Final Report MKT 501

Consumers Attitude towards the Superstore Shop
Analyzing consumer attitude

towards different Super Stores
1
ANALYZING CONSUMER ATTITUDE TOWARDS DIFFERENT

SUPER STORES
PREPARED FOR:
Dr. Md. Humayun Kabir Chowdhury

Professor
Department of Business Adminstration
Course: Marketing Management

MKT- 501
Sec- 02, Fall- 2010
PREPARED BY:
Parag Dutta
ID # 2009-2-95-111
Md. Moshiul Alam

ID # 2009-1-95-132
Sayed Enamul Hasan

ID # 2009-2-95-034
Benzir Ahmmad
ID # 2009-2-95-050
December 22, 2010
December 22, 2010
2
Dr. Md. Humayun Kabir Chowdhury

Course Instructor, Marketing Management
Department of Business Administration
East West University
Dhaka-1212
Dear Sir
Here is the report on the study of Analyzing consumer attitude towards

different Super Stores. This report is prepared to fulfill the partial
requirement of the Marketing Management Course of MBA Program (MKT-
501). From a questionnaire survey we have tried to determine the strengths
and weaknesses of the Super Stores. We have done our best to give our
maximum output according to our ability. We are calling sorry, for any
mistake in this report.
Thank you for your valuable time and cordial considerations.
Sincerely,
________________ ________________
Parag Dutta Md. Moshiul Alam
ID # 2009-2-95-111 ID # 2009-1-95-132
_______________
Sayed Enamul Hasan Benzir Ahmmad
ID # 2009-2-95-034 ID # 2009-2-95-050
3
ACKNOWLEDGEMENT
For helping to make this project, first we would like to thanks the Almighty
and our parents. We would like to specially thank our Honorable teacher Dr.
Md. Humayun Kabir Chowdhury, Course Instructor, Marketing Management
Professor, East West University for helping us to make this report. We also
thank to our friends, they gave us many idea and information. It is great
experience for us in light of the course “Marketing Management” which has a
great significance & a great importance as an emerging & flourishing sector
in the global business arena. We strongly believe works like this one will
surely help us to develop & make us better adapted as well as capable to
coup with the issues & practical exposures in this field as well as to the
whole of different business forms that are getting pace.
We would like to thank those persons who help us to make this report.
Our special thanks to our lab stuffs of East West University. They helped us
very much to collect data and make the report. They gave us the chance for
taking idea. Without their help we could not able to prepare this project.
4
TABLE OF CONTENTS
Page
Chapter 1: Introduction 8 to 10
1.1 Origin of the Report 9
1.2 Scope of the Report 9
1.3 Objectives of the study 9
1.4 Research methodology 9
1.5 Sampling Plan 10
1.6 Research Design 10
1.7 Methods of Analysis 10
1.8 Limitation of the study 10
Chapter 2: Super Stores: An Overview 11-18
2.1 An Overview of Super Store 12
2.2 An Overview of Agora 13
2.3 An Overview of Meena Bazar 15
5
2.4 An Overview of Nandan 16
2.5 An Overview of PQS 17
Chapter 3: Expectancy Value Model and Its 19-23

Complications
3.1 Expectancy Value Model 20
3.2 Calculation of Evaluation(ei) and Value 20
Chapter 4: Findings, Recommendations and 24-30

Conclusion
4.1 Findings & Recommendation for Agora 25
4.2 Findings & Recommendation For Meena Bazar 26
4.3 Findings & Recommendation for Nandan 28
4.4 Findings & Recommendation for PQS 29
4.5 Conclusion 30
Reference 31
Appendix 32
Questionnaires 32-34
6
Executive Summary
Super Store business is one of the popular businesses in the world. People
are considering frequent shopping through them. So in course of time and
with the growth rate of population and also appeal for high standard living,
Super Store business is growing in a high pace.
The purpose of this report is to determine the consumer’s cognitive behavior

and attitude towards different Super Stores. These attributes used in t this
report directly or indirectly influence the consumers when they intend to
purchase products as well as to get the service provided by different super
stores. The attributes considered here are: Quality, Price, Product Variety,
Product Availability, and Location. On the basis of the five attributes we have
developed our questionnaire and surveyed among the students. After getting
the evaluation from the students we follow the expectancy value model to
measure the consumer perceived value accordingly.
For data analysis we have followed one of the categories of Evaluation of

