An Internship Report

on
Factors Affecting Consumer Buying Decision- A Study on RAK
Paints Bangladesh Ltd.

Supervised By
Dr. Mohammad Amzad Hossain Sarker
Assistant Professor
Department of Marketing
Comilla University

Prepared by
Jannatun Nayima
ID No: 1207052
Reg. BBA Mkt-13-600212
Department of Marketing
Comilla University

August 10, 2017

Department of Marketing
Comilla University
 Table of Content
Chapter Name Topics Name Page No
1.1 Introduction 2
1.2 Background of the study 2
1.3 Research Problem 3
1.4 Origin of the Report 3
1.5 Significance of the Study 3
1.6 Objective of the Study 4
1.7 Scope of the Study 4
Chapter-1 1.8 Methodology of the Study 5
Introduction 1.8.1 Study Approach 5
1.8.2 Research Design 5
1.8.3 Research Framework 5
1.8.4 Sources of Data 6
1.8.5 Questionnaire Design 7
1.8.6 Sampling 7
1.8.6.1 Sample Unit 7
1.8.6.2Sample Size 7
1.8.7 Analysis Techniques 7
1.9 Limitations of the Study 8
2.1 History of RAK 10
2.2 Vision 11
2.3 Mission 11
2.4 Corporate Objective 11
Chapter-2 2.5 Company Profile 12
Company overview 2.6 Current Market Situation 13
2.7 Products Overview 13
2.8 Competitive Review 18
2.9 Channels and Logistics Review 18
2.10 Issues 19
 2.11 Marketing Strategy 19
2.12 Positioning 20
2.13 Product Strategy 20
2.14 Pricing Strategy 20
2.15 Distribution Strategy 20
2.16 Marketing Communication Strategy 21
2.17 Marketing Research 22
2.18 Budgets 22
2.19 Controls 22
2.20 SWOT Analysis 23
Chapter-3 Literature Review 25

Chapter-4 4.1 Statistical Analysis 34

Analysis & Findings 4.2 Findings 53
Chapter-5 5.1 Recommendations 56
Recommendations & 5.2 Conclusion 57
Conclusion
References 58
Appendix 59