Post on 07-Feb-2016
1
Research Report
On
"Marketing Strategies to increase
the Sales of Agora"
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Research Report On “Marketing Strategies to Increase the Sales of Agora”
MKT 414 ( Marketing Research ) Sec: 03
Semester: Spring 2009
Prepared For:
Md. Farhan Faruqui Senior lecturer
Department of Business Administration East West University.
Prepared By:
Name ID
Md. Nurul Ittahad Zikon 2005-2-10-034
Md. Zahidul Islam Noor 2005-2-10-044
Kazi Enamul Huq 2005-2-10-068
Rakib Azad 2005-2-10-150
Abdullah-Al-Mahmood 2005-2-10-058
Date of Submission :
19th April, 2009
East West University
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LETTER OF TRANSMITTAL
19th April 2009
Md. Farhan Faruqui
Senior Lecturer
Department of Business Administration
East West University.
Dear Sir,
In accordance to your advice to conduct a marketing research, we selected Agora and
developed our research on marketing strategies to increase the sales of Agora.
To serve our purpose, we have followed standard methodology to extract our findings. We
have applied our knowledge from Marketing Research course (MKT414). As per the
direction from you, we have tried our best to develop the marketing strategies to increase the
sales of Agora.
We hope that this report will fulfill the requirements suggested by you under the course.
Sincerely yours, Name ID Signature Md. Nurul Ittahad Zikon 2005-2-10-034 _____________
Md. Zahidul Islam Noor 2005-2-10-044 ______________
Kazi Enamul Huq 2005-2-10-068 ______________
Rakib Azad 2005-2-10-150 _______________
Abdullah-Al-Mahmood 2005-2-10-058 _______________
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ACKNOWLEDGEMENT
First of all, we thank to almighty Allah, who have provided us the brilliant opportunity to
build and complete this report successfully.
We would like to express our feelings and great affections with our heartiest appreciation.
We would like to thank to our honorable teacher Md. Farhan Faruqui who helped us by
giving valuable advice and experiences.
We are doing this research on analysis about the marketing strategies to increase the sales of
Agora, as a part of our Marketing Research (MKT-414) course conducted by Md. Farhan
Faruqui .We want to show our gratification to the administration of Agora to provide and
help us to conduct this research, and also we would like to thank to those respondents who
helped us by giving their opinion, attitude and perception in the questionnaire survey.
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EXECUTIVE SUMMARY
This research study investigates about the marketing strategies to increase the sales of Agora.
So we tried to find out the strengths and weakness of Agora based on some important
criterias like product-quality, price, service, location, layout, brand-image, etc. We used
primary data as our research input and secondary data to support our findings. We found that
most of the customers go to Agora for the fresh & hygienic products and convenient location.
Most of them are from upper-middle class. We choose 50 samples to conduct our research
survey. We basically used SPSS program for the data analysis. We concluded our
interpretation by analyzing all factors related to our research. There are some specific
objectives in carrying out research on the proposed topic which belong to broad objective.
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Table of Content
TOPIC PAGE Introduction 1 Origin of the report 1 Objective of the Report 1-2 Methodology 2
Scope of the Report 2
Limitations 3 Hypotheses 3-4
Research Process 4
Data collection Method 4 Data Analysis 4
Sample 4
Related construct of this research study 5 Price 5 Convenient Location 5 Attractive Layout 6 Service 6 Quality 6 Research Findings 7 Demographic factors:-Age ( bar graph & table ) 7 Gender( bar graph & table ) 8 Average Monthly income( bar graph & table ) 9 Psychographic factors:-Media preference( bar graph & table ) 10
Time interval to watching TV (bar graph & table)
11
Why do customers go to Agora ( pie chart & tables of choice factors ) 12-14 Why do customers go to Agora ( One-sample test & hypotheses testing
) 15-16
Preference about Agora when buying grocery / bakery & cookies / cosmetics products ( One-sample test & hypotheses testing )
17-18
Why do customers go to Agora (correlation) 19 Belief in Agora (Reliability test) 20 Respondents belief (Effects on customers' purchase from Agora) 21 Respondents belief(The next time customers will purchase from ) 22 Levels of Agreement (Effects on likeness to shop at Agora) 23 Usually customers purchase from (including pie chart) 24 Recommendation & conclusion 25 Refference 26
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INTRODUCTION
Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by
launching the first retail chain in the country named ‘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, best quality
and service.