alternatives named Compensatory Heuristics (Expectancy Value Model)
method, which is also known as FISHBEIN Model. Primary data was collected
through questionnaire survey designed according to the Likert scale method
for multiple-choice questions. We used the random sampling method to
choose the sample. We analyzed the data, presented the results and
findings, and ranked the companies based on the strengths and weaknesses
respective to different attributes and overall attitudes and finally
recommended strategies for them to overcome the shortcomings they have.
7
Chapter 1
Introduction
8
1.1 Origin of the study
As a student of Marketing Management of the department of MBA, we have

done this project based on the Expectancy Value Model. By working on this
project, we experienced a clear view about the attitudes that consumers
evaluate product and services by combining their brand beliefs.
1.2 Scope of the study
The scope of the study is to identify the evaluation of consumers towards the
various super stores. This project helps us to have a clear view about how a
consumer perceives a product. This will help us to evaluate the consumer’s
attitude and learn to design the Marketing Strategy.
1.3 Objectives of the study
The basic objective of study was to focus on the basic of expectancy value.
The objectives of the project are as follows:
 To have an idea how a consumer evaluates the products or
services by combining their brand beliefs.
 To have an idea about the consumer attitude towards a specific brand.
 The methods to evaluate a consumers brand beliefs about super store.
1.4 Research methodology
Research methodology includes the source we have used to collect the data.
The data that we have used for research purposes mainly of two types-
primary or raw data and secondary data or published source.
 Primary data sources

We have collected the data through a questionnaire from our class
mates. We have chosen them randomly
 Secondary data sources
9
We have collected the secondary data from the internet, articles and
related books of marketing.
1.5 Sampling plan

 Population – East west University
 Sample Unit – Students of MKT-501
 Sampling type: Non Probabilistic Sampling
 Sample Size- 30 respondents
1.6 Research Design

The research design is descriptive in nature from the viewpoint of function
because it is based on describing various aspects of Superstores attributes
like Product Variety, Product Quality, Price, location and availability. From the
viewpoint of nature of data, it is both a qualitative and a quantitative
research. From the viewpoint of research place, it is both a desk research
and finally from the viewpoint of objective, it is an applied research.
1.7 Method for Analysis

In order to analyze and interpret data some tools of statistical analysis have
been used .The statistical tools to be followed are –
1. Likert Scale
2. Fishbein model
1.8 Limitation of the study
We have tried our level best to work on Expectancy Value model and tried to
find out vast outcomes on our concerned topic. To complete this work we
have tried to go through in details about the Expectancy Value Model. Our
honorable teacher has given us the guidelines for completing the project.
Though our teacher helped us to solve the project, but still we couldn’t
ignore some drawback and limitations. Those limitations are as follows:
 The time for completing the project was not sufficient.
10
 Not all the sampling unit had clear view about the superstore.
In spite of these, we tried our best to overcome other limitation and to give
the best of us. We are thankful to our faculty and fellow mates who also
helped us to finish this project.
Chapter 2
SUPER STORES: AN OVERVIEW
11
2.1 An Overview of Super Store
The idea of all essential commodities under one roof is the driving force
behind the success of supermarket business in Bangladesh, which saw
around Tk.200 corer investments in the last five years. Superstores are set
to boom in the country as the current market players are planning to open
several hundred more outlets in the next few years to cope with the rising
demand from the consumers.
The annual turnover of the superstores now stands at around Tk 15.0 billion
(1500 crore), according to Bangladesh Supermarket Owners Association
(BSOA).
Hassle-free shopping environment, hygienic commodities, fresh vegetables,

meat and fish at the supermarkets are wooing the customers besides, every
commodity is available in this supermarket, and the supermarkets offer good
services to working people, who really find little time for shopping in the
daytime.
The rise in supermarkets, according to analysts, will diversify consumer

