Marketing Research Report
On
Measuring quality level of products of Aarong Bangladesh: A study on Panjabi.
Measuring quality level of products of Aarong Bangladesh: A study on Panjabi.
Prepared For
Mr. Golam Mohammad Forkan
Assistant Professor
Faculty of Business Administration
Prepared By
Group Name “Origin”
M D . S h a h j a l a l I D N o : 0 7 1 2 0 0 1 5 5
Hossain Ahmed ID No :071200069
Ahamed Imt i a j ID No :071200116
Reyad Ahmed ID No :043200044
Pa r tha P ra t im Bha t t a cha r j e e ID No :071200066
May 22 2010
May 22, 2010
Mr. Golam Mohammad Forkan
Assistant Professor
Eastern University
Dhaka – 1205.
Subject: Letter of transmittal
Dear Sir:
The report at your hand is on “Measuring quality level of products of Aarong Bangladesh: A study on Panjabi.”. You assigned us to prepare this report as a part of Marketing Research (MKT-463). While writing this report, we have tired to follow your instructions.
We sincerely hope that this report meets your approval and its appraisal will demonstrate our ability to prepare formal report. We will be glad to furnish you with any clarification if required.
Sincerely yours,
(Md. Shah Jalal) (Hossain Ahmed)
ID: 071200155 ID: 071200069
(P a r t h a P r a t i m B h a t t a c h a r j e e ) (A h a m e d I m t i a j )
ID: 071200066 ID: 071200116
( R e y a d A h m e d )
I D : 0 4 3 2 0 0 0 4 4
ACKNOWLEDGEMENT
First of all we pay our tribute to Almighty Allah for giving us the opportunity
to complete this report. We are grateful to our course instructor Mr. Golam
Mohammad Forkan for his coordination. Without his assistance we will not
be able to do such report. He gave us all the directions that how we can get
information to prepare such kind of report. Mr. Golam Mohammad Forkan
have taught us that how to write a good report. Again want to thank him
that the knowledge of write a report which is helps us in this semester and I
hope that it will be also helping us in every semester as well as in our job
lives.
Executive summery
In the report we analysis the customer perceptions as well as the how the
customer think about the Arong panjabi. This report is a part of our marketing
Research (MKT-463). Our primary objective is to learn how to write a good
report. In the competitive market it is the challenge for any company to
survive in the market. There are many competitors in the branded panjabi
market. So now-a-day Arong need to know the perception and quality of their
panjabi to the customer. This report cover how customer think about the
quality of Aarong’s panjabi and here found some problem. Some
recommendation are proposed to overcome such kind of problem as well as
to increase the sales revenue to the market and to survive in the market for a
long time.
1. Introduction
Established in 1978, Aarong is a fair trade organization dedicated to bring
about positive changes in the lives of disadvantaged artisans and
underprivileged rural women by reviving and promoting their skills and craft.
Reaching out to weavers, potters, brass workers, jewellers, jute workers, basket
weavers, wood carvers, leather workers and more, Aarong embraces and
nurtures a diverse representation of 65,000 artisans, 85% of whom are women.
Today, Aarong has become the foundation upon which independent
cooperative groups and family-based artisans market their craft, in an effort to
position the nation’s handicraft industry on a world platform of appreciation
and acknowledgement.
1.1 Background of research
Arong has become very popular after the 1980’s. People are now trendier
about local events & festivals like Pahela Falgun, Pahela Baisakh, Victory day,
Independence Day etc and they buy new and special products for these events.
People who want to buy quality full and exclusive collection they like arong
panjabi. People who have no enough time to find out more design they always
go arong. Becouse there have lot of collection. And every type of people like
this. It is very much popular for quality of the cloth.
1.2 Statement of the problem
PROBLEM DEFINITION
Management Decision Problem: Should Aarong focus on the price, brand,
customer service, product variety and design to improve Panjabi quality.
Marketing Research Problem: To determine the influence of price, brand,
customer service, product variety and design to know the perception of the
shoppers about Aarong’s Panjabi quality.
People search for quality while buying any apparel. Panjabi is both occasional
and continuous buying apparel. But what is the perception of “Quality Panjabi”
in people’s mind? Do they consider brand or price or some other attributes and
what are those? Does it brand vary between female and male choice? If they
consider a number of attributes, do they really have any impact on existing
Panjabi brand retails?
Several curiosities lead to a simple question, what is people’s perception about
quality Panjabi considering price, brand, design, and customer service and
product variety? To know if these attributes have any impact on brand retail,
we choose Aarong to testify its perceived quality among customers considering
the following attributes.