While Agora mainly focuses on food items - ranging from a wide variety of fish, meat,
vegetables, fruits, bakery, cookies, - it also carries a vast array of other household, personal
care, such as cosmetics and miscellaneous products. At any point in time, there are nearly
30,000 different products available. RSL is committed to sustaining and growing as the most
trusted, loved and frequented retail chain.
ORIGIN OF THE REPORT
We have been assigned to do marketing research to create relation between our study and the
real life scenario, so we choose Agora to develop marketing strategies to increase its sales.
This report was assigned by our honorable course instructor Md. Farhan Faruqui. We are
studying Marketing Research (MKT-414) course and we have prepared this report according
to our study. We tried our best to give our effort and concentration to prepare this report.
OBJECTIVE OF THE REPORT
Our main objective is to develop marketing strategies to increase the sales of Agora.
Moreover, another objective is to get the actual knowledge about marketing research and its
implementation. There are also several other objectives in carrying out research on the
proposed topic apart from the broad objective.
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Management Decision Problem:- Strategies to increase market share of Agora.
Marketing Research Problem:- Broad Objective :- To find out the strength and weakness of Agora
and its competitors.
Specific Objective:-
• To identify the criteria that consumers use when selecting Super Store.
• To know that how consumers evaluate Agora and its competitors based
on their choice criteria.
• To find out those stores those are patronized when shopping for specific product
categories.
• To find out the market share of Agora and its competitors.
• To identify the demographic and psychographic profile of the consumers of
Agora.
• To determine that can customer preference be explained in terms product
evaluations and customer characteristics.
METHODOLOGY
The research study is based on primary and secondary source of information. From the
primary source, we get the basic information about the choice criterias of the customers to
choose Superstore. We have basically used SPSS program for the analysis of data of 50
samples. We conclude our interpretation by analyzing all factors related to our research.
SCOPE OF THE REPORT
This report basically focuses on the marketing strategies to increase the sales of Agora. In this
report we have discussed all the related matters that we covered in our class. We hope this
report will contain all the matters that were instructed by our instructor.
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LIMITATIONS In preparing the report we faced several difficulties for gathering appropriate information and
other related issue.Many problems rose while making this report. These are as follows:
Some respondents did not participate properly according to our expectation.
Secondary source is limited in some factors.
Time shortage
HYPOTHESES The hypotheses were developed to test the positive or negative effects of the
variables:-
H0: The store-personnels of Agora are knowledgeable.
H0: The store-personnels of Agora are helpful.
H0: Customers are satisfied about the price of the goods of Agora.
H0: The location of Agora is convenient to the customers.
H0: The layout of Agora is attractive.
H0: The products of Agora are fresh and hygienic. H0: Agora has strong brand image in the mind of the customer. H0: Agora is more preferable to customers when buying grocery products.
H0: Agora is more preferable to customers when buying bakery & cookies.
H0: Agora is more preferable to customers when buying cosmetics products.
H0: The maximum customers of Agora are young.
H0: The maximum customers of Agora are female. H0: Agora’s customers have high income.
H0: Agora’s maximum customers are Housewives.
H0: The customers of Agora are loyal.
H0: Customers prefer TV-channel.
H0: Customers prefer FM radio.
H0: Customers prefer newspaper & magazine.
H0: Customers prefer bill-board Ad.
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H0: Customers watch TV at night.
H0: Customers travel in their leisure period.
H0: Customers gossip with friends in their leisure period.
H0: Customers go for shopping in their leisure period.
H0: Customers see TV in their leisure period.
Research Process: Exploratory Research : At first, we used exploratory research to identify the different choice
criterias of the customers. This research also helped us to find out the main competitors of
Agora, and to develop the hypotheses.
