Consumers Attitude Towards The Superstore Shop in Bangladesh

“ Consumers attitude towards the superstore shop
in Bangladesh”
ASA UNIVERSITY BANGLADESH Page 1

1.1: Origin of the Report
The BBA program conducted by ASA University has been introduced to provide a number of
fresh graduates in business sector; this sector has been designed to facilitate the students
and the executive to provide to basic theoretical knowledge and practical in the job activities
in the context of Bangladesh.
1.2: Background of the Study
Supermarket diffusion in developing countries has occurred in three waves, so far, starting
in the 1990s with much of South America, East Asia (outside China) and South Africa. This
was followed by a second wave in the mid-to-late 1990s, including Mexico, Central America
and much of Southeast Asia. In the late 1990s and early 2000s, a third wave hit China, India
and Vietnam. According to Thomas Reardon, a professor at the Department of Agricultural,
Food and Resource Economics at Michigan State University, Bangladesh is part of a fourth
wave that just barely has emerged in the last few years. Other countries at a similar stage are
Cambodia, Bolivia and certain countries in West Africa. The American researcher feels it is
likely that the diffusion of supermarkets will be quite slow for the fourth wave, compared to
the first three waves. The reason is that the key socioeconomic changes necessary for a
change in the retail environment are happening in Bangladesh at a pace much slower than,
for example, in India. These changes acting as a driving force behind supermarket diffusion
include increasing urbanization, increasing number of women working outside their home

(which leaves them with less time for shopping of essentials), and increasing incomes per
capita. Not so quickly though in the developing countries like Bangladesh, it was only in 2001
that the first supermarket got started in the capital city Dhaka by the name and style of Agora.
Other smaller ones sprang up on the success of the trend setters, out of which Agora, Meena
Bazar, CENTEL, Fresh N’ Near, PQS five, Prince Bazar, Nandan and Swapno are worth
mentionable.
1.3: Objectives of the Study
This study aims to portrait present condition and opportunities of supermarket culture and
also the customer’s opinions toward different services provided by existing supermarkets.
But the specific objectives of this study are –
 To constitute Customer profile by demographic data, such as name, ages, income and
occupation.
 To identify factors that lead consumers to shop at specific superstore and the impact
of location for the same.
 To uncover the relative importance attached to each of the factors selected as the
choice criteria utilized in selecting a department store.
 To discover Attitude of customers toward specific superstore toward product quality,
product assortment, customer services, services of the store personnel, and the like.
 To find out the mostly shopping items particularly from the superstore.

 To trace out the degree of customer satisfaction, store loyalty and the
recommendation to others.
 To calculate rating of the stores by their customer.
Furthermore, the study will help the sponsors to determine consumer perceptions and
preferences for the superstore, and areas of weakness identified in terms of specific factors
influencing choice criteria.
1.4: Scope
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.
1.5: Rationale
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 core), 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.
1.6: Limitations
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
 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
1.7: Report Preview
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. With a strong 15-20 per cent annual sales growth, about 30 companies
with more than 200 outlets have already made foray into the industry. 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 earning
appreciation of the customers. The supermarket biggies have attempted the massive
expansion drive to attract the shoppers, who still depend on unplanned wet markets to buy
their daily essentials. They say that a rise in organized retailing would offer the consumers
hygienic foods at competitive prices, compared to those offered by retailers in the kitchen
markets, where commodities are sold mostly in unhygienic condition. But a decade ago, the
retail-level trade was in the hands of thousands of small traders in the wet markets and the
grocery shops in cities and remained out of the focus of the big business houses. In the past
decade, many small and big supermarkets made debut, successfully attracting middle and
upper middle class consumers, a section of whom are gradually turning to chain stores from
the wet or kitchen markets, one of the superstore operators say.

So far, the pace of expansion of the existing key-players in the supermarket business has
been rather slow. Agora, Meena Bazar, Nandan and PQS have no more than a handful of
stores. Many plan to expand their business, but quite a few difficulties arise when launching
a superstore-chain in Bangladesh. From the all existing, Dhaka-based Agora now runs four
outlets, Meena Bazar nine including seven in Dhaka, PQS five, Prince Bazar two, Nandan five
and Swapno 70 including 30 outside the capital. Bangladesh Rifles (BDR) also runs 11 stores
in the capital.