choices and boost consumer spending needed for economic growth, while
the wet markets will also witness an improvement in quality and services on
increased penetration of supermarkets.
But a decade ago, the trade was in the hands of thousands of small retailers
in the wet markets and grocery shops in cities and remained out of the focus
of business conglomerates.
12
In the last eight years, many small and big supermarkets made debut in the
trade to attract middle and upper middle class consumers, a section of who
are shifting to the chain stores from the wet or kitchen markets.
A rise in the organized retailing would offer consumers hygienic foods at

competitive prices compared to those of unorganized retailers in the kitchen
markets where commodities are sold mostly in unhygienic manner.
We have chosen four main superstores from the whole supermarket industry.
We select those who offer all kind of necessary products including staple
products, food products. Our project will cover various aspects of Agora,
Meena Bazar, Nandan, and PQS.
Dhaka-based Agora with its four outlets, Meena Bazar with eight branches,
PQS with five stores and Nandan with three outlets are the major players in
the market.
2.2 An Overview of Agora
Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban

lifestyles by launching the first retail chain in the country, ‘Agora’. Currently
there are four Agora outlets at Gulshan, Dhanmondi, Moghbazar and Mirpur
in Dhaka. With many more coming up at important locations in Dhaka and
other major cities, Agora is endeavoring to fulfill the everyday shopping
needs of the urbanites through fair price, right assortment, and best quality.
13
Agora mainly focuses on food items - ranging from a wide variety of fish,
meat, vegetables, fruits, bakery, dairy, and grocery - it also carries a vast
array of other household, grocery, personal care, and miscellaneous
products. At any point in time, there are nearly 20,000 different products
available at Agora.RSL is committed to sustaining and growing as the most
trusted, loved, and frequented retail chain.
Product Categories:
 Beverage
 Fish
 Fruit
 Meat
 Vegetable
 Confectionary
 Baby products
 Basic Households
 Paper accessories
Outlet:
Agora has four outlets all over Dhaka situated in Dhanmondi, Gulshan, Mirpur, and
Moghbazar. It has placed its outlets in the prime centers of city which seems to be
much convenient to customers. Agora has also started their journey in Chittagong and
Sylhet too.
Offering:
Agora has some Promotional activities which maintain its appeal to the existing and
potential consumers. It has regular promotion of services, existing & new products in
daily newspaper to keep consumers aware of the available products. Also Agora has
14
some exclusive seasonal offer, price reduction, sales promotion to attract the
consumers as well. Many exclusive products like perfume, households and fresh basic
foods are available in Agora which is priced higher than traditional market. Mainly
Agora supplies many unusual unseasonable items which they priced higher because of
the product unavailability in outside.
2.3 An Overview of Meena Bazar
Meena Bazar, which started its journey in 2002, has already extended its
business to Khulna. The company has taken up a three-year plan to open
outlets in Chittagong and Sylhet and at eight points in Dhaka.
"Positive customer response is inspiring more investments in the thriving

sector," said Kazi Jamil Islam, executive director of Meena Bazar
Product Categories:
 Beverage
 Fish
 Fruit
 Meat
15
 Vegetable
 Basic household
 Exclusive shirt, tie, shoes
 Accessories
 In house product like sweet, yogurt, herbal product.
Outlet:
At this moment, Meena bazaar is operating eight branches in Dhaka. In

Khulna, they have opened another branch.
Offering:
Meena Bazar is sometimes offering for their customer on various occasions.
2.4 An Overview of Nandan
One of them is Nandan Mega Shop. Nandan Group, with their first retail
outlet, Nandan Mega Shop, brought the like of Sainsbury’s in Bangladesh in
the Year 2002. From 2002 they continue running their business successfully.
They have a wide product verity and also give their customer quality product
and service.
Product Categories:
 Meat
 Fish
 Fruit
 Beverage
 Vegetable
16
 Basic household
 Shoe
 Musical CD, DVD
 Medicine
Price:
The price of the product is including VAT. But sometimes they give various
types of discount on the products. They follow company retail price for
other’s goods. Sometimes sale goods below market price
Outlet:
They have 3 outlets in the Dhaka city. Those are Dhanmodi, Gulshan, Kakrail
and Uttara. They are going to launch their own website very soon.
Offering:
To hold the present customer and catch the potential buyer, they offer
various types of promotional activities. Like in Eid, 1st boishak festival, Puja
etc. Arrange various types of festivals, weekends, 5 day long discount etc on
their product.
2.5 An Overview of PQS
The first chain supermarket in Bangladesh is PQS, which was established in