1.3 Objectives of the study:
This research is for educational purpose only. It is demanding for Marketing
Research, code-461 course. So we can say the primary objectives of t his
research is to know how to conduct marketing research and also know how to
write formal report.
1.3.1 Broad objective
Broad objective of this research is to find out the report has been done to
identify perceive quality regarding buying Panjabi and compare it to the
renown Panjabi seller Aarong.
1.3.2 Specific objectives:
Our specific objectives can be described as follows
Buying decision of the Pangabi
Consumer preference of different companies Panjabi
Consumers preference on quality
The pricing consideration of Arong pangabi
Peoples thinking about the price and design of the Arong pangabi
1.4 SCOPE OF THE STUDY
The intent of the research is to understand how shoppers of Panjabi perceive
the quality of Aarong’s Panjabi and their general perception of Panjabi quality.
1.5 Scope and Limitation:
We can work better and also give more emphasize on this research but there are
some limitation we could not do that.
The limitations are
Short period of time
Cost of doing research
Unavailability of desired information
Lack of respondent’s response
Inaccuracy of data
Lack of analyzing power
2.0Methodology
2.1 Research Design :
We make our report on the basis of conclusive research. Our report is related
with the quality of the panjabi and the customer perceptions of the different
segment of customer. To estimate the percentage of units in a specified
population of exhibiting a certain behavior and to determine the perceptions of
the product characteristic we make report under conclusive research.
2.2 Sample design:
Sample refers a portion of total population. It is a portion of the total population
carefully selected to represent that population.
For our research we have selected Aarong. For our research we have taken
some days randomly to get a whole picture of the company to analyze the data.
We have chosen shoppers of Dhaka as our population sample (100
respondents). The respondents were selected based on simple random sampling
technique, which is choosing the respondent according to researcher’s choice.
By taking the samples we have the whole idea about Aarong’s Panjabi quality
and general perception about Panjabi Quality
2.3 Sampling technique:
We took samples on the basis of simple random sampling method. We
surveyed respondents randomly. There were some refusals during the
interviews in Aarong outlets, where a few people refused to participate in the
survey either because they were in a hurry or because they were unwilling to do
so. In such instances, we politely apologized for interrupting them and looked
for other possible respondents. To identify the interest of people from different
age and income groups
2.4 Sample size:
This type of research requires a vast sample size, but in short scale research we
could not take a vast sample. The sample size we used when we took our
survey was 100. The science of choosing sample size is dependent on many
factors such as population size, confidence level, error level etc. For our survey
determining to simplify things we took a convenient sample size because its
benefits in this case out weights the problems it may cause. Having a 100
respondent survey helps in simplifying many of the complications in statistical
analysis
2.5 Methods of data collection:
We have used some procedure for collecting our data. Hence, we have used
two types of data such as primary data & secondary data.
Primary data
Primary refers core data. Which we get from primary sources for instance
questionnaire, standardized tests, observational forms, laboratories notes which
are also called raw data. We used a sample questionnaire which is made up by
our group and under the observation of our faculty.
Secondary data
Secondary data refers literature studies made by others for their own purpose.
Secondary data helps current researchers while working on related fields.
While doing this research we have taken some secondary data which helped us
to make our concept understandable. As secondary data we have collected our
relevant information from the internet. We accessed internet for reviewing the
information that provide us some useful information about Aarong’s Panjabi
and about the research related information.
2.6 Data presentation and analysis:
We used the frequency distribution, coefficient alpha , pie chart by using the Spss software.
4.0 Analysis and Discussions
4.1 Introduction: Quality product means the collection of features and
characteristics of a product that contribute to its ability to meet given
requirements. People search for quality while buying any apparel. Panjabi is
both occasional and continuous buying apparel. But what is the perception
of “Quality Panjabi” in people’s mind? Do they consider brand or price or
some other attributes and what are those? If they consider a number of
attributes, do they really have any impact on existing Panjabi brand retails?
Frequency distribution, pic chart and Cronbach’s alpha test are discussed
below.
4.2 Summary Statistic:
Do you go to brand shops to buy panjabi
?
How much
do you think that a "qualit
y "panja
bi should cost?