Descriptive Research : Next we basically used descriptive research design. Descriptive
research is one kind of conclusive research design. Our Sample size was 50. Our research
process was formal and structured. We used questionnaire-survey method.
Data collection Method: (i) Primary data :- We collected primary data from the samples by using
questionnaire-survey.
(ii) Secondary data :- We collected secondary data from Internet, and we also took
some help from the past research works to successfully accomplish our research.
Data Analysis: Testing each hypotheses individually performs data analysis and standard statistical technique
has been be applied. We analyzed the data through the SPSS program.
Sample:
We selected randomly 50 respondents as the sample from the total population. Our
respondents were both male and female. They have the experience to purchase from different
superstores.
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Related construct of this research study: In our research, we get our findings based on some related construct, which are price,
convenient location, attractive layout, service, quality, etc.
Price: Price is the process by which consumers translate price into meaningful cognitions, and it has
interested researches for several years. Consumers want to get highest utility from a brand or
any product, which they purchase by sacrificing benefit from other competitive brands. In our
study, price is one of the choice criterias, based on which consumers choose Agora. We find
that most of the consumers of Agora come from well-off family and their income level is in
upper middle class. Other than conventional market price in Agora is bit higher but their
pricing strategy is matched with their service and quality provided. Generally price conveys
information to the consumer about product quality. The importance of price as a function of
perceived quality has been extensively studied more than any other factors in this sphere.
Consumers think that high price of product means that quality of that product will be high.
Price can play both role as an indicator of the amount of sacrifice needed to purchase a
product and an indicator of the level of quality. So the consumers of Agora think that they are
getting good quality product within reasonable price, so they like to shop from Agora.
Convenient Location: Location is the most crucial part for shopping. In everywhere of the world, the more close the
market the more customer can visit the market. Therefore, it is one of the most important
choice factors for the consumer to shop from market. It is better for customer to find out
superstore near to him/her. Some customers go to a superstore only for location. It should be
very much convenient for the customer. Agora has only four branches in Dhaka, so there are
lots of complaints about their outlet. The customers who have the ability and affordability to
shop from Agora can get the benefit from Agora only for location. Few loyal customers who
like Agora very much, they can travel a long distance for getting the benefit. Normally people
look for nearest superstore to visit and it should be in their locality. We find that, In Agora
most of the customers come from within two kilometres of distance from their home or
working place. So we consider location as the most vital choosing factor for Agora.
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Attractive Layout: Attractive layout is an important factor for shopping. Agora's layout is really very much
attractive. So it is creating a good impact on the consumers' mind. Layout means interior
decoration. Moreover, the loyal customers have expectation that Agora will fulfill their
demand. Agora is trying to provide the quality atmosphere and standardized outlet as
international standard.
Service: Service is very much important to choose superstore like Agora. The more good service they
provide the more customers they will get. All over the world, service is the most considered
choosing factor. Service includes for Agora like helpfullness, knowledgeable, billing,
packing, providing information about the product, behavior of the employees, etc.We find
that most of the customers of Agora talk about service first, then they gradually focus on the
other factors. Good Serviceability can create a organization one of the good one. So service is
the most important factor for superstore like Agora.
Quality: Quality is the most important factor. If any person doesn't get quality-product from a well
reputed superstore, then his/her perception towards that superstore goes down. Quality of a
product means the ability of a product to satisfy a consumer's needs and wants. Agora's
product-quality is very good, because its products are fresh and hygienic. When consumers
are convinced with the quality of a product, then they evaluate the product and service
positively.
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RESEARCH FINDINGS DEMOGRAPHIC FACTORS: Age :-
20-30 30-40 40-50
age
0
10
20
30
40
50
60
Perc
ent
Age
Frequency Percent Valid Percent Cumulative
Percent Valid 20-30 28 56.0 56.0 56.0
30-40 15 30.0 30.0 86.0 40-50 7 14.0 14.0 100.0 Total 50 100.0 100.0
Interpretation:
Most of the customers of Agora are between 20-30 years old. 56% of the total respondents
are fall in this group. On the other hand only 30% respondents go to Agora which has the age
range of 30-40 years. The rest 14% respondents go to Agora which has the age range of 40-
50 years. So Agora should focus on the respondent who is the age of 20-30 years .