2.1: Overview of the superstore
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 core), 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.
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, shapno and PQS. Dhaka-based Agora with
its four outlets, Meena Bazaar with eight branches, PQS with five stores and Nandan with
three outlets are the major players in the market.
2.1.1: Overview of the superstore (Meena Bazaar)
Meena Bazaar is one of the best superstore
of Bangladesh at the moment. Owned by
famous industrialist Kazi Shahed Ahmed,
Meena Bazaar commits to provide
customer satisfaction in a way better than
competitors do. They have high
opportunity of growth. Meena Bazaar has
captured a place in the consumers mind because of some of its distinctive features. It has
some special strategies from the beginning, such as; it has own distinctive products (honey,
tea etc.), which make the consumer come again and again. They collect some grocery &
vegetables items from ruler farmer. For this reason customer get fresh & hygiene product.

Meena Bazaarhas a separate departmental store only for the women where they can shop
comfortably and without any hesitation. They sell not only goods, but also provide
satisfaction. They do this being unique offering a children zone. This is the facility that no
other supermarket provides the facility to the housewives to do their shopping being free
from the tension of their children. Their current branch is in Dhanmondi of 15,000 Square
feet. But, they are committed to start new branches in Malibag, Mirpur, Khulna and
Chittagong. The reason behind this is that Meena Bazaar has a good capital support. Since
they started in November 2002 they did not look behind. They have total employee of
157and provide more job opportunities on coming years. Though they face some problems,
they are committed to overcome these by using better technology, well trained employees,
providing better customer service, environment friendly products and social service.
Value Statement
 Every day low price
 Get the Best products ............ always
 Come and satisfy lenient need
 We value you
Location: Dhanmondi, Asadavenue, Banani, kuril, Mirpur, Mogbazar, shamoly ring
road, Uttara11.
Total Space: 15,000 Square feet. Launch: - Nov’2002
Total employee: 157

Average Footfall:
Weekday -------------------900--------------------1100
Weekend-------------------1300-------------------1500
Pre-Holiday---------------1300--------------------1800
2.1.2: Overview of the superstore (Agora)
Agora, the first ever chain superstore in
Bangladesh was set up by Rahimafrooz.
Rahimafrooz is one of the respected and reputed
business houses in Bangladesh. It has just crossed
50 ye ars of operation. Rahimafrooz has endured
turbulences of the last 50 years and has been able
to transform itself from a small trading company into a leading diversified business house.
Agora emerges as leading chain superstore in Bangladesh, mainly covering Dhaka
Metropolitan City area; carries more than 25,000 varieties of product. Agora serves
customers from 10 am to 10 pm seven days a week throughout the year. This is, indeed, a
milestone, which Agora has achieved with trust, support and dedication of all ´stakeholders,
past and present, most importantly, its customers. The project's strategic aim is to source in

bulk quantities from the producer’s or manufacturers of products, thereby reducing
distribution layers. Traditionally, such practice brings about organization within the
industry, and essential commodities, edibles and groceries; account for the significant
portion of the food industry which in turn is the largest contributor to the broad retailing
industry, establishment of the chain of supermarket would have a significant impact on the
entire retailing industry in Bangladesh. Today, Agora has emerged as a respected national
company by upholding high ideals and values, solemn integrity & honesty, excellence, service
and innovation in all spheres of the company’s activities building on the already established
foundation. Agora’s aim is to consistently provide REMARKABLY SATISFYING
ANDVALUABLE shopping experience through a business that improves the QUALITY of LIFE
for customers and team members.
Value Statement
 Offering a clean, healthy and a friendly environment to customers for shopping.
 To give customers confidence and establish an environment of trust.
 Offer better range of quality products.
 Establish rational prices.
 Encourage products standard and quality products, or better prices.
 Improve product packaging and presentation.
 Contribute improving living standards.
Mission statement: Quality for Life
Location: Dhanmondi, Gulshan, Moghbazaar and Sobhanbagh

Total Space: 8000 Square feet, Floor Space:- 7000 Sqft.
Total employee: 150
Average Footfall:
Weekday ------------------- 900--------------------1100
Weekend-------------------1500------------------- 1700
Pre-Holiday--------------- 1500--------------------2000
2.1.3: Overview of the superstore (Nandan Megashop)
Nandan Mega Shop is the newest example of Nandan
Group's commitment to provide customers with the
most convenient and enjoyable shopping experience
ever in Dhaka. They mainly offered high-quality
deshi & imported food, fresh produced, fish, meat,
poultry and household items. They offer a wide
selection of delicious food and home supplies in our over 10,000-square foot store. As an
International standard supermarket, they always care about their customers. To provide a
needed & much demanded convenient shopping solution, Nandan Group has launched this
largest purpose built supermarket in the country located in Gulshan, Dhaka. Nandan Mega