Color combination
of Arong
's panjabi is good
Arrong's
panjabi color variation is
execellent
Design of
Arrong's
panjabi is good
Arrong's panjabi
is comforta
ble to ware
Arrong's
panjabi is soft
Yarn of Arrong'
s panjabi is good
Arrong's
panjabi is
long lasting
Lebeling of
Arrong's panjabi
is informat
ive
Packaging of
Arrong's
panjabi of
functional
benefit
Packaging od
Arrong's
pajabi is nice lookin
g
N Valid 100 100 100 100 100 100 100 100 100 100 100 100
Missing
0 0 0 0 0 0 0 0 0 0 0 0
Mean 1.10 2.43 2.45 2.58 2.41 2.51 2.55 2.97 3.09 2.99 2.80 2.55
Median 1.00 2.00 2.00 2.50 2.00 2.00 3.00 3.00 3.00 3.00 3.00 2.00
Mode 1 2 2 3 2 2 3 3 4 3 3 2
Std. Deviation .302 .856 1.192 1.232 1.074 .990 .957 .969 .965 .927 1.025 .978
Range 1 3 4 4 4 4 4 4 4 4 4 4
Minimum 1 1 1 1 1 1 1 1 1 1 1 1
Maximum 2 4 5 5 5 5 5 5 5 5 5 5
4.3 Frequency and Pic Chart:
4.3.1. Do you go to brand shops to buy panjabi?
Frequency Percent Valid PercentCumulative
Percent
Valid yes 90 90.0 90.0 90.0
no 10 10.0 10.0 100.0
Total 100 100.0 100.0
yes
no
Do you go to brand shops to buy panjabi ?
From the chart we can see that, 90% people go to branded shop for buying
Panjabi and 10% people do not go to branded shop for buying Panjabi.
Frequency Table
N Valid 100
Missing 0
Mean 1.10
Median 1.00
Mode 1
Std. Deviation .302
The mean is 1.10 so it represents average respondents strongly agree with the
statement ‘go to brand shops to buy Panjabi’. Median is 1 so it represents
average respondents strongly agree with the above statement. It is close end
distribution. Mode is 1 that represents respondents are strongly agree and as
it is negatively skew so mean may be smaller. Finally std. deviation is .30,
27.27% of mean so mean represent accurate data.
4.3.2. How much do you think that a "quality "panjabi should cost?
Frequency Percent Valid PercentCumulative
Percent
Valid less than 1500
13 13.0 13.0 13.0
1501-2500 42 42.0 42.0 55.0
2501-3500 34 34.0 34.0 89.0
above3500 11 11.0 11.0 100.0
Total 100 100.0 100.0
less than 1500
1501-2500
2501-3500
above3500
How much do you think that a "quality "panjabi should cost?
From the chart we can see that, 13% people think that quality Panjabi price
should be less than tk.1500, 42% people think that quality Panjabi price should
be tk.1501-2500, 34% people think that quality Panjabi price should be
tk.2501-3500 and 11% people think that quality Panjabi price should be above
tk.3500.
4.3.3. Color combination of Arong's panjabi is good
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
23 23.0 23.0 23.0
Agree 39 39.0 39.0 62.0
can't decide 13 13.0 13.0 75.0
Disagree 20 20.0 20.0 95.0
Strongly Disagree
5 5.0 5.0 100.0
Total 100 100.0 100.0
Strongly Agree
Agree
can't decide
Disagree
Strongly Disagree
Color combination of Arong's panjabi is good
From the charts we can see that, 23% respondent are strongly agree with the statement “Color combination of Arong's panjabi is good”, 39% respondent are agree with the statement, 13% respondent are can't decide with the statement, 20% respondent are disagree with the statement and 5% respondent are strongly disagree with the statement.
Frequency Table
N Valid 100
Missing 0
Mean 2.45
Median 2.00
Mode 2
Std. Deviation 1.192
The mean is 2.45 so it represents average respondents agree with the statement ‘Color combination of Arong's panjabi is good ’. Median is 2 so it represents average respondents agree with the above statement. It is close end distribution. Mode is 2 that represents respondents are agree and as it is negatively skew so mean may be smaller.. Finally std. deviation is 1.19, 45.57% of mean, so mean do not represent accurate data.
4.3.4. Design of Arrong's panjabi is good
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
21 21.0 21.0 21.0
Agree 37 37.0 37.0 58.0
can't decide 26 26.0 26.0 84.0
Disagree 12 12.0 12.0 96.0
Strongly Disagree
4 4.0 4.0 100.0
Total 100 100.0 100.0
Strongly Agree
Agree
can't decide
Disagree
Strongly Disagree
Design of Arrong's panjabi is good
From the charts we can see that, 21% respondent are strongly agree with the statement “Design of Arrong's panjabi is good”, 37% respondent are agree with the statement, 26% respondent are can't decide with the statement, 12% respondent are disagree with the statement and 4% respondent are strongly disagree with the statement.