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Gender :-
male female
gender
0
10
20
30
40
50
60
Perc
ent
Gender
Frequency Percent Valid Percent Cumulative
Percent Valid male 24 48.0 48.0 48.0
female 26 52.0 52.0 100.0 Total 50 100.0 100.0
Interpretation:
Both male and female go to Agora. So we randomly took both male and female customers for
survey purpose. According to our survey, 52% are female and 48% are male who go for
shopping to Agora.
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Average Monthly income:-
.00 less then 10000
10000-20000 20000-30000 30000-40000 40000-50000
Average monthly income
0
10
20
30
40
Perc
ent
Monthly Income Level
Frequency Percent Valid Percent Cumulative
Percent Valid .00 5 10.0 10.0 10.0
less then 10000 8 16.0 16.0 26.0
10000-20000 9 18.0 18.0 44.0
20000-30000 19 38.0 38.0 82.0
30000-40000 8 16.0 16.0 98.0
40000-50000 1 2.0 2.0 100.0
Total 50 100.0 100.0 Interpretation:
Monthly income is a major factor for visiting Agora. It needs a relatively high income to
afford its expense. It is the class where its customers targeted by income group. It is seen that
most of the respondents have the income range of tk.20000-30000. It is the portion of 38%.
So Agora should focus on this segment.
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PSYCHOGRAPHIC FACTORS Media preference:-
tv chanel Fm_ radio newspaper and Magazine
others
which media do you usualy
0
10
20
30
40
50
60
70
Perc
ent
which media do respondents usually like
Frequency Percent Valid Percent Cumulative
Percent Valid tv chanel 33 66.0 66.0 66.0
Fm_ radio 4 8.0 8.0 74.0 newspaper and Magazine 10 20.0 20.0 94.0
others 3 6.0 6.0 100.0 Total 50 100.0 100.0
Interpretation:
Here we see that, maximum customers (66%) like TV channel. So, advertisement about
Agora should be given more on TV channel.
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Time interval to watching TV:-
12pm_3pm 3pm-6pm 6pm-9pm 9pm_12pm after 12 pm
In which time interval do you watch Tv
0
10
20
30
40
50
60
Perc
ent
In which time interval do respondents watch TV
Frequency Percent Valid Percent Cumulative
Percent Valid 12pm_3p
m 2 4.0 4.0 4.0
3pm-6pm 3 6.0 6.0 10.0 6pm-9pm 11 22.0 22.0 32.0 9pm_12pm 28 56.0 56.0 88.0
after 12 pm 6 12.0 12.0 100.0
Total 50 100.0 100.0
Interpretation: Here, we see that 56% customers watch TV at 9pm-12pm. 22% customers watch TV at 6pm-
9pm. Maximum customers watch TV at night. So advertisement should be given more at
these time intervals.
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Why do customers go to Agora :
why do you go to agora(fresh and hizenic)why do you go to agora(store personnel are knoweledgable)why do you go to agora(store personnel are helpful)why do you go to agora(price is satisfactory)why do you go to agora(convenient location)why do you go to agora(attractive layout)why do you go to agora( strong brand image)
Fresh and hygienic
Frequency Percent Valid Percent Cumulative
Percent Valid no 22 44.0 44.0 44.0
yes 27 54.0 54.0 98.0 4.00 1 2.0 2.0 100.0 Total 50 100.0 100.0
Interpretation: 54% customers go to Agora, because its products are fresh and hygienic. It is
the strength of Agora.
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Store personnels are knowledgeable
Frequency Percent Valid Percent Cumulative
Percent Valid no 49 98.0 98.0 98.0
yes 1 2.0 2.0 100.0 Total 50 100.0 100.0
Interpretation: 2% customers go to Agora, because they believe that the store-personnels of
Agora are knowledgeable. But the another 98% don't believe such, So it's a weak point of
Agora.