September 2005 at Uttara in Dhaka. On the growth of the relatively new
business, PQS tries to ensure customers' satisfaction from the beginning and
their quality products also attract customers.
17
Product Categories:
 Meat
 Fish
 Fruit
 Beverage
 Vegetable
 Shoe
 Dress
 Hand bag
 Showpieces
 Toys for kids
Outlet:
They have now five outlets at Uttara, Shanti Nagar , Dhanmondi,Gulshan and
the other one is in Elephant Road
Offering:
They make offer by colorful festoons and promotional poster hung in and
outside the shop, along with gimmicks like raffle draw in various occasion.
Like Eid, puja etc.
18
Chapter 3
Expectancy Value Model and Its Implications
19
20
3.1 Expectancy-Value Model
The consumer arrives at attitude (Judgment; Preference) toward various

brands through an attribute evaluation procedure. The consumer develops a
set of beliefs about where each brand stands on the attribute.
The expectancy-value model of attitude formation posits that consumers

evaluate products and services by combining their brands belief –the positive
and negative-according to importance. By the expectancy model, we
calculate the perceive value of each brand of a customer. The consumer will
favor the brand which has the highest perceived value.
n
A =∑bi ×ei
i =1
Here,
bi= beliefs
ei= evaluation
As we have decided to go for Super Store industry for our research purpose.
So finally we have selected four leading Super Store, which are as follows.
• Agora
• Meena Bazar
• Nandan
• PQS
3.2 Calculation of evaluation (ei) and value
Evaluation of the Super Shop:
Sample Size – 30 Persons
Evaluation Process:
Firstly, we have collected the information from 30 personnel for evaluating

the super shops. Secondly, data were inputted on the Fishbein Model and
then calculate the value.
21
According to the model,
A= ∑ b e
Where, A= Attitude
b = Believe
e = Evaluation
Major attributes:
1. Quality
2. Price
3. Variety
4. Availability
5. Location
We have allocated value of each response as below according to 5 points

Likert scale –
1. very Good = 5
2. Good =4
3. Neutral =3
4. Bad =2
5. Very Bad =1
Findings
Below are the findings of the analysis using survey data:
The respondent of the survey provided the following responses, which

represent
ei and the weight given based on the 5 point scale measurement.
Super Attributes (ei)

Shop Quali
Price Variety Availability Location
Names ty
22
Agora 4.07 4.17 3.93 4.27 4.07

Meena
Bazar 4.17 3.8 4.27 4.07 3.97
Nandan 3.8 4.2 4 4 3.97
PQS 3.8 3.97 4.13 4.23 3.8
Here the value of Quality for Agora = 4.07 means this is the average value of
the 30 respondents given response. It means people selected different level
of Likert scale and those value i.e. 1, 2, 3, 4, 5 whatever represents their
response is recorded for each attribute and then divided by 30 to get the
average value of that attribute.
Based upon market analysis and personal experience; we have set the
following weight (bi) of different attributes which is done dividing 100 scale
into several parts.
Weight (bi)
Quality Price Variety Availability Location Total
30 25 20 15 10 100
We used the 5 points Likert scale to measure the consumer feedback against
different Super Shop products:
very Good Good Neutral Bad Very Bad
5 4 3 2 1
**The questionnaire of the survey is attached at end of the report.
Then we used the Fishbein Attitude Model to calculate the consumer’s