Shop was established by a group of expatriate Bangladeshi entrepreneurs living in the UK
and USA. Second Dhaka branch of Nandan Mega Shop open in Dhanmondi area of the city
end of 2005.Nandan Mega Shop offers customers a wide range & variety of products to
choose from. There are over 25,000 products/items on display in a shopping area covering
over 10,000 sq ft of floor space. Shoppers can come to numbs browse around in shop at ease
and comfort without all the hassles and troubles faced at a traditional bazaar. One of the
biggest problems consumers face at any shopping mall or store in Dhaka is the lack of
parking space. Nandan Mega Shop has a dedicated underground parking lot which can
accommodate up to 45 vehicles.
Value Statement:
 Transparency & integrity in all our dealings.
 Excellence in everything we do.
 Total commitment to customer satisfaction.
 Thinking ahead and taking new initiatives.
Location: NW (J) 4 Kemal Ataturk Avenue Gulshan North AvenueGulshan-2, Dhaka-1212
Total Space: 11,500 Square feet. Launch: - 28 Nov’2002, FloorSpace:- 10,450 Sqft.
Total employee: 140
Average Footfall:
Weekday -------------------900--------------------1100

Weekend-------------------1300-------------------1500
Pre-Holiday---------------1300--------------------1800
Major Sponsorship Partners: ATN Bangla, Singer, Banglalink, Philips, ProthomAlo(Daily),
BhorerKagoj(Daily),New age(Daily), Unilever, Coca-cola, Pepsi, Virgin, Re-Partex Beverage,
ACI, NewZealand Milk & Dairy Benson, Hedges & Square toiletries.
2.1.4: Overview of the superstore (Shopno)
Shopno is a new dimensional superstore in
Bangladesh. Although there are some
established superstore here but shopno is
formed differently to this country with new
ideas. Others superstore is situated in the
famous areas in the city and there product price
is very high, so that general people cannot buy
their daily products from there. But Shopno is growing rapidly and establishing their super
shop every area of the city even the whole country. In every area they are establishing there
showroom because they want to reach all of the people in the country. There product price
is similar to the open market and they provide fresh toothier customers. As a new superstore
shopno is facing some problem although they are trying to overcome it.

Total employee: 250
Average Footfall:
Weekday -------------------900--------------------1100
Weekend-------------------1300-------------------1500
Pre-Holiday---------------1300--------------------1800
Location: Green Road, Panthapath, Kalabagan, Banani, Gulshan-2, Malibagh, Mogbazar, Sky
View, Central Basabo, Bijoy Nagar, Sepahibag, Jatrabari, Jatrabari-2, North Banasree, South
Banasree, West Kafrul and Mirpur-6.

2.2: Overview of the Theoretic Study
Attitude:
 A learned predisposition to respond to an object or a class of objects in a
consistently favorable or unfavorable way
 Attitudes are relatively enduring
 Attitudes are situation-related
 A learned predisposition to behave in a consistently favorable or unfavorable
manner with respect to a given object
 A positive attitude is generally a necessary, but not sufficient, condition for
purchase
2.2.1: Functions of Attitudes
 The Utilitarian Function
o How well it performs
 The Ego-defensive Function

o To protect one’s self-concept
 The Value-expressive Function
o To convey one’s values and lifestyles
 The Knowledge Function
o A way to gain knowledge
2.2.2: How are attitudes learned?
 Classical conditioning - through past associations
 Operant conditioning - through trial and reinforcement
 Cognitive learning – through information processing
o Cognitive dissonance theory
o Attribution theory
2.2.3: Model of Attitude
 Structural Models of Attitudes
o Tri-component Attitude Model
o Multi-attribute Attitude Model
o Both assume a rational model of human behavior
 Other models of attitude formation

o Cognitive dissonance model
o Attribution theory
2.2.3.1.1: Structural Model of Attitude (The Tri-component Model)
 Cognitive Component
o knowledge and perceptions acquired
o Through direct experience and information from various sources.
 Affective component
o Emotions and feelings about the object
 Cognitive or Behavioral Component
o Action tendencies toward the object
2.2.3.1.2: Structural Model of Attitude (Multi-attribute Attitude Model)
 Attitude models that examine the composition of consumer attitudes in terms of
selected product attributes or beliefs.
 Examples
o Attitude-toward-object Model

o Attitude-toward-behaviour Model
o Theory-of-Reasoned-Action Model
2.2.3.2.1: Other models of attitude formation (Cognitive dissonance model)
 Holds that discomfort or dissonance occurs when a consumer holds conflicting
thoughts about a belief or an attitude object.
 Post-purchase Dissonance
o Cognitive dissonance that occurs after a consumer has made a purchase
commitment
2.2.3.2.2: Other models of attitude formation (Attribution theory)
 Examines how people assign casualty to events and form or alter their attitudes as an
outcome of assessing their own or other people’s behaviour.
 Examples
o Self-perception Theory
o Attribution toward others