Store personnels are helpful
Frequency Percent Valid Percent Cumulative
Percent Valid no 40 80.0 80.0 80.0
yes 10 20.0 20.0 100.0 Total 50 100.0 100.0
Interpretation: 20% customers go to Agora, because they believe that the store-personnels
of Agora are helpful. But the another 80% don't believe such, So it's also a weak point of
Agora. Price is satisfactory
Frequency Percent Valid Percent Cumulative
Percent Valid no 31 62.0 62.0 62.0
yes 19 38.0 38.0 100.0 Total 50 100.0 100.0
Interpretation: 38% customers go to Agora, because they are satisfied about the price of its
products. But the another 62% are not satisfied, So it's also a weak point of Agora.
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Convenient location
Frequency Percent Valid Percent Cumulative
Percent Valid no 29 58.0 58.0 58.0
yes 21 42.0 42.0 100.0 Total 50 100.0 100.0
Interpretation: 42% customers go to Agora because of its convenient location, but the
another 58% customers are not satisfied about its location. It's the combination of it's strength
& weakness. Attractive layout
Frequency Percent Valid Percent Cumulative
Percent Valid no 46 92.0 92.0 92.0
yes 4 8.0 8.0 100.0 Total 50 100.0 100.0
Interpretation: 8% customers go to Agora because of its attractive layout, but the another
92% customers are not satisfied about its layout. So it's also a weak point of Agora. Strong brand image
Frequency Percent Valid Percent Cumulative
Percent Valid no 37 74.0 74.0 74.0
yes 13 26.0 26.0 100.0 Total 50 100.0 100.0
Interpretation: 26% customers go to Agora because of its strong brand image, but the
another 74% customers don't contain its strong brand image in their mind. So it's also a weak
point of Agora.
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Why do customers go to Agora : One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the Difference
Lower Upper why do you go to agora(fresh and hygienic) 6.293 49 .000 .62000 .4220 .8180
why do you go to agora(store personnel are knowledgeable)
1.000 49 .322 .02000 -.0202 .0602
why do you go to agora(store personnel are helpful)
3.500 49 .001 .20000 .0852 .3148
why do you go to agora(price is satisfactory) 5.480 49 .000 .38000 .2407 .5193
why do you go to agora(convenient location) 5.957 49 .000 .42000 .2783 .5617
why do you go to agora(attractive layout) 2.064 49 .044 .08000 .0021 .1579
why do you go to agora( strong brand image) 4.149 49 .000 .26000 .1341 .3859
HYPOTHESIS TESTING : We state the null and the alternate hypothesis- H0: Store-personnels are knowledgeable. H1: Store-personnels are not knowledgeable. One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the Difference
Lower Upper why do you go to agora(store personnel are knowledgeable)
1.000 49 .322 .02000 -.0202 .0602
Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.322, which is in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is rejected. That is, Store-personnels are knowledgeable. .
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HYPOTHESIS TESTING We state the null and the alternate hypothesis- H0: Store-personnels are helpful . H1: Store-personnels are not helpful. One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the Difference
Lower Upper why do you go to agora(store personnel are helpful)
3.500 49 .001 .20000 .0852 .3148
Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.001, which is in the rejection area. So the null hypothesis is rejected and alternative hypothesis is accepted. That is, Store-personnels are not helpful. HYPOTHESIS TESTING We state the null and the alternate hypothesis- H0: The layout of Agora is attractive. H1: The layout of Agora is not attractive. One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the Difference
Lower Upper why do you go to agora(attractive layout) 2.064 49 .044 .08000 .0021 .1579
Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.044, which is in the rejection area. So the null hypothesis is rejected and alternative hypothesis is accepted. That is, The layout of Agora is not attractive.
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Preference about Agora when buying grocery / bakery & cookies / cosmetics products : One-Sample Test
Test Value = 2
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the Difference
Lower Upper which superstore do you prefer when buying grocery product
-2.011 49 .050 -.30000 -.5997 -.0003
which superstore do you prefer when buying bakery and cookies
-1.827 49 .074 -.26000 -.5460 .0260
which superstore do you prefer when buying cosmetics products
-.387 49 .700 -.06000 -.3714 .2514
HYPOTHESIS TESTING We state the null and the alternate hypothesis- H0: Agora is more preferable to customers when buying grocery products.