Frequency Table
N Valid 100
Missing 0
Mean 2.41
Median 2.00
Mode 2
Std. Deviation 1.074
The mean is 2.41 so it represents average respondents agree with the statement ‘Design of Arrong's panjabi is good’. Median is 2 so it represents average respondents agree with the above statement. It is close end distribution. Mode is 2 that represents respondents are agree and as it is negatively skew so mean may be smaller. Finally std. deviation is 1.07, 44.40% of mean so mean do not represent accurate data.
4.3.5.Arrong's panjabi is comfortable to ware
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
13 13.0 13.0 13.0
Agree 43 43.0 43.0 56.0
can't decide 27 27.0 27.0 83.0
Disagree 14 14.0 14.0 97.0
Strongly 3 3.0 3.0 100.0
Disagree
Total 100 100.0 100.0
Strongly Agree
Agree
can't decide
Disagree
Strongly Disagree
Arrong's panjabi is comfortable to ware
From the charts we can see that, 13% respondent are strongly agree with the statement “Arrong's panjabi is comfortable to ware”, 43% respondent are agree with the statement, 27% respondent are can't decide with the statement, 14% respondent are disagree with the statement and 3% respondent are strongly disagree with the statement.
Frequency Table
N Valid 100
Missing 0
Mean 2.51
Median 2.00
Mode 2
Std. Deviation .990
The mean is 2.51, so it may be 3, so it represents average respondent can't decide with the statement ‘Arrong's panjabi is comfortable to ware’. Median is 2 so it represents average respondents agree with the above statement. It is open end distribution. Mode is 2 that represents respondents are agree and as it is negatively skew so mean may be smaller. Finally std. deviation is 0.99, 39.44% of mean so mean do not represent accurate data.
4.3.6. Arrong's panjabi is soft
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
13 13.0 13.0 13.0
Agree 35 35.0 35.0 48.0
can't decide 40 40.0 40.0 88.0
Disagree 8 8.0 8.0 96.0
Strongly Disagree
4 4.0 4.0 100.0
Total 100 100.0 100.0
Strongly Agree
Agree
can't decide
Disagree
Strongly Disagree
Arrong's panjabi is soft
From the charts we can see that, 13% respondent are strongly agree with the statement “Arrong's panjabi is soft”, 35% respondent are agree with the statement, 40% respondent are can't decide with the statement, 8% respondent are disagree with the statement and 4% respondent are strongly disagree with the statement.
Statistics
N Valid 100
Missing 0
Mean 2.55
Median 3.00
Mode 3
Std. Deviation .957
The mean is 2.55, it may be 3, so it represents average respondent can't decide with the statement ‘Arrong's panjabi is soft ’. Median is 3 so it represents average respondents can't decide with the above statement. It is close end distribution. Mode is 3 that represents respondents are can't decide and it is symmetric distribution. Finally std. deviation is 0.95, 37.25% of mean so mean do not represent accurate data.
4.3.7 Yarn of Arrong's panjabi is good
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
3 3.0 3.0 3.0
Agree 31 31.0 31.0 34.0
can't decide 40 40.0 40.0 74.0
Disagree 18 18.0 18.0 92.0
Strongly Disagree
8 8.0 8.0 100.0
Total 100 100.0 100.0
Strongly Agree
Agree
can't decide
Disagree
Strongly Disagree
Yarn of Arrong's panjabi is good
From the charts we can see that, 3% respondents are strongly agree with the statement “Yarn of Arrong's panjabi is good”, 31% respondents are agree with the statement, 40% respondents are can't decide with the statement, 18% respondents are disagree with the statement and 8% respondents are strongly disagree with the statement.
Statistics
N Valid 100
Missing 0
Mean 2.97
Median 3.00
Mode 3
Std. Deviation .969
The mean is 2.97 that is nearly 3, so it represents average respondent can't decide with the statement ‘Yarn of Arrong's panjabi is good ’. Median is 3 so it represents average respondents can't decide with the above statement. It is close end distribution. Mode is 3 that represents respondents are agree and it is symmetric distribution. Finally std. deviation is 0.96, 32.23% of mean so mean do not represent accurate data.