2.2.4: Attitudes and Marketing Strategy
 Appeal to motivational functions of attitudes
 Associate product with a special group, cause or event
 Resolve conflicts among attitudes
 Influence consumer attributions
 Alter components of the attitude
o Change relative evaluation of attributes
o Change brand beliefs
o Add an attribute
o Change overall brand evaluation
 Change beliefs about competitors’ brands
 Change affect first through classical conditioning
 Change behaviour first through operant conditioning

3.1: Information Need
The buying process starts with need recognition—the buyer recognizes a problem or need.
The buyer senses a difference between his or her actual state and some desired state. The
need can be triggered by internal stimuli when one of the person's normal needs—hunger,
thirst—raises to a level high enough to become a drive. A need can also be triggered by
external stimuli. At this stage, the marketer should research consumers to find out what
kinds of needs or problems arise, what brought them about, and how they led the consumer
to this particular product. By gathering such information, the marketer can identify the

factors that most often trigger interest in the product and can develop marketing programs
that involve these factors.
o Perceiving a difference between a person's ideal and actual situations big
enough to trigger a decision.
o Can be as simple as noticing an empty milk carton or it can be activated
by marketing efforts
3.2: Information Sources
An aroused consumer may or may not search for more information. If the consumer's drive
is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not,
the consumer may store the need in memory or undertake an information search related to
the need. At one level, the consumer may simply enter heightened attention. The consumer
can obtain information from any of several sources. These include personal sources (family,
friends, neighbors, acquaintances), commercial sources (advertising, salespeople, dealers,
packaging, displays, Web sites), public sources (mass media, consumer-rating
organizations), and experiential sources (handling, examining, using the product). The
relative influence of these information sources varies with the product and the buyer.
Generally, the consumer receives the most information about a product from commercial
sources—those controlled by the marketer. The most effective sources, however, tend to be
personal. Commercial sources normally inform the buyer, but personal sources legitimize or
evaluate products for the buyer.

People often ask others—friends, relatives, acquaintances, professionals—for
recommendations concerning a product or service. Thus, companies have a strong interest
in building such word-of mouth sources. These sources have two chief advantages. First, they
are convincing: Word of mouth is the only promotion method that is of consumers, by
consumers, and for consumers. Having loyal, satisfied customers that brag about doing
business with you is the dream of every business owner. Not only are satisfied customers
repeating buyers, but they are also walking, talking billboards for your business. Second, the
costs are low. Keeping in touch with satisfied customers and turning them into word-of-
mouth advocates costs the business relatively little. As more information is obtained, the
consumer's awareness and knowledge of the available brands and features increases. The
information also helped her drop certain brands from consideration. A company must design
its marketing mix to make prospects aware of and knowledgeable about its brand. It should
carefully identify consumers' sources of information and the importance of each source.
Consumers should be asked how they first heard about the brand, what information they
received, and what importance they placed on different information sources.
The information search stage clarifies the options open to the consumer and may involve in
two stages:
Internal search
o Scanning one’s memory to recall previous experiences with products or
brands.
o Often sufficient for frequently purchased products.

External search
o Personal sources, such as friends and family.
o Public sources, including various product-rating organizations such as
Consumer Reports.
o Marketer-dominated sources, such as advertising, company websites, and
salespeople
3.3: Data Collection Instruments
The questionnaire which comprises of a group of questions to be asked to the
correspondents will be set according to the theoretical framework. The questionnaire has
been constructed into the multiple choice questions and ranking scale which has been
presented to the respondent to answer the questions. The answers to the questionnaire have
been analyzed accordingly. The questionnaire focused on the target customer.
3.3.1: Questionnaire