H1: Agora is not more preferable to customers when buying grocery products.
One-Sample Test
Test Value = 2
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the Difference
Lower Upper which superstore do you prefer when buying grocery product
-2.011 49 .050 -.30000 -.5997 -.0003
Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.050, which is
in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is
rejected. That is, Agora is more preferable to customers when buying grocery products.
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HYPOTHESIS TESTING We state the null and the alternate hypothesis- H0: Agora is more preferable to customers when buying bakery & cookies.
H1: Agora is not more preferable to customers when buying bakery & cookies. One-Sample Test
Test Value = 2
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the Difference
Lower Upper which superstore do you prefer when buying bakery and cookies
-1.827 49 .074 -.26000 -.5460 .0260
Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.074, which is
in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is
rejected. That is, Agora is more preferable to customers when buying bakery & cookies.
HYPOTHESIS TESTING We state the null and the alternate hypothesis- H0: Agora is more preferable to customers when buying cosmetics products.
H1: Agora is not more preferable to customers when buying cosmetics products.
One-Sample Test
Test Value = 2
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the Difference
Lower Upper which superstore do you prefer when buying cosmetics products
-.387 49 .700 -.06000 -.3714 .2514
Interpretation: After conducting the analysis we can see that Sig.(2-tailed) is 0.700, which is in the acceptance area. So the null hypothesis is accepted and alternative hypothesis is rejected. That is, Agora is more preferable to customers when buying cosmetics products.
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Why do customers go to Agora : ( Correlations )
why do you go to agora(fresh and
hygienic)
why do you go to
agora(store personnel
are knowledge
able)
why do you go to agora(stor
e personnel
are helpful)
why do you go
to agora(price is
satisfactory)
why do you go to agora(con
venient location)
why do you go
to agora(attractive layout)
why do you go
to agora( strong brand image)
why do you go to agora(fresh and hygienic)
Pearson Correlation 1 .079 -.087 .013 -.119 -.158 .062
Sig. (2-tailed) . .587 .548 .928 .412 .272 .668 N 50 50 50 50 50 50 50
why do you go to agora(store personnel are knowledgeable)
Pearson Correlation .079 1 .286(*) -.112 .168 -.042 .241
Sig. (2-tailed) .587 . .044 .439 .244 .771 .092
N 50 50 50 50 50 50 50 why do you go to agora(store personnel are helpful)
Pearson Correlation -.087 .286(*) 1 .227 -.020 .221 -.068
Sig. (2-tailed) .548 .044 . .114 .889 .123 .637 N 50 50 50 50 50 50 50
why do you go to agora(price is satisfactory)
Pearson Correlation .013 -.112 .227 1 .085 .073 -.276
Sig. (2-tailed) .928 .439 .114 . .557 .615 .052 N 50 50 50 50 50 50 50
why do you go to agora(convenient location)
Pearson Correlation -.119 .168 -.020 .085 1 -.102 -.135
Sig. (2-tailed) .412 .244 .889 .557 . .483 .350
N 50 50 50 50 50 50 50 why do you go to agora(attractive layout)
Pearson Correlation -.158 -.042 .221 .073 -.102 1 -.175
Sig. (2-tailed) .272 .771 .123 .615 .483 . .225 N 50 50 50 50 50 50 50
why do you go to agora( strong brand image)
Pearson Correlation .062 .241 -.068 -.276 -.135 -.175 1
Sig. (2-tailed) .668 .092 .637 .052 .350 .225 . N 50 50 50 50 50 50 50
* Correlation is significant at the 0.05 level (2-tailed). Interpretation:
Fresh & hygienic product is weak-positively (0.062) correlated with going to Agora.
Knowledgeable store-personnel is weak-positively (0.241) correlated with going to Agora.
Helpful store-personnel is weak-negatively (-0.068) correlated with going to Agora.
Price satisfaction is weak-negatively (-0.276) correlated with going to Agora.
Convenient location is weak-negatively (-0.135) correlated with going to Agora.