attitude about each Super Shop, multiply the attribute evaluations with
weight of each attributes and then calculate total for each Super Shop:
n
Ao =∑bi.ei
i=1
23
Calculation:
Attributes Result
Super Shop
Names Quali Varie Availabili Locati Total
Positio
Price Point
ty ty ty on ns
s
104.2
1st
Agora 122.1 5 78.6 64.05 40.7 409.7
406.2
2nd
Meena Bazar 125.1 95 85.4 61.05 39.7 5
Nandan 114 105 80 60 39.7 398.7 3rd
PQS 114 99.25 82.6 63.45 38 397.3 4th
Here suppose for Agora; previously we got the attributes value (ei) 4.07 for
Quality; and we set weight (bi) = 30 for Quality; so we multiplied attribute
value ei and weight value (bi) and got 122.1. In similar ways, we calculated
the value for each Super Shop’s different attribute. After that, based upon
the total point we have got the positions of each Super Shop among them.
From the above analysis we found that Agora posses the top position in
consumers mind while they consider different Super Shop to purchase while
as Meena Bazar, Nandan and PQS posses 2nd, 3rd and 4th position
respectively.
24
Chapter 4
Findings, Recommendations and Conclusion
25
4.1 Findings & Recommendation For Agora:
Strength:
• When it comes about the price factor, Agora is very competitive among
the super shops.
• Product availability feature is another key attribute for attracting
consumer specially the loyal users. Here agora is ahead than other
super shops which means when a user go to their shop, they find their
desired product available in desired size and models.
Weakness:
• According to the analysis, Agora obtained second highest point about
maintaining their quality. This means they need to work out more in
this sector.
• In product variety, Agora’s situation is really bad. According to the
analysis, agora’s product variety is lowest. So they need to concentrate
in this factor more.
Recommendations:
• According to the analysis, we can take Agora as the Market leader of

the total super shop industry. As it is ahead than other super shops, to
retain the market share, Agora must work out in some attributes which
are Quality, price factor, product variety.
26
Expanding total market: Agora generally targeted Upper middle

class and Rich class people. But there is a huge potential market which
is not focus properly. Thus the concept of superstore is not always
convenient to other income people. So if agora can reduce their
costing, keeping the price and the quality same a huge potential
untouched customer may start to visit them rather than local market.
Defending market share: To retain their existing market, they can

use some in store activities, so that customers feel more convenient,
more ease at their shops. Giving the valued customers, a little more
extra service may retain their existing customer loyal to them. Bonus
point is already installed in the stores of Agora for buying products.
Along with that, informing consumers over phone or email about their
new offers and new arrivals of products may attract consumers to feel
close to them.
 Flanking Defense can be a strategy for Agora to hold the
market share. By enriching the product variety in
reasonable pricing, keeping the product available and
maintaining the quality of the products may help Agora
satisfy existing consumers and attracting new consumer
towards them. Protecting the weak point is the major
target in this defense system. So strengthening their weak
points, they may make their defense system stronger.
4.2 Findings & Recommendation For Meena Bazar
Strength:
• According to the analysis, Meena Bazar holds the highest position in

maintaining the quality of the commodity they sell.
• It’s been observed that Meena Bazar offers wide variety of products.
Some products are available only in Meena Bazar which is not available
elsewhere.
27
• The availability of products in Meena Bazar is also good.
• Only Meena bazaar has in-house products like cosmetics, skin care
products.
• Customer find it Meena bazaar at convenient place which resulted in

large number of customer visit per day in Meena bazaar. Their
branches are situated in the prime location of the city.
Weakness:
• Price of Meena bazaar is comparatively higher than other leading

superstores resulted from the survey
Recomendation:
• Meena Bazar should define strategic objectives and opponents and

should take actions accordingly.
• They may choose some attacking strategy like Flank attack, for that
they need to find out the weakness of their competitor and thus they
can concentrate on the weak points of their opponents and develop
their strategy accordingly.
• They even may choose Encirclement Attack so that they can offer
everything their opponent offers and in some cases if they can offer
more than their opponents, their strategy may face of success.
• If they choose bypass attack, they may change the range of their
product category and product brands with exclusive price offers. For
this they may open their branch in different location where consumers
are still untouched but potential in terms of business.
• Some other strategies may be chosen like :
o Price discounts: By promoting special price offer, Meena
bazaar may attract and attain their existing consumers.
o Prestige goods strategy: As Meena bazar has set up their

branch in the posh locality of the city, they can take prestige
goods strategy very easily. By providing prestige goods, they
may set up a new consumer segment that is exclusively loyal to
them.
28
o Product proliferation: products in various size, colors and