4.3.8 Arrong's panjabi is long lasting
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
4 4.0 4.0 4.0
Agree 26 26.0 26.0 30.0
can't decide 31 31.0 31.0 61.0
Disagree 35 35.0 35.0 96.0
Strongly Disagree
4 4.0 4.0 100.0
Total 100 100.0 100.0
Strongly Agree
Agree
can't decide
Disagree
Strongly Disagree
Arrong's panjabi is long lasting
From the charts we can see that, 4% respondents are strongly agree with the statement “Arrong's panjabi is long lasting”, 26% respondents are agree with the statement, 31% respondents are can't decide with the statement, 35% respondents are disagree with the statement and 4% respondents are strongly disagree with the statement.
Statistics
N Valid 100
Missing 0
Mean 3.09
Median 3.00
Mode 4
Std. Deviation .965
The mean is 3.09, so it represents average respondent can't decide with the statement “Arrong's panjabi is long lasting”. Median is 3 so it represents average respondents can't decide with the above statement. It is close end distribution. Mode is 4 that represents respondents are disagree and it is positively skew so mean may be larger. Finally std. deviation is 0.96, 31.06% of mean, so mean do not represent accurate data.
4.3.9. Labeling of Arrong's panjabi is informative
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
4 4.0 4.0 4.0
Agree 26 26.0 26.0 30.0
can't decide 42 42.0 42.0 72.0
Disagree 23 23.0 23.0 95.0
Strongly Disagree
5 5.0 5.0 100.0
Total 100 100.0 100.0
Strongly Agree
Agree
can't decide
Disagree
Strongly Disagree
Lebeling of Arrong's panjabi is informative
From the charts we can see that, 4% respondents are strongly agree with the statement “Arrong's panjabi is long lasting”, 26% respondents are agree with the statement, 42% respondents are can't decide with the statement, 23% respondents are disagree with the statement and 5% respondents are strongly disagree with the statement.
Statistics
N Valid 100
Missing 0
Mean 2.99
Median 3.00
Mode 3
Std. Deviation .927
The mean is 2.99 that is nearly 3, so it represents average respondent can't decide with the statement “Labeling of Arrong's panjabi is informative”. Median is 3 so it represents average respondents can't decide with the above statement. It is close end distribution. Mode is 3 that represents respondents are can't decide and it is symmetric distribution. Finally std. deviation is 0.92, 33.76% of mean so mean do not represent accurate data.
4.3.10. Packaging of Arrong's panjabi has functional benefit
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
11 11.0 11.0 11.0
Agree 26 26.0 26.0 37.0
can't decide 40 40.0 40.0 77.0
Disagree 18 18.0 18.0 95.0
Strongly Disagree
5 5.0 5.0 100.0
Total 100 100.0 100.0
Strongly Agree
Agree
can't decide
Disagree
Strongly Disagree
Packaging of Arrong's panjabi of functional benefit
From the charts we can see that, 11% respondents are strongly agree with the statement “Packaging of Arrong's panjabi has functional benefit”, 26% respondents are agree with the statement, 40% respondents are can't decide with the statement, 18% respondents are disagree with the statement and 5% respondents are strongly disagree with the statement.
Statistics
N Valid 100
Missing 0
Mean 2.80
Median 3.00
Mode 3
Std. Deviation 1.025
The mean is 2.80 that is nearly 3, so it represents average respondent can't decide with the statement “Packaging of Arrong's panjabi has functional benefit”. Median is 3 so it represents average respondents can't decide with the above statement. It is close end distribution. Mode is 3 that represents respondents are can't decide and it is symmetric distribution. Finally std. deviation is 1.02, 36.42% of mean so mean do not represent accurate data.
4.3.11. Packaging of Arrong's pajabi is nice looking
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
13 13.0 13.0 13.0
Agree 40 40.0 40.0 53.0
can't decide 27 27.0 27.0 80.0
Disagree 19 19.0 19.0 99.0
Strongly Disagree
1 1.0 1.0 100.0
Total 100 100.0 100.0
Strongly Agree
Agree
can't decide
Disagree
Strongly Disagree
Packaging od Arrong's pajabi is nice looking
From the charts we can see that, 13% respondents are strongly agree with the statement “Packaging of Arrong's pajabi is nice looking”, 40% respondents are agree with the statement, 40% respondents are can't decide with the statement, 27% respondents are disagree with the statement and 1% respondents are strongly disagree with the statement.
Statistics
N Valid 100
Missing 0
Mean 2.55
Median 2.00
Mode 2
Std. Deviation .978
The mean is 2.55, it may be 3, so it represents average respondent can't decide with the statement ‘Packaging of Arrong's pajabi is nice looking ’. Median is 2 so it represents average respondents agree with the above statement. It is open end distribution. Mode is 2 that represents respondents are agree and it is negatively skew. Finally std. deviation is 0.97, 37.85% of mean so mean do not represent accurate data.