Attractive layout is weak-negatively (-0.175) correlated with going to Agora.
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Belief in Agora (Reliability test): Reliability Statistics
Cronbach's Alpha N of Items
.600 3 Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Cronbach's Alpha if Item
Deleted belief agora( status) 7.6200 3.220 .400 .512 belief agora( service) 7.5600 2.904 .464 .412 belief agora( convenient location) 7.5400 3.723 .367 .557
There is a high consistency among these three choice criteria (status, service, convenient
location) because here is Cronbach's Alpha is 0.600
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Respondents’ belief ( Effects on customers' purchase from Agora):
Coefficients
Model
Unstandardized Coefficients
Standardized Coefficients
t Sig. B Std. Error Beta 1 (Constant) 4.299 .925 4.650 .000
belief agora( price) -.323 .151 -.306 -2.135 .038
belief agora( status) -.095 .154 -.094 -.616 .541
belief agora( service) -.286 .152 -.291 -1.876 .067
belief agora( convenient location)
-.016 .169 -.014 -.093 .926
belief agora( attractive layout)
.003 .024 .020 .141 .889
Dependent Variable: usually i purchase from
Interpretation:
• Agora’s price effects the customers' purchase from Agora because significance
(0.038) < 0.05
• Agora’s status doesn’t effect the customers' purchase from Agora because
significance(0.541) > 0.05
• Agora’s service doesn’t effect the customers' purchase from Agora because
significance(0.067) > 0.05
• Agora’s convenient location doesn’t effect the customers' purchase from Agora
because significance(0.926) > 0.05
• Agora’s attractive layout doesn’t effect the customers' purchase from Agora because
significance(0.889) > 0.05
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Respondents belief (The next time customers will purchase from): (Coefficients)
Model
Unstandardized Coefficients
Standardized Coefficients
t Sig. B Std. Error Beta 1 (Constant) 3.849 .740 5.202 .000
belief agora( price) -.150 .121 -.171 -1.238 .222
belief agora( status) -.010 .124 -.012 -.080 .936
belief agora( service) -.380 .122 -.467 -3.118 .003
belief agora( convenient location)
.046 .135 .048 .340 .735
belief agora( attractive layout)
-.006 .019 -.042 -.309 .759
a Dependent Variable: the next time i will purchase from agora Model Summary
Model R R Square Adjusted R
Square Std. Error of the Estimate
1 .519(a) .270 .187 .86415 a Predictors: (Constant), belief agora( attractive layout), belief agora( status), belief agora( price), belief agora( convenient location), belief agora( service) Interpretation:
27% of total variation is influenced by price, status, service, layout of Agora.
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Level of Agreement (Effects on likeness to shop at Agora ): Coefficients
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.
95% Confidence Interval for B
B Std. Error Beta
Lower Bound
Upper Bound
1 (Constant) .413 .412 1.003 .321 -.417 1.244 agora sells fresh and hygienic products
.383 .158 .437 2.418 .020 .064 .702
i like the service of agora
.284 .190 .298 1.498 .141 -.098 .667
convenient location is impt for shopping
.075 .146 .081 .514 .610 -.219 .369
getting all products in one shop provides extra value
.098 .170 .100 .578 .566 -.244 .441
Dependent Variable: i like to shop at agora Interpretation:
• Selling fresh and hygienic product effects the respondents’ likeness to shop at
Agora because significance (0.020) < 0.05
• The service of Agora doesn’t effect the respondents’ likeness to shop at Agora
because here significance (0.141) > 0.05
• Convenient location doesn’t effect the respondents’ likeness to shop at Agora
because here significance (0.610) > 0.05
• Getting all products in one shop doesn’t effect the respondents’ likeness to shop
at Agora because here significance (0.566) > 0.05
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Usualy customers purchase from :-
6610
8
16
agoraminabazarPQSnandan
usually i purchase from
Usually customers purchase from
Frequency Percent Valid Percent Cumulative
Percent Valid agora 33 66.0 66.0 66.0
minabazar 5 10.0 10.0 76.0
PQS 4 8.0 8.0 84.0 nandan 8 16.0 16.0 100.0 Total 50 100.0 100.0
Interpretation:
From the above graph and table, we can see that -
66% respondents usually purchase from Agora.
