor. 32.:5

a reed &ith the actor. 9.


58/73

Statistics

Mont l e:-enditure &or an clot ing

N Valid %8

Missing 14

Mean 1.$%86

Std. Deviation .923%8

Monthly e&penditure for any clothing


!ercent"u#ulative

!ercent

Valid 1)1000 29 40.3 %0.0 %0.0

1001)%000 18 2%.0 31.0 81.0

%001)10000 $ 9.$ 12.1 93.1

10001)1%000 4 %.6 6.9 100.0

'otal %8 80.6 100.0

Missing 9.00 2 2.8

S ste# 12 16.$

'otal 14 19.4

'otal $2 100.0

Data ,na"ysis

47 / P a e


59/73

$ithin the 7=.25 valid sa"ple si)e :=.95 have "onthly e-penditure in bet&een 8

=== tk. 34.=5 have "onthly e-penditure in bet&een == 84=== tk. >.


60/73

Mean 1.30%1

Std. Deviation .%9464

Occupation


!ercent"u#ulative

!ercent

Valid Student 4% 62.% $6.3 $6.3

Service ,older 10 13.9 16.9 93.2

;ntre-reneur 4 %.6 6.8 100.0

'otal %9 81.9 100.0

Missing 9.00 1 1.4

S ste# 12 16.$

'otal 13 18.1

'otal $2 100.0

Data ,na"ysis

$ithin the 7 .>5 valid sa"ple si)e 23.45 &ere students. 9.>5 &ere service

holder. 4.25 &ere entrepreneur.

The "ean is .9=4 and the standard deviation is .4>:2:.

7nterpretation

2= / P a e


61/73

A"on the respondents


62/73

'est Value < 3.0

t d& Sig. =2)tailed>

MeanDi&&erenc

e

9%? "on&idencenterval o& t e

Di&&erence

o+er @--er

!rice &actorselectingstore

)4.44$ %9 .000 ).8333 )1.2083 ).4%83

7nterpretation

At this ti"e, our population si)e is %S2= and de rees o reedo" 1d 6 is 4>.

@alculated "ean is 3. 22< and our test value is 9.= and also standard deviation is

.:4 245.

@alculated t is 8:.::< and !( is .=== and "ean di erence is 8.7999

As !( is lo&er than .=4 so null hypothesis is re(ected. $e can end that price is the

"ost si nifcant actor that custo"ers visitin desi dos.

ypothesis est F 2 ne Samp"e Gtest

23 / P a e


63/73

0 @ Traditional clothin line is the second "ost si nifcant actoror the custo"ers visitin KDesi Dos .

1 @ Traditional clothin line is the second "ost si nifcant actoror the custo"ers visitin KDesi Dos .

One'Sample Statistics

N MeanStd.

Deviation

Std.;rror Mean

'raditional clot ing&actor selecting

store60 2.$%00 1.%%819 .20116

One'Sample "est

'est Value < 3.0

t d& Sig. =2)tailed>

MeanDi&&erenc

e

9%? "on&idencenterval o& t e

Di&&erence

o+er @--er

'raditional clot ing&actor selecting

store)1.243 %9 .219 ).2%00 ).6%2% .1%2%

7nterpretation

29 / P a e


64/73

At this ti"e, our population si)e is %S2= and de rees o reedo" 1d 6 is 4>.

@alculated "ean is 3..

Fere, si nifcance level 1

6 S 45 and confdence level is >45.

@alculated t is 8 .3:9 and !( is .3 > and "ean di erence is 8.34==

As !( is reater than .=4 so null hypotheses cannot be re(ected.

ypothesis est F 2 ne Samp"e Gtest

0 @A"enities such as "e"bership card, discounts, and coupons

&ill positively in#uence custo"er s purchase decision.

1 @ A"enities such as "e"bership card, discounts, and coupons

&ill not positively in#uence custo"er s purchase decision.

(ariables )ntered*+emoved,b-

Model

Varia les;ntered

Varia les5e#oved Met od

1 *#enities#-rove#

ent o& Desi

dos=a>

. ;nter

a *ll requested varia les entered.

De-endent Varia leA ,ave ou -urc ased an t ing &r# desi dos

Model Summary

2: / P a e


65/73

Model 5

5Square

*d usted5 Square

Std. ;rror o& t e

;sti#ate

1 .099=a> .010 ).00$ .%0%$$

a !redictorsA ="onstant>B *#enities #-rove#ent o& Desi dos

A$O(A,b-

Model Su# o&

Squares d& Mean

Square F Sig.

1 5egression

.14$ 1 .14$ .%$3 .4%2=a>

5esidual

14.83$ %8 .2%6

'otal 14.983 %9

a !redictorsA ="onstant>B *#enities #-rove#ent o& Desi dos

De-endent Varia leA ,ave ou -urc ased an t ing &r# desi dos

.oefficients,a-

Model

@nstandardiCed"oe&&icients

StandardiCed

"oe&&icients

t Sig.Std.;rror eta

1 ="onstant> 1.382 .189 $.320 .000

*#enities#-rove#ent

.062 .082 .099 .$%$ .4%2

24 / P a e


66/73


67/73

.hi'S0uare "ests

Value d&

*s #-. Sig. =2)

sided>

!earson " i)Square 11.318 a 2 .003

i eli ood 5atio 1%.336 2 .000

inear) ) inear *ssociation 10.219 1 .001

N o& Valid "ases 4%

a. 3 cells =%0.0?> ave e:-ected count less t an %. ' e #ini#u#

e:-ected count is 1.69.