The questionnaire which comprises of a group of questions to be asked to the
correspondents will be set according to the theoretical framework. The questionnaire has
been constructed into the multiple choice questions and ranking scale which has been
presented to the respondent to answer the questions. The answers to the questionnaire have
been analyzed accordingly. The questionnaire focused on the target customer.
3.3.1.1: Questionnaire Development
We have generated questionnaires for accomplishing a project’s research objective. we set
up a questionnaire base on Malhortra (1999) design which the author try to reduce the noise
or distortion in the two way communication in order to make effective questions for each
respondent correctly understands what the question is asking about. The clearly wording
and sentence has been used to eliminate the confusing of respondents. Moreover, the
answering box and sequential number; rating scale between Very Good and Very Bad used
for collecting the response answer in the same manner as well as it can easy to analysis. In
this research, the Wilson’s theory is helpful for us in the questionnaire design process in
order to enhance questions to fulfill the necessary information for analysis and further use.
The closed questions used for limited the widely opinion from respondents. To make the
result reliable, SPSS has been chosen to analyze the relationship.
In this part, the ranking scale has been used. The respondents can answer the questions
based on his/her favorite on each factors.
1 = Very Bad, 2 = Bad, 3 = Neutral, 4 = Good, 5 = Very Good
At the last question, the author asks the summary of attitude of respondents towards Dell
laptop Computer. The ranking scale from
1 = Very Bad to 5 = Very good

3.3.1.2: Questionnaire Description
The secondary data come from survey which formulates questions based on theoretical
framework. The target group had been set in this part. . The secondary data come from
textbook, flyer, journal, website, database etc. It provided theories and useful information to
do this research. To analyze, the author used result from questionnaires that collect the
information from the respondents who are lived in Dhaka city. We have included Gender
Age, Occupation, Average Income monthly, Education and what superstore do you visit most.
We have also included Quality of the product, Price of the products, Product variety,
Availability of products, Cleanness, Hospitality, Location, Enhance your social status, Credit
purchase facility, Layout of the store, Hassel-Free shopping environment, Service, Hygienic
for health and Home delivery service.
3.3.2: Secondary data
Secondary data are the second hand data that have previously been collected by and
assembled for the study concerned. For the purpose of this research the secondary data has
been collected from different sources i.e. textbooks, internet, databases, old thesis, and
journals. From the secondary data the theory which sets the boundary of the thesis was
formulated. The collected theory from the secondary data was the marketing mix theory
which is used in this research under the theoretical framework part. The theory was as well
used to formulate the questions for both the questionnaire and the interview questions.
3.4: Data Processing

In this research, secondary data have been used. The secondary data come from survey
which formulates questions based on theoretical framework. The target group had been set
in this part. The quantitative data from survey used to collect the information about
customer need, want, attitude and perception. We used it to formulate the question to find
out whether superstore understand consumer. The secondary data come from textbook,
flyer, journal, website, database etc. It provided theories and useful information to do this
research. To analyze, the author used result from questionnaires that collect the information
from the respondents who are lived in Dhaka city. The research used indirectly questions to
get the useful information. The Statistical Package for Social Science (SPSS) was used to
analyze in order to make it more reliable. We focused both respondent male and female. Age
is based on Less than 25 year, 25 – 40 year and More than 35 year old customer who live in
Bangladesh. We have also included occupation and average income of the respondents. We
have selected 50 samples.

4.1: Part I: Personal information of respondents
4.1.1: Gender

Gender
26%
Male
Female
74%
Interpretation: 74% of the respondents are male and 26% of the respondents are female.
Those means maximum respondent of Superstore are male.
4.1.2: Age
Age
24% Less than 25 year

28%
25 – 40 year
48% More than 35 year
Interpretation: 24% of the respondents are less than 25 year old and 48% of the
respondents are 25-40 year old. In this case most of the respondent is service holders or
housewife.
4.1.3: Occupation

Occupation
18%
30%
Student
Service Holder
Businessman
52%
Interpretation: 18% of the respondents are student, 52% of the respondents are Service
holder and 30% of the respondents are businessman, In this case most of the respondent is
Service holder.