4.4. Coefficient Alpha Analysis:
Reliability Statistics
Cronbach's Alpha N of Items
.831 12
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Cronbach's Alpha if Item
Deleted
Do you go to brand shops to buy panjabi ?
29.33 47.173 .291 .833
How much do you think that a "quality "panjabi should cost?
28.00 47.535 .017 .850
Color combination of Arong's panjabi is good
27.98 36.727 .714 .797
Arrong's panjabi color variation is execellent
27.85 36.917 .670 .801
Design of Arrong's panjabi is good
28.02 38.909 .628 .806
Arrong's panjabi is comfortable to ware
27.92 38.983 .688 .802
Arrong's panjabi is soft 27.88 40.167 .609 .809
Yarn of Arrong's panjabi is good
27.46 40.453 .574 .811
Arrong's panjabi is long lasting
27.34 43.176 .344 .829
Lebeling of Arrong's panjabi is informative
27.44 41.643 .499 .818
Packaging of Arrong's panjabi of functional benefit
27.63 42.801 .344 .830
Packaging od Arrong's pajabi is nice looking
27.88 41.763 .455 .821
Coefficient alpha or Cronbach’s alpha, is the average of all possible split-half coefficients resulting from different ways of splitting the scale items. This Coefficient varies from 0 to 1, and a value of 0.6 or less generally indicates unsatisfactory internal consistency reliability. An important property of coefficient alpha is that its value tends to increase with an increase in the number of scale. From the table we can see that the value of alpha is 0.83. As it is greater than 0.6 and between 0 to 1 so we can easily say that internal consistency reliability is satisfactory.
5.0 Summary of Findings
From our analysis summary of findings are given below.
5.1 Frequency Analysis
► “Go to brand shops to buy panjabi” with this statement 90% people say ‘Yes’ and 10% people say ‘No’.
► “Quality” cost should with statement 13% people think that quality
Panjabi price should be less than tk.1500, 42% tk.1501-2500, 34% tk.2501-
3500 and 11% above tk.3500.
► “Color combination of Arong's panjabi is good” with this statement mean
is 2.45, medina is 2 and mode is 2 and std. deviation is1.19.
► “Design of Arrong's panjabi is good” with this statement mean is 2.41,
medina is 2 and mode is 2 and std. deviation is1.07.
► Arrong's panjabi is comfortable to ware with this statement mean is 2.51,
medina is 2 and mode is 2 and std. deviation is 0.99.
► “Arrong's panjabi is soft” with this statement mean is 2.55, medina is 3
and mode is 3 and std. deviation is 0.95.
”Yarn of Arrong's panjabi is good” with this statement mean is 2.97,►
medina is 3 and mode is 3 and std. deviation is 0.96.
► “Arrong's panjabi is long lasting” with this statement mean is 3.09,
medina is 3 and mode is 4 and std. deviation is 0.96.
► “Labeling of Arrong's panjabi is informative” with this statement mean is
2.99, medina is 3 and mode is 3 and std. deviation is 0.92.
► “Packaging of Arrong's panjabi has functional benefit” with this
statement mean is 2.80, medina is 3 and mode is 3 and std. deviation is
1.02.
► “Packaging of Arrong's pajabi is nice looking” with this statement mean is
2.55, medina is 2 and mode is 2 and std. deviation is 0.97.
5.2. Coefficient Alpha Analysis
Value of ► Coefficient alpha or Cronbach’s alpha is 0.83. So internal
consistency reliability is satisfactory.
6.0 Recommendation:
Arong panjabi should cost increase because in the survey we found that about 42%
people prefer that 2501-2500 and about 34% people prefer that it cost should be 2501-
3500. The quality or other feature involve with the price. In the other hand the upper
and middle class people is the loyal customer of Arong panjabi. So they should provide
better quality by increasing the price.
Arong should focus on introducing colorfully designed Panjabi in the market. This could
be a concern for them if the competitors offer very well design. There is every possibility
that competitors can grab the market in no time with these attractive designs. No
company in the market can do business solely depending on the brand name only.
It is strongly recommended that the Arong panjabi should be soft because lower portion
of customer that are satisfied with the softness of the Arong panjabi but most of the
respondents are comment that they are confused and disagree about the softness of
Arong panjabi.
The yarn of Arong panjabi should be improved in the survey many responds are about
confused about the yarn of Arong panjabi. They have to be concern about the quality of
yarn.
When the yarn of the Arong panjabi will be improved and quality then the panjabi will
longer lasting from the survey we can observe that many responds comment about the
longer lasting about the Arong panjabi.