InterpretationC

As &e can ro" the cross tabulation that "ost o the ite"s are bou ht by e"ale

and e"ale ite"s are the "ostly purchased ite"s in deshi dosh. The @hi8s0uare

value is .9 7. at .=4 si nifcance level. As it is less than the critical value, the null

hypothesis o association cannot be re(ected indicatin that the association is not

statistically si nifcant at the .=4 level. !o there is si nifcance that ?e"ale ite"s

are "ostly purchased ite"s in this outlets.

F =CAddition o "ore stores in di erent location &ill i"prove the custo"er

satis action level.

F C Addition o "ore stores in di erent location &ill not i"prove the custo"er

satis action level.


N Mean Std. Deviation Std. ;rror Mean

No. o& stores #-rove#ent

&actors

60 2.316$ .81286 .10494

2< / P a e


68/73

One'Sample "est

'est Value < 3

t d& Sig. =2)tailed> Mean Di&&erence

9%? "on&idence nterval o& t e

Di&&erence

o+er @--er

No. o& stores #-rove#ent

&actors

)6.%12 %9 .000 ).68333 ).8933 ).4$34

7nterpretation

Fere, our test value is 9.= &hich represent the i"portant actor or the addition o

ne& stores $e have taken this test value as our null hypothesis. Fere, our de ree o

reedo" is 4> and upper confdence level is 8.:99.

Fere, S 45 or .=4. !o, 3 S .=34

@alculated t S82.4 3, de rees o reedo" 4> and >45 confdence interval.

At >45 confdence interval our si nifcance level is lo&er than =.=4 &hich indicates

that &e can t re(ect the %ull Fypothesis.

!o, our null hypothesis &ould not be re(ected at >45 confdence interval. $e can

conclude that Addition o stores is needed.

27 / P a e


69/73

F =C A"enities such as "e"berships card, discounts, coupons &ill positivelyin#uence custo"er s purchase decision.

F C A"enities such as "e"berships card, discounts, coupons &ill notpositively in#uence custo"er s purchase decision.



*#enities #-rove#ent o&

Desi dos

60 2.1%00 .$9883 .10313

One'Sample "est

'est Value < 3



Di&&erence

o+er @--er

*#enities #-rove#ent o&

Desi dos

)8.242 %9 .000 ).8%000 )1.0%64 ).6436

7nterpretation



reedo" is 4> and upper confdence level is 8.2:92 and lo&er confdence level is

8 .=42:.

Fere, S 45 or .=4. !o, 3 S .=34

@alculated t S87.3:3, de rees o reedo" 4> and >45 confdence interval.

2> / P a e


70/73



!o, our null hypothesis &ould not be re(ected at >45 confdence interval.

F =C A ressive advertisin &ill i"prove their brand i"a e.

F C A ressive advertisin &ill not i"prove their brand i"a e.



*ggresive advertising

#-rove#ent o& Desi dos

60 2.$000 .90$60 .11$1$

One'Sample "est

'est Value < 3



Di&&erence

o+er @--er

*ggresive advertising

#-rove#ent o& Desi dos

)2.%60 %9 .013 ).30000 ).%34% ).06%%

7nterpretation




71/73

reedo" is 4> and upper confdence level is 8.=244 and lo&er confdence level is

8=..49:4.

Fere, S 45 or .=4. !o, 3 S .=34

@alculated t S83.42=, de rees o reedo" 4> and >45 confdence interval.



!o, our null hypothesis &ould not be re(ected at >45 confdence interval. $e can

conclude that Addition o stores is needed.

________________________________________ 20.0 RESE,R57ND7N;S

< / P a e


72/73

This research is conducted to evaluate the ne& brand Deshi Dosh. Theresearch is conducted to fnd out &hat actors encoura ed the consu"er tobuy products ro" Deshi Dosh. The consu"ers have also iven their opinion

about so"e cate ories about the actors that have in#uenced the" tochoose deshi dosh.

Deshi Dosh should be "ore ocused on their key de"o raphy a e roup 789=. ;ost o the youn people are "ore a&are o their brand and &anted tosee "ore stores available in di erent location.

Advertise"ent is another actor they should look in. As people are not that"uch a&are o the brand na"e they should ocus on advertise"ent as a&hole o the = brands not individually.

________________________________________21.0RE5 **END, 7 NS

$e have developed e& reco""endations ro" our research fndin . $e believethese reco""endations &ould surely beneft the Deshi Dosh in so"e &ay to cash in

"ore "oney. The reco""endations are as ollo&sC

!tudents and ?e"ales are their "ain custo"ers .

Addition o ne& outlets &ould be key to create "ore brand a&areness.

They should introduce "ore acilities to their stores such as "e"bership,

student discount etc.

They should do "ore advertisin to create a&areness o their brand as less

people kno& about their brand.


73/73

Date post:	01-Jun-2018
Category:	Documents
Upload:	rodduremeghla
View:	223 times
Download:	0 times

marketing of dashi dos

Documents