4.1.4: Average Income per month
Average Income per month
24% 28%
Less than TK. 20,000
TK. 20,000-30,000
More than TK. 30,000
48%
Interpretation: 28% of the respondent’s monthly average income less than tk. 20,000 that
most are in student and 48% of the respondent’s monthly average income is tk. 20,000-
30,000 that most are service holder.
4.1.5: Education
Education
6% 10%
12% SSC
18% HSC
Graduate
Post-Graduate
Others
54%

Interpretation: 54% of the respondent’s education is graduated. That means maximum of
are educated.
4.2: Part II: General Consumers Attitude towards the Superstore Shop
4.2.1: Mostly Purchasing Product from each super store
Bakery and, Fish and Meat are also the most selling products at superstores. But considering
each superstore most selling that will be varied depending on sample customers
characteristics and wants as well. Most selling products for each superstore are:
Meena Bazar: Bakery, Fish and Meat, Cosmetics and Groceries;
Agora: Bakery, Groceries, Fish and Meat, Cosmetics;
Nandan: Fish and Meat, Cosmetics, Vegetables, Cosmetics, Bakery;
Shwapno: Vegetables, Cosmetics, Fish and Meat, Household, Fruits and Bakery.

4.2.2: Factors affecting consumers to shop at specific superstore
Purchasing reasons Meena Bazar Agora Nandan Shapno
Very Good Very Good Very Good Very Good
(%) (%) (%) (%)
Quality of the product 65 62 60 55
Price of the products 60 65 75 85
Product variety 80 70 72 63
Availability of products 72 68 64 60
Cleanness 80 78 75 75
Hospitality 70 72 78 67
Location 58 68 65 70
Enhance your social status 74 72 73 60
Credit purchase facility 70 67 65 63
Layout of the store 63 67 64 70
Hassel-Free shopping 70 70 65 60
environment
Service 80 77 78 70
Hygienic for health 83 79 70 68
Home delivery service 00 00 00 00

Interpretation of Factors affecting consumers to shop at specific superstore: Maximum
customers are rated their shopping superstore as Meena Bazaar then Agora then Nandan
and Shapno. But Shapno has provided lower price than others. But no one superstore
introduces Home delivery service.
4.2.3: Rating Average by own customer
Name of the superstore Rating Average by own Percentage (%)
customer
Meena Bazar 18 36
Agora 14 28
Nandan 12 24
Shapno 06 12
Total 50 100%
Rating Average by own customer
12%
Meena Bazar
36%
Agora
24%
Nandan
Shapno
28%

Interpretation of Rating Average by own customer: Maximum customers are rated their
shopping superstore as Meena Bazaar 36% out of 100% then Agora 28% and then others.
4.2.4: Customer Opinion for offering batter brand mix of an individual
Customer Opinion for offering batter brand mix of an
individual
Superstores Meena Bazar Agora Nandan Shapno
No of respondent 18 14 12 6
Very Good 10 7 5 3
Assessment Scale Good 6 6 4 2
Neutral 2 1 3 1
Bad 0 0 0 0
Very Bad 0 0 0 0

4.2.4.1: Customer Opinion for offering batter brand mix of an individual (Meena
Bazar)
Frequency Percent Valid Percent Cumulative Percent
Valid 5.00 10 43.0 43.0 43.0
4.00 6 36.0 36.0 79.0
3.00 2 21.0 21.0 100.0
2.00 0 00 00 100.0
1.00 0 00 00 100.0
Total 18 100.0 100.0

individual (Meena Bazar)
0% 0%
11% Very Good

Good
Neutral
33% 56%
Bad
Very Bad

4.2.4.2: Customer Opinion for offering batter brand mix of an individual (Agora)
Valid 5.00 7 43.0 43.0 43.0
4.00 6 36.0 36.0 79.0
3.00 1 21.0 21.0 100.0
2.00 0 00 00 100.0
1.00 0 00 00 100.0
Total 14 100.0 100.0

individual (Agora)
0% 0%
7%
Very Good
Good
50% Neutral
43% Bad
Very Bad

4.2.4.3: Customer Opinion for offering batter brand mix of an individual (Nandan)
Valid 5.00 5 46.0 46.0 46.0
4.00 4 36.0 36.0 72.0
3.00 3 18.0 18.0 100.0
2.00 0 00 00 100.0
1.00 0 00 00 100.0
Total 12 100.0 100.0

individual (Nandan)
0% 0%
18%
Very Good
Good
46%
Neutral
Bad
36% Very Bad

4.2.4.4: Customer Opinion for offering batter brand mix of an individual (Shapno)
Valid 5.00 3 43.0 43.0 43.0
4.00 2 36.0 36.0 79.0
3.00 1 21.0 21.0 100.0
2.00 0 00 00 100.0
1.00 0 00 00 100.0
Total 6 100.0 100.0