7.0 Conclusion:
People who shop in Aarong don’t think that the designs, color combination,
design, labeling, packaging etc are the pure indicator of Panjabi quality. They
also think that Aarong does not have very attractive designs for Panjabi;
however, they shop because they think Aarong represents aristocracy.
Shoppers of Aarong go to the stores because they perceive that Aarong
maintains a supreme quality in their customer service. They also believe the
designs are not as attractive as other competing brands.
.
Reference
www.google.com
www.arong.bd.com
Marketing Research
Malhotra K Naresh
Appendix
Summary statistic
Do you go to brand
shops to buy
panjabi ?
How much do you think
that a "quality "panjabi should cost?
Color combination of
Arong's panjabi is good
Arrong's panjabi color
variation is
execellent
Design of
Arrong's
panjabi is good
Arrong's panjabi
is comforta
ble to ware
Arrong's panjabi is soft
Yarn of
Arrong's
panjabi is good
Arrong's
panjabi is long lasting
Lebeling of
Arrong's
panjabi is
informative
Packaging of
Arrong's panjabi
of function
al benefit
Packaging od
Arrong's
pajabi is nice looking
N Valid 100 100 100 100 100 100 100 100 100 100 100 100
Missing
0 0 0 0 0 0 0 0 0 0 0 0
Mean 1.10 2.43 2.45 2.58 2.41 2.51 2.55 2.97 3.09 2.99 2.80 2.55
Median 1.00 2.00 2.00 2.50 2.00 2.00 3.00 3.00 3.00 3.00 3.00 2.00
Mode 1 2 2 3 2 2 3 3 4 3 3 2
Std. Deviation .302 .856 1.192 1.232 1.074 .990 .957 .969 .965 .927 1.025 .978
Range 1 3 4 4 4 4 4 4 4 4 4 4
Minimum 1 1 1 1 1 1 1 1 1 1 1 1
Maximum 2 4 5 5 5 5 5 5 5 5 5 5
Statistics
Do you go to brand shops to buy panjabi ?
N Valid 100
Missing 0
Mean 1.10
Median 1.00
Mode 1
Std. Deviation .302
Do you go to brand shops to buy panjabi ?
Frequency Percent Valid PercentCumulative
Percent
Valid yes 90 90.0 90.0 90.0
no 10 10.0 10.0 100.0
Total 100 100.0 100.0
Statistics
How much do you think that a "quality "panjabi should cost?
N Valid 100
Missing 0
Mean 2.43
Median 2.00
Mode 2
Std. Deviation .856
How much do you think that a "quality "panjabi should cost?
Frequency Percent Valid PercentCumulative
Percent
Valid less than 1500
13 13.0 13.0 13.0
1501-2500 42 42.0 42.0 55.0
2501-3500 34 34.0 34.0 89.0
above3500 11 11.0 11.0 100.0
Total 100 100.0 100.0
Statistics
Color combination of Arong's panjabi is good
N Valid 100
Missing 0
Mean 2.45
Median 2.00
Mode 2
Std. Deviation 1.192
Color combination of Arong's panjabi is good
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
23 23.0 23.0 23.0
Agree 39 39.0 39.0 62.0
can't decide 13 13.0 13.0 75.0
Disagree 20 20.0 20.0 95.0
Strongly Disagree
5 5.0 5.0 100.0
Total 100 100.0 100.0
Statistics
Arrong's panjabi color variation is execellent
N Valid 100
Missing 0
Mean 2.58
Median 2.50
Mode 3
Std. Deviation 1.232
Arrong's panjabi color variation is execellent
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
23 23.0 23.0 23.0
Agree 27 27.0 27.0 50.0
can't decide 28 28.0 28.0 78.0
Disagree 13 13.0 13.0 91.0
Strongly Disagree
9 9.0 9.0 100.0
Total 100 100.0 100.0
Statistics
Design of Arrong's panjabi is good
N Valid 100
Missing 0
Mean 2.41
Median 2.00
Mode 2
Std. Deviation 1.074
Design of Arrong's panjabi is good
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
21 21.0 21.0 21.0
Agree 37 37.0 37.0 58.0
can't decide 26 26.0 26.0 84.0
Disagree 12 12.0 12.0 96.0
Strongly Disagree
4 4.0 4.0 100.0
Total 100 100.0 100.0
Statistics
Arrong's panjabi is comfortable to ware