from different brands may help them to grow their business.
They may enrich the range of their products by all available
brands and products.
o Improved services strategy: They can offer special service to

their customers such as home delivery unit or even in store
testing service may attract their consumers.
o Intensive advertising strategy: they may take intensive

advertising strategy to grow new consumers. Both ATL & BTL
promotion may help them to grow their business.
4.3 Findings & Recommendation for Nandan
Strength:
• From the survey we find that Nandan offers a competitive price. For
which a number of customers go to Nandan, rather than other super
shops.
Weakness:
• Nandan is lack behind offering quality products in wide range of
variety.
• Even the availability of products is Nandan is not competitive than
other leading supershop.
• Nandan only have two branches in Gulshan and Dhanmondi. That is
another problem for them to catch up potential & new consumers.
Recomendations:
• Nandan should strongly concentrate to overcome their weak points so

that they can start compete equally with their opponents first. By
overcoming those drawbacks, they will be able to set a strong image in
their consumer’s mind.
29
• For setting their strategy they can choose any of the following
strategy:
o Counterfeiter: As being a market follower, Nandan can easily take
the strategy of counterfeiter. They can follow the product line of the
market leaders like Agora or challenger like Meena Bazar.
o Intensive advertising strategy: they may take intensive

advertising strategy to grow new consumers. Both ATL & BTL
promotion may help them to grow their business.
4.4 Findings & Recommendation for PQS
Findings:
As our analysis depends on our findings from the conducted survey, we

discover that though in some attributes PQS is lacking behind compare to
other superstores, they also offer some competence in some attributes
too comparing with other superstore.
Strength:
• In price, product variety and product availability attributes, they
really shows a competent attitude towards their competitors.
• Being the first super shop of Bangladesh, PQS try to satisfy their
limited consumers by serving them with the products within the
reach of the consumers.
Weakness:
• Though PQS is competeting in the market for a long time, they
could not create strong situation against their competitors.
30
• They could not even be able to make a strong position in their

consumer’s mind.
Recommendations:
• As their consumer line is small in comparison to other super shops,

PQS can try to retain this consumer loyal to them first. For that they
can improve their customer service in their store. They can take the
strategy to make their customer believe that in their small activities,
they are serving the best.
• They can offer customized products to their consumers.
• Price range is suitable for middle income customers. But they can
concentrate to target the low income people group so that they may
attract an untouched community.
31
4.5 Conclusion:
Though supermarket culture is an emerging phenomenon in Bangladesh

perspective, but it has gained substantial profit in few years. The people of
Bangladesh also welcome the superstore concept because of the
conveniently aspects of shopping. The industry is getting bigger and
competition is being tougher. Now a days Superstores are trying to be
accessible for all kind of people which would be amazing for us.
Superstore is a business as well as a unique service to connect consumers

with better products and prices, and create a market for local manufacturers.
A rise in supermarkets would give consumers more choices and allow them
to choose independently.
Organized retail shops might lead to an improvement in quality and services

in the wet markets. It will increase consumption and help boost economy.
Supermarket also works as an aggregator of local and imported products
which seems to have significant impact on buyers. People can experience
many products, compare the qualities of products and also can gain
knowledge on global products.
It can be undoubtedly concluded that supermarket concept is proven very

useful and effective for us. In this whole assignment we try our best to unveil
the insights of different superstores. We try to enlighten a comparison
among them within our limited scope. We are grateful to our respected
instructor to give us the opportunity to explore the ideas and dimensions of
Superstores.
32
Reference:
 1. Marketing Management 11th Edition- Philip Kottler & Kavin Lane Keller
 www.agorabd.com
 Newspaper Articles
 Internet
33
Appendix
Questionnaire:
We are the students of MBA department in East West University develop a

questionnaire on consumer behavior towards different Super Shop for the
purpose of Marketing Management (MKT-501) course. For this reason, we
need your evaluation. We are requesting to fill this questionnaire. We are
ensuring you that it will be remain confidential and it will not be disclosed to
anyone.
Assessment Scale:
5 4 3 2 1
Very Good Good Neutral Bad Very Bad
Please (×) your valued option under the following statements:
1) Does Agora maintain the standard procedure to control the quality of the
product?
A) Very Good B) Good C) Neutral D) Bad E) Very

Bad
2) Do you think the price of the products in Agora is reasonable and

competitive?