individual (Shapno)
0% 0%
18%
Very Good
Good
46%
Neutral
Bad
36% Very Bad

Overall Interpretation of Customer Opinion for offering batter brand mix of an
individual: Most of the respondents are very good evaluating the brand mix of different
products out of which the maximum no. goes to the customer of meena bazaar (50%). The
customers of Agora prefer very good about offering brand mix of an individual product
(50%). On an average all the stores maintain variety in individual product category that’s
why respondents prefer good, by order nandan and Shapno.
4.2.5: Level of Customer Satisfaction based on intention to repeat Purchase,
Recommendation to others and Satisfaction:
Levels of Satisfaction
Superstores Meena Bazar Agora Nandan Shapno
No of respondent 18 14 12 6
Very Good 9 6 5 2
Assessment Scale Good 5 5 4 3
Neutral 3 3 3 1
Bad 1 0 0 0
Very Bad 0 0 0 0

4.2.5.1: Levels of Satisfaction (Meena Bazar)
Valid 5.00 9 50.0 50.0 50
4.00 5 28.0 28.0 78
3.00 3 17.0 17.0 95
2.00 1 5.0 5.0 100.0
1.00 0 00 00 100.0
Total 18 100.0 100.0
Levels of Satisfaction (Meena Bazar)

0%
5%
17% Very Good

Good
50% Neutral
Bad
28% Very Bad

4.2.5.2: Levels of Satisfaction (Agora)
Valid 5.00 6 43.0 43.0 43.0
4.00 5 36.0 36.0 79.0
3.00 3 21.0 21.0 100.0
2.00 0 00 00 100.0
1.00 0 00 00 100.0
Total 14 100.0 100.0
Levels of Satisfaction (Agora)

0% 0%
21%
Very Good
43% Good
Neutral
Bad
Very Bad
36%

4.2.5.3: Levels of Satisfaction (Nandan)
Valid 5.00 5 42.0 42.0 42.0
4.00 4 33.0 33.0 75.0
3.00 3 25.0 25.0 100.0
2.00 0 00 00 100.0
1.00 0 00 00 100.0
Total 12 100.0 100.0
Levels of Satisfaction (Nandan)

0% 0%
25% Very Good

42% Good
Neutral
Bad
Very Bad
33%

4.2.5.4: Levels of Satisfaction (Shapno)
Valid 5.00 2 33.0 33.0 33.0
4.00 3 50.0 50.0 83.0
3.00 1 17.0 17.0 17.0
2.00 0 00 00 100.0
1.00 0 00 00 100.0
Total 6 100.0 100.0
Levels of Satisfaction (Nandan)
0% 0%
17%
Very Good
33%
Good
Neutral
Bad
Very Bad
50%

Overall Interpretation of Levels of satisfaction: In the data and analysis, customers are
almost shown their preference as much as possible in the extreme level. The highly satisfied
customers are in Meena Bazar (50%), and then Agora (43%), Nandan (42%). The customer
of Shwapno (33%) is not highly satisfied but some of them are expected to be much better
than existing.

5.1: Summary of Findings
This report documented the demographic overview and customer profile of regular
customers of superstores in Dhaka. Looking at the big picture that the data portrayed, we
can conclude that, in spite some problems, the superstores movement overall worked
relatively well. Though the superstore background history as much as not getting fruit from
their targeted market, but the movement of competitors are being paid to make challenges
for future by reducing prices to come closer and significantly differentiate the store one to
another. By recompensing attention to cost-cutting trial and customer service, one can be
exceeded expected profits, me-think. If it is possible to continue dedication to the employees’
and the customers’ needs and maintaining active involvement in the community, it will be
very easy to get the early fruit as they like.
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 is available only in Meena Bazar which is not available elsewhere.
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. But Price of Meena bazaar is
comparatively higher than other leading superstores resulted from the survey
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. 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.
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. 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 super shop. Nandan only have two branches in Gulshan and
Dhanmondi. That is another problem for them to catch up potential & new consumers.

5.2: 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 day’s 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.

5.3: Recommendation
 More Outlets: If the superstore introduces more outlets at different places of the city,
consumers tend to savor the neighborhood experience assuming more outlets more
customers.
 Change in Customer Lifestyle: The store sales will be increased day by day due to
making changes in customers’ lifestyle, taste and preferences.
 Effective Supply Chain Management for low price offer: With prices of the
perishable goods being offered below the prices of the nearby kitchen markets, it is
hoped to convince customers to change the most of consumers shopping habits. In
this regard company can introduce effective supply chain management to make
products available in time and good networking system for direct source to get the
products at maximum possible lowest cost from the farmers avoiding excessive
middlemen cost and risk there to. Backward linkage can be the better way to
consolidate the store image and position in order to secure a reliable supply of
products identified the farmers who really grow products.