N Valid 100
Missing 0
Mean 2.51
Median 2.00
Mode 2
Std. Deviation .990
Arrong's panjabi is comfortable to ware
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
13 13.0 13.0 13.0
Agree 43 43.0 43.0 56.0
can't decide 27 27.0 27.0 83.0
Disagree 14 14.0 14.0 97.0
Strongly Disagree
3 3.0 3.0 100.0
Total 100 100.0 100.0
Statistics
Arrong's panjabi is soft
N Valid 100
Missing 0
Mean 2.55
Median 3.00
Mode 3
Std. Deviation .957
Arrong's panjabi is soft
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
13 13.0 13.0 13.0
Agree 35 35.0 35.0 48.0
can't decide 40 40.0 40.0 88.0
Disagree 8 8.0 8.0 96.0
Strongly Disagree
4 4.0 4.0 100.0
Total 100 100.0 100.0
Statistics
Yarn of Arrong's panjabi is good
N Valid 100
Missing 0
Mean 2.97
Median 3.00
Mode 3
Std. Deviation .969
Yarn of Arrong's panjabi is good
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
3 3.0 3.0 3.0
Agree 31 31.0 31.0 34.0
can't decide 40 40.0 40.0 74.0
Disagree 18 18.0 18.0 92.0
Strongly Disagree
8 8.0 8.0 100.0
Total 100 100.0 100.0
Statistics
Arrong's panjabi is long lasting
N Valid 100
Missing 0
Mean 3.09
Median 3.00
Mode 4
Std. Deviation .965
Arrong's panjabi is long lasting
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
4 4.0 4.0 4.0
Agree 26 26.0 26.0 30.0
can't decide 31 31.0 31.0 61.0
Disagree 35 35.0 35.0 96.0
Strongly Disagree
4 4.0 4.0 100.0
Total 100 100.0 100.0
Statistics
Lebeling of Arrong's panjabi is informative
N Valid 100
Missing 0
Mean 2.99
Median 3.00
Mode 3
Std. Deviation .927
Lebeling of Arrong's panjabi is informative
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
4 4.0 4.0 4.0
Agree 26 26.0 26.0 30.0
can't decide 42 42.0 42.0 72.0
Disagree 23 23.0 23.0 95.0
Strongly Disagree
5 5.0 5.0 100.0
Total 100 100.0 100.0
Statistics
Packaging of Arrong's panjabi of functional benefit
N Valid 100
Missing 0
Mean 2.80
Median 3.00
Mode 3
Std. Deviation 1.025
Packaging of Arrong's panjabi of functional benefit
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
11 11.0 11.0 11.0
Agree 26 26.0 26.0 37.0
can't decide 40 40.0 40.0 77.0
Disagree 18 18.0 18.0 95.0
Strongly Disagree
5 5.0 5.0 100.0
Total 100 100.0 100.0
Statistics
Packaging od Arrong's pajabi is nice looking
N Valid 100
Missing 0
Mean 2.55
Median 2.00
Mode 2
Std. Deviation .978
Packaging od Arrong's pajabi is nice looking
Frequency Percent Valid PercentCumulative
Percent
Valid Strongly Agree
13 13.0 13.0 13.0
Agree 40 40.0 40.0 53.0
can't decide 27 27.0 27.0 80.0
Disagree 19 19.0 19.0 99.0
Strongly Disagree
1 1.0 1.0 100.0
Total 100 100.0 100.0
Appendix-2
Questionnaires:
Question 1: Do you go to brand shops to buy Panjabi?
Yes No
Question 2: How much do you think that a “quality” Panjabi should cost?
Less than 1,500, 1,501 – 2,500, 2,501 – 3,500 Above 3,500.
SI.
No
Question 1=
Strongly
Agree
2=
Agree
3=
Can’t
decide
4=
Disagree
5=
Strongly
Disagree
3 Color combination of
Aarong’s Panjabi is good.
1 2 3 4 5
4 Arrong’s Panjabi color
variation is excellent.
1 2 3 4 5
5 Design of Arrong’s Panjabi
is good.
1 2 3 4 5
6 Arrong’s Panjabi is
comfortable to wear.
1 2 3 4 5
7 Arrong’s Panjabi is soft. 1 2 3 4 5
8 Yarn of Arrong’s Panjabi is
good.
1 2 3 4 5
9 Arrong’s Panjabi is long
lasting.
1 2 3 4 5
10 Labeling of Arrong’s Panjabi
is informative.
1 2 3 4 5
11 Packaging of Arrong’s
Panjabi has functional
benefits.
1 2 3 4 5
12 Packaging of Arrong’s Panjabi is nice looking.
1 2 3 4 5