10% respondents usually purchase from Minabazar.
8% respondents usually purchase from PQS.
16% respondents usually purchase from Nandan.
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Recommendation & Conclusion: From the above analyzed data, we find that, Agora has strengths on fresh & hygienic
products and convenient location. But it has weakness on service, price, layout, etc. So,
Agora should give proper concentration to remove the problems of its weak points to increase
its sales.
• The store personals of Agora should be more knowledgeable and helpful to the
customer. They should increase their sense of responsibility to give more service to
the customer. The store personnels' communication skill should be developed so that
the customers being satisfied at them.
• The price of the product of agora is very high. So its price should be reduced at
reasonable level.
• The layout of Agora should be more beautify, attractive, neat and clean to attract the
customer. Their internal space should be large enough to walk more freely.
• According to the research findings of hypotheses, there is no problem or weakness in
the product varieties. Respondents prefer Agora for grocery, bakery & cookies, and
cosmetics products.
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Reference: • www.agorabd.com
• Marketing Research by Naresh K. Malhotra
• Practical Survey
• Discuss with Agora's Sales person .
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Research questionnaire
“Marketing Strategies to increase the sales of Agora” We are the students of East West University. As a part of our “Marketing Research” course, we are supposed to prepare a research report on “Marketing Strategies to increase the sales of Agora”. To prepare this report, we need to conduct a questionnaire survey. We can assure you that the data collected through this questionnaire will be used only for academic purpose.
1. Age -
• 20-30 • 30-40 • 40-50 • 50-above
2. Gender -
• Male • Female
3. Purchase from Agora Superstore -
• Yes • No
4. Average monthly income -
• Less then 10000 • 10000 - 20000 • 20000 - 30000 • 30000 - 40000 • 40000 - 50000 • 50000 - above
5. Occupation -
• Housewife • Private sector • Public sector • Others _________
6. Which media do you usually visit ?
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• TV-channel • FM-radio • Newspaper & magazine • Billboard ad. • Others ______________
7. In which time-interval do you watch TV ?
• 12pm-3pm • 3pm-6pm • 6pm-9pm • 9pm-12am • after 12am
8. What do you do in your leisure period ?
• Traveling • Gossiping with friends • Shopping • Watching TV • Others__________
9. Why do you go to Agora ?
• Products are fresh and hygienic.
• Store-personnels are knowledgeable.
• Store-personnels are helpful.
• Price is satisfactory.
• Convenient Location.
• Attractive Layout.
• Strong brand image.
10. Which Superstore do you prefer when buying grocery products ?
• Agora • Mina Bazar • PQS • Nandan
11. Which Superstore do you prefer when buying bakery & cookies ?
• Agora • Mina Bazar • PQS • Nandan
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12. Which Superstore do you prefer when buying cosmetics products ?
• Agora • Mina Bazar • PQS • Nandan
13. Place mention the following four Superstores according to your belief in the five
places given below :
(a) Agora.
(b) Mina Bazar.
(c) PQS.
(d) Nandan.
5 4 3 2 1 Low Price ______ ______ ______ ______ ______ High Price
High Status ______ ______ ______ ______ ______ Low Status
Good Service ______ ______ ______ ______ ______ Poor Service.
Convenient Location ______ ______ ______ ______ ______ Not Convenient
Attractive Layout ______ ______ ______ ______ ______ Not Attractive
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14. Place your level of agreement with the following statements by placing a tick mark.
15. The last time I purchased from _____________ .
16. Usually I purchase from________________ .
17. The next time I will____________ purchase from Agora -
• Definitely
• Probably
• Not sure
• Probably Not
• Definitely Not
Thanks for your great participation
Criteria Strongly Agree (5)
Agree (4)
Neutral (3)
Disagree (2)
Strongly Disagree.(1)
Agora sells fresh and hygienic products
I like the overall service of Agora
Convenient location is important for shopping
I think getting all the products in one shop provides extra value to me
I like to shop at Agora
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