 More Line of Product with More Promotion: The store can begin to catch up a slice
of retailing and wholesale trade to ensure more product and full line of products with
promotion.
 Intensive Customer Service: To secure the position into the customers mind,
promising intensive customer service and a variety of products assortment along
with assuring customers of high standards and guarantees the correct weight in sales.
 Digital Offerings: To launch E-commerce website to enhance customer satisfaction
and induce the customers to get the benefit there to like finding desired products and
have them delivered at home. It is expected that maintain the relationship with
customer one step further and be nearer to them at all times.
 Discount Card: They can initiate their own selling card so that customers can directly
purchase the goods by using it and offer discount.
 Avoid Service Charges, No More Price: They can provide the relief or in some cases
some monetary benefit to take off the additional amount charges for vat and others
which have already been paid by the company or inclusive into the retail price.
 Be a Price Leader: To maintain and focus on price leadership in every market can be
a better strategy to sustain and to ensure more sales with the motto of save people
money so they can live better.
 New Product Assortment: The store can begin to integrate sourcing capabilities to
maintain variety of products assortment.
 Everyday Low Pricing Strategy: They can bring in everyday low prices (EDLP)
philosophy under which products priced at a low price every day so that customers
trust that product prices will not change under frequent promotional activity.

 Promotional options for every bit: Introduce several promotional campaigns like
value week, annual sales festival, and discount at bulk amount purchasing for increase
sales and make distinction from other competing stores.
 Quality and Freshness Again: To improve in food quality and freshness by using
quality controls, better hygiene and correct storage conditions like cooling and
refrigerating.

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“ Consumers attitude towards the superstore shop

ASA UNIVERSITY BANGLADESH Page 1

in the context of Bangladesh.

1.2: Background of the Study

and Vietnam. According to Thomas Reardon, a professor at the Department of Agricultural,

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1.3: Objectives of the Study

But the specific objectives of this study are –

of location for the same.

choice criteria utilized in selecting a department store.

 To discover Attitude of customers toward specific superstore toward product quality,

ASA UNIVERSITY BANGLADESH Page 4

 To calculate rating of the stores by their customer.

influencing choice criteria.

tk 15.0 billion (1500 core), according to Bangladesh Supermarket Owners Association

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remained out of the focus of business conglomerates.

couldn’t ignore some drawback and limitations.

Those limitations are as follows:

 The time for completing the project was not sufficient

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1.7: Report Preview

Bangladesh Supermarket Owners Association (BSOA). Hassle-free shopping environment,

the wet or kitchen markets, one of the superstore operators say.

ASA UNIVERSITY BANGLADESH Page 7

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Tk 15.0 billion (1500 core), according to Bangladesh Supermarket Owners Association

(BSOA).Hassle-free shopping environment, hygienic commodities, fresh vegetables, meat

remained out of the focus of business conglomerates.

hygienic foods at competitive prices compared to those of unorganized retailers in the

ASA UNIVERSITY BANGLADESH Page 10

three outlets are the major players in the market.

2.1.1: Overview of the superstore (Meena Bazaar)

Meena Bazaar is one of the best superstore

of Bangladesh at the moment. Owned by

famous industrialist Kazi Shahed Ahmed,

Meena Bazaar commits to provide

customer satisfaction in a way better than

competitors do. They have high

opportunity of growth. Meena Bazaar has

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 Every day low price

 Get the Best products ............ always

 Come and satisfy lenient need

Location: Dhanmondi, Asadavenue, Banani, kuril, Mirpur, Mogbazar, shamoly ring

Total Space: 15,000 Square feet. Launch: - Nov’2002

Total employee: 157

ASA UNIVERSITY BANGLADESH Page 12

2.1.2: Overview of the superstore (Agora)

Agora, the first ever chain superstore in

Bangladesh was set up by Rahimafrooz.

Rahimafrooz is one of the respected and reputed

business houses in Bangladesh. It has just crossed

50 ye ars of operation. Rahimafrooz has endured

turbulences of the last 50 years and has been able

Agora emerges as leading chain superstore in Bangladesh, mainly covering Dhaka

ASA UNIVERSITY BANGLADESH Page 13

foundation. Agora’s aim is to consistently provide REMARKABLY SATISFYING