Bad
3) What’s your opinion about the product variety in Agora?
34

Bad
4) How would you evaluate the availability of products in Agora?

Bad
5) How convenient is Agora’s location to you?

Bad
6) Does Meena Bazar maintain the standard procedure to control the quality
of the product?

Bad
7) Do you think the price of the products in Meena Bazar is reasonable and
competitive?

Bad
8) What’s your opinion about the product variety in Meena Bazar?

Bad
9) How would you evaluate the availability of products in Meena Bazar?

Bad
10) How convenient is Meena Bazar’s location to you?

Bad
11) Does Nandan maintain the standard procedure to control the quality of
the product?
35

Bad
12) Do you think the price of the products in Nandan is reasonable and
competitive?

Bad
13) What’s your opinion about the product variety in Nandan?

Bad
14) How would you evaluate the availability of products in Nandan?

Bad
15) How convenient is Nandan’s location to you?

Bad
16) Does PQS maintain the standard procedure to control the quality of the
product?

Bad
17) Do you think the price of the products in PQS is reasonable and
competitive?

Bad
18) What’s your opinion about the product variety in PQS?

Bad
19) How would you evaluate the availability of products in PQS?

Bad
36
20) How convenient is PQS’s location to you?

Bad
Thank you for your kind cooperation.
37

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Consumers Attitude towards the Superstore Shop

Analyzing consumer attitude

ANALYZING CONSUMER ATTITUDE TOWARDS DIFFERENT

Dr. Md. Humayun Kabir Chowdhury

Course: Marketing Management

Md. Moshiul Alam

Sayed Enamul Hasan

December 22, 2010

December 22, 2010

Dr. Md. Humayun Kabir Chowdhury

Here is the report on the study of Analyzing consumer attitude towards

Thank you for your valuable time and cordial considerations.

1.1 Origin of the Report 9

1.2 Scope of the Report 9

1.3 Objectives of the study 9

1.4 Research methodology 9

1.5 Sampling Plan 10

1.6 Research Design 10

1.7 Methods of Analysis 10

1.8 Limitation of the study 10

Chapter 2: Super Stores: An Overview 11-18

2.1 An Overview of Super Store 12

2.2 An Overview of Agora 13

2.3 An Overview of Meena Bazar 15

2.4 An Overview of Nandan 16

2.5 An Overview of PQS 17

Chapter 3: Expectancy Value Model and Its 19-23

3.1 Expectancy Value Model 20

3.2 Calculation of Evaluation(ei) and Value 20

Chapter 4: Findings, Recommendations and 24-30

4.1 Findings & Recommendation for Agora 25

4.2 Findings & Recommendation For Meena Bazar 26

4.3 Findings & Recommendation for Nandan 28

4.4 Findings & Recommendation for PQS 29

The purpose of this report is to determine the consumer’s cognitive behavior

For data analysis we have followed one of the categories of Evaluation of

1.1 Origin of the study

As a student of Marketing Management of the department of MBA, we have

1.2 Scope of the study

1.3 Objectives of the study

 The methods to evaluate a consumers brand beliefs about super store.

1.4 Research methodology

 Primary data sources

 Secondary data sources

1.5 Sampling plan

1.6 Research Design

1.7 Method for Analysis

 The time for completing the project was not sufficient.

SUPER STORES: AN OVERVIEW

2.1 An Overview of Super Store

Hassle-free shopping environment, hygienic commodities, fresh vegetables,

The rise in supermarkets, according to analysts, will diversify consumer

A rise in the organized retailing would offer consumers hygienic foods at

2.2 An Overview of Agora

Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban

2.3 An Overview of Meena Bazar

"Positive customer response is inspiring more investments in the thriving

At this moment, Meena bazaar is operating eight branches in Dhaka. In

Meena Bazar is sometimes offering for their customer on various occasions.

2.4 An Overview of Nandan

2.5 An Overview of PQS

The first chain supermarket in Bangladesh is PQS, which was established in